Reebok 2011 Annual Report Download - page 82

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
78
2011
02.3 Global Brands Strategy adidas Strategy Reebok Strategy
02.3
Since launching adidas SLVR, adidas has opened mono-branded
stores in New York and Berlin. adidas SLVR is also carried in all major
adidas brand centres in Paris, New York and Beijing as well as in
adidas online stores in the USA, Asia and Europe. adidas SLVR is also
available in leading department stores, boutiques and concept stores
globally.
adidas NEO label: fast and fresh
The adidas NEO label is targeted to appeal to the fashionable teen
(14 to 19 years 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 more price-conscious consumers who
are looking for seasonal fashion items with a sports-casual flavour
and constant newness, expressing their personality and reflecting
their lifestyle and values PICTURE 15 .
15 adidas NEO Label
NEO SC RVS WB
Incorporating footwear, apparel and accessories, adidas NEO label
focuses more on accessible price points, however maintaining a
premium to competitors. From a gender split, adidas NEO is targeting
primarily the girls, who 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, an entirely new
business model has been built to accommodate shorter lead times
and quicker processes in brand and product marketing, design as well
as in retail operations. In 2012, we will start to pilot our own retail
solution in Germany, where we plan to open 10 stores. In these test
stores, new technology, processes and merchandising techniques
including RFID (Radio Frequency Identification) will be leveraged to
support and optimise daily product delivery.
Reebok Strategy
16 Reebok at a glance
About Reebok
Throughout its history and again today, Reebok’s
success is based on its courage to challenge
convention: developing innovative products, creating
new markets and the latest athletic style. Inspired by
its roots in fitness, Reebok is a global sports brand
that is committed to empowering consumers to be
“fit for life”.
Brand mission Challenge and lead the fitness world through
creativity
Brand values Authentic, empowering, individualistic, innovative,
courageous and real
Brand attitude Fit for Life
Fun – Bold – Provocative
World presence An American-inspired global brand
Focus areas Training, Running, Walking, select team sports,
Classics
Key strategic pillars
– Own Women’s Fitness
– Challenge in Men’s Fitness
– Invigorate Classics
Net sales in 2011 € 1.962 billion
In 2011, Reebok continued to gain momentum with its strategy of
leading in fitness through its premium sport and lifestyle offering.
Reebok’s target consumer is one who sees staying in shape as a way
to lead a healthy lifestyle and have fun. In the sports business, they are
the 25+ year-olds who value style with performance. In Classics, they
are 21+ and see athletic-inspired footwear and apparel as a staple in
their wardrobe.