Reebok 2013 Annual Report Download - page 85

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adidas Group
/
2013 Annual Report
Group Management Report – Our Group
81
2013
Global Brands Strategy
/
02.5
/
As part of our market segmentation strategy and to increase our
addressable market to the lifestyle and fashion consumer, several
sub-labels under the banner of adidas Sport Style were established
To increase our appeal to a younger, more price-conscious generation
of lifestyle consumers, the adidas NEO label was established to cater
specifically to their needs. adidas NEO specifically targets the young
fashionable teen, aged between 14 and 19 years, with the 16-year-old as
the sweet spot. These teens are “digital natives” and live for now. They
are ready to go, discovering their own way and style, and the NEO label is
all about them
/
PICTURE 07. It is all about being open and engaged with
this teenage consumer, enabling them to participate with the label and
enjoy experiences that only NEO can provide, such as styling an outfit
for Selena Gomez or being part of the NEO collection created especially
for the New York Fashion Week. To ensure success, the NEO formula
employs a “fast fashion” business model. This means quick reaction
to emerging trends through shorter lead times and excellence in retail
execution. In addition, adidas Sport Style also partners with a number
of top designers, such as Yohji Yamamoto with the Y-3 brand, and luxury
brands, such as Porsche Design
/
PICTURE 08. With these sub-brands
adidas speaks directly to the most fashion-conscious consumers in the
lifestyle market.
06
/
adidas Originals
Stan Smith shoe
07
/
adidas NEO
Spring/summer 2014 campaign
08
/
Porsche Design Sport
Spring/summer 2014 campaign