Magazines Archives - 2007 September

adidas in aggressive retail expansion across Asia
Story 3

ADIDAS has embarked on an ambitious drive to become Asia’s No.1 sports brand by 2010. It is developing retail marketing concepts as part of a versatile strategy that combines the latest management practices and research techniques to ensure the group stays at the top of the highly-competitive Asian market.

John Gearing, director of retail for adidas Asia, pins the group’s retail success on its clear strategic intent and geographical focus. “We want to ensure that we are focusing our efforts and resources on the right place,” he added.

Sales-driven, value-added brand campaigns that centre on generic themes like back-to-school and mother’s day are planned to draw customers.

Initiatives for loyal shoppers, such as promotional offers, visual merchandising and services also help take adidas ahead of the game in the region.

The company’s management and research techniques, too, play a key role in its geo-demographic property planning.

The group anticipates much growth coming out of China and India. Its plans for China include being an official partner in the 2008 Beijing Olympic Games to drive the group’s expansion there, while in India, plans are under way to open 100 new stores annually over the next three years.

adidas will continue to push the boundaries with retail marketing programmes, said Gearing. “For us, retail really is media. It is the most visible part of our brand strategy, and we manage it and invest in it accordingly,” he added.

By 2008, adidas expects more than 5,000 outlets to be opened throughout Asia, generating revenues of up to €1.4 billion (US$1.94 billion). It expects the value to hit €2 billion by 2010.
ADIDAS has embarked on an ambitious drive to become Asia’s No.1 sports brand by 2010. It is developing retailmarketing concepts as part of a versatile strategy that combines the latest management practices and research techniques to ensure the group stays at the top of the highly-competitive Asian market.

John Gearing, director of retail for adidas Asia, pins the group’s retail success on its clear strategic intent and geographical focus. “We want to ensure that we are focusing our efforts and resources on the right place,” he added.

Sales-driven, value-added brand campaigns that centre on generic themes like back-to-school and mother’s day are planned to draw customers.

Initiatives for loyal shoppers, such as promotional offers, visual merchandising and services also help take adidas ahead of the game in the region.

The company’s management and research techniques, too, play a key role in its geo-demographic property planning.

The group anticipates much growth coming out of China and India. Its plans for China include being an official partner in the 2008 Beijing Olympic Games to drive the group’s expansion there, while in India, plans are under way to open 100 new stores annually over the next three years.

adidas will continue to push the boundaries with retail marketing programmes, said Gearing. “For us, retail really is media. It is the most visible part of our brand strategy, and we manage it and invest in it accordingly,” he added.

By 2008, adidas expects more than 5,000 outlets to be opened throughout Asia, generating revenues of up to €1.4 billion (US$1.94 billion). It expects the value to hit €2 billion by 2010.