![]() Within the stores, more displays and flat screens presenting selective content from campaign videos to music titles can be found. One highlight is the so-called „Social Mirror“, a life-sized flat screen with which customers can take pictures of themselves in their Neo outfits and immediately share them on Facebook or Twitter. Much importance is attached to the new store concept, which is sharply tailored to the teenage target group of the brand and contains many interactive elements. The 250 sqm Shop in Hamburg was the first of ten Adidas Neo Stores in Germany T-Shirts retail at about €15, checked shirts and pants at €30, footwear is available from €35. A head-to-toe collection from denims, college jackets, checked shirts and printed tops to beachwear, sneakers and accessories is available in the shops. The Neo assortment consists of casual sportswear products, all being a bit more colorful and younger than one would expect within the traditional Adidas collection. For the expansion of own retail activities, Germany has clearly been chosen as a test market. Currently the only mono brand Neo stores are located in Russia and China. ![]() In Europe, the Neo Label had previously only been present in wholesale and in selected Adidas stores. ![]() Everything we do is based on this theme and we are very happy being able to offer products and in-store experiences which reflect this very idea“. ![]() The pilot store opened its doors in Hamburg’s Poststraße on February 2, it was followed by openings in Düsseldorf last week and Frankfurt today.Ĭlaire Midwood, Vice President Adidas Neo Label, explains the brand’s strategy: „Neo is all about the new: new definitions, a new concept and new spirit. The label opens a total of ten own stores - all placed in AAA locations - in nearly weekly intervals. Adidas Neo Label, the sports brand’s concept addressing the 14- to 19-year-olds, is in the middle of a series of flagship store openings in Germany. ![]()
0 Comments
Leave a Reply. |