graduation research project scope of adidas kidswear in...

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Graduation Research Project

Scope of Adidas Kidswear in the Indian Kidswear Market

Submitted

by

Priyam Akancha

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE

"MASTER OF FASHION MANAGEMENT (MFM)"

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)

Plot no. 15, Sector 4, Kharghar, Navi Mumbai, Maharashtra 410210, Phone:0222774 7100

Web: www.nift.ac.in

May, 2016

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CERTIFICATE

This is to certify that Ms. Priyam Akancha of National Institute of Fashion Technology

(NIFT), Mumbai has successfully completed her GRP work titled –―Scope of Adidas

Kidswear in Indian Kidswear Market‖, in partial fulfillment of requirement for the

completion of 2 Years Post Graduate Programme "Master of Fashion Management

(MFM)" as prescribed by the Department of Fashion Management Studies (FMS),

National Institute of Fashion Technology.

This 'Graduation Research Project' report is the record of authentic work carried out by

her during the period from 7.01.2016 to 15.04.2016 under my mentorship.

Signature

Name of the Faculty Mentor- Dr. Sushil Raturi

Designation- Associate Professor

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ACKNOWLEDGEMENT

I would like to express my deep gratitude to Dr. Sushil Raturi , my research supervisor,

for his patient guidance, enthusiastic encouragement and useful critiques of this research

work. I would also like to thank Mr, Mridul Das, Category Manager, Kidswear and

Accessories, Adidas India Marketing Pvt. Ltd., my Industry Mentor at Adidas during the

entire tenure of my internship with Adidas, for his advice and assistance in keeping my

progress on schedule.

My grateful thanks are also extended to Mr.Dileep Srivastava and Mr. Mithilesh Jha

from Adidas Technical support for their help in making me understand the technical

challenges the organisation was facing with regards to Kids‘ footwear manufacturing.

Also, I would like to extend my sincere gratitude to the CC FMS Department, NIFT

Mumbai, for her constant guidance and motivation throughout, along with other faculty

members of the Department to ensure timely and successful completion of this Project.

I would also like to extend my thanks to the entire Category Management Team of

‗Adidas India Marketing Pvt. Ltd.‘, for being extremely cooperative and helpful right

from the beginning till the end of my Graduation Project with their valuable insights and

intuitive suggestions.

Finally, I wish to thank my parents and my sister for their support and encouragement

throughout my study.

Signature

NAME: PRIYAM AKANCHA

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ANNEXURE - VI

NIFT: MUMBAI

Proceedings of the MFM GRP External Jury Examination of Ms. PRIYAM AKANCHA

held at am/pm on 19th

May, 2016 in NIFT, Mumbai

The GRP Internal Jury Examination of Ms. PRIYAM AKANCHA on her MFM GRP

report entitled ― Scope of Adidas Kidswear in the Indian Kidswear Market.‖ was

conducted in the <Place of Viva voce examination > at am/pm on

.

The following members of the External Jury were present:

1. <Name, Designation & Address>




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RECOMMENDATION

The Research scholar Ms. PRIYAM AKANCHA presented the salient features of

his/her GRP work. This was followed by questions from the External Jury members.

The questions raised by the Jury Examiners were also put to the scholar. The scholar

answered the questions to the full satisfaction of the jury members.

Based on the scholar‘s research work, his/her presentation and also the clarifications and

answers by the scholar to the questions, the board recommends that Ms. PRIYAM

AKANCHA, be awarded the Master Degree in "Master of Fashion Management

(MFM)"

1. (Name of the Jury Member with Signature)




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Contents

CHAPTER 1 .................................................................................................................................. 1

ABOUT THE COMPANY ............................................................................................................ 1

PROFILE ................................................................................................................................... 1

THE ADIDAS GROUP AT A GLANCE ............................................................................... 1

THEY EMBRACE A MULTI-BRAND STRATEGY .......................................................... 1

ADIDAS SPORT PERFORMANCE ..................................................................................... 2

ADIDAS ORIGINALS ............................................................................................................ 3

ADIDAS NEO........................................................................................................................... 3

ADIDAS COLLABORATIONS ............................................................................................. 4

CHAPTER 2 .................................................................................................................................. 6

CATEGORY- KIDSWEAR (adidas Sports Peformance) ............................................................. 6

PRIMARY OBJECTIVES ..................................................................................................... 9

CHAPTER 3 ................................................................................................................................ 10

MARKET RESEARCH ............................................................................................................... 10

INTRODUCTION ................................................................................................................... 10

CHAPTER 4 ................................................................................................................................ 26

COMPETITION ANALYSIS ...................................................................................................... 26

PERCEPTUAL MAPPING ........................................................................................................... 43

ADIDAS KIDS‘ WEAR SWOT ANALYSIS ..................................................................... 44

CHAPTER 5 ................................................................................................................................ 46

SUB PROJECT- 1........................................................................................................................ 46

KIDS‘ FOOTWEAR RANGE DEVELOPMENT (SPRING SUMMER- 2017) ........................ 46

CHAPTER 6 ................................................................................................................................ 57

SUB PROJECT- 2........................................................................................................................ 57

KIDS‘ STORE STAFF TRAINING MODULE .......................................................................... 57

CHAPTER 7 ................................................................................................................................ 75

BIBLIOGRAPHY ........................................................................................................................ 75

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CHAPTER 1

ABOUT THE COMPANY

I did my Graduation Project at Adidas India Marketing Pvt. Ltd. At their Headquarters

which is situated in Sector 45, Gurgaon, Haryana

PROFILE

At the adidas Group, our love for sport drives who we are and what we do. Every day.

The brands of the adidas Group complement each other in a unique way to help athletes

perform better, play better, feel better. Thier products break records, set trends, make

history. Every day. All over the world.

It is not only about faster shoes and fashion statements. Just as a shoe is more than

padding and foam, there is more to them than just the product. Everything they do is

bound by one simple thought: they strive to help you perform at your best. Your success

is their ambition. Your defeat spurs them on to be better.

Thier brands complement each other like the skills of an exceptionally gifted decathlete.

Thier consumers‘ brand love is based on their employees‘ extraordinary passion for a

sporting lifestyle. With dedication, commitment and team spirit, they continuously

innovate to establish new benchmarks in everything they do. Shaping the sporting goods

industry sustainably is more than a job. It‘s their impulse, an attitude that is truly dear to

their hearts. It drives them.

They are laser-focused on their mission: they strive to be the best sports company in the

world, with brands built on a passion for sports and a sporting lifestyle!

THE ADIDAS GROUP AT A GLANCE

Employing more than 53,731 people in over 160 countries, they produce more than 660

million product units every year and generate sales of € 14.5 billion (all figures relate to

2014). These numbers alone can easily suggest that their Group is quite a complex

organisation. True. But they keep things simple, lean and fast.

