ADIDAS POP-UP SHOP by Seth Mark

New Zealand Pop-Up Shop Tyler Anderson • Lindsey Capps • Seth Mark • Maiya Plather Professor Alessandro Cannata FASM410: Retail Management

executive summary Adidas is a sportswear company that was founded in 1928. The company aims to be the leading sportswear brand in the world, and to help with that goal, this a pop-up shop developed for Re:Start pop-up mall in Christchurch, New Zealand. Adidas is serious about their sustainability practices. In January 2015, Corporate Knights ranked the sporting goods company third on its list of â&#x20AC;&#x153;Global 100 Most Sustainable Corporations.â&#x20AC;? Adidas was the only textile, luxury, or apparel company that made the list, in fact. Drawing inspiration from other sustainable practices, we came up with this pop-up concept in Re:Start. Re:Start is a pop-up mall created from shipping containers in Christchurch, New Zealand. The mall is made to be sustainable after an earthquake devastated the previous structure on February 22, 2011. The product offerings will be exclusive to this pop-up shop and will appeal to the target consumers in the area, including tourists. The shop will be open for one month.

Contents

company summary

location

promotion

market analysis

target consumer

financial plan

conclusion

mission the adidas group strives to be the global leader in the

“

sporting goods industry with brands built on a passion for sports and a sporting lifestyle. we are committed to continuously strengthening our brands and products to improve our competitive position.

“

company summary Adi Dassler, a cobbler by training and a keen sportsman, started a shoe company history with his brother Rudolf in 1924. Adi acquired his first patent on a pair of running shoes in 1925. By 1938, the company was producing 1,000 pairs of athletic shoes a day. After World War II, the brothers fell out and split the existing business. Rudolf setup Puma, and Adi launched Adidas. In the late 1970s and 1980s, Adidas made an expansion into leisurewear. In 1989, with the company at a crossroads, then CEO René Jäggi decided to invite two ex-Nike managers, Peter Moore and Rob Strasser, to visit Adidas. Moore had the idea for street-wear shoes, and Adidas “Originals” was born.

• Key business initiatives • Market prospects: sports goods • Growth in e-commerce • Various sponsorship agreements to enhance the company’s visibility

threats weaknesses

opportunities strengths

• Diversified product portfolio • Research and development of new products • High liquidity • Global presence • Strategic partnerships

• Declining operational performance • Dependence on third party manufacturing

• Market competition • Risk from suppliers • Growing counterfeit market • Exposure to foreign markets makes Adidas susceptible to foreign currency fluctuations

brand as a person brand as a product brand as an organization brand as a symbol 8

• • • • • • •

Authentic Passionate Innovative Inspirational Committed Honest German

market positioning $$$

low accessibility high accessibility

current distribution wholesale (9,376 mil euros) direct to consumer/retail (3,842 mil euros) e-commerce (1,316 mil euros)

• adidas is a horizontally integrated company because they do not produce all of their apparel on their own. • in 1993, adidas moved over production to Asia to outsource and stay ahead of their competition. • adidas owns nine factories and has around 615 suppliers from all over the world. • although Adidas has outsourcing, the design/development of all their products is still done in Germany.

current promotion

Last year, Adidas spent $341 million on advertising alone. Adidas is highly active and engaging on all social media platforms. The rise of social media has meant marketing budgets have moved away from television and towards online advertising, with top sports stars now able to directly promote the Adidas brand with millions of fans who follow their feeds. All of Adidas’s sales promotion takes place primarily through e-commerce. The only sales promotion they currently have implemented is for customers to sign up for their newsletters via their website to recieve 15% off any purchase. Their most recent campaign, “Future” features seven artists

and cultural influencers: Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert. The brand says the goal is to encourage people to “create their own future despite all the predictions society lays upon them.” Adidas recognizes that social platforms are crucial to the brand’s future. “Influencers play a big part in making sure the Adidas brand is being seen and heard. We are letting people come in and create their own content through our channels, that’s very much the focus. We no longer want to just show the public what we’re selling, we want to help them to actually shape the brand.”

