Adidas test store format for women
Adidas sports brand in Seoul, South Korea opened a store with products for women only. When the format a success it will show be rolled out elsewhere. “This new concept store was designed for our female customers, “says Zion Armstrong, CEO of Adidas Korea, in a reaction.” Here, we present the current trends in sport. “The offer in the shop will be continuously updated. In addition to sportswear Adidas also offers personalized services such as workshops consults and fitness experts.
It goes well with Adidas. In 2010, the group’s net profit doubled to 567 million euros against 245 million in 2009. Sales rose 15 percent to 12 billion euros. Sales increased in all regions except China (-2 percent). In Asia, sales rose 6 percent in Western Europe by 7 percent, 7 percent in the U.S. and in South America with 14 percent and new “emerging” markets in Europe by 16 percent.
It is the first time that Adidas opened a store exclusively for women. Competitor Nike has long been focused specifically on women. Both brands have websites dedicated to female athletes. Nike Women in the Netherlands also has a sporting fashion store for women had. But the branch in Amsterdam in 2005 was opened after a few years gone. Sport Sport Chain Perry has also been working with Formula Sport + ve in Haarlem (later Perry for Women), but that was closed after two years.