At the end of 2014, ADIDAS LAUNCHED THREE NEW WOMEN'S STORES IN CHINA just weeks apart from each other. The first women's store debuted in Beijing and two more stores were launched in Chengdu. The women's store is a new segmented retail format which OFFERS THE BEST OF WOMEN'S PERFORMANCE PRODUCTS FROM ALL KEY CATEGORIES including running, training and yoga as well as adidas by Stella McCartney.
The store design features warm colours, light wood and a bright and spacious interior. It is a sports-branded retail environment that is truly attractive and inviting.
ADIDAS - THE LEADING SPORTS BRAND
And as per the adidas Group's strategy for Greater China, we planned to open numerous segmented retail stores to capture the widely diverse Chinese consumer market. Segmented retail stores and rebranded store concepts are important as THEY OFFER FRESH BRANDED RETAIL ENVIRONMENTS that give consumers the opportunity to see the breadth and the depth of the adidas brand - from Sport Performance to Originals to Neo.
The shop offers women's performance products from all key categories
According to research, ADIDAS HAS BECOME THE LEADING SPORTS BRAND FOR WOMEN IN CHINA. Not only that, the company has inspired a whole new generation of women to take up exercise and sport. How did we get here? First, we need to rewind to March 1, 2013, when adidas launched its first locally developed women's marketing campaign in China.
INSPIRING A NEW GENERATION OF SPORTS LOVERS
For adidas, a leading sports brand in China, one of the challenges it faced was that Chinese women felt alienated by the masculine image presented by sports brands. As much of sports communications was driven vertically through key categories such as basketball, football and running, women didn't feel a proper connection with a sports brand.
In 2013, ADIDAS LAUNCHED ITS FIRST-EVER LOCAL CAMPAIGN TARGETING CHINESE WOMEN. The campaign's mission was to inspire Chinese girls to develop a passion for exercise and sport and, of course, to turn to adidas for all of their sports apparel and footwear needs.
#MYGIRLS community at the women's only store
Through qualitative and quantitative research, adidas uncovered the insight that, FOR CHINESE GIRLS, SPORT IS ABOUT SOCIAL BONDING. Girls believe they can gain happiness and build friendships through sport. Tapping into the importance of friendship, adidas created the "all in for #mygirls" campaign, which showed the fun and bonding girls can have when they come together to do sports.
SUCCESSFUL WOMEN'S CAMPAIGN INCREASES BRAND AWARENESS
The 2013 ADIDAS WOMEN'S CAMPAIGN WAS RECOGNIZED WITH THE PRESTIGIOUS GOLD EFFIE AWARD. Launched in 1968, the Effie Award is one of the leading industry awards for the most effective marketing communication ideas and campaigns. The follow-up 2014 adidas women's campaign was also recognized with a SILVER EFFIE AWARD. In 2014, the Silver Effie was the highest award given out.SEE ALSO: Homecourt brings the passion of sport to retail
As a result of this successful marketing campaign, WE'VE SEEN SIGNIFICANT GROWTH IN THE WOMEN'S CATEGORY, one of our fastest-growing categories in China. Additionally, according to post-campaign research, we've seen an uptick in sports participation among women and have also made SIGNIFICANT PROGRESS IN BRAND AWARENESS AND PURCHASE INTENTION among our target audience.
Best selection of innovative and technologically advanced footwear
As a leading sports brand, one of our goals has been to develop sport in China and encourage more people to participate in sports. It has been extremely gratifying to see A NEW GENERATION OF WOMEN DISCOVER A HEALTHY LOVE FOR EXERCISE AS A RESULT OF OUR CAMPAIGN.
LOOKING TO THE FUTURE
The market is maturing and as more women in China develop a passion for fitness and sport, THEY ARE LOOKING FOR PRODUCTS THAT WILL MAXIMIZE THEIR PERFORMANCE. We're proud to offer the best selection of innovative and technologically advanced sports apparel, footwear and accessories for women but equally proud to have an experiential and engaging series of segmented retail stores in which TO OFFER THEM TO OUR INCREASINGLY SOPHISTICATED WOMEN CONSUMERS. READ NEXT: Retail is Detail - Why putting clothes on hangers matters
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What is your shirt's story? This may seem like a unimportant question initially but there is a lot behind that piece of clothing that you are wearing. The material had to be produced, the fabric dyed, the pattern cut, the seams sewn and perhaps the shirt was then shipped a "VERY" long way so that it could be hung on a rack with twelve other shirts just like it in the middle of a store with four floors filled with endless other racks. This is often times the story behind an item of clothing and along with this basic story another piece is usually forgotten. The story behind the person who may have been paid very little and worked many long hours in order to ensure a competitive price. It is extraordinarily easy to separate yourself from this path that is taken by most of the clothing in our stores. I am most certainly guilty of it. I find myself seeking out basics on the cheap or going the inexpensive easy route to get a style that I know will be out as soon as it is in. Never a very rewarding endevour. Why do I bring all of this up? Well, as I mentioned I would be doing in my post on Saturday I got a chance to spend a couple hours talking with Matt Noren, Maikoiyo Alley-Barnes and their friend (and the muse behind one of their designs) Tilson at Pun(c)tuation Gallery on Capitol Hill. Matt and Maikoiyo have come together in a creative collaboration to create Pun(c)tuation by Tarboo; a line of clothing with a much different kind of story then the example above. Both Matt and Maikoiyo have a deep interest in well made clothing that stands the test of time both in style and durability. During my visit we talked extensively about Northwest heritage brands such as Filson and Pendelton and about the beauty of the history behind these companies. Both Matt and Maikoiyo recognize that the way these brands have always created clothing is rare thing today and they want to take part in bringing people clothes that lasts as well as clothes that their customers are excited and proud to wear. After looking at the product that they are creating for the shop it is easy to see that Seattle has a new classic on their hands.
