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The Sportswear Strategist (KIM YoungAh, adidas)
Mosaic of China
The Importance of Market Research for Brands
I think there's 60 or 70% of our range. At the same time I also work together with the creation team in Shanghai as well. And product represents the manifesto for the brand what they want to drive. This kind of multinational company always allows room to drive the brand at the same time, drive the local needs. So one little tweak in one part will then have a knock on effect with the manufacturing with the supply chain and everything else. How much of your product is sold through the wholesalers and how much is sold directly? I think that's a bit tricky to share. It's about the company's portfolio.
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