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Adidas Y-3 is a weapon into the fashion industry; Y behalf Yohji Yamamoto 3 refers to Adidas's three stripes logo.
Y-3 in the first quarter after the press conference quickly became popular in the fashion world, and a number of superstars Madonna is to find and select the first Y-3 crowd. Adidas Y-3 subdivided into several consumer groups, and for them to develop three different levels of product lines. More movement of the line is cheaper, easier to be accepted by the public; the middle of the line in the fabric of choice will be more refined, a number of fashion design is biased; top line, is at a quarterly briefing on the clothes, very fashion and price of also high. Y-3 to China in 2006, its customers over the age of 20 to 30 years old, they may have stars, it may be white-collar workers, even college students.
SLVR take Italy to Silver, the brand concept known as the "perfect simplicity." Compared with Y-3, SLVR much cheaper in price, a key reason is to choose a low-cost fabric; the price is about one-third of Y-3. SLVR's main objective is between 25 to 35 years old with a strong fashion sense power customer.
Perhaps many Chinese consumers have found that within today's China Adidas shoes stores no longer just boring ordinary sports products. Market-proven, in China, the demand for high-end fashion sports brand is growing Adidas decided to do such a high-end products.
In fact, from 2002, Adidas created a "Sports Fashion Series" from the carefully orchestrated, invited the world famous Japanese fashion designer Yohji Yamamoto as creative director of the series, creating a Y-3 and other high-end fashion brand campaign, the concept of combining sports and fashion are Adidas as "the future of sportswear."