Reebok 2011 Annual Report Download - page 91

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
87
2011
02.4 Other Businesses Strategy Rockport Strategy
Key strategic product initiatives and innovation
In 2011, Rockport further increased its focus on product design.
The brand continues its commitment to incorporate new innovation
concepts and advanced technologies into its products, while delivering
a “no compromise” solution to the style needs of the metropolitan
professional. For example, the DresSports collection with truWalk
men’s footwear combines all the attributes of attractive and very
comfortable leather shoes PICTURE 09 .
In spring 2012, Rockport will globally launch its newest footwear
innovation for men and women, truWalk Zero. truWalk Zero is the lead
concept to claim ownership of lightness in the brown shoe industry.
09 Rockport
DresSports with truWalk men’s shoe
International expansion continues
Given the strong global presence the adidas Group enjoys, Rockport
sees significant potential for leveraging the Group’s infrastructure
in order to more rapidly expand the brand and its product offerings
to international markets. Rockport’s international expansion will
continue in 2012 and beyond, and sales outside of the United States
will further increase. Regional offices have already been established
in Europe and Asia to further support growth in these regions.
Roll out a profitable mono-brand retail concept
Full-price own-retail stores are planned to be the main growth driver
within the brand over the next years. The target is that a fifth of total
sales should originate from full-price own retail by 2014.
In 2011, Rockport opened more than 80 points of sale in Russia, China,
South Korea and other markets around the world, with the majority
being opened as mono-brand concept stores PICTURE 10 . Based on
encouraging results to date in our existing store base, Rockport
will continue to further roll out its mono-brand retail concept in key
markets during 2012.
10 Rockport
Concept Store in London
Focus of marketing activities on fashion
On the marketing side, Rockport is continuing to drive a fashion
agenda. Fashion-oriented campaigns as well as close collaborations
with stylists and style leaders solidify this position consistently.
11 Rockport
Fashion’s Night Out
In 2011, Rockport participated in Vogue’s “Fashion’s Night Out”,
a worldwide after-hours shopping extravaganza where celeb-
rities, designers and stars mingle with shoppers at exclusive events
PICTURE 11 . Through initiatives like these, Rockport aims to further
enhance the brand’s fashion credibility among media and consumers.
Similar consumer-facing fashion events, combined with exclusive
Rockport specific activities, are envisaged for 2012 and beyond.