Adidas attacs H&M and Zara with new store concept for teens
2nd February 1 Comment
Shoe and fashion company Adidas will open a new store in Hamburg as German newspaper Die Welt reports. Germany will be the European test area for the new Adidas brand “Neo” that aims for teenagers between 12 and 19. Neo is an already established brand in China, where Adidas has around 1000 stores in a franchise system.
What makes the opening so interesting from our perspective is the amount of technology that will be found in the stores. It starts with close social media integration: teens can take pictures or videos of the stuff they are trying on and share it directly with their friends on Facebook. More interesting is the close integration of RFID. All products will be tagged with RFID labels to do the usual stock-taking and logistics tasks we already know from companies as Gerry Weber.
But Adidas’ thoughts go further. Sensors will register what combinations of clothes will be tried on together to recognize trends from the stores. I think that is a smart idea. Since the Neo concept will have new products in store every day and collection changes each month, Adidas can use the data to predict what the teens will buy.
From a retail perspective the Adidas move is quite interesting, as this is the first direct approach to the markets of fashion companies like H&M and Zara.