Adidas "Little White Shoes" Craze Is Coming To An End Or Business Will Be Adjusted.

Famous American

Retailer Foot Locker recently claimed that "

"The craze is coming to an end," CEO Dick Johnson said. "I think popularity is cyclical.

Superstar and Stan Smith have been selling for a long time. It's time to come to an end.

They will continue to sell well, but they will not be so popular last year.

According to the world clothing and shoe net, sales of Stan Smith exceeded 8 million pairs in 2015, and the total sales volume in the past 40 years has reached an astonishing about 50000000 pairs.

In 2016, Adidas Originals classic products, including Stan Smith and Superstar, grew by 80% in the US compared to the same period last year.

Retail tracking data from NPD Group, a market research firm, showed that Superstar was the best selling sport shoes in 2016. Its US sales increased by 6 times compared with 2015, while Stan Smith sales increased by 5 times. This is also the first time that Adidas's shoes have won the top of the bestsellers.

But in April 2017, sales of Superstar increased by only 24% compared with the same period last year, while Stan Smith dropped by 6.5% over the same period last year.

Any fashion boom and trend trend is out of date, let alone Adidas's two sports shoes have been popular for several years.

Adidas adjust business to meet challenges

Although the growth rate has slowed down considerably, Superstar is still the most popular shoe brand in Adidas in April, and Stan Smith ranks the top five among the best sellers.

Adidas is also ready to meet the challenges of trend change.

Adidas has already consciously adjusted its business to better cater to customers' changing consumer preferences, especially in the US.

The company began to excavate new retro products, including the 1850s indoor soccer shoes Samba, which can be traced back to the 1960 Rome Summer Olympic Games Gazelle sports shoes and Beastie Boys's Campus shoes in 1992.

Is increasing.

(see the report: Adidas shares hit a new high: in the first quarter of this year, e-commerce business rose 53%, and sales in the Greater China region rose 30%).

Adidas other sports shoes (including NMD, Tubular and EQT) performed well in April, making up for the decline of Superstar and Stan Smith.

In 2016, sales of Adidas shoes increased by 83% over the same period last year, while footwear sales increased by 99% in April 2017.

"Every product has its own life cycle," said Matt Powell Powell, vice president and sports industry analyst at NPD Group. "In the past year, sales of these sports shoes have increased very rapidly.

It is not realistic to maintain high growth rate, and it is normal for growth to start slowing down.

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