Business transformation delivers improved results for ASICS
After experiencing a difficult start to its financial year, ASICS' EMEA business has reported positive results in key parts of its business for the first half of 2018 and sales growth in its second quarter.
The news follows the implementation of a new business structure across the brand’s EMEA region in 2018 which focuses on building closer consumer connections and prioritising a range of strategic initiatives.
While the results show that consolidated net sales in the EMEA region declined by 3% in the first half of 2018, there was an improvement in the second quarter with ASICS branded stores achieving 11% growth. Meanwhile online sales climbed by 50%.
During the quarter ASICS increased its sales in the emerging markets of Russia and the Middle East by 16% and 229% respectively.
In the first half of the year, ASICS worked to strengthen its brand positioning by launching two major brand campaigns. These included the ‘I MOVE ME’ for ASICS (sports performance) campaign and ‘WHAT THE GEL’ for ASICSTIGER (sports lifestyle) push. It also launched the 25th edition of its flagship shoe, GEL-KAYANO,
Alistair Cameron, chief executive of ASICS EMEA, said: “We are encouraged by the positive developments starting to take effect following our business transformation at the start of this year. After a tough start to 2018, the second quarter started to show positive signs of growth in key areas as we shipped company-record levels. These results support our optimistic outlook as we look to make up lost ground on a slow first quarter."
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