adidas: only online?

Kasper Rorsted on an interview with the Finantial Times reveal the future of adidas.

The reduction of the stores to offer a better experience and the objective to doubble the online sales are the two main points discussed by Rorsted.

"Our website is the most important store we have in the world".

The strategy of the brand with the three stripes is clear and follows the direction where the sportswear sector and the whole fashion system is going to. The objective is to more than double the e-commerce sales overcoming the four billions by 2020, reducing the number of the stores but improving their quality.

The ability to offer to the consumer an offline experience that will drive him to an online purchace is crucial to the success of a brand and adidas wants to exploit completely this strategy to increase its market.

Let's wait for big changes for the German brand.