London – How does one of the world’s best-known retailers make new impressions on markets where it’s already very well-established? For Adidas, the answer is simple, given today’s retailscape: massive flagships powered by digital-driven features and complemented by hyperlocal details. The new strategy can be seen in action in New York, Paris and now, on London’s Oxford Street.
A collaboration between the multinational corporation and design consultancy firm Brinkworth, the four-storey, 2,787-sq-m London flagship – directly opposite Selfridges – upgrades a former location next door. Adidas’ chief sales officer Roland Auschel told Vogue Business that the move was warranted because that store was ‘simply too small and outdated’. The decision appears even more justified considering how heavy foot traffic is in the area: the publication reports that, in London’s West End, sales from international shoppers have not decreased – rather, they have increased by 12 per cent in the last year.