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Posts tagged as 'Business'
Well it was surprising to wake up this morning, flip on the computer, and see Adidas-Salomon announced today that it had agreed to acquire Reebok for $3.8 billion
From my young consumer perspective and education in branding/business, I believe this is the only thing both companies could have done to compete with the ever powerful Nike. In my opinion, currently Nike is doing no wrong, except for maybe signing Kobe Bryant to a shoe deal. Kobe Bryant brings the Nike brand down a few notches, but compared to both Adidas and Reebok, Nike is the strongest brand and over time will actually help Kobe Bryant's overall image and brand.
Adidas and Reebok both have been close to reaching a perfect lifestyle product by focusing on other industries outside of sports, such as music and street life. They have also both been releasing vintage/old school shoes which have been increasingly popular in the trend world, but they still both couldn't get that hot product that would propel their prospective brand over Nike.
Nike, to the naked eye, seems to stay out of the vintage lifestyle market with their own products, but when you dig deeper, you realize they have just as much of the market as Adidas and Reebok. Nike's brilliant idea two years ago to purchase Converse has allowed to them to compete with Adidas and Reebok in the vintage market, and in some cases, even beat them.
For the new Adidas+Reebok company to compete with Nike, they have to continue to explore other markets, such as Reebok's innovative idea to sign rappers to their own shoes deals. The also have to focus on design, which in my opinion, Nike has a strangle-hold over all the other shoe companies. If Adidas+Reebok throws more money in to design ...
Tagged as Design, Branding, Trends, Business | No Comments » | Continue 
Recently I was speaking and arguing with a friend about which fashion brands would still be around in 10 years. We came to the conclusion that there are two groups that determine the survival of every fashion brand, currently in play, for the next 10 years:
1) The big name brands already have great footing to survive for a while, they would have to really do something insanely stupid to mess up and not still be in play in 10 years. However, the fashion industry is a very competitive and uncertain market, just look at Levi Strauss & Co. (believe me, it is a coincidence that the brand has my name!). Levi Strauss was looking dismal a few years ago, because they didn't watch the trends close enough and Diesel and others stole their market quickly! Levi Strauss has finally gotten their act together, but it took almost a decade to recapture the most important age group in the fashion industry: 18-34.
2) The smaller brands have to be more innovative and try to stay a step ahead of the trends for them to continue to live. The "dirty" and "distressed" jeans for $200 are not going to be selling out forever. Just like the current hot housing market in America, the small denim companies are going to have to prepare for other products/areas to support them when this current trend comes to an end. One brand that stands out is Seven Jeans. Personally, I believe they may be one of the first companies to feel the pinch, because that is all they are known for...dirty and distressed jeans. Diversify now!
Brands need to focus on moving towards a more quality and grown up approach to their products. The companies that pour their ...
Tagged as Trends, Business | No Comments » | Continue
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