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adidas reveals plans to cut product range

adidas currently markets nearly 47,000 different products.

Herbert Hainer, Chief Executive of adidas AG, recently told the Frankfurter Allgemeine Zeitung newspaper that the sportswear giant plans to slash the number of products it produces by as much as 25 per cent.

According to Mr Hainer, the company sells almost 47,000 different products, which he feels is far too many to either manufacture or market in an efficient manner. He added that the top 20 per cent of adidas’ products account for 80 per cent of its sales, and that by reducing the number of products in certain sectors, the company can add more items in other areas.

Patrik Nilsson, President of Portland-based adidas America, claims that reduction in the product line will develop a greater focus on the company’s overall mission and its profitability.
“This will continue to encourage greater emphasis on our core consumer,” Mr Nilsson remarked, “and allow us to do more around fewer initiatives.”

Publishing Data

This article was originally published on page 6 of the June 2012 issue of SATRA Bulletin.

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