Reebok 2010 Annual Report Download - page 99

Group Management Report – Our Group Global Brands Strategy adidas Strategy 95
adidas Sport Style – style your life
What once started as a niche business
has developed into a significant
contributor to the Group’s top-line
development. To best tap the potential of
the sports fashion market, adidas Sport
Style is targeting that market with a clear
multi-label strategy.
Y-3: pioneering
The “Y” stands for Yohji Yamamoto,
the “3” represents adidas’ three
signature stripes and the “-“signifies
the link between the two. Y-3 targets a
sophisticated, forward-thinking fashion
consumer and has enabled adidas
to enter the premium sports fashion
market segment. Celebrating its tenth
anniversary in 2011, it will remain the
pioneering sportswear label that fuses
sport and avant-garde design. Yohji
Yamamoto’s signature design aesthetic
is combined with traditional Japanese
tailoring in each collection.
adidas Sport Style
Y-3 Kubo see p. 57
Growing demand from consumers has
led Y-3 to open its own mono-branded
stores, and today it has stores in major
cities such as New York, Los Angeles,
Miami, Las Vegas, Paris, Milan, Dubai,
Singapore, Shanghai and Beijing. 2011
will see the opening of additional Y-3
stores in other influential cities in the
USA, Asia and Europe and it will expand
its business by launching the global
e-commerce site Y-3store.com.
adidas SLVR: smart design
In February 2009, adidas introduced the
adidas SLVR label to expand its presence
among mid-price-point consumers.
adidas SLVR is the smart fashion
sportswear label within adidas Sport
Style. At adidas, we believe that there is
a need in the market for sophisticated,
classic, yet fresh and confident
sportswear that lasts longer than one
season. The adidas SLVR label fulfils
this need.
adidas Sport Style
SLVR Clima Wedge see p. 57
Since launching adidas SLVR, adidas
has opened mono-brand stores in New
York and Bangkok. adidas SLVR is also
carried in all major adidas brand centres
in Berlin, Paris, Moscow and Beijing as
well as in adidas online stores in the
USA and Europe. In terms of third-party
distribution, we have taken a conservative
approach, working on a pilot phase with
some leading department stores such as
Harrods, Selfridges and Bloomingdales
over the past 12 months. From the
second half of 2011, we will broaden
distribution including the addition of
franchise stores in China.
adidas NEO label: fast and fresh
The adidas NEO label is targeted to
appeal to the fashionable teen (12- to
16-year-old) who is fully engaged in life,
be it through social networking, family,
friends, outdoor or sporting activities.
The NEO label brings stylish products
for the more price-conscious consumer
who is looking for seasonal fashion items
with a sports-casual flavour, constant
newness, expressing their personality
and reflecting their lifestyle and values.
adidas Sport Style
NEO apparel see p. 55
Incorporating footwear, apparel and
accessories, adidas NEO label focuses
more on accessible price points, however
maintaining a premium to competitors.
From a gender split, we are targeting
primarily the girls, which should account
for two-thirds of the business over
time. In further expanding the label, a
vertical business model is considered
the most effective way to approach the
target group, taking into account the
competitive environment and future
demands of successful fashion brands
and retailers. Therefore, we have to focus
on creating retail solutions consisting of
both own retail and controlled space with
wholesale distribution partners.
adidas Sport Style
NEO apparel see p. 55