Adidas Retail Marketing & Activations
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BRA REVOLUTION
THE SITUATION: The background for Europe on this fantastic campaign is that actually in previous years, the sales performance for bras and tights were heading in the wrong direction. Naturally, the business units wanted to decrease the presence of bras and tights in Europe DTC stores.
The
Story
THE TASK for me was to influence my Europe counterparts that we should collaborate with our Global counterparts to uplift the product presentation and deliver a strong and compelling communication package.
WHY: Because bras and tights are like bread and butter for women! The sales will increase with a strong store presence and communication package in place.
THE ACTION involved collaboration with Global counterparts in Visual Merchandising and In-Store Communications to conduct trials in 20 stores across Europe a year before the campaign launch.
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Used my influential skills with Global Communications team to ensure the campaign was truly inclusive including age inclusion in the key campaign images.
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Ensured that membership drive was a key component in the campaign for Europe.
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Managed windows, launch-zones and category area tools creatives and production so that all the DTC stores across Europe had everything needed for a successful campaign roll-out.
The
Results
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The results from Europe trial were used for the Global key items Visual Merchandising and In-Store Communication Guidelines.
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The key campaign products in Europe achieved 80% sell-through rates.
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Training category in Europe saw 20% growth.
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The Bra Revolution campaign was the most diverse and inclusive campaign and achieved the highest level of engagement for the company.