THEY EMBRACE A MULTI-BRAND STRATEGY

They think consumers deserve choice. They believe no one should be reduced to just one

of many facets and talents. No matter whether you are an athlete looking for the best

equipment, or a fashionista searching for the next trend, or both – they want to engage

with their consumer in a long-lasting relationship. Their multi-brand strategy enables

them to do just that because it allows them to tackle opportunities from several

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perspectives, as both a mass and a niche player, always providing distinct and relevant

products. In this way, their brands and their sub-brands all keep their unique identity.

ADIDAS AND THE "BADGE OF SPORT"

BRAND PORTFOLIO

No other brand has a more distinguished history and stronger connection with sport than

adidas. It is their mission to be the best sports brand in the world. Everything they do is

rooted in sport. This is what ―The Badge of Sport‖ stands for as a brand mark. It is the

sharp end of their spear, seen on innovative products, as well as with the world‘s best

athletes, teams and events.

ADIDAS SPORT PERFORMANCE

adidas Sport Performance is mainly targeting competitive sports. The division‘s focus is

primarily on innovation and technology. Target consumers range from sports

participants at the highest level to those inspired by sport. Everything at adidas reflects

the spirit of their founder Adi Dassler. His main objective back in those days already

was to make athletes better, with innovation at the heart of all adidas Sport Performance

products. To underline their credibility as the multi-sport specialist and leverage brand

strength, there is hardly any category that they don‘t produce products for. adidas is

everywhere where the best meet the best, such as the FIFA World Cup™ or the Olympic

Games, but also everywhere else around the globe where sports are simply played,

watched, enjoyed and celebrated.

However, they are not just designing products for all kinds of sports. They are designing

products for athletes. Athletes always strive for their personal best. Athletes find

inspiration in sports no matter what they do. They help them to achieve their peak

performance by making them faster, stronger, smarter and cooler.

http://www.adidas-group.com/en/group/profile/#/adidas-and-the-badge-of-sport/

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ADIDAS ORIGINALS

No matter how serious you are about sports – a sporting lifestyle does not end in the

locker room. This is why they have adidas Originals, their sub-brand that brings their

iconic DNA from the courts to the streets. For well over a decade, it has been celebrating

originality in a globally trendsetting way and, as the first brand leveraging its sports

assets in the lifestyle area, it is regarded as a legitimate sports lifestyle brand. To ensure

sustainable success, adidas Originals has to keep up to date with and set trends as well as

remain committed to serving consumer groups who are constantly looking for more

options to express their individuality.

ADIDAS NEO

Teens and ‗digital natives‘ live for the now. They are ready to go, discover their own

way and style and NEO is all about their lives. The adidas NEO label is the sports

fashion lifestyle label enabling teens to live their style. NEO is all about being open and

engaged with teenage consumers, letting them enjoy experiences that only NEO can

provide – this could be styling an outfit for Selena Gomez or being a part of the NEO

collection created especially for the New York Fashion Week.

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ADIDAS COLLABORATIONS

There are several collaborations that are part of the adidas Sport Style portfolio.

Y-3 was born from the fusion of the seeming opposites of sport and style. Y-3 marks the

collaboration between a sports brand and Japanese fashion designer Yohji Yamamoto.

Porsche Design and adidas – two great brands dedicated to merging timeless design and

sports functionality in an extraordinary product experience.

The partnership between adidas Sport and Stella McCartney is a unique combination of

highly technical products and a great fashion designer.

Reebok is an American-inspired global brand with the clear objective to become the

leading fitness brand in the world. Not an easy mission. However, if there is a brand that

can make it happen, it is Reebok, the brand that was fundamentally part of a fitness

movement that would forever change the way we look at spandex and headbands. Sure,

this is not the 1980s anymore - the world has moved on. But so has Reebok. Reebok

believes that fitness should not be a chore, but a way of life. And Reebok‘s version of

fitness – Tough Fitness – can prepare all who are willing to join in for the unknown

obstacles of life. Capable of anything. Ready for everything.

This is why Reebok‘s purpose is to inspire people to be their absolute best – Physically,

Mentally and Socially. Reebok‘s ―House of Fitness‖ addresses the diversity that fitness

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today brings, from activity to lifestyle: Functional Training, Combat Training, Studio,

Running, Walking and Reebok Classics. No matter what type of fitness activity you are

into, Reebok is there with its own unique point of view.

All the above mentioned Brands are marketed in India by adidas Group. I have strictly

mentioned only those Brands which come under the purview of adidas Group India and

are marketed here.

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CHAPTER 2

CATEGORY- KIDSWEAR (adidas Sports Peformance)

This category was divided into two sections, Kids‘ apparel and Kids‘ Footwear. It is

headed and managed by Mr. Mridul Das who is the Category Manager for this segment.

Consumer profile

THE RISING ATHLETE

CLASSIFICATION - IT‘S NOT THE AGE, IT‘S THE MINDSET

YOUNG ATHLETES FUTURE ATHLETES

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Concept mapping

Young Athlete Future Athlete

Segmentation Segmentation

YK Running YB Lockerroom*

YB Tech Fit YB Gym*

YB Gym* YB Gym Refresh

YB Lockerroom* YB Messi

YG Gym* YB Football Club

YG Wardrobe* YG Wardrobe*

YG Gym*

Disney

all Infants & Little Kids

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Design direction

We play serious Focusing on the Young athlete.

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ABOUT THE PROJECT

MAJOR PROJECT TITLE

1) SCOPE OF ADIDAS KIDSWEAR IN THE INDIAN KIDSWEAR MARKET

SUB PROJECTS

1.1) Developing a range brief for Kids Footwear, Shoes, Slides and Sandals

1.2) Developing and creating a suitable module for the store staff training

especially for this category with all the technical specifications pertaining

to this range

PRIMARY OBJECTIVES

To understand the expectations of consumer from the Adidas Kids wear range

To understand the difference between consumer‘s perception of the current

range and Adidas‘s understanding of the Kids wear range on offer

These objectives can be attained by doing a Market Research which has been

successfully conducted during the course of the Project

To study the range of both the direct competition as well as indirect competition

in order to find how our products fit in the market

To study the campaigns and promotional activities that they are resorting to

These objectives can be attained by studying the competition Brands closely and by

effectively mapping their range which has also been undertaken during the course of this

project.

SECONDARY OBJECTIVES

Establishing Adidas as the coolest and strongest sportswear Brand in the Indian

Kidswear business

Gaining an in depth understanding of what the Indian consumers of this segment

are looking for and to devise the ways and means to cater to their expectations

Diminishing the gap between the consumer‘s understanding of our range and

what exactly our range has on offer

Capture the Indian Kidswear market by creating a strong brand presence via

offering the most desirable range which is of utmost utility in terms of usage as

well as that of aesthetics

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CHAPTER 3

MARKET RESEARCH

The market research has been conducted to understand the pulse and inclination of the

target consumer group.

