Adidas 2000 Annual Report Download - page 23

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adidas-Salomon ANNUAL REPORT 2000
19
Strategy
once innovative,
now classic,
always authentic
Product Direction
The Fall/Winter 2001 apparel offering is a collection of individual
items rather than matching outfits. An overall feeling of crafts-
manship will be central, with strong attention to detail, fabrics
and patterns. Products will be sold as packages with frequent
roll-out dates to keep the range fresh at retail. Both footwear
and apparel offerings will consist of products which are stra-
tegically priced, based on distribution and consumer targets.
Distribution
Our distribution strategy for 2001 will focus on trend and life-
style stores in major markets in Europe, the United States and
Japan. About 100 trend shops in major metropolitan areas will
carry limited-edition, premium-priced products. Lifestyle shops,
which represent a mixture of sport, fashion/denim, and high-
end department stores will sell the other product offerings.
Additional countries and a wider distribution will follow in 2002.
Outlook
The ORIGINAL division will utilize our competence in sport to
extend our lifestyle offering. We will emphasize our unique
tradition as the world’s oldest and most authentic major sports
brand to create up-to-date products for today’s consumer. New
apparel and accessories will augment our already successful
footwear line. As a result, the ORIGINAL division will grow sales
at double-digit rates in 2001 and beyond and will contribute
25 to 30% of our sales in the medium term.