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Key strategic categories drive growth at ASICS Europe
11
Aug '14
Significant growth in the brand’s key strategic categories - running and tennis in apparel and footwear, helped fashion retailer ASICS Europe deliver 16% increase in net sales between January and June 2014.

Running footwear is up by 17.9% and running apparel by 28.7%, with women’s segment in particularly witnessing strong growth.

ASICS Europe said, “There was an accelerated growth across EMEA and the growth was largely driven by strong growth across apparel and footwear in the brand’s running and tennis categories and both categories have achieved double-digit growth.”

ASICS revealed it will build on this significant growth in the second half of 2014 through brand-marketing initiatives, including a new burst of above-the-line media focus on its ‘Better your Best’ brand campaign, which includes TV advertising. Aligning to an ASICS strategic category, the ‘Better your Best’ campaign focuses solely on performance-enhancing apparel.

Among the significant countries which posted double-digit growth rates include; France, Spain, Italy, UK, Sweden, Denmark and Poland and those with single-digit rates were Germany, Benelux, Austria, Norway and Russia.

From a retail perspective, sales in ASICS own retail outlets increased by 44.3%.

CEO of ASICS Europe Alistair said, “Our impressive growth is reflective of ASICS’ focus on continuous improvement. We’re extremely pleased with the growth rate, which is consistent across our European markets.

“Also, with our market share of apparel increasing year-on-year, the brand-portfolio is strategically balanced, providing a clear indication that we are strongly positioned to achieve our ambitious targets.

“In addition, with the recent opening of our biggest European Distribution Centre in Krefeld - Germany, we have created a state-of-the-art facility to drive further growth across the region and reinforce our commitment to the highest qualities of customer service”, he added.

Fibre2fashion News Desk - India

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