INTRODUCTION

Sample Size 50

Project Duration 4 weeks

Research Methodology Non- Experimental research

Data Collection Technique Offline questionnaires

Areas Covered Malls

The sample size of the Consumer Survey that was conducted was 50. Since, the survey

was carried out physically through offline mode, the sample size was kept smaller. Also,

the target consumer base of adidas is top 2% of Indian population which clearly means

adidas caters to the elites. Keeping all these things in mind, the sample size was

intentionally kept smaller so that one could interact with these consumers and

understand their pulse instead of just carrying out a quantitative survey. The focus was

on quality rather than quantity.

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The research methodology that we have adhered to is non experimental research. I

wanted the research to be as qualitative as possible. An insight into the minds of the

consumers is what I had been looking for. In order to execute that effectively, I did an

offline survey. I met my target audience in person, based on my intuition and in high end

malls of Delhi where one tends to find people from those classes. I approached those

who were sauntering with their kids in the Malls, made them fill the survey and at the

same time, had a general conversation with them too which helped me reached their

mindset better and also their understanding of the Brand adidas for their kids. I wanted

to see their reaction when they talk about their favorite brands for their kids and the

reason behind their sense of gratification because of a certain brand. This brought me

ever so close with my target consumer that by the time I got done with the survey, I

could tell what exactly a parent or a kid wants from kidswear clothing and footwear

brand.

The mode of data collection technique which I opted for was offline questionnaires, for

obvious reasons. Being an avid believer of the human psychology, I believe that, human

perceptions and observations cannot be merely stated in numbers. They are a mixture of

intricate feelings and emotions which cannot be gauged by means of a few questions.

Hence, in order to give a personal touch to my survey I met each of my target consumer

in person so that my survey could be something I genuinely, could take a stand for. I

personally went to the high end malls, approached people who appeared to be belonging

to the higher sections of the society, one‘s whose purchasing power was high, as advised

by my mentor at adidas, who time and again used to reinforce the fact that adidas is here

in India only to cater to the top two per cent of Indian population.

The areas that I covered were high end Malls of Delhi such as Select City Walk, Saket,

DLF Promenade, Vasant Kunj. Ambience Mall, Gurgaon and Mall of India, Noida. I

chose these malls as they are situated in posh localities of Delhi NCR, are home to high

end luxury and premium Brands and attract the higher income group people of Delhi

NCR, mainly because my target audience could be found in places like these only.

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SURVEY RESULTS

On being asked whether the respondents were aware of the fact that Adidas had a Kids

wear range on offer too,64% respondents replied in the affirmative while 46% of the

respondents said they were not aware of the same.

Though the research was carried out in high end malls where usually the target audience

of adidas frequents, the results were a bit disappointing. Only 64% of the respondents

quoted that they were aware of the fact that adidas has a kidswear range on offer. Also,

their responses were pretty muffled and not very clear. The way they reacted to this

question goes on to show that the instant recall value which a brand should ideally be

successful to create was majorly lacking.

This, in turn, goes on to establish that adidas should start venturing into marketing

execution campaigns for kidswear extensively, which they have been constantly

ignoring. Instead of focusing on just the range and product development, adidas should

undertake activities which could directly connect them with their target audience.

64%

46%

Awareness about Adidas having a Kids wear range on offer

Yes

No

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A connect on all the levels, emotional, mental and physical, needs to be worked on so

that people start relating with the brand. Certain campaigns which highlight how particular adidas is about its kidswear range and how intricately it is developed in order

to ensure that it is ideal for the soft and tender skin texture of the kids, while being able

to put across the concepts of Young Athlete and Future Athlete, which are at the core of

their range development, at the same time, effectively.

On being asked whether the respondents were aware of the fact that Adidas has two Kids

wear Exclusive Stores too,28% respondents replied in the affirmative while 72% of the

respondents said they were not aware of the same.

Adidas, at present, has two kids‘ exclusive retail stores, wholly owned by , Adidas India

Marketing Pvt. Ltd.. One of them is in Select City Mall, Saket, New Delhi and the other

one has been recently opened in the much talked about, apparently the largest Mall in

the Indian Subcontinent, Mall of India, Noida.

Since, adidas has invested so much already in the domain, because of their strong belief

in the potential of this segment, a query in terms of awareness of the existence of these

concept stores seemed inevitable and hence, this was my next question to respondents.

28%

72%

Awareness about Adidas Kids Exclusive Store

Yes

No

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The results, however, were exactly, what I had expected. Only 28% of the respondents

had an idea about the existence of these stores and most of these respondents comprised

of the people who I approached at Select City Walk Mall where one of these stores is

present. Moreover, most of the responses were fleeting and it looked like people had a

vague idea about the presence of the store only because it was located at a very strategic

location amidst the kids‘ exclusive stores of other brands in the mall which the

consumers frequently visit.

The fact that there was a major lack of awareness goes on to reemphasize the fact that

adidas needs to come up with a marketing activation plan and needs to promote the

unique concepts that it has on offer on a massive scale before the competing brands

make a move in this direction.

None of the direct competitors of adidas, have so far, come up with an exclusive range

of kidswear like adidas. Also, adidas is the only sportswear brand which has invested in

opening two kids‘ exclusive store. This, however, puts adidas in direct competition with

the lifestyle brands as well. In order to tap the full advantage out of the current situation

adidas should extensively indulge in marketing activation campaigns and rise to glory

with first mover‘s advantage.

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Out of the ones who were aware of Adidas having a Kidswear range, 38% of them had

shopped for their kids from Adidas and 62% had not.

When asked whether the respondents had shopped for their kids from adidas, only 37.5

% of the respondents replied in the affirmative. At the same time, my personal

observation, by looking at their faces, goes on to establish, that most of them seemed

lost and confused which again shows that they didn‘t seem to be very excited about the

brand and pleased with the collection. It looked like, they know the brand, so they

shopped from Adidas kids and had nothing more to add to it.

The fact that adidas is such a renowned and well established brand, works in our favour,

because it is ingrained in the psyche of the consumer that if it is adidas, it is brilliant.

Also, people associate brands with their status, so accepting that they have shopped for

their kids from adidas seemed like more or less the most probable and convenient

answer for most of them.

38%

62%

Shopped for their kids from adidas or not

Yes

No

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This, further, goes on to establish that if adidas works towards widening its range and

promote the kids‘ section enthusiastically, they will definitely be able to capture the

market. The respect that people have towards adidas is quite visible in the way that they

talk about the brand but then we need to work towards building an association of the

Kids of these people with the brand so that the category excels in the times to come.

Out of the 40% of the respondents who had shopped for their Kids from Adidas were

asked to rate their shopping experience. 30% said their experience was excellent, 30% of

them rated their experience very good, for the next 35% it was good, and for 5% it was

average .

