Interview with Mr. Andreas Gellner

Mr. Andreas Gellner
Managing Director
adidas India Marketing Pvt. Ltd.

As the Managing Director of adidas India since August 2004, Andreas Gellner is responsible for

What is your view of the retail sportswear industry of India?

"Retail in India is witnessing a huge revamping exercise. Organized retail at present comprises merely 2 per cent of the total market in India. This means that the untapped segment amounts to a whopping Rs 9,800 billion (approx. $225 billion). In India, more and more brands are getting more serious and focused on exploiting the potential of the Indian market. This leads to more customized offerings to meet the local flavour and budgets as well as investments in better quality shopping environments. Coupled with this though, India also needs to accept retail as an industry, thus opening up a wealth of support mechanism and interest as well as granting retailers access to funding with banks, which is dearly missed now."

Could you explain adidas India operations?

"adidas’ history of innovation and firsts in the field of sports performance is a testament to the belief that impossible truly is nothing. Established in 1996, adidas India Marketing Pvt. Ltd. is a joint venture company of adidas India Pvt. Ltd., the Indian subsidiary of adidas-Salomon AG, and Magnum International Trading Co. Ltd. Having almost completed nine years in the country, adidas today has a total of 96 exclusive stores across the country. The current focus of the company is on building a strong supply chain and a group of franchisees that share the brand’s passion and vision."

India like other markets is slightly different hence, what special retail strategy has adidas’ adopted to get market hold?

"At present, adidas has 96 exclusive stores across the country. These franchisee outlets are spread across India’s key markets. We have put in place a two-pronged approach to strengthen our distribution network. First, by creating an internal department with a managerial position, overlooking only distribution, we have made this aspect of the business a key internal focus. This internal department is responsible for developing specific programmes and product and marketing support for our key distributors. Second, we have also re-evaluated our partnerships and today work with a group of franchisees that share our vision and aggressiveness. As a result, our retail channel is growing stronger and more focused by the day. All our franchisee outlets are designed to facilitate a total brand experience and help customers understand the company’s cutting-edge technologies and products through first-hand experience besides giving them an international shopping experience. By year-end, we hope to add 60 exclusive adidas showrooms to our retail channel. Through this increase we will ensure that our product reaches customers throughout India’s smaller markets."

Could you delve in details about your company’s India offerings

"In apparel, adidas has just adidas-indiaed the Spring Summer 06 range. A collection that inspires and motivates every person through sports, Spring-Summer 06 boasts of a fusion of performance and style through technology, design and materials. The collection offers a wide range of colours and styles for men and women. The collection includes the following ranges – The 3SA range targets athletic women and can be identified through the strong adidas branding of 3 Stripes in various colours such as Black, Light Scarlet and white There are colour blocks in key styles, and material mixes in all styles set apart by the image silhouettes. The Mind & Body range focuses on natural functions, natural looks and natural fabrics. It stands apart from the other ranges owing to the new, natural and functional fabrics and trendy styling and cuts used. The range is very feminine and stylish and the natural fabrics used support the importance of wellness amongst today’s women. The new silhouettes are extremely important as well as the innovative layering that is matched with a new graphic element. The trademark colours in this range are Blush, White and Black. The Beach range is for the value addict and Fashionista, and the clear branding with the 3 Stripes and linear logo positioning creates a true adidas summer package. The inspiration for the range is from wave, floral and organic images. The combination of surf graphics and print application in vibrant colours such as Light Aqua, Orange, Pink and Acid provide the perfect sporty surf feel. Men, as usual, have a brilliant range of styles and colours to choose from this season. The Feel range uses muted-bright seasonal colour trends such as Blaze red, Melange, Black and Chrome and focuses on sensory appeal in fabrics and washing."

Any special offerings this summer for Indian football and tennis fans?

However, the most exciting offering this summer is the official license products for the FIFA 2006 that are slated to hit the adidas stores this March. Football fans can choose from a wide range of apparel and accessories in a variety of styles.

What about your latest adidas-india in footwear?

"In footwear, adidas has recently adidas-indiaed the fourth generation of its famous Barricade series of tennis shoes. The Barricade IV is snugger and lighter tennis shoe than the previous versions. With an optimum blend of durability, cushioning, support and grip, adidas’ Barricade IV is the perfect shoe for any serious tennis player. It has also adidas-indiaed a3 Gigaride, a shoe that screams performance and has the technology to back it up. The a3 Energy Management System, a comprehensive midsole cushioning and control system, has been designed to absorb even the fiercest impact. Every time your foot hits the ground, the a3 Gigaride’s a3 cushioning elements store energy like a power cell ultimately creating a chain reaction that cuts response time and powers the foot forward enhancing speed, bounce and durability."

What is the price range for adidas India products?

The price range starts from Rs. 120 for a pair of socks to Rs. 12,500 for our iconic product the adidas_1, intelligence level 1.1, with a global adidas-india of most of our products, our pricing is standard across the region.

Which major market segment does adidas target?

Our core audience comprises of young Indians aged 14 to 24 years with 17 year olds at the epic centre.

With FIFA 2006 this year, your company must have great plans for this event?

All our promotional activities flow from a relentless dedication to and passion for sports. Global presence on the sports scene through sponsorships of key international sporting events such as the FIFA World Cup 2006 and the Beijing Olympics 2008 and top level athletes and teams determines the direction for promotional offers in each country. With FIFA 2006 coming up, our current focus is on football crazy fans and anyone who enjoys the spirit of this game. In fact, March onwards the official licensed products for FIFA 2006 will be available in adidas stores across the country.

What is your store spread in India and future expansion plans?

At present, adidas has 96 exclusive stores across the country. These franchisee outlets are spread across India’s key markets. By the year-end, we hope to add 60 exclusive adidas showrooms to our retail channel.

What sort of brand positioning does adidas focus upon?

We are clearly positioned as a sports performance brand. We have fashionable products but our communication and our positioning is centered on sports and sports performance.

Published on: 13/03/2006

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.