Research Blog: Adidas

BLOG ONE

The PESTEL model is a business tool which used and help in the examination of the macro environment of an organization. which is include the factors in the whole economy, rather than specific regions or sectors. By using this PESTEL framework in the examination of the Adidas company, the focus will be on the factors, these factors are always beyond the control of the business, but still have the ability to affect its performance.

Green (2019) presents such a factor-resale of sports shoes- which presents a significant dilemma for Adidas and other companies in the shoes market. In this article, it is argued that the value of resale sports shoes is expected to reach 6 billion US dollars business. This trend gives a significant dilemma for Adidas or its competitors such as Nike because these firms do not make any money from these third-party trades. but it is helpful to them in a more direct way. The article thinks that through these resales, the company’s brand is become more famous, creating more awareness through potential customers.

On this basis, it is recommended that the big famous sports shoes resellers make a partnership with Adidas to make sure that the company can take advantage of this shoes market. This trend is an economic factor within the PESTEL framework since it impacts on the way Adidas will have to approach its future business. Failing to enter into the market share captured by the sneaker reselling alternative may affect its competitive position, may hinder its growth and expansion into the international fashion and shoe market.  

BLOG TWO

Analyse the P,E or S factors （socials）

The booming trend of sports and leisure in China and around the world continues to create opportunities for Adidas in the sportswear sectors. It involves consumers attaching a casual and leisure aspect to regular sports fashion, resulting in a new way of using these products. This trend is a factor in Adidas’s external social environment since it involves the company’s consumers. the consumers’ response to this trend determines the company’s response. Nike, for example, putting this trend into its sportswear to attract customers and increase its customer base. In China, the sports leisure style is gradually but definitely affecting the purchase behaviour of consumers in the Chinese sports clothing market, requiring enterprises to either adapt to this trend or take the risk of losing its market share in the competition. 

According to Achim (2019), more than 104 million Chinese have a fitness app on their smartphones, while 15 million consumers in China are gym members. This statistic highlights the growing health awareness of Chinese people, which leads to more people changing their lifestyle, including healthy lifestyle. As a result, China’s demand for fitness clothing and footwear is on the rise. However, as an emerging trend, adidas has to make sure it invests correctly. Joshi (2020) believes that the style of fashion industry is short-term, forcing the manufacturers and retailers to launch new products offerings each season to maintain their customers. Failure will only mean that those companies that can develop customer interest by provide a variety of purchase options will benefit more. 

BLOG THREE

Analyse the T,E or L factors （environmental）

Due to high levels of industrialization and other disadvantages, China’s environment is seriously deteriorating. Harrop (2020) believes that China is the world’s largest consumer of coal, a trend that has been undermining international efforts directed at stopping the use of fossil fuels. China’s climate change is very serious, causing nearly 1.6 million deaths every year. It is for this reason that Chinese people tend to wear masks when they go out in the haze day. However, with the improvement of environmental awareness, pressure from other countries seems to be changing the trend of this country. If people in the outside and breath a lot of bad air，they might get respiratory tract infection. The recent green bond initiative, in which most countries, including China, is an example. 

According to Brandywine Global Investment Management (2020), these bonds are a financing tool designed to promote climate change mitigation policies, promote investment in alternative energy, and reduce a country’s overall carbon footprint. China and the United States are the largest green bond issuers, highlighting changes in Chinese attitudes that seem to recognize the need to turn things around. Consumers are also adopting a green consumption attitude to adapt to brands that comply with new expectations, while those that do not comply with new expectations are easy to give up customers to competitors. This trend in the Chinese environment requires Adidas to comply with this regulation in order to maintain its position in the market. Failure will mean that the company will no longer be able to attract customers, who will instead buy other brands that meet their needs.

