adidas To Lead Retail Revolution With Social Store
Sportswear giant adidas is taking steps to future-proof all of its Originals diffusion line stores. The retail revamp has already begun in Berlin and is expected to arrive in the UK in the coming months.
The German location gives fans of the brand an idea of what to expect. Since undergoing the transformation, shoppers have flocked to make use of the Wi-Fi equipped lounge and mobile charging points.
Bosses explained the motive as one designed to encourage 16-24 year olds to browse apparel for longer.
“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,” Ted Mager, Global Head of Retail Environments for the brand, told Reuters.
Alongside the lounge, which has been strategically placed near the fitting rooms, and a ‘digital bar’ for charging devices, the made-over retail space has a young, urban aesthetic. The decor is stripped back to expose lighting, concrete and brick, while underwear is displayed in a quirky vending machine.
The new Berlin store also puts an emphasis on footwear, generously stocking collaborative trainers from Moschino Creative Director Jeremy Scott alongside fresh colour ways of the recently relaunched Stan Smith tennis shoe.
“Footwear is treated as the centre of the brand and the heart of the experience,” added Mager. “The consumer can buy everything, anywhere online. We need to give them a compelling reason to come into the store.”
Currently the second best performing sportswear brand behind Nike, adidas hopes plans to open 250 stores in 2014, primarily in Eastern Europe, will push it ahead.
The brand has confirmed it is set to roll out the concept to Originals stores in over thirty cities worldwide, with London and Shanghai next in line.
Flagship stores will also receive the twenty-first-century treatment. The aim is to create a stadium-like experience within each store and, in line with the new Originals concept, appeal to the young demographic through a focus on multimedia shopping experiences.