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Adidas gives digital makeover to Originals fashion stores


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.

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