ASICS Europe points out that it is ‘well on the way to transforming its EMEA business to build closer consumer connections and be more responsive to a changing world’. Although consolidated net sales for the first three quarters of 2017 declined by 6.6%, the company adds that its transformation programme has begun to positively impact the business, as seen in strategic business areas, such as direct-to-consumer – with ASICS own stores showing 15% growth – and a strong sales increase reported in emerging markets.
In addition, ASICS has begun reorganising its sales organisation and strengthening its merchandising and digital marketing capabilities in order to accelerate growth.
ASICS has continued to expand its direct-to-consumer footprint, rolling out new concept stores and partnering with key accounts to invest in new ASICS branded environments. Since the opening of the London Regent Street store, ASICS has opened in Milan, Berlin and Cologne, with Austria (Vienna) and Denmark (Copenhagen) receiving their first ever ASICS brand stores this coming quarter.
In addition to these environments, ASICS launched a new e-commerce platform that ‘significantly improved the digital shopping experience which led to a sales uplift of 44%’.
Emerging markets have continued to realise ‘significant growth’. ASICS’ business in Russia grew by a reported 33% and the Middle East displayed ‘positive growth since the opening of a dedicated subsidiary in 2016’.
ASICS adds that it has invested in dedicated resources, and reaffirmed its commitment to develop products, merchandising and marketing which is customised to the specific needs of these growth markets.
Internally, ASICS reorganised its Wholesale Sales team under the leadership of Markus Hupach who was named Vice President of Sales for the EMEA Region. To better serve key accounts, fully dedicated and integrated teams will provide strategic account management – focused on driving sell-out.
Next to these centrally managed accounts, ASICS has consolidated its regional sales teams into Area North and Area South to service its other business partners. These two newly created areas will be led by Sales Directors Glenn Houston for Area North and Luca Bacherotti for Area South.
Finally, ASICS has continued to build its merchandising and digital marketing capabilities. The merchandising function was strengthened by bringing in Jason Vereker who is named Director of Lifestyle, to focus on pursuing the ‘huge growth opportunity in this category’. ASICS also established a new Integrated Marketing Communications team, which is bringing the brand’s ‘I Move Me’ campaign to life across all offline and online touchpoints.
The new European business structure is expected to be fully operational by the first quarter of 2018, with the new ASICS European headquarters, near Amsterdam, opening in quarter four of next year, doubling the capacity of the current premises.
Alistair Cameron, CEO of ASICS Europe said, “We have really focused on adapting our business to be fit for the future. We’re pleased with the positive results already seen in key strategic business areas such as Direct to Consumer and emerging markets, with the aim to continue to create better connections with consumers and customers through other areas in the business in 2018.
ASICS is faster and more responsive, we’re moving forward just like our brand campaign ‘I Move Me’ and we want to continue inspiring others to move.”
