Adidas today announces the launch of its young, fresh and accessible collection “Style Essentials” that fits every lifestyle of young style-adopting consumers. The collection also provides a touch of sporty chic at affordable prices. The new footwear collection is now available at six major branches of Robinson Department Stores.
Rojanasit Meenijacin, Brand Communication Manager of Adidas (Thailand), reveals that "Adidas has realized on capabilities and power within teenagers, who are at the age of creativity, open to trying new things and have their own creative ideas and stand on themselves. Adidas wants to reflect the power inside and great potential of young consumers via its new footwear collection namely "Adidas Style Essentials". The new footwear has been created to inspire teenagers to express their own identity. The collection fits in with young consumers' dynamic lifestyle in more proactive way."
"The Adidas Style Essentials collection has been designed from the entire inspiration and breadth of the Adidas brands offering from performance product to Originals and even Y-3, along with today's mainstream trends of modern fashion that reflects individual, fresh and the innovative lifestyle of teen consumers. Adidas Style Essentials, which have been rolled out today, are Reflex and Renee for women, and Campus Skate, Vintage Set and San Marino 2 for men," he says.
Vijay Chauhan, Country Manager of Adidas (Thailand), says that "Growing customer base and acquiring new customers become a great opportunity in expanding and growing the business. This year, we will focus on the aggressive expansion of our distribution network to reach target customers. We have joined with Robinson Department Store, who can offer the great fashion products that cater any lifestyle of the Thai consumers. Under the partnership, we choose Robinson to be the first retail outlets in Thailand for Adidas Style Essentials products. We will however expand the retail outlets into potential cities throughout Thailand. We expect to receive great feedbacks from the local consumers as Thailand has been realized as great potential market for Style Essentials collection with plenty amount of target customers,”
Sirinij Chokchairittikul, Vice President - Marketing Line, Robinson Department Store, says that "We feel quite impressive that Adidas has recognized the great potential of Robinson Department Store in offering all modern fashion products and excellent service to consumers and being trusted by Adidas to be the first retail outlets for its new Style Essential collection. The collection has been created to cater the look of sports and lifestyle, which get along very well with the profile of Robinson’s customers.
Our core customers are young people age between 18 and 25, who love fashion, modern and differentiation. It will also in line with this year strategy entitled “Robinson’s Revolution Focus”, which has been designed with the idea of Fashion and Differentiation and aim to serve the changing demands of consumers with the offer of new branded fashion products to increase the choice for fashion-forward customers,”
“Today, the Adidas Style Essentials collection has been available at six Robinson Department Store branches, which are at Ratchadapisek, Srinakarin, Sukhumvit, Fashion Island, Udon Thani and Chiang Mai. The launch of new Adidas collection will help fulfill the needs and satisfaction of the consumers, who look for new different products, which are able to cater and fit in with their lifestyles. The new collection will also help to increase the number of teenager customers at Robinson. In the near future, we will increase the number of retail outlets for Style Essentials collection to 10 Robinson branches totally,” adds Sirinij.
Adidas Style Essentials is new label in Adidas’ Sport Style products focusing on fashion and casual. It becomes the latest collection within Sport Style division joining Originals, Y-3 and SLVR. Originals is Adidas’ original lifestyle brand that celebrates originality; Y-3 is the sport-inspired high-fashion label; and SLVR is Adidas’ pure fashion label for modern individual. Style Essentials is part of Adidas' updated retail distribution and marketing strategy to reach consumers across multiple categories in a targeted way, while growing market share. The collection places a specialized focus on meeting the needs of the volume channel shopper.