size of market

australia apparel & footwear industry USD 13,821,900,000

new zealand fashion retail sales $2,252,598,370 average weekly expenditure per household on footwear

$17.43 / 0.5%

average weekly expenditure per household on apparel

$20 / 2.3%

(for fashion)

housing & utilities / food

24.6% / 17.3%

key players description Lululemon makes technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits. They have a strong tie to our local community, hosting in-store events ranging from goal-setting workshops to yoga classes led by our community ambassadors.

lululemon athletica champions of the world

scope & size The Company offers a line of apparel and accessories for women, men and female youth. Its apparel assortment includes items, such as pants, shorts, tops and jackets designed for healthy lifestyle activities and athletic pursuits, such as yoga, running, general fitness and dance-inspired apparel for female youth. pop-ups Lululemon Athletica Inc. is opening 14 pop-up shops across Canada and the U.S.

description Champions of the World is one of New Zealandâ&#x20AC;&#x2122;s largest resellers of licensed rugby and sporting merchandise with six stores throughout the country. Stocking an extensive range of quality licensed merchandise for men, women and children for the Super Rugby teams, All Blacks and Warriors scope & size Champions of the World is 100% New Zealand owned and operated, and is one of New Zealandâ&#x20AC;&#x2122;s largest resellers of licensed rugby and sporting merchandise with eight stores throughout the country.

indirect competition streetwear

• Hunters and Collectors • Ruby (streetwear origins) (style: youthful and effortless) • Stencil (appearal//footwear)

trendy/youthful

• Infinite Definite all New Zealand Designers (Beau Coops, Blak Luxe, Commoners Alike, Cheap Monday, Chronicles of Never, Finders Keepers, Gram, Herschel Supply Co, Juliette Hogan, Lonely Hearts, Libertine Libertine, Maaike, Maurie & Eve, Meadowlark, Mr Simple, Naked and Famous Denim, Nick Von K, NorseProjects, Riddle Me This, Salasai, Stolen Girlfriends Club, Twenty Seven Names, Wesc and Why Who plus many more.) • Untouched World (sustainable New Zealand Lifestyle Brand) • Storm

higher end

• Ballantynes (Top fashion labels include Karen Walker, Kate Sylvester, Trelise Cooper, Juliette Hogan, Moochi, Ted Baker and Ben Sherman.) • Madisons Off Broadway (Designer Clearance) • Barkers (menswear brand effortless) • 3 Wise Men (menswear brand tailoring) • Head Over Heels (shoes) • Maher (shoes)

christchurch, new zealand European = 83% Asian = 9.4% Maori = 8.5% Pacific Island =3.1% â&#x20AC;&#x153;New Zealanderâ&#x20AC;? = 1.9% Middle East = 1.0% Other = <0.1%

New Zealand has seen a major growth within the Chinese middle-class in the past five years. With more air transportation being provided for traveling from China (China Southern Airlines and Air New Zealand),new players Air China and China Eastern have also established year-round services in 2015. 16

population

348,435

•m 168,423 •f 180,015

household income

$44,279

fourth highest in new zealand

• • • •

attractions

art museums outdoor attractions outdoor sports restaurants

return rate China +27.8% (1 Chinese Yuan = .22 NZD) USA +11.8% (1 US Dollar = 1.43 NZD) Germany +11.5% (1 Euro = 1.64 NZD) Australia +7.2% (1 Australian Dollar = 1.09 NZD) UK +7% (1 British Pound = 2.09 NZD) 17

katie wyndsor, 25

city: christchurch, new zealand income: $55k occupation: magazine editor

Katie earned her degree from University of Canterbury in Chirstchurch, where she still resides. She lives with her boyfriend, Keith and works as an editor at Metropol Magazine. She gets a chai latte every day, always to go. Katie faithfully brunches every Sunday with her two best friends Brooke and Chasity. She is active on all social media platforms, with Facebook being her favorite. Katie mostly does all her shopping through her smartphone, since she raely has time during the day to visit stores. Occasionally sheâ&#x20AC;&#x2122;ll make the trip to Aukland.

