Adidas Moves Luxurious Route To Achieve Luxurious Upgrading (2)

In terms of marketing, Lu Rulan said that Y-3 is extremely particular about marketing channels and marketing, and the choice of distributors is almost harsh.

Y-3 also cares about the address of the shop.

There were agents who wanted to open stores in Seth, Baisheng and other shopping malls. Although these stores would be very profitable, they were eventually lost by the company.

Y-3 must be in the best commercial area in Beijing, for example, in China World Trade Center.

Beijing Sanlitun store is Adidas's only brand center in China, and Y-3 is also among them.

At present, Y-3 has at least hundreds of dollars to be pushed into the market every season, and there will be a large series and a small series, but there will not be enough quantity and no additional goods.

After working with Yamamoto Teruji, Adidas has gained its place in the fashion industry, and SLVR is a continuation of Adidas in this area.

SLVR is intended for Silver, and brand concept is defined as "simplicity and perfection".

Compared with Y-3, SLVR is much cheaper in price. A key reason is that low cost fabric is chosen, and the price is about 1/3 of Y-3.

The main target of SLVR is between 25 and 35 years old with strong fashion sense.

Like Y-3, SLVR will take a restrictive way of starting a store, not as many as the clover store.

Besides Yamamoto Teruji, another heavyweight designer of Adidas is StellaMc-Cartney, who used to be a designer.

Li Ling said that despite this, Adidas is still a loyal sports brand, and 80% of its products are sports realizable series, and of course, it will become more and more exquisite in design.

General trend

Integrating fashion elements into sporting goods, Adidas's practice is called Crossover in the industry, that is, cross-border cooperation.

In the sports brand, the earliest cross-border cooperation was Puma. In 1999, it pioneered the concept of "cross border cooperation" - launching high-end casual shoes with JilSander, a high-end clothing brand in Germany.

After that, Puma boldly tried to cooperate with various brands and achieved great success.

The success of Puma also proves the potential of this market, and there is still much room for demand between sportswear and fashion.

Especially in China, with the increasing fastidious of consumers' eyes, brand upgrading is bound to be the trend of the times.

Nike has also noticed that high-end technology and design can be integrated into high-end sports equipment.

However, let sports brand is painful, many high-end consumer company coveted sports business development momentum is stronger and stronger.

Whether Prada, RalphLauren, Escada or Boss, almost all major industry giants have provided design samples in the field of golf and tennis.

Obviously, sports fashion definitely has huge profits.

Just as

In this way, Adidas's competitors are no longer just Nike and Puma, but also PradaSport, CKJeans and ArmaniExchange.