Store Analysis

OVERVIEW •

COMPANY HISTORY

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URBAN & COMMERCIAL STORES

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PRODUCT TYPE

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SWOT A N A LY S I S

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PUBLIC (MARKETING)

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COMPETITORS

CASAS STORE •

Multi-brand store that specialize in footwear for women, men and children.

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Founded in 1923 by Joan Casas Serracant.

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CASAS works in four segments: CASAS, U-CASAS, CASAS KIDS, CASAS INTERNACIONAL.

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Today Casa has over 45 stores

Casas store, La Rambla Catalunya

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Unique focal point as customers enter the store (lighting).

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Shoes displayed on Victorian window seats, gives a period feel to store.

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Atmosphere (high class) Layout (well designed)

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Elegant and relaxing area to try shoes (doesn’t feel like a shoe shop)

SWOT ANALYSIS: STRENGTHS •

Loyal customers

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Increased profit

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High quality goods

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Organized and luxurious store atmosphere

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Worldwide online purchases

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High level of customer service

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Factory outlets

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Offers customers more choice in goods

WEAKNESSES •

Perceived as a sophisticated big brand store, so potential customers are unaware of the casual products on offer.

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Prices are too high, so they only attract a certain market.

Display window: Themed to suit the spring/summer weather

Display cabinet: Clear and uncluttered

CREATIVE SHOE DISPLAYS

Munich shoes

Pull&Bear shoes

Noel Barcelona

PULL&BEAR •

International company with a mission to dress and relate to young peoples fashion.

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Founded in 1991 by the Inditex Group

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Pull&Bear takes the latest international trends and mixes them to create unique and stylish outfits.

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They have two different lines of clothing, one for teenagers and the other for young adults.

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All Pull&Bear stores are inspired by the Californian city of Palm Springs

Mataró Parc, Barcelona (Spain)

PULL&BEAR STORE COVERAGE

In just 23 years Pull&Bear has opened 853 stores in 63 markets and 5 online stores. As you can see from the picture above Pull&Bear has stores in Africa, America, Asia and Europe but among these Europe has more coverage.

STORE DESIGN Pull&Bear's stores blend creative installations with recycled objects to create a cool and comfortable space where it young customers enjoy spending time. eye-catching

Exposed beams

Painted concrete Visually appealing

Unique lighting

INTERSPORT •

Formed in 1968 when ten buying organisations came together to build a customer-based sporting goods operation

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First INTERSPORT logo is introduced in 1971

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1979 was the Fashion Transformation year.

New logo launched & still in use till date

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Between 1983 & 1998, exclusive brands development

• After 40 years (1968 – 2008), INTERSPORT span across 39 countries with over 5300 stores

SPORT/PRODUCT TYPE •

Football ASICS

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Outdoor

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Running

La Sportiva

Nike

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Fitness

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Ski & Snow

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Joma

INTERSPORT’s brand message: “Sport to the People”

Adidas

PUBLIC (MARKETING) INTERSPORT’s philosophy is reflected in their brand message “Sport to the People”, making sports available to everyone. Their vision is to be the world’s most dynamic, acclaimed and profitable sports retail brand.

MARKETING INNOVATION •

“People” concept – promoting ‘sport is for everyone’ message

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Wide range of products and diverse brands

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INTERSPORT Rent – Europe’s No. 1 Ski Rental network

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Innovative online Football Boot Ranking

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Official sponsors and global partners

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Consumer commitments through International Customer Assistance and Support Programme

2014 ICE HOCKEY WORLD CHAMPIONSHIP

2014 FIBA BASKETBALL WORLD CUP, SPAIN

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INTERSPORT’s brand message: “Sport to the People” 2014 FIBA WORD CHAMPIONSHIP FOR WOMEN, TURKEY

ADIDAS TIMELINE 1924 - Adi Dassler registered the “Gebrüder Dassler Schuhfabrik” and embarked on his mission to provide athletes with the best possible equipment 1949 – At age 49 Adi Dassler satrted over again and registered “Adi Dassler adidas Sportschuhfabrik”.

