Adidas drops 12.000 products, opens virtual showrooms | RetailDetail

Adidas drops 12.000 products, opens virtual showrooms

Adidas drops 12.000 products, opens virtual showrooms

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.

 

Virtual showrooms

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.

Questions or comments? Please feel free to contact the editors


Analysis: six reasons major brands are under pressure

17/05/2018

Global brands are increasingly struggling to ward off smaller, local companies. Some even believe the brands’ golden age has passed. That may be presumptuous, but there are some noticeable trends.

Coca-Cola is still strongest global brands, but local brands are on the rise

17/05/2018

Coca-Cola, Colgate and Maggi are the most popular FMCG brands worldwide, according to a Kantar Worldpanel report. Local brands are stealing market share however.

HelloFresh increases turnover forecast

14/05/2018

Mealbox delivery service HelloFresh has increased its 2018 forecast: the German company now expects a 35 % growth, up from its previous 30 % increase forecast. Positive results in the United States, which has become the company’s main market, were the main reason for its adjustment.

Brussels bio chain Färm keeps expanding

14/05/2018

Färm, a bio store chain from Brussels, is supporting a planned expansion with a crowd funding campaign. The chain aims to open its biggest store so far in the North of the European capital, extending its services with a bakery in the store. 

More profit from smaller volumes for AB InBev

09/05/2018

Despite AB InBev’s beer sales dropping 0.2 % in the first quarter, the Belgian-Brazilian beer giant did generate a turnover increase and a gross profit above expectations.

Ahold Delhaize mainly grows online

09/05/2018

Belgian-Dutch merger group Ahold Delhaize has had a decent first quarter, thanks to a Belgian turnaround, a good performance in the United States and strong online growth. Unfavourable exchange rates did spoil the party somewhat.