Posted by Abe Sauer on March 7, 2014 01:56 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: the marketing power of Korean TV shows in China… is stinky Mercedes the new 3.15 target... trouble in real estate… BMW… Princess Cruises woos Chinese travelers… why Shanghai doesn't bother Lamborghini… the EV war… Walmart and Bossini woes… Women's Day prep… Adidas, Nike and Under Armour… Huawei has a watch, too… KFC hit on milk… and more.Continue reading...
Posted by Mark J. Miller on March 3, 2014 01:54 PM
After 121 years in business, Reebok has only changed its logo three times. But the third alteration to the brand's visual identity is one that signifies a bigger shift in its strategy to attract new customers.
"For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok's Chief Marketing Officer, in a video posted on YouTube. "It's an invitation for all of of us to take part and fight against complacency for everyday people, not just super stars and elite athletes."
That's the motivation behind the brand's adoption of a new delta symbol that looks to capitalize on the "sport of fitness" trend powered by Reebok's strong affiliation with CrossFit. "The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life," the company said in a press release.
The new logo has already been worked into the brand's CrossFit gear and will proliferate over other footwear and apparel lines throughout this month. The brand's Reebok Classics line will retain the older logo.Continue reading...
sports in the spotlight
Posted by Mark J. Miller on February 28, 2014 08:14 PM
Could there be such a thing as "too hot" for Brazil?
If you're adidas, apparently so. As the South American country finalizes preparations for this summer's World Cup, local government is trying to curb any sex exploitation that is likely to come with such a big sporting event that draws hundreds of thousands of tourists. Most recently, Super Bowl organizers launched a large campaign to prevent sexual tourism and its byproduct, sex trafficking, in the New York metro area during the event.
adidas, a major sponsor of the World Cup, apparently took Brazil's sexualized reputation a little too literally with some of its World Cup-branded apparel. The company sold T-shirts that featured a bikini-clad woman on the beach with the words "Looking to Score," and one that read "I ♥ Brazil," but the heart looks, according to Reuters, like “the upside down rear of a woman wearing a thong bikini.”
Brazilians were not amused.Continue reading...
Posted by Kristen Van Nest on February 28, 2014 11:12 AM
In China, the sporting apparel market is a bit of an anomaly. For one thing, fitness and physical activity in China is a lot less common than in other global markets like the US, Europe and South America. And when Chinese consumers do hit the gym or track, it's usually in their street clothes.
That presents a unique challenge for both foreign and domestic brands like China's Li-Ning, the oldest and second-largest Chinese sporting goods brand. Facing the relentless competition of Nike, adidas and Under Armour on both its home turf and abroad, Li-Ning has had to adjust its product and growth strategies to focus less on hard-core athletic gear as a free-expression trend continues to grow among China's fashion-savvy youth.Continue reading...
Posted by Dale Buss on February 27, 2014 09:28 AM
Boeing designs self-destructing "Mission Impossible" smartphone.
Volkswagen cuts European worker bonuses on slump in demand and recalls almost 600,000 vans.
Adidas to stop selling sexually-suggestive World Cup T-shirts after outcry.
Barnes & Noble swings to profit on cost-cutting.
Best Buy posts sales decline but returns to profit with cost cuts.
Bitcoin falls in crosshairs of nations' regulators.
eBay leads $133.7 million investment in Indian shopping site Snapdeal.
European Union bans e-cigarette ads.
Ford gets Mustang tie-up to Need for Speed and improves convertible top to take on German rivals.
GM now faces federal investigation of its handling of recall.Continue reading...
Posted by Mark J. Miller on February 26, 2014 12:49 PM
As competition in the sports apparel space heats up, adidas is revamping its retail strategy so that it's in a better position to sell products directly to consumers. The brand is doing so by introducing an innovative retail concept, HomeCourt, that debuted Monday at the brand's location in Beijing.
The store, which is the brand's largest, will be a model for 24 other locations that will open around the world, especially in "emerging markets like Russia and the Middle East where there are few existing chains selling sporting goods unlike developed economies," Reuters reports.
"Our new retail concept, HomeCourt, offers a consumer experience unlike any that Adidas fans have enjoyed before," said Michael Stanier, chief sales officer for the company's Consumer Direct division, according to Portland Business Journal. "We look forward to bringing this concept to adidas fans throughout the world this year."Continue reading...
Posted by Sheila Shayon on February 24, 2014 11:14 AM
As the most expensive Olympics ever came to a close this weekend, many brands breathed a sigh of relief after months of the threat of consumer backlash have finally come to an end. Russia's human rights issues proved to be a big challenge for major Olympic sponsors like Coca-Cola, McDonald's and more, who spent millions on the marketing opportunity.
While not all escaped unscathed, several brands have actually improved their consumer perception, such as Visa and Chobani, according to YouGov's BrandIndex.
Chobani, whose yogurt shipments for Olympic athletes were held at the Russian border due to a customs issue, seized the moment to donate 5,000 cups of its product to food banks in the US—and tweet a creative opposition to Russia's anti-gay laws. According to YouGov, Chobani increased purchase consideration and garnered more positive buzz than any other official Olympic sponsor.Continue reading...
Posted by Sheila Shayon on February 10, 2014 04:46 PM
Following in the steps of luxury brand Burberry, British retail giant Primark is the latest major brand to bow to Greenpeace's demands to go toxin-free, agreeing to eliminate hazardous chemicals in its products and across its production eco-system by 2020.
The High Street discount retailer is the 20th company to commit to detoxing its garments as a result of Greenpeace's global Detox campaign, and most recently, its "Little Monsters" report that found levels of toxins in childrens' product from global retail brands including Adidas, Gap, and American Apparel. Other brands, including Levi's, Zara, Mango and H&M have already commited to Greenpeace's five-step detox program.
“Primark’s commitment shows that it refuses to be left behind as toxic-free clothing becomes a fashion trend in the industry,” said Ilze Smit, Detox Campaigner at Greenpeace International in a press release. “From budget retailers like Primark, to luxury houses like Burberry, brands are helping put an end to this toxic nightmare. Laggards like adidas and Disney need to act now to stop these hazardous little monsters once and for all.”Continue reading...