ASICS completes business transformation programme
The company has been working over the last 12 months to sharpen its brand positioning, define growth strategies, and strengthen its organisation. This has included creating dedicated teams for strategic accounts and emerging markets, and building its digital marketing and merchandising capabilities.
Although consolidated net sales in its EMEA region declined by 5% in 2017, the company said the multidisciplinary transformation programme has helped sales in ASICS stores to grow by 14% and online sales by 39%.
The plans also included the opening of new concept stores in London, Berlin, Paris, Milan, Copenhagen and Vienna last year as well as an upgrade of five existing stores.
ASICS said it has enjoyed particularly strong growth in its emerging markets with sales in Russia up 30%.
In 2017, ASICS also developed a new ‘I Move Me’ brand platform which will be rolled out in 2018 across all media channels.
Alistair Cameron, chief executive of ASICS EMEA, said: “In 2017 we have completely transformed our business to be fit for the future. We are encouraged by the early signs of growth, especially in direct to consumer and emerging markets, and are confident that our focused approach and strengthened organisation will deliver against our growth plans in 2018 and beyond.”
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