Reference list

BLOG ONE

Green, D. (2019). Nike and Adidas could have a role in sneaker resale market – Business Insider. [online] Business Insider. Available at: https://www.businessinsider.com/nike-adidas-role-sneaker-resale-market-2019-8?r=US&IR=T.  [Accessed 20 Feb. 2020].

BLOG TWO

Jing Daily. (2019). Athleisure Can’t Stop Winning in China | Jing Daily. [online] Available at: https://jingdaily.com/athleisure-winning-china/.[Accessed 22 Feb. 2020].

Joshi, S. (n.d.). Product Lifecycle Management in Apparel Market Growing Rapidly with Share, Types, Applications Forecast to 2027 – Instant Tech Market News. [online] Available at: https://www.instanttechnews.com/news/2020/02/19/product-lifecycle-management-in-apparel-market-growing-rapidly-with-share-types-applications-forecast-to-2027/ [Accessed 22 Feb. 2020].

BLOG THREE

Brandywine Global Investment Management (2020). The Ascent of Green Bonds. [online] Seeking Alpha. Available at: https://seekingalpha.com/article/4326004-ascent-of-green-bonds [Accessed 25 Feb. 2020].

Harrop, F. (2020). China’s environmental malpractice hurts all. [online] Martinsville Bulletin. Available at: https://www.martinsvillebulletin.com/opinion/columnists/froma-harrop-china-s-environmental-malpractice-hurts-all/article_3e143ca4-8bd1-591a-a67c-babea4a1235a.html [Accessed 25 Feb. 2020].

1)  Define the term ‘trend’ referencing at least three different research sources. Analyse the definitions and evaluate your sources. (250 words)

When we understand the word “trend,” it is important to note that consumers, markets, and technology are always changing. Because of the changing technology, markets and consumers are rapidly shifting from traditional, static, demography-based standards to dynamic, modern, emotional, lifestyle and psychographic influences (Singh, 2019). Trend refers to what is popular at a moment in time. It is not just about fashion, but it can be used to refer to a fashion or a style of a moment in time. It is not about technology, but technology can be used to cause something to trend such as phones or communication apps that people always use.

A trend can also be defined as the process or trend of something moving. As an article in Elle magazine makes clear, trends (2019) makes clear the changing needs, desires and hopes of consumers. Trends cannot be invented but rather, they are the source of innovation. Inspiration is basically the expectation from the past. when it comes to trends, we see people who live in different country , having different trends, demands, and ideas，some might be similar. They will buy different types of goods that meet their social needs. Therefore, understanding the term in the context of fashion can help people predict the buying habits, behaviors and emotions of consumers rather than trying to understand their age and location (Singh, 2019). 

Change is a constant factor and everyday there are new trends, styles, and fashion. Old trends are also reinvented. The main influencers of trends are celebrities (Jones, 2007).

2) Reflective report on street style photography exercise (250 words) Use text and images to:

a) Describe the area of the city you visited, use research to provide some information and data about the area.   

We went to the upper street in lslington , upper street is the main shopping street in islington，When we went to the street, we saw more people on the way to work, they hurried to the company and didn’t have time to stop to do our interview. We arrived at one o ‘clock in the afternoon, just in time for people to get back to work after their lunch. We stood by the side of the road and watched for a long time, because we were afraid to go up and talk to the passers-by. We were a little scared at first.

b) Describe and analyse the trends you observed on the streets.

But finally we got up the courage to ask the first person we interviewed，she is so nice and We told her we were students and we were doing a street style photography exercise and we just want to ask a few question. We nervously asked her some questions prepared by ourselves, such as how much the clothes she wore that day cost，We took her picture after we got her permission，We asked her what she thinks are the latest fashion trends，and she say for this season are furs coat and she spend 300 pounds per month. When we asked the first person, we had the confidence to do well. My group members and I then asked several passersby, but they all refused and some of them just walked away as if they didn’t hear which makes us quite upset.

c) Reflect on what you learnt from this task. 

