Adidas targets teenage girls
German sportswear brand adidas is targeting teenage girls more influenced by music and fashion than sports. By expanding its NEO fashion outlets, which offer such looks as metallic leather boots, and by exploiting social-media platforms including Facebook and Twitter, the brand hopes to attract 14 to 19-year-old girls. The company estimates the effort may bring in an additional $1.3 billion in revenue by 2015.
“Teenage girls are a target group we didn’t really reach so far, whereas boys are closer connected to adidas via sports,” said Erich Stamminger, the board member responsible for global brands. “For girls, you need a bit more of fashion influence and that’s exactly what we are offering with NEO.”
The three-year-old NEO fashion chain has made inroads in Russia, India and especially China, where it has 1,000 stores.
