From the Influencers

Adidas Taps Influencers to Drive Women's Apparel Sales

March 23, 2017

Sports retailer Adidas has aligned with 25 female social media influencers in an effort to double its share of the women’s sports apparel market by 2020. That list includes both former star athletes as well as coaches, trainers, and other personalities.

For example, retired tennis star Ana Ivanovic, who at one point was the world’s No. 1 female tennis player, has signed on to help Adidas reach this goal. So have author and coach Robin Arzon, model and DJ Hannah Bronfman, and personal trainer Zanna van Dijk.

Additionally, last month Adidas launched a campaign telling the stories of 15 female athletes. That includes stories about kickboxing champion Ruqsana Begum, WNBA all-star Candace Parker, and Bronfman.

Adidas reported 19.3 euros in sales last year. And the company, whose fiscal second quarter sales in North America increase 23 percent last year from the year prior, is now the fastest growing sportswear brand in North America.

According to a 2015 study by McKinsey & Co., the impact of social media on buying decisions is greater than it had estimated, but its influence varies greatly across product categories.

“Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data,” McKinsey’s Jacques Bughin wrote. “That’s substantially higher than the 10 to 15 percent others have estimated. For the 30 product categories we studied, roughly two-thirds of the impact was direct; that is, recommendations played a critical role at the point of purchase. The remaining third was indirect: social media had an effect at earlier decision-journey touch points—for example, when a recommendation created initial awareness of a product or interactions with friends or other influencers helped consumers to compare product attributes or to evaluate higher-value features. We found that in 2014, consumers made 10 percent more purchases on the back of social-media recommendations than they had in 2013.”

Edited by Maurice Nagle

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