jiayi wu, 29

city: shanghai, china income: $63k occupation: health/lifestyle blogger

Jiayi earned her degree in journalism at the Central Academy of Fine Art. She resides in Shanghai, China with her boyfriend, Huang. She takes the subway to the city almost every day in search of inspiration for her blog. She is active on all social media platforms, with Snapchat being her favorite. Her profile usually consists of #ootd posts, travel inspo, and of course, lunch photos. Jiayi mostly does all of her shopping traditionally while she looks for inspiration for her blog. Occasionally, sheâ&#x20AC;&#x2122;ll make a trip to New Zealand to visit her favorite pop-up mall, Re:start.

liam kumar, 13 city: christchurch, nz income: dependent occupation: student

Born and raised in Auckland, Liam lives with his mom, step-dad, and two older sisters. Grayson attends South Auckland Middle School where he is in the 8th grade. With aspirations of one day playing professional rugby, he joined his local football league. Grayson spends most of his time playing on his XBOX 360 when he is not outside challenging his neighborhood friends to a game of rugby. Grayson loves assisting his mom in the kitchen, but only when she is making his favorite mealâ&#x20AC;&#x201C; roasted lamb. During the summer, Grayson looks forward to family trips to the Southern Alps in Queenstown.

adal drescher, 30

city: berlin, germany income: $1.5 million occupation: professional athlete

A father of two young boys, Adal plays professional basketball for Alba Berlin as point guard and shooting guard. Adal spends most of his time traveling at least twice a week during the season. He lives ann active lifestyleâ&#x20AC;&#x201C; working out twice a day, and going for runs during sunrise which he loves most. On his time off, Adal enjoys taking trips to New Zealand, or sometimes to the states to visit friends. Adal enjoys date nights with his fiancee, Allyssa, and collecting vintage cars with the Mercedes Benz 280 SL being his favorite.

justification for location

With the increasing number of the travelers coming into New Zealand yearly, we had to take into consideration the changing environment and how that is positivity affecting the location. With this influx, there has been a large amount of growth within Christchurch and the surrounding areas. Customer are traveling more and spending more on the experiences that a city has to offer, art museums, outdoor attractions, and sports, along with a growing number of restaurants. New Zealand is a combination of rural and industrial settings, and 86% of people live in one of the five largest cities. The young adults that create most of the urban population are middle to upper class descents, graduating with a purpose in mind. Many of these

young adults go through levels of schooling that include early childhood educations followed by primary, and secondary schooling. With an open mind, New Zealand is accepting of different abilities, religious beliefs, ethnic groups, income levels, ideas about teaching and learning, and have processes in place to give the students consistent, high-quality education at all levels. Many New Zealanders spend their days outside, due to the multiple activities the country has to offer. This, too, attracts visitors from around the globe to visit the country and experience what it as to offer. With the influx of touristsâ&#x20AC;&#x201C; families, single adults and married couples without kidâ&#x20AC;&#x201C; the steady flow of pedestrians into the city will help support the pop-up shop.

area attractions

stability of trade Transporting from Adidas already existing distribution center in Australia, trading and shipping into New Zealand does not create any issues. The strength and importance of the trade and economic relationship with Australia was recognized by the Prime Minister, who helped create the Australia‑New Zealand Closer Economic Relations Trade Agreement (CER), which has delivered enormous benefits to both countries, and being taken forward by the Single Economic Market (SEM) agenda.

attractions Canterbury Museum Gondola Centre of Contemporary Art Re:Start

factors 10AM-5:30PM =5.5 hours 539 pedestrians an hour =2,964.5 pedestrians in a day =20,751.5 pedestrians a week =83,006 pedestrians a month

public transportation • Metro • Christchurch bus interchange • Paid Parking available at Re:Start

legal New Zealand was ranked second behind Singapore in the World Bank ranking system for countries you should do business with. This ranking was comparing how conducive the regulatory environment is to starting and maintaining business in the local culture. Adding to that New Zealand was ranked second on the least corrupt countries in the world.

