Reebok 2015 Annual Report Download - page 64

GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy
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3.Shaping our own destiny
Our goal is to deliver a premium experience through the seamless integration across all of our channels.
The omni-channel capabilities will be fundamental to our success, but the key contributor to our commercial
performance will be controlled space. Whenever we control the way our brands are presented at the
point of sale, the impact is significant. We have the power to do so in own retail (including eCommerce),
franchise and in wholesale managed space. By 2020, we aim to generate more than 60% of our revenues
through controlled space.
We have ambitious retail expansion plans for full-price concept stores, while simultaneously reducing the
number of retail formats we operate worldwide. This will ensure consistency in the way consumers see
our brands, and will also allow us to open, close and operate stores at a lower cost. We will amplify our
success in own retail by translating key learnings to franchise stores, and expand franchising as a business
model into new geographies. eCommerce will continue to be the fastest-growing channel that we operate,
with revenues expected to increase to a level of € 2 billion by 2020. In absolute terms, however, wholesale
will remain our largest channel, driven by a keen focus on prioritised global key accounts. Strategic
partnerships will enable us to deliver a premium consumer experience in a multi-branded environment,
through the power of managed space.
ROLE OF OUR GLOBAL MARKETS
Our Global Sales strategy is crafted by a centralised Sales Strategy & Excellence team, which supports the
execution and drives operational excellence across our nine global markets. The markets are responsible
for converting brand desire into profitable and sustainable growth, through the successful implementation
of our omni-channel strategy. Clear roles have been defined for each of our markets.
Extend: In markets where we are currently the top player, we plan to leverage and extend our market
leadership. These are Russia/CIS, Japan and South Korea.
Lead: In markets where we are a strong competitor but not number one yet, we aim for market leadership.
These are Western Europe, Greater China as well as Emerging Markets.
Grow: In markets where we have identified extensive growth opportunities, we aim for dramatic market
share gains. These are: North America, Latin America and Southeast Asia/Pacific.
We see significant growth opportunities for our brands across the globe and we will win by capturing the
hearts of consumers with every interaction.