Fast Fashion Mode Has Been Confirmed, Adidas'S NEO Will Enter Fast Fashion.

Moving fast fashion has nothing to do with Adidas Adidas's performance downturn last year.

Glenn Bennett, head of global operations at the Adidas Adidas brand, says that no one in the sporting goods industry is pursuing fast, so a quick response may be able to build a competitive advantage in the industry.

Glenn Bennett also says

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Not a brand competitor, Adidas

It will dig deep in its own field.

According to statistics, the annual income of TaylorMade-adidas Golf brand declined by 27.7%. In the 2014 fiscal year, the annual sales of Adidas AG Adidas group rose by 2.3% to 14 billion 534 million euros annually.

Net profit decreased by 37.2% to 496 million euros in the whole year, operating profit of 883 million euros, down 23.2% from 1 billion 181 million euros in the previous year, and operating profit fell to 6.1% from 8.3% in the previous year.

Although Adidas AG group is still saying that it will strive to restore profits to produce highly capable TaylorMade-adidas Golf business, other types of selection are also welcomed by the group. The young brand NEO, which was born 5 years ago, is one of the AG.

The group hopes that NEO will reach US $1 billion in 2015, and Glenn Bennett suggests that NEO has the same ability to build gold.

According to Glenn Bennett, because of the rapid response capability of NEO, some popular products launched quickly according to the trend are 3 times faster than regular products, and there will be no discount promotion in the sales process.

The rapid response capability of NEO brand depends on its brand closer to the European and North American markets. On the contrary, the suppliers of Adidas brand are mainly concentrated in the Asian market mainly made in China; unlike Adidas Adidas brand, the choice of sports stars is different; NEO chooses spokesmen for Justin Bieber Justin Bieber, Selena Gomez Selena Gomez, the most popular young idols, and spokesperson Eddie Peng in the Chinese market.

Angela Baby is also the most popular young star, which makes NEO more popular among young people.

The invasion of fast fashion brands is also the main reason for the expansion of sports brands such as Adidas AG Adidas group, including the professional sporting goods manufacturer of Nike Inc. Nike group, the world's largest sporting goods manufacturer. In the past two years, it has vigorously promoted the category of Women products, and tried to bring the main customers of the fast fashion products to female customers in the east of sports and wearable craze.

From now on, the results are quite good, especially the rapid development of running categories, especially the sales of female products.

In the 5 year plan released in March, Adidas AG has reduced the delivery date as an important sector of the plan, and hopes that half of the products will be able to pick up the goods by 2020, which will depend on the manufacturers in Turkey and Eastern Europe and the target market.

More importantly, the fast fashion mode can increase the operating profit margin of the group. The group's operating profit margin last year was only 6.1%, which is expected to be 6.5%-7.0% this year, while the medium-term target in 2020 is over 10%, but still less than several fast fashion groups.