With constant efforts to increase sales in the country, Reebok India, part of the Adidas Group, is planning to push e-commerce sales to push up growth. The company is planning to increase the contribution of online sales to 15 percent in two years, up from current 3 percent. However, it would not indulge in offering heavy discounts on the merchandise as it did earlier.
After getting Erick Haskell on board as the Managing Director, group company Adidas has been taking various measures to change Reebok’s tainted image in the country. It recently also roped in two new brand ambassadors: Bollywood actors John Abraham and Nargis Fakhri, in a bid to promote Reebok as a fitness label. It has opened a 2,800 square foot fitness store at Forum Mall in Chennai as a part of its retail expansion plan.
The aggressive strategy revolves around eradicating losses and strengthing the brand’s image as well as gaining foothold by 2015. Now Reebok is being repositioned as a fitness label targeting upwardly customers while changing its earlier mass brand image. Keeping rising in fitness awareness in India, the company plans to open 100 'fit-hub' concept stores by 2014. Most will be located in metros with some in Tier II cities. Globally, Reebok has about 80 'fit-hub' stores.