Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Le Coup de Soleil - JACQUEMUS Mock Ad
Le Coup de Soleil - JACQUEMUS Mock Ad
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
TIFFANY & CO.
TIFFANY & CO.
ADIDAS
Pop-Up Store in Changi Airport
This is a collaborative project for the class of Retail Buying Simulation at SCAD. This project features in-depth research of Adidas including financial information, marketing & product strategies, target customers, in-depth SWOT analysis, and extensive competitor research. This research led to the end product, which was an informed 6-month buying plan for the Spring/Summer 2019 season at two brick-and-mortar locations and their planned product assortments.
2021
Collaboration with: Sofia Castro and Quilviana Rodriguez
MISSION
“The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.”
CORE VALUES
"Performance, Passion, Integrity, and Diversity”
Adidas is socially and environmentally responsible, they embrace creativity and diversity and is financially rewarding our employees and shareholders
They are innovative and dosing leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.”
BRAN IDENTITY
Adidas wants "to be the design leaders with a focus on getting the best out of the athletes with performance guaranteed products in the sports market globally."
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Multinational Corporation founded and headquartered in Herzogenaurach by Adolf Dassler in 1924.
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Adolf Dassler's mission was to provide athletes with the best possible equipment.
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Their core brands are Adidas and Rebook that are known for producing sportswear.
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Their three-stripe logo stands for the 3Cs- the companies culture; to have Confidence, collaboration, and creativity.
U.S. MARKET
146
STATES
U.S. STORES
30
22%
OF ADIDAS NET SALES
12%
SALES ARE FROM E-COMMERCE
KEY CITIES
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New York
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Los Angeles
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Portland
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Boston
6%
SHARE OF U.S SPORTSWEAR MARKET
10%
SHARE OF U.S SPORTS FOOTWEAR MARKET
FINANCIALS
NET
SALES
$ 5,313 BILLION
OPERATING MARGIN
13.5%
STRATEGIC BUSINESS PLAN
OPEN SOURCE: Athlete Collaborations - Creative Collaborations - Partner Collaborations
CULTURE: Promote inclusivity and represent diversity through brand ambassadors and representatives.
SPEED: "Speedfactories”, testing faster production and manufacturing technologies.
CITIES: Win consumers in the world’s most influential cities. Connect them to relevant products through holistic retail experiences.
THE COMPETITIVE MARKETPLACE
SWOT ANALYSIS
STRENGTHS
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Financial Performance
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Global Presence and Operational
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R&D on development of new products
WEAKNESSES
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Liquidity Position
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Product Recalls
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Overpriced Products due to innovative technology or production method
OPPORTUNITIES
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Positive Outlook for Global E-retail Market
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Partnerships
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Positive Outlook for E-retail Market in Europe
OPPORTUNITIES
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Intense Competition
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Counterfeit Goods Market
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Foreign Exchange Risks
$ 23,6 BILLION
REVENUE
NUMBER OF U.S STORES
146
COMPETITION OVERVIEW
Adidas competitors represent sporting products that are being innovative in different motives. Sustainability, comfort, and other reasons. Nike being their first high competitor creating product innovation and bringing superior quality, while Puma shows its array of quality products in the footwear line and apparel, and Converse being known for its appealing sports shoe line and being their go-to for people looking for casual apparel.
BEST SELLERS
ADIDAS NMD_R1 - $130.00
ADIDAS Air Force 1 - $90.00
ADIDAS Chuck Taylor All Star - $50.00
PUMA Suede Classic+ - $65.00
TRENDS
SIX MONTH BUYING PLAN
CORPORATE PLAN
SPRING 2021
ADIDAS MEN'S FOOTWEAR
SPRING 2021: 6 MONTH BUYING PLAN
NY STORE INFO
565 5th Ave
New York, NY
SIZE
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More than 45,000 square feet throughout its four floors
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The largest of the brand’s stores in the world
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Largest product assortment in the U.S
DEMOGRAPHICS
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Fifth Ave and 46th street is a core area both for the Manhattan consumer and tourists.
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Fits Target Market
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Tourist Season: June to August
GEOGRAPHIC
- Popular city and street
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In the middle of a very touristic avenue
565 5th Ave
New York, NY
ATLANTA STORE INFO
SIZE
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Standard store
DEMOGRAPHICS
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Located in the biggest mall in Georgia
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Atlanta has the 9th largest metropolitan area
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Tourist Season: March to May
GEOGRAPHIC
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Popular shopping mall
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Near brand competitors
NY STORE FLAGSHIP
ADIDAS MEN'S FOOTWEAR
SPRING 2021
SPRING 2021: 6 MONTH BUYING PLAN
ATLANTA STORE FLAGSHIP
ADIDAS MEN'S FOOTWEAR
SPRING 2021
SPRING 2021: 6 MONTH BUYING PLAN
MODELS
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NMD_R1 - $130.00
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Lifestyle
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Low-top sneaker
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NMD is short for Nomad
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casual sneaker that combines old design concepts with new technology.
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Boost cushioning and occasional Primeknit uppers.
Stan Smith - $80.00
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Lifestyle
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Low-top sneaker
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Named after tennis champion Stan Smith In 1971.
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White leather upper and laces.
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Instead of 3 stripes it has three rows of perforations on both sides.
Ultraboost 20 - $180.00
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Running
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Low-top sneaker
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Adidas partnered with BASF to develop a solid granular material that’s turned into thousands of small energy capsules.
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Primeknit upper wraps the foot with a supportive fit that enhances movement.
OPPORTUNITY
With this buying plan, we will be able to offer consumers a more extensive range of footwear, personalized to taste values, trends, and more. We will include specialized pieces that will meet identified needs, including not only a change in color and style but also materials. Focusing on the new wave of sustainability, we will use Adidas already existing recycled and eco-friendly textiles to present more eco-friendly options. This ultra-focused personalization allows us to keep classic styles and merge them with innovative materials. Because of the exclusivity of this concept, consumers will be willing to pay extra, allowing us to have profitable results.