With only 47 employees in a small town in Herzogenaurach, Adi registered 3-stripes which would later become world-famous.

1954 - In the World Cup final, adidas was made a household name on football pitches everywhere because Dassler boots weighed less than the orthodox English boots.

1968 - World-class athletes trusted adidas to produce innovative products that made them better.

1972 - Adidas became a multi-sports specialist, the 3-Stripes kept expanding to more and more sports.

1978 – Saw the death of Adi Dassler 1984 – A new innovation know as the Micropacer (miCoach) was fitted in adidas boots, it provided performance statistics to athletes.

1986 - A US-based hip hop group Run DMC released “my adidas” a song about setting the record straight about hard working people in troubled neighborhoods and about pure enthusiasm about their sneakers. Adidas only found out about the story when the band held up the 3-Stripes shoes during a concert in front of 40.000 fans. This merge of art and sports set an everlasting trend of street fashion and also marked the birth of non-athletic promotions in the sporting goods industry.

1987 - Horst Dassler’s death and his mother Käthe two years after saw the end of the family business. Who would take over?

1993 - Robert Louis-Dreyfus, the new CEO of the company reinvented the almost bankrupted adidas with a fitting slogan “We knew then, we know now”.

1989 – Adidas refocused on what it has been known for year, making athletes better.

1997 – A new team member, Salomon joined adidas and the company changed it’s name to adidas-Salomon AG. 1998 – The company went back to it’s roots and moved into new headquarters just outside Herzogenaurach.

2001 - Herbert Hainer becomes the new CEO of adidas-Salomon AG.

News article 1954

2004 - “impossible is nothing” This was the most memorable marketing campaign adidas made. it included big athletes such as David Beckham.

2006 – Salomon left adidas and Reebok joined the team.

2009/2012 - Adidas goal is to become even better and in doing so joining forces with TaylorMade made them even stronger.

2013 – Adidas introduced the Energy Boost running shoe which features a completely new cushioning material.

Today - Adidas continues to bring forward new innovations. http://www.adidas-group.com/en/

Run DMC concert

PRODUCT TYPE From the beginning Adi Dassler’s goal was to design products that enhance the performance of athletes around the world. The merge of art and sports also meant that adidas could crossover to fashion and venture into non-athletic promotions. Today adidas make products for just about anyone.

Product range: •

Footwear

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sportswear

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Sports equipment

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Clothing

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Accessories

Customers can also customize products to suit their needs.

http://www.adidas.co.uk

SWOT ANALYSIS: STRENGTHS

WEAKNESSES

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Effective marketing strategy Top market position

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Poor margins Over priced

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High quality goods Strong brand name Strong online service

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Underperformance with Reebok

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Competitive pricing

OPPORTUNITIES •

Sponsorship agreements

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Expand customer base

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Adoption of healthier lifestyles Growing global footwear market

THREATS •

Rising costs of raw materials

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Change in consumer lifestyle New competitors entering the market Price war between competitors

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PUBLIC (MARKETING) Adidas strives to be the global leader in the sporting goods industry. Whether you are an athlete or a fashionista, “it’s all about creating value”.

MARKETING INNOVATION •

Developed good relationships with world-class athletes

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Created innovative and high quality products

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Diversity in brands

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Becoming a sustainable company

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Community engagement

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Reviews consumers to ensure its products meet their needs

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Expanding product portfolio to meet changing needs London 2012, Team GB

COMPETITORS •

Adidas major competitor is Nike

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As you can see in the pie chat adidas is know to have the second largest global market in the world.

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Adidas also has other competitors such as Converse, K–Swiss

Athletic Footwear - Global Market Shares

Others 16%

Skechers 5% K-Swiss 2% Converse 4%

Nike 32%

ASICS 7%

New Balance 12%

Adidas 22%

THANK YOU