Presentation on Category Management : adidas

Presented by
Diotima Basu
MFM, 2014-16
NIFT, Kolkata

Fashion Retail and Mall

Management

Introduction

adidas AG is engaged in the production and manufacture

of sportswear and sports equipment.

Its brands include adidas,Reebok, and TaylorMade-adidas

Golf.

The company was founded by Adolf Dassler in 1920

It is headquartered in Herzogenaurach, Germany.

Categories
Men

Mens shoes
Mens Clothes
Mens Accessories

Womens Shoes
Wome Womens clothes
Womens Accessories

Kids

Kids Shoes
Kids Clothes
Kids Accessories

Category
Sports
Cricket

Footba
ll

Runnin
g

Trainin
g

Basketb
all

Tennis

Swim

Outdo
or
Clothin
g
Shoes

Accesso
ry

Categories and subcategories

Category

Sub-category

Mens clothing

Shirts
Sweatpants &
Tights
Shorts
Hoodies & Track
Tops
Jackets
Jerseys
Sweatshirts
Tracksuits
Swimwear
Underwear

Mens footwear

Football Boots
Shoes
Sandals & Flip
Flops
Hi Tops

Brands

Originals
Sport performance
Sport style (NEO)

Originals
Sport performance
Sport style (NEO)

Categories and subcategories

Category

Sub-category

Brands

Mens Accessories

Bags
Socks
Hats
Other Accessories
Balls
Shin Guards
Gloves
Watches
Scarves

Sport Performance
Originals

Categories and subcategories

Category

Sub-category

Brand

Womens
clothing

Sweatpants &
Sport
Tights
performance
Shirts
Originals
Jackets
Hoodies & Track
Tops
Sweatshirts
Shorts
Sports Bras
Skirts &
Dresses
Swimwear
Tracksuits
Jerseys
Tops

Categories and subcategories

Category

Sub-category

Brands

Womens
footwear

Shoes
Sandals & Flip
Flops
Hi Tops

Sport
performance
Originals
Sport style (NEO)

Womens
accessories

Bags
Socks
Hats
Other
Accessories
Shin Guards
Gloves
Balls
Watches
Scarves

Originals
Sport
performance

Categories and subcategories

Category

Sub-category

Brands

Kids clothing

Shirts
Sport
Tracksuits
Originals
Jerseys
Sweatpants &
Tights
Hoodies & Track
Tops
Shorts
Sports Bras
Sweatshirts

Kids footwear

Football Boots
Shoes
Sandals & Flip
Flops
Hi Tops

Sport
Originals

Categories and subcategories

category

Sub-category

Brands

Kids
accessories

Gloves
Bags
Hats
Shin Guards
Socks

Sport

Price
Category

Mens
Clothing

Mens
Accessories

Mens
Footwear

Brand

Price Range
(INR)

Originals

1,599- 10,999

Sport
Performance

1,199-6,999

Sport
Style(neo)

999- 4,999

Sport
Performance

99-24,999

Originals

359- 5,999

Sport
Performance

10,99-20,999

Originals

1,699-16,999

Sport Style
(NEO)

3,599- 5,999

Price
Category
Womens
clothing

Womens
footwear

Womens
Accessories

Brand

Price Range

Originals

959- 6,999

Sport
Performance

599- 4,299

Originals

1,019- 14,999

Sport
performance

1,199- 10,999

Sport Style
(NEO)

2,999- 6,999

Originals

359- 3,999

Sport
Performance

99- 14,999

Price
Category

Brand

Price Range
(INR)

Kids clothing

Sport
Performance

599- 1,499

Originals

3,999- 4,599

Kids footwear

Sport
performance

3,599- 5,999

Kids
Accessories

Sport
Performance

299- 1,499

Percentage Allocation
Category
Men's

Women's

7%
30%
63%

Kids

Percentage Allocation
Product category
Clothing

Footwear

Accessory

17%
51%
32%

Percentage Allocation
Brand
Originals
Sport Style (NEO)

7%

70%

Sport Performance

23%

Financial performance

In adidas brands, sales increased by 12% the

currency neutral for the first 9 months.

In Originals, sales grew at 9% currency neutral

in the quarter.

NEO label witnessed a 33% rise in sales with the

expansion of product offerings likes jackets,
denims etc.

 In

football sales increased by 31%

due to the success of the sponsored

teams as well as new product
introductions.
In

running, sales increased 14% in

the 9 months period due to the boost

technology.

references
https://shop.adidas.co.in/#

c/men-clothing
http://www.global.adidas.com/
http://
www.adidas-group.com/media/filer_
public/aa/b4/aab47948-a45f-40b8-b
290-e39d774cfaa0/en_q3_20
14.pdf

Thank you