When asked to rate their shopping experience at adidas, not even a single respondent

said that their experience was poor. However, what I personally feel is that the personal

touch between the buyers and sellers is lacking. During my tenure of the internship, I

even prepared a module for the Strore Staff Training and what I observed was the fact

that not all the necessary information is imparted to the store staff.

Also, the store staff doesn‘t appear to be competent enough to understand all the

concepts in detail. Hence, as a brand adidas cannot boast of offering the best kind of

0 5%

35%

30%

30%

Shopping experience at Adidas for their Kids

Poor

Average

Good

Very Good

Excellent

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shopping experience. Moreover, the kids‘ exclusive stores should have some kids‘

engagement activities which are lacking. Why a brand like adidas needs it and a lifestyle

brand like UCB or GAP doesn‘t need it, is merely because of the fact that they have a

much wider range to offer which people can relate with better but when it comes to a

sportswear brand there should be something really attractive in order to fuel that sort of

craving within the target consumer group.

If adidas wants to create the culture of sports the shops should insinuate the idea

graphically and by means of activities which tempt the kids as well as the parents, in

turn, facilitating their desire to come back to the adidas store and shop for themselves.

Out of the 64% of the respondents who were aware of Adidas having a Kid‘s wear

range, 62.5% of those respondents never shopped for their kids from Adidas because of

their preference for some other Brand which has a much wider range on offer.

Majority of the respondents who had not shopped for their kids from adidas turned out to

be the ones who clearly prefer some other brand for their kid‘s shopping. This question

62%

38%

Shopped from Adidas or not

Did not shopbecause theyprefer some otherbrand

Shopped

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was particularly created in order to understand what really motivates a shopper to choose

one brand over another.

It is quite obvious that if a sportswear brand will go and compete with lifestyle brands

especially in this category of Kidswear, it is bound to loose, mainly, because, very few

kids play sport professionally and most of them haven‘t even been introduced to the

sport they may master in the future.

So, a sportswear brand like adidas should come up with a range which instills in them

the urge to pursue sports passionately. Also, the range, the color schemes need to be

attractive enough to the eyes so that adidas becomes the brand of their choice when they

go out to shop for their kids.

Out of the sample size of 50, 64% respondents said that they were comfortable in

spending 2500-5000 inr on their Kids‘ apparel, while 18% stated that they spend less

than 2500 and the remaining 18% stated that their budget exceeds beyond 5000 inr too.

18%

64%

18%

Amount the parents are comfortable in spending on their kids' apparel

<2500

2500-5000

>5000

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With most households becoming double income set ups these days, the purchasing

power of the consumers have increased manifold. Also, the working parents of the new

millennium have loads of money at their disposal but no time to shower their love on the

apples of their eyes, their kids. So, the only option left to show their kids how much they

love and value them , is to provide for them in best possible manner. The guilt of not

having been physically available to their kids, is often, mitigated by humungous

spending on the things their kids desire. Hence, these parents do not refrain from buying

expensive clothes, toys and other similar things for their kids.

When we tried asking these parents as to how much they are comfortable spending on

their kids‘ apparel in one go while shopping, majority of respondents echoed that they

spend anywhere between Rs. 2500 to Rs 5000. However, 18% of the respondents were

found to be quite modest with their expenditure as kids tend to grow faster, resulting in

their clothe getting obsolete too soon and they preferred sticking to less than Rs. 2500.

However, 18% of the respondents boisterously stated that they could easily shell out

more than Rs. 5000 in one go while shopping for their kids.

This kind of spending pattern, amongst the parents of the kids, clearly,goes on to show

that high price points are no longer a roadblock for premium brands like adidas in the

Indian kidswear market these days.

People, these days are extremely brand conscious, especially when it comes to their

kids‘ shopping. Gone are those days when people used to spend less on their kids‘

apparel and more on theirs thinking that the kids would outgrow those sizes and hence,

people used to invest in expensive clothing for their kids only when they used to attain a

stable height.

Nowadays, the tables have turned, people spend blindly on their kids‘ apparel and

brands fascinate them way too much. For once, they may compromise on their on own

clothing but for their kids they aren‘t ready to settle for anything but the best.

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Out of the sample size of 50, 64% respondents said that they were comfortable in

spending <2500 inr on their Kids‘ apparel, while 28% stated that they between 2500-

5000inr and the remaining 8% stated that their budget exceeds beyond 5000 inr too.

When we asked the respondents the same question in context with the footwear

expenditure, the response was pretty different. Majority of the respondents, in this case,

were found to be echoing that they were comfortable in spending less than Rs 2500.

Very few agreed to have been comfortable in spending more than Rs. 5000, while a

significant 28% said that they shell out Rs. 2500- Rs. 5000.

The reason for such a response is the fact that, the feet of the kids grow very fast and

hence, spending a bomb on their footwear, doesn‘t make sense. Also, the lifestyle brands

have a variety of footwear to offer at very cheap prices, with wider options to choose

from. Hence, the consumers go to them when they look out for their kids‘ footwear.

Brands like adidas, have, very limited options with classic color scheme, leaving no

room for ornamentation, thus, not being able to appeal to the masses. When the lifestyle

64%

28%

8%

Footwear

<2500

2500-5000

>5000

21

brands, offer a huge attractive variety at such cheaper prices, consumers get directed

towards them.

Footwear, is largely, an untapped segment, within the kidswear category, which needs to

be worked on and studies in great detail because this definitely is a point of concern that

the same consumers are willing to spend more on apparels and less on footwear. There

definitely is some gap which needs to be filled so that kids‘ footwear industry grows

manifold in the country.

When asked about the Brands which the consumers prefer in Apparel, they chose

multiple brands which gave mixed numbers. Lifestyle Brands, however, had an edge

over the sportswear brands for obvious reasons such as wide variety.

When asked to tick mark the brands of their choice, the consumers marked multiple

brands. Zara turned out to be a clear winner with the maximum number of tick marks.

Zara, definitely, is an indirect competition but the fact that people are going in for such

brands shows how fashion and brand conscious they have become, especially when it

comes to their kids‘ apparel shopping.

10 0

8

6

10 13

12

10

9

Consumer's Preference (Apparel)

Adidas

Nike

Reebok

Puma

H&M

Zara

UCB

GAP

US Polo

22

Amongst the sportswear brand Adidas was the choicest brand followed by Reebok

which 8 respondents ticked, in turn followed by Puma which had been ticked by 6 of the

respondents.

Adidas and Reebok are the two sportswear brands which have a wider variety in

kidswear in comparison to Puma and Nike, their major competitors. When I visited the

stores of all of these brands, in order to study, the range and atmosphere, inside the

stores of these brands, I realized that adidas had a much better and wider range on offer.

Hence, the result of this survey don‘t surprise me, instead, they validate the point, that

adidas is at a very good position in this segment and if it focuses on activation

campaigns, it may as well be able to give neck to neck competition to lifestyle brands.

