By Emma Thomasson BERLIN (Reuters) – Adidas has launched a new store blueprint for its Originals fashion brand with a Wi-Fi equipped lounge and mobile charging points, aiming to persuade younger shoppers to linger longer and spend more in its high-margin, own-run outlets. The worlds No.2 sportswear maker behind Nike wants to lift sales from its own shops, which accounted for 24 percent of its 2013 revenue of 14.5 billion euros ($20 billion), because they are more profitable than those made through third parties. The revamped Originals store in the heart of Berlin is part of a drive to encourage 16-24 year-olds to browse longer. The longer the consumer stays in the store, the more likely they are to buy, Ted Mager, Adidas global head of retail environments, told Reuters.
Adidas gives digital makeover to Originals fashion stores
27
Mar
2014
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