New Balance’s Post

Case study: Adidas case study and SWOT analysis The name Adidas is instantly recognizable to the vast majority of people on the planet. This German brand has widespread support among athletes. This brand has grown into a trillion-dollar behemoth because of its strong web presence and worldwide store presence. Nevertheless, it recently ended its 30-year successful run with a massive loss and issued a warning that sales in North America would decline once more due to sportswear retailers' struggles with huge inventories. After severing relations with Kanye West in October 2022 and halting sales of the wildly successful Yeezy sneaker line, Adidas has been fighting to get back on its feet. The move made in October 2022 had a devastating effect on the company's finances, particularly on sales of the wildly popular Yeezy shoe line. The fallout from this split shows how challenging it is to maintain prominent partnerships in the dynamic fashion industry. Adidas' strategy has included an emphasis on inventory management, which stands apart. In 2023, the corporation successfully decreased inventories by 1.5 billion euros, which is a 24% fall. Sales at outlet stores, which helped clear off surplus inventory, were mostly responsible for this cut. Nevertheless, the Red Sea crisis caused more problems for Adidas by delaying shipments, which created logistical issues and may have affected working capital. Adidas is nevertheless hell-bent on reclaiming lost ground in the market and expanding its business, despite the losses. With the Yeezy line excluded, the company's underlying business is expected to rebound and increase by at least 10% in the second half of the year, according to projections. The Samba and Gazelle are two examples of popular low-rise suede 'terrace' trainers that have helped boost sales of footwear and sparked consumer optimism. When it comes to the cosmetic industry, consumers are always concerned about the process that is followed while manufacturing the products. This is why the world is seeing a new era of cosmetic products that are organic, produced in a natural way, and free of toxins and other chemicals. The craze for these organic products is palpable simply because they mean no harm to our skin, hair, gut, and ourselves in general. Leveraging this drive for organic products, Mamaearth has catapulted itself into a promising startup in the cosmetics industry that comes with the American Made safe Certification, the first nontoxic seal for the products in use today.

This is how it begins. Brand dominance doesn't just happen. It takes time to grow. Look at Nike's own story. They looked to usurp adidas back in the 70s and it took time and effort to grow into the force they became. Stories have been told about adi not taking the little upstart selling shoes out of the back of a van in Eugene, Oregon seriously. Look how that turned out. As I mentioned in a previous post, Nike is under attack. But it's not a single threat like Reebok in the 80s or Under Armour in the 2010s. This time there are multiple brands taking market share. The most recent Piper Sandler survey confirms this trajectory. Nike still has the clear top spot; this isn't a free fall or anything. Teens still seem to very much love and trust the brand. But with this many viable competitors in an era when teen brand and style choice is widely validated, their era of dominance is truly threatened. On the most recent call, Nike's executive team mentioned a plan to invest in innovation. I'd been waiting for that. It's going to take that, and a concerted effort against a whole lot more, to keep the emerging brands from continuing to steal market share. https://lnkd.in/gfPwvvqV

Brands who once dominated market share, Are now major brands who are falling behind. As for brands who have remained at the top for decades (to name a few) like: - Nike (losing shares to New Balance & Hoka) - Coachella (not selling out festival passes they way they used to) - even the Kardashians We are beginning to see how the lack of audience awareness and brand purpose/vision Sparks the downward spiral of losing shares in a space they once dominated. This is what happens when companies do not keep up with the times.. AKA- capitalize on authenticity, trends, and culture. They lag on what the people want Then all of a sudden, The brands that tailed before, Are the brands that move on up and surpass them This happens because the companies who were once behind, Took the time to analyze and listen to what the consumer wanted and needed. Therefore, Product was produced to fit exactly what the consumer wanted and needed. More often than not, Brands get too comfortable and believe that the weight of word of mouth will carry them further But with the shift the newer generation is bringing to the table.. Where no one cares about brand names just because they're brand names anymore.. Companies must get with the times or else they absolutely will get left behind. These brands who have been the underdogs for years, With good quality products and a positive purpose behind them, Will sky rocket in the coming years at this rate.