human resources

The team for the pop-up shop will include two managers from Adidas, as well as four associates. Four additional associates will be hired locally for a total of ten employees– all of which will be scheduled full-time at 40 hours per week. The managers will received $1,000 salary per week, and the Adidas associates will receive $12 per hour. The local associates will receive $10 per hour.

the store

When creating the physical space we wanted to take into account what ADIDAS has created in previous flagship and pop up stores, while also taking inspiration from our selected location. Re:Start is constructed entirely from shipping containers, we wanted to keep in sync with the aesthetic. Adidas original logo outlines the exterior wall with leading lines wrapping around to the entrance, guiding shopping. After the customer makes their own custom gear, they are able to go into the Adidas photo lab and take their picture to share on social media outlets.

A vinyl window decal is used on the main window in order to keep limited space available for a higher foot traffic, along with keeping visibility into the store. The vinyl decal depicts artwork in the style of Buff Diss and would traditionally be made from masking tape. We chose this specific design to set the mood for the store, and to let visitors get the fun street art vibe our pop-up shop is all about.

interior

With the store allocation being on a smaller scale, our productivity level will increase due to the selling price of the product. To maximize and utilize the most space, our products will be displayed on a series of hanging and shelving systems. The iconic three lines seen in Originals and sports were our main inspiration for creating the ambiance. Adidas is created for the user experience, which we wanted to keep in line with the simplicity, and allow the shopper to create their own moment in this environment. Simple black and grey walls, metal flooring, and a photo booth with the symbolic three stripes come together to create a pure environment. The glass facade is added to invite customers into the store while allowing natural light to enhance the space. Music will play in the background to create an upbeat energy.

The merchandise displays not only utilize the space in the most effective way, but also show the product assortment in a straightforward manor. Our storefront and side will both have an abstracted version of Adidas’s iconic Originals logo, tailored to this specific store’s location– creating a unique atmosphere for this unique store. Supporting artists on the rise has been part of the Adidas mission when creating new spaces and product lines. With this in mind, we collaborated with artist, Buff Diss, who creates intricate line work with unconventional materials. Security already used by Re:Start will be provided. Security cameras will be added to the store environment to add an extra set of safety. To provide better customer service, and to save space, a mobile point of sale system will be implemented.

assortment plan Buff Diss is an Australian street artist who is known for his use of line work made from unconventional materials. At our Adidas pop-up shop, we have collaborated with the artist in a few areas including product design. There is a limited edition shirt with a pattern he created on it, and following the theme of street art, customers will be able to spray paint onto the merchandise they buy, using stencils designed by Buff Dissâ&#x20AC;&#x201C; or using their own creativity, and entering a contest to potentially have their design created by Adidas.

black track pants

white track pants

white superstar

white option

black option

buff diss option

painted example

promotional plan

The promotional plan will be deviated into 6 months. By using a wide range of promotional activities to create deeper engagement with our consumers, and focusing solely on innovative usage of our social and digital omni-channels. With social media playing an integral part in Adidasâ&#x20AC;&#x2122;s campaigns, #OnANewLevel will become the summer trend for supporting an urban approach to embracing oneâ&#x20AC;&#x2122;s individuality through spray painting - curating millions of views, and steering audiences to our online website. Sales associates will be trained to update social media, and will submit their posts to the Adidas marketing team instead of openeing all new accounts for the pop-up shop, thus keeping those costs lower than a traditional marketing team.

facebook:

According to prior research, New Zealand’s population is highly invested in social media, with Facebook being its top ranking site. An average of more than 2.5 million Kiwis visit Facebook frequently. (Pelea) We will use the already existing Adidas Originals Facebook page specifically for the pre-launch, during, and after the launch of the Adidas pop-up shop. During the pre-launch, we will announce a hiring date to give Kiwis the opportunity to join our team, in which they will be trained on social media management after being hired. Daily posts will include real time media to engage our consumers. This includes time-lapse videos, short videos, and photographs to capture the energy and interest the pop-up shop holds. We will use Facebook to promote other social media platforms not as highly used in New Zealand, including Instagram and Snapchat, to curate further interest across all platforms, attracting both loyal and curious consumers to check out the shop.