When asked which factor the consumer‘s of this segment lay emphasis on, majority of

them emphasized on quality. When it comes to kids, the parents do not want to take any

chances and hence quality is of utmost importance followed by price, their kid‘s

preference and towards the end their own choice.

18%

60%

4% 18%

Factor which they give most emphasis to while shopping

Price

Quality

Parent'spreference

Kid's preference

23

When asked which footwear brand they shop from for their Kids, majority said Adidas

followed by Nike, Reebok and Puma. This shows that Adidas has good market presence

already and if we come up with the sort of range that people are looking for we will do

even better.

When asked to tick mark the brand they prefer while shopping for the footwear of their

kids, majority of the respondents chose adidas, by means of which adidas got 20 ticks,

followed by Nike which got 17 ticks, followed by Puma and Reebok with 8 and 5 ticks

respectively.

The catch here is that most of the respondents seemed not very happy with the range of

the sportwear brands and instead showed their inclination towards the lifestyle brands,

primarily because of the wide range which they have on offer as well as the multitude of

options in terms of color schemes which sportwear brands usually lack.

20

17

5

8

0

Footwear

Adidas

Nike

Reebok

Puma

Skechers

24

On the whole, they seemed happy with adidas and Nike both and looked quite willing to

continue purchasing from these brands, provided, they widened their range a bit.

The gap, here again, appears to be the fact that the technology rich products that a brand

like adidas has on offer needs to be properly communicated to the target consumer

group. Unless and until, the benefits and advantages of using these products, laced with

superior technology is conveyed to the consumers by employing appropriate measures,

brands like adidas wouldn‘t be able to capture the market in this segment.

When it comes to footwear, the trend was similar as that was in the case of apparel,

except price was more of a concern than quality here followed by Kid‘s preference and

Parent‘s preference.

20

15

4

11

Consumer's preference(Footwear)

Price

Quality

Parent'sprefernce

25

KEY FINDINGS

• When asked to suggest something to the brand adidas pertaining to their

Kidswear segment, in terms of the consumer‘s expectations the majority of the

respondents echoed that as much as they would want the products to be

comfortable, color variations is what they would look forward to as well and

expect the range to be wider

• Overall, the respondents seemed quite excited about the brand and it appeared

that there is huge scope and potential in this segment, given the strategizing is

done keeping all these things in mind

• We are the only Sportswear Brand with Kid‘s Exclusive stores. As much as it

gives a reason to celebrate, this also puts us in direct competition with the other

lifestyle brands in this segment which have a much wider range on offer

• In order to be able to compete with them, we need to come up with marketing

activation campaigns which will give us visibility and an edge over the others.

26

CHAPTER 4

COMPETITION ANALYSIS

In order to better understand the scope for a brand like a sportswear brand like adidas in

the Indian Kidswear market, a close study of the competing brands, both direct

competition as well as indirect competition seemed imperative.

Hence, I tried studying the range of the competing brands closely so that I could gauge

the current position of adidas and the future prospects that the brand can venture into in

this segment.

In order to facilitate the study, with the help of my Industry mentor, I, first of all,

identified the both directly competing as well as indirectly competing brands in this

category, i.e., kidswear.

Post this, I mapped the range of the competing brands, product type wise as well as

channel wise for apparel and footwear both.

Following this I did the SWOT analysis for adidas kids, based on the observations of the

market research and competition mapping.

Towards the end I attempted to perceptually map the competition brands to understand

the true positioning of adidas Kidswear.

1) COMPETITION KIDS WEAR BRANDS

2) PRODUCT TYPE WISE- CHANNEL WISE (APPAREL AND FOOTWEAR

BOTH)

3) SWOT ANALYSIS

4) PERCEPTUAL MAPPING

28

When I first began studying the competition stores, I started with the retail exclusive

outlets of the various brands. The directly competing brands of adidas, are Nike,

Reebok and Puma.

The exclusive stores of Puma, hardly had apparel in the kidswear category on offer. In

only one of the stores could I find a single piece of Arsenal Jersey for kids

Adidas is doing pretty well in this segment and in comparison to its direct competitors

have a much wider range on offer. The above analysis on the basis of price points clearly

goes on to establish that none of the competing brands have a more elaborate range than

adidas.

Adidas, definitely, is at a better place in comparison to its competitors. However, what I

felt is majorly lacking in adidas‘s approach, especially with regards to this category is a

sort of a laid back attitude. Considering adidas‘s current situation in this category, we

can have the first mover‘s advantage in so many activities but somehow, adidas is not

venturing out and taking a stand.

The need to spread awareness about the kidswear category should be the priority of the

brand right now. Adidas, literally, needs to flaunt, the range that it has, which most

definitely, its competitors don‘t have.

Before Nike, Puma and Reebok start promoting their category and widening their range,

adidas should come out of the closet and indulge in extensive marketing campaigns so

that people get to know that adidas is the first sportswear brand which has a clearly

etched out plan for the kidswear category and is looking forward to serve the kids and

infants, the way adidas has been serving their parents for a long time.

29

U.S. Polo Assn. brand products are authentic and officially sanctioned by the United

States Polo Association, the governing body for the sport of polo in the United States

since 1890.

U.S. Polo Assn., one of the fastest growing brands in India in the casual section, offers

premium, washed casual shirts. It is the first brand to be launched in India representing a

super premium lifestyle and approachable premium pricing.

The U.S. Polo Assn. brand captures the authenticity of the sport, while embracing the

genuine spirit known throughout the world as Classic American Style—comfortable and

casual, but still put together.

U.S. Polo kids have exclusive stores in high end malls. Their range is quite suave and a

lot of consumers are fond of the brand. When the consumers wish to dress up their kids

in a very sophisticated and elegant manner, they go for US Polo.

It definitely is one of the choicest brands amongst the consumers of this segment and

competing with them for a sportswear brand like adidas is quite difficult because there is

a vast difference between the range of these two brands.

30

However, the fact that these brands are doing so well in the country, goes on to show,

that the future of Indian kidswear marketing is quite promising and lucrative.

31

Tommy Hilfiger is one of the world‘s leading designer lifestyle brands and is

internationally recognized for celebrating the essence of classic American cool style,

featuring preppy with a twist designs.

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to

consumers worldwide under theTommy Hilfiger and Hilfiger Denim brands, with a

breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men‘s,

women‘s and kids‘ sportswear, denim, accessories, and footwear. In addition, the brand

is licensed for a range of products, including fragrances, eyewear, watches and home

furnishings. Founder Tommy Hilfiger remains the company‘s Principal Designer and

provides leadership and direction for the design process.

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and

retail company with more than 17,000 associates worldwide. With the support of strong

global consumer recognition, Tommy Hilfiger has built an extensive distribution

network in over 90 countries and more than 1,400 retail stores throughout North

America, Europe, Latin America and the Asia Pacific region. Global retail sales of

the Tommy Hilfiger brand were US $6.7 billion in 2014.

