- Brands have been more conscious in their ordering and buying. “If the demand keeps up then there’s a chance, depending on product availability, as an in-season business, that we might run short in certain products.”
- Adidas is not on consumers’ list from a brand point of view. “I can imagine, taking this into account, that it takes a little bit longer for them to clear their overstock situation.”
- Currently, Adidas’s wholesale segment is outperforming its D2C segment. The former executive at Zalando said its channel mix is changing. “The consumer, as many times as they’ve decided differently, omnichannel is the keyword today…”
- The expert expects promotional levels to decline in Q2 2023, as continued activity “would be not in favour of their brand from a brand perception”.
“2024, they will grow their business, but to gain market share it means they have to grow faster vs the competition and this is a little bit the challenging part.” – Former executive at Zalando
- 2024 is “definitely” a year when Adidas can “start to attack”. In 2025, the company will “hopefully” be in a position to regain market share, according to the expert.
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