In Korea, adidas opens the first women’s specific retail store whose new concept and image aims to be a trendsetter for adidas retail worldwide. This new and exciting sport and style destination designed especially for women, stands for a personalized service of advice whilst the purchase of the functional and attractive designed adidas Women collections, making it a trend-setter of a new way of shopping.
“The new store concept designed especially for our female client shows Korean consumers how much the brand cares and the importance of follow the market tendencies. The women’s business is growing day by day and adidas Korea is excited to open the first adidas women’s store with a totally new concept that will definitely be a trendsetter” states Zion Armstrong, Managing Director of adidas Korea.
The store environment has been created specifically with women’s needs in mind with a visit turning into a personal and enjoyable experience, accomplished through an in-store design featuring clean lines, a soft colour palette and an uncompromising focus on detail.
This unique women’s retail concept features an improving way of servicing the consumer. The in-stores staff features training and fitness experts, able to direct consumers in their fitness goal and give advice about the most appropriate footwear and apparel to wear for different sports disciplines as well as help with styling so consumers can take their own personal daily style to the gym.
Another first for this women’s concept store is the creation of a training and fitness community with regular training workshops organised as well as frequent styling sessions, seasonal special offers and also exclusive product previews. Information on local workout classes and gym partners is also provided to consumers providing a holistic women’s fitness package.
The in-store highlights are adidas women and adidas by Stella McCartney collections. The spring/summer 2011 Women’s collection introduces exciting concepts that come together with leading adidas technologies and the latest design innovations that cater to every workout need of the female athlete. Highlights for this season are the Women’s TechFit compression garments and the very feminine adilibria range.
In the adidas by Stella McCartney collection, the pinnacle fusion of performance and style enters the spring/summer 2011 season with the introduction of Weekender, a new outdoor category for Korean consumers to look out for alongside other collection highlights such as Cycling, Running and the new seamless underwear line. This season’s collection also features new styles in Golf, Gym Yoga and Gym Studio and Tennis.
Sports brand Asics has appointed Imagination to deliver a hospitality venue for its partners, customers and guests during the London 2012 Olympic Games. As part of the brief, Imagination will design and deliver an Asics Olympic venue that aims to highlight the sports company’s brand to its partners – including retailers - customers and guests.
It will also showcase innovations in design and technology for athletes.
The Asics hospitality venue will remain open for its guests throughout the Olympic Games – which run from 27 July to 12 August – and will be a key part of its brand communication activity.
Imagination, appointed after a competitive pitch process, was selected to create a unique space that will remain open to guests throughout the duration of the Games.
Asics European marketing director Michael Price said: "Imagination showed how they would bring to life our founders’ philosophy that through sport you can inspire a generation. At our venue we’ll link our Sound Mind Sound Body ethos with the Olympic spirit to inspire our retailers, our athletes and everyday sports people."
Meanwhile, Imagination’s creative director Julian Baker said the aim was to inspire an interest in sport.
"The ASICS Olympic venue will engage a wide group of people, encourage participation and provide visitors with a real ASICS experience that embodies the spirit of the Games," he added.