Iris > 实例探究 > 推出 adidas FW23:简化户外服装分层

推出 adidas FW23:简化户外服装分层

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适用行业
  • 服装
  • 零售
适用功能
  • 销售与市场营销
用例
  • 室外环境监测
  • 零售店自动化
服务
  • 系统集成
  • 培训
关于客户
目标受众是18-35岁以及任何热爱户外活动的人。该客户是全球运动行业品牌阿迪达斯。
挑战
我们面临的挑战是向拥挤的市场推出一系列新的户外服装,并向消费者介绍分层系统。
解决方案
解决方案是将衣柜定位为多功能系统,可简化各种运动和条件下的分层穿搭。创建了一个全球活动创意,以及一个用于激活消费者的工具包、零售资产和衣柜构建工具。
运营影响
  • The operational results of the campaign were not explicitly mentioned in the case study. However, it can be inferred that the strategic positioning of the TERREX range as a versatile layering system and the global campaign helped Adidas penetrate the congested outdoor market. The creation of a toolkit for consumer activation, retail assets, a Wardrobe builder Tool, and campaign imagery likely facilitated better consumer understanding of the layering system, thereby reducing the barrier to discovery. This would have potentially led to increased consumer engagement and sales.

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