Borrow NEO Series To Try Fast Fashion

Obviously, the challenge of "fast" and "fashion" is even greater. In addition, fashion brands such as GAP, H&M and Zara are launching sports product lines to increase competition for sports brands. However, the advantages of brand and sports brands are far less than that of fashion brands. And according to the current trend, sports seem to be the "big head", and sports attributes may be the core of fashion sports products.

Before the fashion clothing brand goes to sports, sports brands such as "Qi" and "Xi" have tried to move closer to fashion. But they gradually found that in the product cycle, the sports brand is not up to two new brands Zara, H&M and so on every week. In terms of product design, their fashion smell is not as good as that of fashion brands. Therefore, these sports brands that have gone to fashion can only return to sports awkwardly.

However, when the sports consumption market continues to be hot in recent years and sports fashion is becoming a hot trend, sports brand reflects their hesitant side. As a matter of fact, although brands such as "Qi" and "Qi" return from sports to sports, they do not mean giving up fashion sports. After all, the positioning of the past years and the audience is hard to get rid of the relationship at once.

The latest example is that it is closing to "fast fashion". Recently, Glenn Bennett, head of global business, said in an interview with Glenn Bennett that the company is preparing to shorten the product cycle sharply and make "fast fashion" on some product categories.

"There is hardly a brand in the sporting goods industry that can be" fast ". If we can do more quickly in the product cycle, it will occupy a great competitive advantage in the industry. " Glenn Bennett said so.

For a long time, sports products are more inclined to technical design, and the product cycle of sports brands such as "Qi" and "Qi" is longer. For example, in its traditional business operation mode, a professional product from the initial design to the final sale on the shelves, the average product cycle is 18 months, and the shortest is 1 years. Of course, rigorous technical design makes sports products more professional, which is not a bad thing.

But they believe that they can do faster and better under the premise of ensuring product technology. As early as the end of March, Mark Kim, President of Adidas North America, said the company would urge the manufacturer's efficiency and consider shortening the product cycle to half a year.

Two months later, Glenn Bennett not only proposed speeding up the product cycle, but also highlighted the word "fashion" on the basis of sports attributes. The most famous "fast fashion" is clothing brands like H&M and Zara. They admire the trend of catching up with the season, and the speed of new products coming to stores is very fast. Like Zara, the product cycle of the brand is about two weeks, and the frequency of display is more than two times a week.

Previous experience tells Adidas that it is almost impossible to catch up with the speed of Zara, so German brands chose the half year cycle of relative insurance. But this still needs a lot of adjustment to the production process.

In this regard, Glenn Bennett said, because Adidas Garment manufacturers have been spread all over the world, accelerating the delivery process of the consumer market will be relatively easy. However, Footwear products The manufacturers are mainly concentrated in Europe and America, and the Asian market will face great difficulties.

He chose to go step by step. In the plan to shorten the product cycle, the company will first try to use sports leisure series NEO as an attempt. Glenn Bennett said that NEO's products tend to focus on sports, fashion and leisure life, and are more suitable for the concept of "fast fashion". They plan to increase the automated production process of the manufacturer, and eventually shorten the cycle of the product to about 45 days.

Previously, NEO series has launched a leisure sports shoes Groove, because of its rich colourful color, the product is very popular. At that time, the company quickly responded, and immediately accelerated the production process to cope with the huge market demand, making the seasonal sports shoes get three times more than expected. This makes NEO firmly believe that as long as we invest in the production process, the seasonal fashion products of the series can greatly increase profits.

"You can imagine that if the sales speed is increased to more than three times, and the products will not be discounted during the season, we will sell them at full price, which may increase sales of tens of millions of dollars." Glenn Bennett said. In addition, NEO sports fashion series has always been the main force of revenue. brand We have confidence in its fashion sense and product design.

Therefore, Glenn Bennett stated that under the "fast fashion" strategy, the sales target of the NEO Series in 2015 was US $1 billion. "In order to achieve this goal, we will put the production process in the major consumer markets as close as possible to our consumers, but the overall production order will not change significantly." Glenn Bennett explained.

Also put forward to "fashion" sports brand also has. In order to attract more female customers, in March this year, she announced that she would invest more fashion elements in the design of women's clothing than the previous "fairy wind" sports skirt. The intention is obvious, so that these young women will use their equipment to keep fit, and are determined to dress up in fashionable sportswear to go shopping, go to work and attend friends' parties. However, the company did not explicitly mention the need to speed up the production process.

It is also worth noting. It has gone to fashion like Zai, but now it is back to the sport itself. However, it is also a German brand, and it is not intended to abandon sport fashion. It signed the pop star in December last year as the creative director of women's products. Apart from emphasizing women's products, inviting pop stars to serve themselves is a fashion. This brand is likely to explore and exert itself in the field of sports and fashion.