With Adidas Neo Label, Adidas translates the heritage of sport into fashion at an accessible price point for teen consumers. The brand is fresh, cool, discovering and youthful – this is fully reflected in products, store location and design.

Key Data

Format: Own retail (brand store)
Year Opened: February 2012
Number of Stores: Worldwide presence including 10 brand stores in Germany
Store Locations: Germany — Hamburg, Düsseldorf, Frankfurt, 3 in Berlin, Oberhausen, Nürnberg, Stuttgart, Cologne
Size of Store: approximately 200 m2
Product Mix: Casual sportswear for everyday use

Market Opportunity

Given adidas’ heritage of sport and lifestyle, a close market analysis revealed that fresh fashion options for younger consumers in this sector were missing. With Adidas Neo Label, this identified need has been converted into practice: fashion at an accessible price point for teens, which is sold in a digital, easygoing, interesting and fun environment. Everything concerning Adidas Neo Label is strongly grounded in the defined target customers’ likes, dislikes, trends and behaviors.

The concept

Customer experience is the core of the Adidas Neo Label concept. To make sure that the customer experiences a modern and up to date fashion concept, the whole process from the first product idea to the store was accelerated so that the Adidas Neo Label store can react to consumer and fashion trends more quickly. With regard to the store design, “digital” plays an important role for the Adidas Neo Label concept. There is an entire network of digital strategies which will amaze teen shoppers and provide a fresh and stimulating retail experience. Exciting retail features include a life-size social mirror that shoppers use to take pictures or videos wearing their favorite Neo styles to post and discuss the outfits on Facebook or tweet on Twitter; a weather widget with outfit suggestions; and an interactive style lookbook.

Conclusions

With Adidas Neo Label, Adidas has taken a large step toward a new target group. Based on insights, a fitting business model has been planned, developed and rolled-out. Not only are digital gadgets present in the store, but the connectedness of the staff and the integration of direct customer and store feedback are significant pillars of the concept. Besides, Adidas Neo Label is one of the first brick-and-mortar-concepts clearly built around social networks such as Facebook.