adidas déploie de nouveaux concept stores pour la Coupe du Monde

A quelques jours de l’annonce de ses résultats 2013, adidas a annoncé vouloir transformer ses magasins pour offrir une véritable expérience de stade de sport, et ce dans plusieurs magasins phares à travers le monde, afin d’augmenter les ventes directes, en particulier dans les marchés émergents .

adidas est le deuxième plus grand fabricant de vêtements de sport dans le monde derrière Nike et lutte depuis plusieurs mois à maintenir ses parts de marché face à son principal concurrent en Europe .

adidas a déclaré dans un communiqué que son concept de « Homecourt », déjà lancé dans son plus grand magasin du monde à Pékin, sera étendu à 24 autres endroits en 2014. Parmi ces endroits, figurent de nouveaux magasins dont l’ouverture à Rio de Janeiro en Avril et dans le plus grand centre commercial d’Europe, le Bluewater, situé dans le Kent au Royaume-Uni.

adidas se concentre le développement de ses propres magasins dans les marchés émergents comme la Russie et le Moyen-Orient où il ya peu de chaînes existantes de vente d’articles de sport à la différence des pays développés, où la concurrence est rude avec des enseignes comme Foot Locker et Sports Direct.

Ces magasins « new look » disposeront d’un tunnel à leur entrée dans lequel les consommateurs pourront entrendre des bruits et chants de supporters pour arriver sur un vestiaire pour essayer les chaussures et une aire centrale équipée d’écrans tactiles pour découvrir les nouveaux produits de la marque.

adidas magasin homecourt 1

adidas magasin homecourt 2

adidas magasin homecourt 3

adidas magasin homecourt 4

Les ventes en magasin adidas ont fortement progressé par rapport aux ventes chez les enseignes partenaires pour maintenant représenter 20% des 14.9 milliards d’euros de revenu. 

Dans l’annonce des résultats qui se feront le 5 mars, adidas va annoncer l’objectif de 4.1 milliards de vente en 2015 dans ses magasins propres sur un total de 17 milliards, soit 24%. Le nombre de magasins devrait aussi passer à 2 800 (vs 2 700 actuellement et 1 000 en 2007).

adidas a également l’intention d’ouvrir un nouveau concept store à Berlin en mars pour la gamme Originals et de développer sa marque NEO avec l’ouverture de nouveaux points de vente en Allemagne, en République tchèque et en Pologne .

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