It is also rare nowadays to know your salesperson. While talking with Matt and Maikoiyo it quickly became clear that their goal wasn't to just sell me a shirt. They wanted to know about me... Why I dress the way I do, what is important to me when I buy a piece of clothing, what sorts of items I have been looking to add to my wardrobe... I honestly can't remember another time that a salesperson asked me these things. They explained later that thier goal lies much deeper than simply selling an item when someone comes into Pun(c)tuation. They hope to develop a relationship with their clients so that they are able to create a community of people who know where their clothing came from and are excited to tell others the story behind it. By fostering an interest in the art of handmade clothing and helping people notice the detail of a well made pocket or an antique button they hope that the items they sell will be well loved and live on for generations because of their timeless style and undeniable durability (the unavoidable result of fine fabrics and hand sewn garments).
Now, I have the difficult task of choosing which of their shirts I am going to make a part of wardrobe. They recently started making a women's line (although, you readers well know that I would have purchased one of the men's shirts in a heartbeat anyway) and I can't wait to add another shirt to my current rotation of about four favorite tops that I just can't seem to stop wearing. On Tuesday though I certainly wasn't leaving empty handed. I purchased a beautiful scarf handmade by Maikoiyo's girlfriend Ashley who was the stunner standing with him in the photo I posted Saturday. Her scarves are quite the masterpiece. When I held it for the first time in the shop and felt the fabric and construction I got so excited about wearing it in and making it my own. Here it is on my chair at home waiting for me to wear it when I go out later.
You can check out Pun(c)tuation Gallery at their website and Tarboo Inc. at theirs or, even better, stop in! It is a pretty special experience. These guys really care about what they are doing and it shows.
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What's addition celebrated to you - buying wear down that fit you well or the tag size of community clothes?You may be baffled to find that in a behind survey by a clothing revise firm that Australasian customers, and in specific women, would opt not to derive wear down that fit them well, if the tag says it is in a great size than their suitable size. The same as you think that highest wear down don't grip the size tag on the outdoor, why are we so unbalanced about this invisible measure?The put back into working order falseness in a common body image issue. For numerous of us our self-esteem is conditional on how our body looks, and how we be aware of that our body looks to others. Wholesale a great size can lead people to feel disillusioned with their body, which in turn can lead to emotional eating, yoyo dieting and despondency.I'm obvious a lot of readers can rub on to the delight of intelligence that they can fit into a slighter size of khakis, and the washout for instance their suitable size doesn't fit. Several people use it as a form of motivation - they significantly derive clothing that is too small for them in the marvel that this will induce them to lose prerogative, but others do it at the same time as they can't include the notion of purchasing a great tag size.Discreet manufacturers recognising the psychology of clothing sizes steadily opt for vast wear down and getting higher the amount to authorize people the comfort of purchasing wear down in a slighter tag size. This is on top of adjustments that grip been made to address the embryonic span of the associates.Experts arbitrate that today's size clothing in New Zealand is present 5cm (2 inches) great than the especially tag size 20 time ago.Two-thirds of customers surveyed by clothing alterations dash LookSmart designed they owned clothing in peer sizes, and half designed sizing variations made them feel irritated, depressed - or fat.Mr Hatoum designed absurd sizing was demoralising to shoppers, numerous of whom were not keen to change sizes for emotional reasons. Hatoum calculation it up neatly for instance he says,"A size tag is addition than a number - it relates to how people see themselves." So what is the solution? Several in the industry want to see standardised sizing sideways all clothes manufacturers, but I think the real put back into working order falseness in not becoming else united to the clothing size tag. Scales and clothing sizes are useful proceedings to help you tactic your progress on the way to your goals, but for instance you get on the rollercoaster of feeling good or bad about yourself depending on the happen next of community proceedings, they become self-esteem killers.If you can learn to be safe and sound and happy with your body and opt to derive wear down that are at ease and fit well it will be one less set in motion to emotional eating, which can stop people from listed prerogative and care it off.(c) Turbulent Well-Being Blog.com, http://www.emotionalwellbeingblog.com
