Adidas 2000 Annual Report Download - page 25

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adidas-Salomon ANNUAL REPORT 2000
21
Strategy
EQUIPMENT apparel will follow the same direction and stan-
dards that footwear establishes. Apparel will address both the
functional and aesthetic needs of the consumer. As in footwear,
these products will not compromise in any way on performance
or quality. The fabric mix, new cuts and construction details will
be top of the line. Design direction and color approaches will
be developed in line with footwear in order to best coordinate
product offerings.
Together, EQUIPMENT footwear and apparel will give the retailer
products that are new, different and at the same time functional.
Additional products will be added to the range in later seasons.
Distribution
EQUIPMENT will work with premium retailers who understand
its concept and are committed to giving it the time and space
it will require. Time is needed because we are building a new
segment from scratch. A pre-condition for all retail partners
will be significant consumer traffic from our target groups.
These stores may or may not be within our current distribution
channels.
EQUIPMENT will not be an item business. All retailers will
display and sell EQUIPMENT only as complete product
packages.
We will utilize a selective and limited sales approach
to stimulate
demand, which will be the basis for future growth.
Outlook
Building our overall brand image and our standing in the
premium-priced footwear and apparel categories are the
primary goals of the EQUIPMENT division. We believe this will
extend our platform for the future growth of all categories.
In terms of revenue, we intend to grow the business at
double-digit rates.
simply unexpected