Introducing Branded23: Small Beginnings, Big Fashion Dreams Every big name in fashion started somewhere small, and in early 2023, Branded23 took its first steps into the world of affordable branded footwear. With a clear vision to bring stylish, high-end shoes to everyone's wardrobe without the premium price tag, Branded23 is quickly becoming a noteworthy name among savvy shoppers. At Branded23, it's all about balancing style with affordability. By offering a curated selection from admired brands like Adidas, Reebok, Puma, and the upscale Belvotti Milano, along with Under Armour and Ben Sherman, Branded23 caters to diverse tastes without stretching wallets. What's driving Branded23 forward? A simple yet powerful belief: everyone deserves to enjoy top brands. This commitment to 'Top Brands for Less' is more than a business model; it's a pledge to quality and customer satisfaction. As a rising star in a vast fashion universe, Branded23 understands the journey ahead. This is where our partnership with FTW Marketing comes into play. Providing essential brand management support, FTW Marketing is helping to navigate this growth, ensuring that Branded23's message of accessible fashion reaches the right ears. Our joint mission is clear – to keep building on this foundation, widening our range, and making branded fashion even more accessible. It's a story of a small fish in a big pond, but with determination and a customer-first approach, Branded23 is set to make a significant splash. Shop Today: https://lnkd.in/evXSsf3Q Facebook: https://lnkd.in/e7weuUUW Instagram: https://lnkd.in/e_nupfi2 Stay tuned as we watch Branded23's journey unfold, proving that with the right support and vision, even the smallest brand can make a big impact in the fashion world. #EmergingBrands #FashionForAll #Branded23 #FTWMarketing

𝗪𝗵𝘆 𝗜'𝗺 𝗮 𝗙𝗮𝗻 𝗼𝗳 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀: 𝗔 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆 As a dedicated fan of the Skechers brand, I can confidently say I wear them all the time. From slip-ons for walking my dog, to dress shoes for formal events, and even golf shoes, Skechers has me covered for every occasion. My wife introduced me to the brand and urged me to try them out. The moment I did, I was sold. No other shoe offers the same level of comfort. Spending hours on my feet, particularly when leading a room for eight hours straight, means comfort is a non-negotiable necessity. 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁 𝗶𝗻 𝘀𝗽𝗮𝗱𝗲𝘀. While Skechers utilizes B-list celebrity endorsements and maintains a robust social media presence, the brand's real strength lies in its exceptional comfort. This focus on product experience has set Skechers apart, creating a comfort brand that exceeds consumer expectations. 𝗧𝗼 𝘁𝗿𝘂𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀'𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁, 𝘆𝗼𝘂 𝗺𝘂𝘀𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. This 'comfort' brand positioning strategy has won Skechers a loyal fan base. Our case study delves into how Skechers has successfully navigated the competitive footwear market to become a beloved brand. We explore Skechers' approach to product innovation, brand positioning, and retail engagement, revealing how they have captured market share and forged lasting emotional connections with their brand fans. 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗺𝗼𝗿𝗲 𝗶𝗻 𝗼𝘂𝗿 𝗱𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆: https://lnkd.in/gp3TpmfQ

StockX annual report — Big Facts: Current Culture Index — reveals the top-traded and fastest-growing brands on its platform over the last year, with standouts including ASICS Corporation, UGG, and Arc'teryx. Fueled by a growing obsession with mesh runners, Asics saw hockey stick growth in 2023 — trades increased 239%, and the brand moved from the No. 10 top-traded sneaker brand in 2022 to No. 5 in a single year. Ugg is both the No. 1 top-traded and the No. 1 fastest-growing brand in StockX’s ‘shoes’ category — an achievement no other brand had in 2023. In addition to seeing record trades, Ugg closed the year with 154% growth over 2022. Fear of God took the No. 1 spot in the apparel category for the second year in a row, but it was younger lables that were the fastest-growing such as Denim Tears (+694%), Represent (+361%), Sp5der (+145%), and Corteiz (+113%). Further proof that outdoor performance wear has cemented its place in hype culture, Arc’teryx (No. 3 fastest-growing apparel brand) achieved 186% growth year-over-year.

After our resident skater, Ian, met Daewon Song, pro-skateboarder sponsored by Adidas, in Albany recently, it got us to thinking… Adidas has the right attitude “Impossible is Nothing”. We’ve been monitoring this major (and mature) brand (ADDYY) for quite some time, but especially since the break-up with “Ye”. Everywhere you look, this brand is visually increasing in presence and market share -- across all ages and targets – in lifestyle, accessories, apparel and footwear. The sale of the first part of the Yeezy inventory following the “break-up” boosted their top and bottom line in the 2nd quarter. Let’s face it, when something gets announced as “severed” “discontinued” or simply “cancelled”, scarcity demand goes up, prices rise, the scurry to ‘drip’ the latest is where it’s at. Also, the classics are making a comeback on the streets (and on the strip) – with the Samba and the Gazelle. DTC revenues are growing (+16% YoY Q2’ 23v22) driven by e-commerce and retail. The company saw double-digit growth in Greater China and Latin America. But the story, as with any business story, runs deeper and the uphill climb will be a battle.  Higher supply chain costs and unfavorable currency movements continue to weigh on Adidas’ gross margin development. As a result, adidas expects currency-neutral revenues to decline at a mid-single-digit rate in 2023. On August 2, the company launched a second drop of Yeezy inventory. Throughout the month of August, adidas is making a range of existing products available through both its own e-commerce channel as well as the digital platforms of selected wholesale partners. If successful, this second drop would further improve the company’s results. Let's see how the rest of the year plays out. Source: Adidas Second Quarter Revenues – adidas-group.com 