twitter:

Twitter also has a large target audience in New Zealand, with users ranging in age from 13 to 65 years old. The majority of Twitter users are young adults, particularly female, aged 15 – 24. Unlike Facebook, Twitter shows every Tweet made by a brand to every one of that brand’s followers. However, unless a follower is constantly watching their Twitter feed, they’re most likely to miss a lot of the content being posted by that brand. Therefore, the average lifetime of a Tweet is a lot shorter than that of a Facebook post and the average number of Tweets per week/month should be higher. Keeping this in mind, we will focus on posting tweets primarily during the pre-launch, to give potential consumers several chances to take notice of the upcoming pop-up shop and interact with the posts.

youtube:

With 52% of the total population engaged on YouTube, it is imperative that we utilize the platform to promote the pop-up shop. Based on prior research on the productivity of YouTube, it will be most effective for us to only post simply two or three videos during the whole month duration of the pop-up shop - one during the pre-launch, during the launch, and after the launch of the pop-up shop. The video posts will include a time lapse video of the process of building the pop-up shop, Aleali May’s day appearance, and a smash-up of high energy footage taken during high foot traffic days in the shop. We will place special emphasis on making sure the editing of all videos matches the standards the overall the aesthetic of Adidas.

instagram:

In comparison to Facebook and Twitter, Instagram falls behind in New Zealand as one of their most used social networks. We will limit its use to only during the launch of the pop-up shop, using new media methods of advertising including GIFs and short videos, along with traditional photos. Post content will vary from showcasing the interaction between consumers and merchandise, the final outcome of their chosen customized merchandise, and clips taken from customers inside of the video photobooth.

snapchat:

Keeping in mind that Snapchat is another less used social media platform in New Zealand, it will only be used during the shop’s launch which will enforce an immediate personal touch with consumers. By using Snapchat, consumers can snap themselves immersed in the store’s experience. We will also have our own geotag for the duration of the pop-up shop.

celebrity:

Connecting back to the importance of social media, we have chosen blogger, model, and top Adidas social influencer, Aleali May to sponsor and make an unannounced surprise appearance during the launch of the pop-up shop. Her responsibility will be to document her entire journey throughout the shop, from creating her own personalized design to its finished product. Other aspects of her appearance will include an hour meet and greet, and an hour autographing session. This will get consumers talking and rushing to the pop-up shop, positively affecting our foot traffic and sales. Buff Diss will also be included as a collaboration, and his designs will be featured in the shop. Adidas will be allowed to use Aleali May’s and Buff Diss’s names and likenesses throughout our promotional activities.

financial plan

budget

net sales: cogs: gross margin:

$44,544 $17,817 $26,727

expenses

dsfsdf

Design of Space: Build Out: Interior Fixtures Exterior Fixtures: Packaging: Technology: Shipping Cost: Wages: Rent & Utilities: Marketing: Hotel & Flight: Painting Material:

total expenses: profit / loss:

$25,000 $10,000 $15,000 $20,000 $23,000 $10,000 $7,000 $20,806 $5,000 $10,450 $29,604 $1,400

$170,260 -$143,533

conclusion Adidas strives for sustainability and our pop-up shop keeps that in mind every step of the way. From the re-purposed shipping containers, to the water saving quick dry paint, to the recycled packaging at the store. In a more permanent location, we could implement even more environmentally conscious elements like solar panels. Although our Adidas pop-up shop isnâ&#x20AC;&#x2122;t projected to make a profit, we are hopeful that sales will be better than expected. Re:Start visitors will be intrigued by the exciting atmosphere of the store and the chance to win a t-shirt design contest they painted themselves, ultimately continuing the reach of Adidasâ&#x20AC;&#x2122;s presence.

