Adidas Moves Luxurious Route To Achieve Luxurious Upgrading (1)

If the average Adidas sports jacket is priced at 500 yuan, the Adidas SLVR series of similar price will be about 3 times its price, while Adidas will be the same. Y-3 series Its price is more than ten times.

Obviously, Adidas's two series of competitors are Prada instead of Puma.

In March 3rd, Adidas announced a 62% decrease in net profit in 2009. Adidas group CEO Herbert Haina said, "there is no doubt that 2009 is the most difficult year since I became CEO of Adidas group." Then, he announced the three market offensive of Adidas in 2010: first, turn the passion of consumers to the world cup into record sales of football products; at the same time, launch a global promotion campaign for Adidas sports fashion high-end series; finally, Reebok realized its growth in 2010. The first and third points in the three strategies are too early to judge, but only second points.

Perhaps many Chinese consumers have found that today's domestic Adidas stores are no longer just boring ordinary sports products. After market verification, the demand for high-end fashion sports brands is growing in China, and Adidas has decided to make such high-end products.

In fact, from the start of Adidas's "sports fashion series" in 2002, Yamamoto Teruji, the world famous Japanese fashion designer, was invited to be the creative director of the series. He created a high-end sports and fashion brand such as Y-3. He combined the concept of sports and fashion with Adidas as "the future of sportswear".

Adidas's three stripes, the two main businesses are sports fashion series and sports performance series. Among them, the sports fashion series has three styles: street style, SportFashion and SLVR; the fourth line is adidasStyleEssentials..

Lu Rulan, senior manager of Adidas sports fashion brand communications, told reporters that brands like Y-3 are Target consumption Group is the leader of fashion.

Sports luxury route

The headquarters of Adidas is located in a small town called Hull Zugang, a German city. This is not an ideal place to announce to the world that it wants to occupy a place in the first-class fashion industry in the future. In February 2002, Adidas set up a new North American headquarters. In 2003, some important marketing positions were moved to the headquarters in the United States.

Change is more than that. Li Ling, Adidas's senior public relations manager, said that cooperation with Yamamoto Teruji is one of Adidas's logo of high-end sports and fashion.

In October 2002, the first batch of Adidas sports fashion series designed by Yamamoto Teruji was exhibited in Paris, on the T stand of the Hilton hotel in Paris, not the window of an exhibition hall.

Y-3 is Adidas A weapon for entering the fashion industry, Y stands for YohjiYamamoto, and 3 refers to the three stripes of Adidas.

Y-3 became popular in fashion in the first quarter of the conference. Madonna and other superstars were the first to find and select Y-3. Adidas subdivided several consumer groups into Y-3, and developed three different product lines for them. The more moving line is cheaper and easier to be accepted by the public; the middle line will be more exquisite in the choice of fabric, and the design will be more fashionable. The top line is the clothing at the quarterly press conference, which is very fashionable and the price is high. Y-3 entered China in 2006. Its customers are mostly 20~30 years old. They may have stars, they may also be white-collar workers, or even college students.

After the launch of Y-3, Adidas has tasted the word "fashion". In Adidas's annual report, the description of sports fashion is "from a tiny career to the present, in the medium to long term, it has the potential to achieve 30% of total revenue."

Y-3 is a unique department in Adidas. In terms of design, Yamamoto Teruji is the design director of Y-3, and Adidas's art director, MichelMichalsky, is the liaison officer of Adidas and Yamamoto Teruji design studio. The Yamamoto Teruji general office in Tokyo and the Adidas head office in Germany have Y-3 design studio respectively. The designers of both sides work closely together to decide the final design plan in numerous exchanges.