This is a good experience for us to learn how to do interviews and observations on the street although there are a lot of people say no to us, but some people will seriously stop to be interviewed by us. I learned that we can’t give up, because after we were rejected several times, we kind of wanted to give up but then someone agreed to our interview.

3) Reflective report on visual theming workshop (250 words) Use text and images to:

a) Explain which word you have selected and why.

I choose sculpted to be the word that I need to observe in the street. I always love to take sculpture in the museum，there is quite a lot beautiful sculpture made by famous artists, but for this workshop we only have 60 minutes so I just look around in Spitalfields this area. 

b) Describe the images and objects you selected and why you selected them.

Sculpted use materials such as wood, clay, metal or stone to create entities that represent something, a person. And also sculpted is to form into a particular shape. If something is carved, it is carved or molded into a deliberate shape. An artist can carve from the shape of a fruit. When I go to the street that near the university，the most eye catching is the Pear shaped sculpture in the square. And then I went to the old Spitalfields market and I saw pillars sculptured，the shape is cylinder and surround by leaves but is not real leaves，is made by paints.

c) Reflect on the exercise, what did you learn from it?

This workshop is quite interesting, I thought there is less sculpture in this area, I will find more sculpture in the museum but after the workshop I knew that sculpture is everywhere. The sculpture definitely makes the square more interesting I think a lot of people take the picture of it. 

4) Reflective report on store observation (250 words) Use text and images to:

a) Explain which store you visited, use research to provide some information and data about the brand/store.  

We visited UNI QLO in Brushfield street, Spitalfields, the shop is not very big compare to the store in oxford street is only have one floor. Uniqlo (Japanese: ユ ニ ク ロ) is including leisure, sports clothing design, manufacture and retail of Japanese companies.

b) Describe what you observed in the store using the template on Moodle to guide you. 

When we go to the shop me and my group member ask the manager but their attitude makes us feel not comfortable, we were polite because we don’t want to take pictures without permission and she said no. so we take the picture outsides not inside and I did my observation by looking at the store. We find out that they display their product through discount and no discount and different materials they didn‘t put it together such as cotton clothes and normal jacket. We can clear see the limited offer in the label and cotton cloth in the area.

c.) Analyse your findings, what impact could they have on the brand/store?

I heard songs when I go into the shop，but the voice is very low，I think if they decide to have music in the shop the volume can be a little bit louder and also I think the attitude of the shop assistant can be improved when I ask them about the observation they didn’t go ask they were doing on their own things after I ask twice they finally ask their managers, especially there is one assistant she just ignore us and I think maybe she is new to the shop so that why..

Reference list

Deepak Singh (2008). Pink is out but Blue is in… Understanding Fashion & trend forecasting? [online] Fibre2fashion.com. Available at: https://www.fibre2fashion.com/industry-article/3091/pink-is-out-but-blue-is-in-understanding-fashion-trend-forecasting.

Carreon, J. (2019). The 6 Biggest Winter Fashion Trends, According to the Experts. [online] ELLE. Available at: https://www.elle.com/fashion/shopping/a29567072/winter-fashion-trends-2019-2020/ [Accessed 1 Dec. 2019].

Google Books. (2019). Fashion Trends. Page 10 [online] Available at: https://books.google.co.uk/books?hl=zh-CN&lr=&id=uteCX3R21I0C&oi=fnd&pg=PA4&dq=Jones,+J.+(2007).+Fashion+Trends&ots=JSRSU0YNIY&sig=0hmxgY6L0n9_qvChXkB5g91q_2A#v=onepage&q&f=false [Accessed 1 Dec. 2019].

这是一篇示例文章，最初作为 Blogging University 的组成部分发布。报名参加我们十个项目中的其中一个，立即开始撰写您的博客。

您今天要发布一篇文章。不必担心您的博客的外观。如果您还没有给博客命名或是感到不知所措，也不必担心。只需点击“新文章”按钮，告诉我们您来此处的原因。

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