Adidas by Cherry Wong

CUSTOMER PROFILING Fashion Marketing assignment 1 1

contents

04 06 10

INTRODUCTION &Â BRAND OVERVIEW

DEMOGRAPHICS & GEOGRAPHICS

PSYCHOGRAPHICS & BEHAVIOURIAL

13 14

REFERENCE LIST

FIGURE LIST

Introduction For marketers, it is vital to understand what do consumer consider when they are making decisions, in order to develop suitable strategies to satisfy their wants and needs. A customer profile aims to identify and qualify habits and characteristics of ideal or most common and typical customer group. (E.Hur 2016) I will create three customer profiles for three brands from different market levels: Saint Laurent (luxury market), H&M (high street market) and adidas (sportswear market).

Brand Overview Adidas Originals (often stylized as "adidas Originals") is a line of casual sports clothing, the heritage line of German sportswear brand Adidas specialising in shoes, shirts, coats, bags, sunglasses and other accessories.The Brand Features The statement Adidas trefoil logo on its products for instant recognisability. Adidas Originals has a distinctly retro feel, often specifically referencing sports styles from forties to eighties fashion. Many designs have become iconic in their own right, such as the Stan Smith and Gazelle trainers. Merging vintage design with timeless style and modern urban influence, adidas Originals creates sportswear that looks as good on the street as it does in the game.

DEMOGRAPHIC 5 Both women and men age 15 - 36 Income level about 15,000 Social class: middle. middle upper High level of education (high school - gradates) city or urban community

GEOGRAPHIC According to the official adidas website, there are 2,913 stores in totally around the world. 1,746 of them are concept stores which usually include womenswear, menswear, kids wear, shoes, accessories, adidas originals and adidas neo. 851 of the stores are factory stores, 316 of them are other stores. Adidas stores are located in American, Asia Pacific and Europe, in places like Brazil, Canada, US, China, Hong Kong, Korea, Taiwan, Belgium, Denmark,Frane Italy, Turkey etc.

Psychographic

High quality sportswear Build confident with the brand Not only for sports reason Fashion lifestyle, Follow fashion trend social, shop, exercise

Behavioural 17 sports lovers Athletes

Brand lover High usage rate Price quality design low price sensitivity high brand loyalty 19

Reference List Adidas brand case study. 2016. Adidas brand case study. [ONLINE] Available at: http://www.slideshare.net/tomjohnson15/adidas-brand-case-study. [Accessed 09 March 2016]. Adidas engages youth demographic with mobile marketing - Mobile Marketer - Content. 2016. Adidas engages youth demographic with mobile marketing - Mobile Marketer Content. [ONLINE] Available at: http://www.mobilemarketer.com/cms/news/content/3867.html. [Accessed 09 March 2016]. adidas store finder. 2016. adidas store finder. [ONLINE] Available at: http://discover.adidas.co.uk/storefinder/. [Accessed 09 March 2016]. adidas Group - History. 2016. adidas Group - History. [ONLINE] Available at: http://www.adidas-group.com/en/group/history/. [Accessed 09 March 2016]. Adidas targets creative athletes with All Originals - The One Centre. 2016. Adidas targets creative athletes with All Originals - The One Centre. [ONLINE] Available at: http://theonecentre.com/bar/blog/adidas-invites-all-originals-to-represent-with-a-globalbrand-platform. [Accessed 09 March 2016]. Adidas Originals - Wikipedia, the free encyclopedia. 2016. Adidas Originals - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/Adidas_Originals. [Accessed 09 March 2016]. Adidas Originals | Adidas Trainers & Fashion | ZALANDO.CO.UK. 2016. Adidas Originals | Adidas Trainers & Fashion | ZALANDO.CO.UK. [ONLINE] Available at: https://www.zalando.co.uk/adidas-originals/. [Accessed 09 March 2016]. Facebook Adidas Orginals2016 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos_stream. [Accessed 09 March 2016]. Shop adidas Originals | NET-A-SPORTER | NET-A-PORTER.COM. 2016. Shop adidas Originals | NET-A-SPORTER | NET-A-PORTER.COM. [ONLINE] Available at: https://www.net-a-porter.com/Shop/Designers/Adidas_Originals/All? pn=1&npp=60&image_view=product&dScroll=0. [Accessed 09 March 2016]. Womens Adidas Originals Trainers, Clothing & Accessories at JD Sports . 2016. Womens Adidas Originals Trainers, Clothing & Accessories at JD Sports . [ONLINE] Available at: http://www.jdsports.co.uk/women/brand/adidas-originals/. [Accessed 09 March 2016].

Figure List Figure 1: adidas Yeezy Boost 350 Oxford Tan • KicksOnFire.com. 2016. adidas Yeezy Boost 350 Oxford Tan • KicksOnFire.com. [ONLINE] Available at: http://www.kicksonfire.com/adidas-yeezy-350-boost-oxford-tan/. [Accessed 09 March 2016]. Figure 2: Facebook Adidas Orginals 2014. . [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457494534./1495006640715155/?type=3&theater. [Accessed 09 March 2016]. Figure 3: Facebook Adidas Orginals 2015. [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528729./1604178913131260/?type=3&theater. [Accessed 09 March 2016]. Figure 4: Facebook Adidas Orginals 2015. [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528729./1604178913131260/?type=3&theater. [Accessed 09 March 2016]. Figure 5. Facebook Adidas Orginals 2015 . [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528726./1655903254625492/?type=3&theater. [Accessed 09 March 2016]. Figure 6. Facebook Adidas Orginals 2015 . [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528726./1655903254625492/?type=3&theater. [Accessed 09 March 2016]. Figure 7: Facebook Adidas Orginals 2015[ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528726./1656140087935142/?type=3&theater. [Accessed 09 March 2016]. Figure 8: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529102./1516005675281918/?type=3&theater. [Accessed 09 March 2016]. Figure 9: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529102./1516005778615241/?type=3&theater [Accessed 09 March 2016]. Figure 10: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529102./1515681558647663/?type=3&theater [Accessed 09 March 2016]. Figure 11: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529102./1516005778615241/?type=3&theater [Accessed 09 March 2016]. Figure 12: Facebook Adidas Orginals 2015 [ONLINE] Available at:https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528725./1659193534296464/?type=3&theater [Accessed 09 March 2016]. Figure 13: Facebook Adidas Orginals 2015 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528725./1659200524295765/?type=3&theater [Accessed 09 March 2016]. Figure 14: Facebook Adidas Orginals 2015 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457528725./1659193527629798/?type=3&theater [Accessed 09 March 2016]. Figure 15: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006630715156/?type=3&theater [Accessed 09 March 2016]. Figure 16: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006630715156/?type=3&theater [Accessed 09 March 2016]. Figure 17: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006630715156/?type=3&theater [Accessed 09 March 2016]. Figure 18: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006630715156/?type=3&theater [Accessed 09 March 2016]. Figure 19: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006630715156/?type=3&theater [Accessed 09 March 2016]. Figure 20: Facebook Adidas Orginals 2014 [ONLINE] Available at: https://www.facebook.com/adidasOriginalsUK/photos/pb.1491854897696996.-2207520000.1457529255./1495006634048489/? type=3&theaterAccessed 09 March 2016].