Adidas is to stop producing almost 12.000 products - a quarter of its impressive 46.897 item catalogue. At the same time, the German sports retailer will expand its virtual showrooms worldwide.
Fewer products, more efficiency
CEO Herbert Hainer told the newspaper Frankfurter Allgemeine Zeitung that "20% of our products make up 80% of our turnover". Including its Reebok and TaylorMade-AdidasGolf brands, the Germans offered almost 47.000 items in their autumn/winter collection. "Simply too many", says Hainer.
"In the future, we want one, worldwide catalogue that is the same for each country. Large scale production should lead to higher efficiency", said Hainer in the interview looking forward to a summer full of sports - with the London Olympics and the European football championship in Poland and the Ukraine.
Another efficiency improvement should come from virtual showrooms: Adidas has hired Intel to "virtualise the selling process": most of the products would only be shown in stores in their digital, 3D form. "This way, we only need to have a small fraction of our products present in their real, physical form."
This virtual showroom has been tested in France since last year, but by the end of 2013 Adidas wants to have 150 virtual showrooms all over the world. 60% of all sales should happen through these virtual showrooms.
The new aim joins the list of targets Hainer had already set: lifting turnover to 17 billion euro by 2015 (compared to 13.3 billion last year), raising the operational margin from 7.6 to 11%... and, most important of all: replacing Nike as the world's leading sports retailer.