Tommy‘s Kids‘ Exclusive stores weren‘t very huge and neither did they have a very

wide range on offer as such. Their range mostly comprised of the classic pieces such as

Polos, Denims and Trousers.

Though their price points were premium, the sell throughs were pretty good. Such a

trend goes on to establish that there is huge potential in the kidswear business in India.

33

Benetton Group is committed to being a globally responsible company, from social,

environmental and economic points of view. It is a commitment to present and future

generations as well as to the communities where the company is present, both in Italy

and in the countries where it operates.

Their values have been at the heart of a commitment to social responsibility that has

evolved over 50 years and that translates in the will to become agents of social change,

by putting people at the centre of all our activities and by cooperating with all interested

stakeholders.

Benetton is a global company that creates a global impact. For this reason its

sustainability strategy is expressed on many, tightly interconnected levels that cover all

the group‘s areas of influence. It is, therefore, a comprehensive strategy that integrates

social and environmental criteria, creating values that are shared and long lasting inside

and outside the company.

In accordance with some of the most important CSR instruments that set out to balance

corporate activities with human rights – for example, the UN Guiding Principles on

Business and Human Rights (2011) and the European Commission’s

34

Communication on CSR (2011) – guaranteeing sustainability in all its dimensions is a

fundamental element of the group‘s business strategy

In its productive activities and supply chain management – From logistics to the finished

product, the sustainable management of the supply chain is a key aspect of the

sustainability strategy. Benetton Group carries out continuous monitoring of the social

and environmental conditions in its supply chains. The firm is guided by its own Code of

Conduct, which applies to anyone who enters into a business relationship with the

company. Workplace safety and constant attention to improving working conditions in

the supply chain are key priorities of our commitment. Among the initiatives it is

undertaking to promote safety, Benetton is progressively applying the principles of the

Accord on Fire and Building Safety in Bangladesh to its producers in other global

markets

In its products – It is fundamental that the group‘s products be sustainable not only in

terms of production processes: they also have to be safe for consumers. For this reason

we are at the forefront of efforts to eliminate dangerous substances and guarantee the

highest safety in its products.

In its community relations – Benetton Group seeks to grow together with, and help

sustain, the local communities in which it operates, while being committed to social

change.

35

It was the summer of 1969: Man took his first walk on the moon. Nearly 450,000 people

gathered in upstate New York to witness the historic Woodstock concert. And Doris and

Don Fisher opened the first Gap store in San Francisco, California with the goal of

creating a store experience that was easy for the customer and offered a wide selection

of fits and styles.

Since 1969, customers have looked to Gap for updated, casual clothing and accessories

that help them express their own personal sense of style. Today, Gap continues to be the

best destination for wardrobe essentials such as T-shirts, hoodies, great-fitting pants and

denim. What began as one brand has grown to include Gap, GapKids and babyGap.

Gap has become a cultural icon by offering clothing and accessories rooted in cool,

confident and casual style to customers around the world. Gap opened its first store in

India, in Delhi and ever since, there is no looking back

GAP kids category is very wide and if we go by what the store staff has to say, the GAP

kid‘s category contributes to more than 40% of their total sales combining all the

categories. This, in itself, shows that the brand conscious masses of the country are no

longer refraining from purchasing expensive clothes and shoes for their kids, provided,

the quality is good. GAP , again, is one of the most sort after brands, in this particular

category, as a lot of parents said that it is their favorite when it comes to kids‘ clothing.

Along with offering a very wide range on offer, GAP kids clothing are made of organic

cotton, which make them even more desirable, considering the skin texture of the kids

are very tender and sensitive.

36

At adidas India, these people call Shopper‘s Stop and Lifestyle their Key account

partners. The large departmental store formats attract a massive number of consumers

who get a wide variety of brands and range to choose from in these format stores.

Both of these store formats are home to high end brands in all the product categories

possible, ranging from cosmetics and accessories to apparel and footwear for all age

groups and genders.

The range that is offered by these brands is intricately chosen by their buyers and

generally tend to vary based on the demographics of the location where the store is

located.

37

While I was on my store visits, I came across two Lifestyle stores, one in the Mall of

India, Noida and another one in Ambience Mall, Vasant Kunj.

In the kidswear category, there were a host of brands to choose from but to my utter

disappointment, none of the sportswear brands‘ apparel could be found there.

Neiher adidas, nor its directly competing brands such as Nike, Puma were found on

display. This definitely goes on to show that something is majorly lacking in the range.

Also, the fact that the brand is not marketed to its full potential especially with respect to

this category is one of the potent reasons why most buyers give it a miss as the demand

isn‘t that great.

38

At Shoppers also the scenario was pretty similar as that of Lifestyle. Adidas, Puma and

Nike were nowhere to be found, atleast in the stores which I visited.

Most of the area in the kidswear section were occupied by lifestyle brands such as UCB,

US Polo, Gini & Jony etc. The product range on offer was quite wide in comparison to

the limited space that they have access to in such large format stores.

In the footwear section also, one couldn‘t come across any of these sportswear brand.

The stores are the ones with maximum footfalls and hence, a large section of a brand‘s

consumer base prefer to shop from these stores as everybody in the family can shop

under one roof with multitudes of options to choose from.

The fact that adidas kids couldn‘t be found in these stores goes on to show that

somewhere, something is wrong with the marketing and distribution strategy of the

brand because of which it is not able to even gain presence in such big store formats. In

the adult section, adidas can be found and has a huge range on offer but is totally absent

in the kids‘ section. This, further, shows,that awareness about the brand and the range on

offer is lacking which the brand needs to work on.

39

The major distributors of adidas Kidswear are ‗ Chunmun ‗, ‗Iconic Kids‘ etc. Due to

time constraint I got a chance to visit only the outlet of Chunmun which is located at

Lajpat Nagar, Delhi. The store is huge with multiple floors duly divided in sections.

This store used to be the most sort after stores for family shopping before the advent of

malls in the city. Inspite of several malls having come up at every nook and corner of the

city, for the loyalists of the store, it still is the first choice when it comes to shopping.

Chunmun has always attracted masses for the kidswear range on offer. The kids‘ section

is home to a large number of lifestyle brands such as UCB, US Polo and several other

local brands. Though the shop keeps adidas and reebok merchandise for sale, these

brands were nowhere to be found on display.

When I asked one of the salesmen to show me the sportwear range, he showed me a

couple of adidas and reebok Tees and for him all those were ‗sports t shirts‘ or ‗sports

tracks‘. When I tried to interrogate him about the various categories of sportswear, he

seemed totally clueless.

For him a Tennis Polo was same as the football jersey. Such unawareness amongst the

sellers, clearly goes on to show the plight of the kids‘ sportswear market. The need of

the hour for adidas is to penetrate the concept of ‗Young Athlete‘ and ‗Future Athlete‘

40

so much so in the market that it culminates into a rage and the fascination that such a

step will create should be heavily banked on by adidas Kidswear.

