Adidas has launched a new concept for its Originals stores, with wifi and mobile charge stations to get younger visitors to hang around the stores longer.
Longer in stores
The goal is to get 16 to 24-year olds to hang around longer in the store. "Shopping for this generation is very social. They need to have a place to hang out. The longer the consumer stays in the store, the more likely they are to buy", global head of retail environments Ted Mager told Reuters.
Next to the wifi lounge and the mobile charge station, the store's interior will be brought back to basics with plenty of visible concrete and lighting. Adidas will launch this new concept in 30 cities, like London and Shanghai.
In 2014, Adidas wants to open another 250 stores, mainly in Eastern Europe, on the back of 294 new stores in 2013. In total, Adidas will have 2,740 stores, 250 of which are Adidas Originals. It also has 7,500 Adidas stores in China, all of which are franchise stores.
Adidas' own stores managed a quarter of the total revenue (14.5 billion euro) in 2013.