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INNOVATION CLUSTERS FOR RETAIL (BRIEF (New consumers are attracted by…
INNOVATION CLUSTERS FOR RETAIL
Empowerment
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Adidas Retail will be the physical interface to access all Adidas Digital Offers
Phygital
Simpler experience: consumers are looking to brands for increased focus on what they offer for a simpler experience
Co-creation
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Adidas Retail will be the place to come together to be creative and to celebrate creativity
Creator Culture
Co-creation: 80% of millennial consumers want to be involved in
co-creation projects of brands they like
Purpose
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Adidas Retail will connect the dots to contribute to making the sustainability vision of the brand come to life
Adidas Sustainability Program
: As a global sports company, we believe that through sport we have the power to change lives. This is supported by research we have conducted. It shows that our consumers believe that sport makes us healthy and happy, that it creates value and empowers people.
Inspire
#
Experiencing brand heat: Adidas Retail will be the central point to fuel brand heat. A place to dive-in and engage with the brand in the most fascinating ways.
Creating moments
: the journey is the product and brands must design systems that create moments - not just products.
92% of consumers want a
personalized experience
.
Emotion Economy
: we see an emerging emphasis on our emotional state. Not just what am I doing, but how does it makes me feel?
BRIEF
New consumers are attracted by
innovative and technological solutions
but at the same time care for the environment is a top priority for them. Therefore, they are responsive to the feeling of well-being that the environment communicates, especially in those areas where they consume, shop and live.
The retail of the future must be innovative with shapes, functions, technological approach, and interaction, but must also be able to
trigger a change of mindset for environmental and social sustainability
.
How can retail blend in the spaces that are not typically linked with shopping?