The above mentioned table depicts the number of footwear models each of the

competing brand has in each age group of the kids. This classification further goes on to

show that adidas has the strongest presence in each age group of kids with 51 models on

offer.

42

In both Shoppers and Lifestyle, adidas , Nike and Reebok were nowhere to be found in

the kids‘ footwear section. Only few models of Puma could be found.

This reinstates the fact that sportswear brand like adidas is majorly lagging behind the

lifestyle brands inspite of working extensively on its range development. The major

reason behind this is lack of awareness and lack of demand which needs to be created

through marketing activation campaigns so that the masses get to know what adidas has

in store for them.

43

PERCEPTUAL MAP

This perceptual mapping was done on the basis of the style, from casual to sporty and

price points, low to high.These kinds of parameters were taken into consideration,

mainly because, both directly competing sportswear brands and indirectly competing

lifestyle brands were taken into account while mapping the competition of adidas.

This perceptual map is an objective representation of my understanding of their

positioning in the open market, based on the study that I carried out.

44

ADIDAS KIDS’ WEAR SWOT ANALYSIS

STRENGTH

Strong Brand positioning

Technologically superior and advanced garments and footwear

Creating a sporty atmosphere and inspiring young athletes

Offering a range which satisfies all the popular sports cults thus, boosting the

spirit of sports

Increasing contribution to the overall sales season after season

Uniforms and t-shirts are the two major product groups within the boyswear

market, which contribute 57 percent of the total market and we already have a

strong foothold within these sub categories by tying with a lot of leading Indian

schools under our B2B portfolio

WEAKNESS

Lagging behind in girls wear as girls are not much into sports in the country and

hence, the brand is not able to tap this segment to its full potential

Range comprises more of subtle and sophisticated shades rather than bright

shades and playful prints which usually attract kids more

The range on offer is not as wide and deep as is the range of other major players

in the market.

The price points are quite high thus limiting market penetration as kids‘ grow

fast, making the investment in their apparels, accessories and footwear obsolete

Target audience fails to look at the brand as a sports‘ lifestyle brand for young

kids, infants and toddlers as the performance quotient is the major highlight

OPPORTUNITIES

Due to the burgeoning marketing activities taking place in the country at the

moment, India has emerged as the topmost market for lifestyle products in the

world

The Indian apparel market is expected to grow at a compound annual growth rate

(CAGR) of nine percent, from US$ 41 billion in 2013 to US$ 102 billion in

2023

45

In 2013, the kids wear segment, at US$ 8.3 billion, alone contributed 20 percent

of India‘s entire apparel market. This share is expected to increase to 22 percent

by 2023

The kids wear market most definitely is skewed towards boys wear, which is

estimated at US$ 4.3 billion, as compared to the US$ 4.0 billion-worth girls wear

market

The girls wear market is expected to catch up with the boys wear market in the

near future. According to sources, the market for girls wear will grow at a CAGR

of 11 % over the next decade, while that for boys wear will see a rise by 10%.

On the whole, kids wear is contributing majorly to the overall sales of major

brands in the market such as GAP, TOMMY HILFIGER etc, with the

contribution being 35-40% to the overall sales

With the rise in the income of the upper middle classes and most households

becoming double income ones, the potential is huge in the kidswear segment as

parents‘ don‘t shy away from spending a bomb when it comes to shopping for

their kids

THREATS

Lifestyle Brands such as Zara, H&M, Tommy are coming up with their own

sportswear range offering a wider offering to the target consumer group

The price points of such lifestyle brands are much lower compared to our

offerings, in turn, posing a serious threat for us

The most potent challenge, at the moment, is to retain the brand‘s identity in

this segment while, being able to increase the sales with sports specific range

on offer which is our USP

Too many international brands with very wide product range in this segment

are entering the Indian market or have already entered offering a huge range

at much cheaper and affordable prices, making the competition much more

stringent

46

CHAPTER 5

ON THE JOB LEARNING (SUB PROJECT- 1)

KIDS’ FOOTWEAR RANGE DEVELOPMENT (SPRING SUMMER-

2017)

Apurv Pandey

Category Marketing Team- India

KIDS

SHOESSPRING SUMMER

2017 & FALL WINTER

2017KIDS SHOES BRIEF FOR SPRING SUMMER 2017

This project was more about developing a range of footwear for kids‘ category. I was

asked to come up with probable shoe models which could be locally manufactured at the

factories in India.

The inspiration and point of reference were old season shoe models and global samples

of the past season.

For this purpose, I had to sit with ATS- adidas technical support which takes care of the

local footwear manufacturing for all the categories at adidas group.

After several rounds of discussions and keeping the financial and production constraints

in mind, this particular range brief was developed by me on the basis of all that I could

gather from the series of discussions we had with the vendors and the ats alike.

This range brief was developed for the reference of ats so that they could move further

with these objectives in mind and timely manufacturing could begin.

47

What we are looking for…(1)LK TRAINER

• 3 Models

• Flo Shoes with Black and White Synthetic Mesh

1.LK TRAINER K IN.1 (TBC)

• Target RRP – 2399

• Landing – 720

• Number of models- 1

• Number of Articles – For Boys 3, For Girls 1

• Colors – For Boys 4, For Girls 3

• Size – 11K to 1 (Straps) , 2 to 5 (Shoe laces)


2. LK TRAINER K IN.2 (TBC)


• Landing – 740





48


LK TRAINER K IN.3 (TBC)


• Landing – 775





What we are looking for…(4)MANABOUNCE

• 6 Models

1.Manabounce K.1 (Mesh) (TBC)

•Target RRP- 3799

•Landing – 950

•Number of Models- 1

•Number of Articles- For Boys 3, For Girls- 1

•Colors – For Boys 4, For Girls 3

•Size – 11K to 1 (Straps) , 2 to 5 (Shoe laces)

49


2. ManabounceK.2 (Syn) (TBC)

•Target RRP- 3599

•Landing – 930






3. Manabounce K.3 (TBC)

• Target RRP- 3299

•Landing – 870





50


4. Manabounce K 4 (TBC)


•Landing – 850








•Landing – 800





51




•Landing – 775





What we are looking for…(10)OR FEATHER TOOLING

REFERENCE FROM LIGHT PACER

Target RRP- 2599 to 3799

•Landing – 775 to 950



(For each model)



LIGHT PACER GLOBAL AND LOCAL

52

INDIA CRICKETFOOTWEAR:

Upper Design

Apurv Pandey

Category Marketing Team- India SLIDES’ BRIEF (KIDS) FOR SPRING SUMMER 2017

Adidas, so far, had never developed a range of slides for the kidswear category. For the

upcoming season, we decided on coming up with a Kids‘ slide injection pack for which

we were already lagging behind the production timelines.