appendix

New Zealand PESTLE Analysis POLITICAL • The political climate is steady and progressive • Employment laws are fair with many government holidays and paid parental leave. Employees are also fairly protected as outlined by http://employment.govt.nz • Top income tax rate is 33% – top corporate tax rate is 28% • Committed to reduction of world-wide trade barriers; 95% of goods are tariff free • Constitutional Monarchy modeled on Britain’s government. • Queen Elizabeth II is the Head of State / John Key is the Prime Minister • Ranked 2nd of 175 countries surveyed in Transparency International’s 2014 Corruption Perceptions Index • Some bureaucracy issues have been brought up, and government growth has halted ECONOMICAL • Inflation is around 1.2% • Average duty rate is 5.11% and GST is a standard rate of 15%. Fees are charged when the sum of duty and GST are NZ$60 and above • NZ$1= US$0.69 • Standard workweek is 40 hours • Auckland ranked 61st in a cost of living study that ranked New York 16th • GDP= USD 57,896,000,000 GNP= USD 41,555,830,000 • Financial system is stable with prudent regulations that allow banks to withstand global financial turmoil with little disruption • Government spending is about 42.4% of GDP SOCIAL • Lifestyle is centered with nature and most residents have a remote getaway cabin • 86% of people live in one of five of the largest city. Auckland population is one million • Progressive attitudes that grows and adapts socially in positive ways • The number of nuclear families is slowly dwindling. Single- parent families rising • Population by age: 0- 14=20.1%, 15- 24=14.1%, 25-54= 40.6%, 55- 64=11.3%, and 65+=14% • 2014 average weekly income by age: 15-19= $144, 20-24= $502, 25-29= $762, 30-34= $912, 35-39= $1,032, 40-44= $1,104, 45-49= $1,098, 50-54= $1,056, 55-59= $1,019, 60-64= $875, and 65+=$602 (NZD, people in working force) • 81.2% of students received NCEA. Goal for 2017= 85% • Anglican: 18.4%, Catholic: 13.8%, Presbyterian: 13.4%, No religious affiliation: 26% • Indigenous people are Māori. While there is intermarriage, Māori are relatively underprivileged • Healthcare is a mix of free treatments and privately owned hospital (with insurance) TECHNOLOGICAL • Fastest growing sector and currently attracting government support • Electronic equipment is a large import • Research and development earns a 15% tax credit • Quickly adapted to internet in the 1990s and the government is investing $1.5 billion to provide UFB (Ultra Fast Broadband) • Intellectual property is protected by trademarks and copyright • Patent protection is only applicable in New Zealand

LEGAL • Tax rates: $0-$14k= 10.5%, $14,001-$48k= 17.5%, $48,001-$70k= 30%, 70k+= 33% • Unemployment is 5.6% • Imports 2015 = $66.9 billion; crude petroleum, electrical machinery, cars • Exports 2015= $69.3 billion; animal product (dairy), foodstuffs, wood products • Regulatory system governed through acts, regulations, and standards/codes of practices. Enforced by government agencies and regulatory bodies ENVIRONMENTAL • Resilient infrastructure includes seven international airports and 14 sea ports • Mild climate with average lows of 14 degrees in winter and about 2,000 hours of sunshine. Winter is June- October and snow is mostly present in the mountains • Earthquakes are frequent • Renewable energy was at 74.18% in 2010 • Reports show New Zealand practices good sustainability with government support • Legislation includes the Environment Act 1986. An officer of parliament (commissioner) has a list of responsibilities outlined at http://www.mfe.govt.nz, and serves a five-year term

Packaging On the footwear side, the Adidas Group has been enhancing the content of sustainable materials in shoe boxes for many years. Beginning with the use of soy-based and water-based inks through to 100% recycled cardboards. 100% recycled cardboard shoe boxes 0.98x3,000= $2,940 The sportswear giant Adidas announced it is removing plastic shopping bags from thousands of the company’s global retail stores, a move that will eliminate usage of about 70 million plastic bags per year. Paper Bags 0.50x40,000=$20,000

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