𝗪𝗵𝘆 𝗜'𝗺 𝗮 𝗙𝗮𝗻 𝗼𝗳 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀: 𝗔 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆 As a dedicated fan of the Skechers brand, I can confidently say I wear them all the time. From slip-ons for walking my dog, to dress shoes for formal events, and even golf shoes, Skechers has me covered for every occasion. My wife introduced me to the brand and urged me to try them out. The moment I did, I was sold. No other shoe offers the same level of comfort. Spending hours on my feet, particularly when leading a room for eight hours straight, means comfort is a non-negotiable necessity. 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁 𝗶𝗻 𝘀𝗽𝗮𝗱𝗲𝘀. While Skechers utilizes B-list celebrity endorsements and maintains a robust social media presence, the brand's real strength lies in its exceptional comfort. This focus on product experience has set Skechers apart, creating a comfort brand that exceeds consumer expectations. 𝗧𝗼 𝘁𝗿𝘂𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀'𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁, 𝘆𝗼𝘂 𝗺𝘂𝘀𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. This 'comfort' brand positioning strategy has won Skechers a loyal fan base. Our case study delves into how Skechers has successfully navigated the competitive footwear market to become a beloved brand. We explore Skechers' approach to product innovation, brand positioning, and retail engagement, revealing how they have captured market share and forged lasting emotional connections with their brand fans. 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗺𝗼𝗿𝗲 𝗶𝗻 𝗼𝘂𝗿 𝗱𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆: https://lnkd.in/gunwSAmW

𝗪𝗵𝘆 𝗜'𝗺 𝗮 𝗙𝗮𝗻 𝗼𝗳 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀: 𝗔 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆 As a dedicated fan of the Skechers brand, I can confidently say I wear them all the time. From slip-ons for walking my dog, to dress shoes for formal events, and even golf shoes, Skechers has me covered for every occasion. My wife introduced me to the brand and urged me to try them out. The moment I did, I was sold. No other shoe offers the same level of comfort. Spending hours on my feet, particularly when leading a room for eight hours straight, means comfort is a non-negotiable necessity. 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁 𝗶𝗻 𝘀𝗽𝗮𝗱𝗲𝘀. While Skechers utilizes B-list celebrity endorsements and maintains a robust social media presence, the brand's real strength lies in its exceptional comfort. This focus on product experience has set Skechers apart, creating a comfort brand that exceeds consumer expectations. 𝗧𝗼 𝘁𝗿𝘂𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀'𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁, 𝘆𝗼𝘂 𝗺𝘂𝘀𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. This 'comfort' brand positioning strategy has won Skechers a loyal fan base. Our case study delves into how Skechers has successfully navigated the competitive footwear market to become a beloved brand. We explore Skechers' approach to product innovation, brand positioning, and retail engagement, revealing how they have captured market share and forged lasting emotional connections with their brand fans. 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗺𝗼𝗿𝗲 𝗶𝗻 𝗼𝘂𝗿 𝗱𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆: https://lnkd.in/gunwSAmW

𝗪𝗵𝘆 𝗜'𝗺 𝗮 𝗙𝗮𝗻 𝗼𝗳 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀: 𝗔 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆 As a dedicated fan of the Skechers brand, I can confidently say I wear them all the time. From slip-ons for walking my dog, to dress shoes for formal events, and even golf shoes, Skechers has me covered for every occasion. My wife introduced me to the brand and urged me to try them out. The moment I did, I was sold. No other shoe offers the same level of comfort. Spending hours on my feet, particularly when leading a room for eight hours straight, means comfort is a non-negotiable necessity. 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁 𝗶𝗻 𝘀𝗽𝗮𝗱𝗲𝘀. While Skechers utilizes B-list celebrity endorsements and maintains a robust social media presence, the brand's real strength lies in its exceptional comfort. This focus on product experience has set Skechers apart, creating a comfort brand that exceeds consumer expectations. 𝗧𝗼 𝘁𝗿𝘂𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀'𝘀 𝗰𝗼𝗺𝗳𝗼𝗿𝘁, 𝘆𝗼𝘂 𝗺𝘂𝘀𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. This 'comfort' brand positioning strategy has won Skechers a loyal fan base. Our case study delves into how Skechers has successfully navigated the competitive footwear market to become a beloved brand. We explore Skechers' approach to product innovation, brand positioning, and retail engagement, revealing how they have captured market share and forged lasting emotional connections with their brand fans. 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗺𝗼𝗿𝗲 𝗶𝗻 𝗼𝘂𝗿 𝗱𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝗦𝗸𝗲𝗰𝗵𝗲𝗿𝘀 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆: https://lnkd.in/gunwSAmW