Also, the financial constraints were looming over our heads. So, we decided on taking

inspiration from the previous season‘s men‘s and women‘s slides which come under

adidas‘s outdoor category.

I had to scour the previous season‘s range for the adults and pick the ones which could

be referred to in developing the take downs for kids.

After several rounds of discussions and exploring the all the possibilities, we settled for

the range which has been depicted in upcoming pages.

Since, slides were being launched for the first time, we wanted them to be very attractive

so I suggested we follow a famous story line such as that of Disney for designing and

beautifying the range but was later informed that we couldn‘t attempt to do so as we

didn‘t have the requisite permission and seeking the requisite rights could hamper the

production timelines so we decided on sticking to generic prints which couldn‘t have

raised IPR issues.

53

What we are looking for…(1)1. Slide 1

• Model Name – TBC


• Landing – 180


• Number of Articles –

For Boys 4, For Girls 3

• Number of Colors –

For Boys 4, For Girls 3

ARIL ATTACK WITH CAMOFLAUGE PRINT

What we are looking for…(2)

2. Slide 2



• Landing – 200


• Number of Articles –For Girls 3

Brief- To take idea from adult

EZAY MAX OUT

54




• Landing – 250


• Number of Articles – For Boys 4


ADI RIO ATTACK




• Landing – 300


• Number of Articles – For Boys 3


BRIZO (BOX)

55

What we are looking for…(5)• Printed Slides for Kids

• We will try to stick to designs and prints which are generic and wouldn’t

possibly lead to IPR issues

• Some examples of such prints have been added for your reference

• Let us know whether these can possibly be incorporated and the effect on

costing they could lead to

• Also, let us know about the printing technique that would be best suited for

the product in consideration

• Target age group for the slides would be 10 K to 6 years old.

Prints that can be employed to make Slides for Kids

56

T

Generic prints such as polka dots and stripes would be looked at.

57

CHAPTER 6

ON THE JOB LEARNING (SUB PROJECT- 2)

KIDS’ STORE STAFF TRAINING MODULE

In this Project, I helped the store staff training team in understanding the major concepts

and the highlight merchandise so that the same could be imparted to the front end staff

working on the shop floor.

The major reason behind developing the module was to facilitate better sales at the store

level. The biggest challenge, however, was the fact that the store staff wasn‘t competent

enough to understand the nitty gritties of the product specifications. One needed to be

very clear and lucid in the representation of the data so that they could get the maximum

out of the descriptions that were taught to them.

After having rigorous brainstorming session with the team, me and my category head

came to the conclusion that all the information needed to be simplified and presented in

a manner that it was easier to be grasped by them, while being able to impart the essence

of the range and highlight products to the core.

In the following pages I have tried to put the pictures of all the highlight products with

their descriptions in the same order as was put in the module.

The major concepts have been highlighted. The concepts which the brand has invested

in but often, isn‘t able to convey to the consumers. By means of this module, once the

staff understands the concepts well, he or she will be able to convey the same to the

consumers, which in turn will help in facilitating better sales and a better shopping

experience of the consumer who would feel privileged to have invested in a product

which has been developed as a result in depth research and usage of intricate

technologies. They would leave the store with a sense of pride and the hefty prices of the

products will seem fair and justified.

58

Clima chill

March-22-April

64

UV PROTECTION 1st MAY

UV PROTECTION

POSITIONING emphasis on seasonal demand for functional protection which

STATEMENT parents are concerned about

TARGET CONSUMER All kids age groups and parents

ss16 STRATEGY label existing summer relevant products with uv protection

to create summer benefit story

65

UV PROTECTION

Why do we need uv / sun protection?

Sunlight includes rays of invisible ultraviolet (UV) radiation which can lead in

overexposure to Sunburn, skin cancer, skin aging.

Specifically kids need a high protection!

Clothing in general and suncream offer you UV protection.

All fabrics disrupt UV radiation to some degree and Clothing that does the best

can be labeled with (UPF) rating.

The UPF rating indicates how efficient the fabric protects you from UV rays.

For ss16, products* which feature fabric that has been tested and qualifies

for uv25+ /uv50+, Will be labeled with the respective hangtags.

73

YOUTH GIRLS SIZES

Wardrobe Tops 116, 128, 140, 152, 164, 170

Wardrobe Pants 116, 128, 140, 152, 158, 164, 170

Separates 92, 98, 104, 110, 116, 128, , 140, 152, 164, 170

Sports essential Tops 92, 98, 104, 110, 116, 128, , 140, 152, 164, 170

Sports essential Shorts & 3/4th Pants 92, 98, 104, 110, 116, 128, , 140, 152, 158, 164,

170

Sports essential Long Pants 92, 98, 104, 110, 116, 122, 128, 134, 140, 146,

152, 158, 164, 170

Chill, Aeroknit 128, 140, 152, 164, 170

Daybreaker 110, 116, 128, 140, 152, 164, 170

Gym Tops 92, 98, 104, 110, 116, 128, 140, 152, 164, 170

Gym Shorts & 3/4th Pants 92, 98, 104, 110, 116, 128, 140, 152, 158, 164,

170

Gym Pants( long) 92, 98, 104, 110, 116, 122, 128, 134, 140, 146,

152, 158, 164, 170

Running Tops 116, 128, 140, 152, 164, 170

74

YOUTH GIRLS SIZES

Wardrobe Tops 116, 128, 140, 152, 164, 170

Wardrobe Pants 116, 128, 140, 152, 158, 164, 170

Separates 92, 98, 104, 110, 116, 128, , 140, 152, 164, 170

Sports essential Tops 92, 98, 104, 110, 116, 128, , 140, 152, 164, 170

Sports essential Shorts & 3/4th Pants 92, 98, 104, 110, 116, 128, , 140, 152, 158, 164,

170

Sports essential Long Pants 92, 98, 104, 110, 116, 122, 128, 134, 140, 146,

152, 158, 164, 170

Chill, Aeroknit 128, 140, 152, 164, 170

Daybreaker 110, 116, 128, 140, 152, 164, 170

Gym Tops 92, 98, 104, 110, 116, 128, 140, 152, 164, 170

Gym Shorts & 3/4th Pants 92, 98, 104, 110, 116, 128, 140, 152, 158, 164,

170

Gym Pants( long) 92, 98, 104, 110, 116, 122, 128, 134, 140, 146,

152, 158, 164, 170

Running Tops 116, 128, 140, 152, 164, 170

Adidas didn‘t have a size chart for the reference of store staff for the kidswear category

and the sizes were very confusing. So I even developed a simplified version of the size

chart for the store staff training module.

75

CHAPTER 7

BIBLIOGRAPHY

1) Adidas group official website

2) Benetton group official website

3) US Polo official website

4) Technopak newsletter

5) Adidas spring summer 2016 catalogue

graduation research project scope of adidas kidswear in...

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