PROPOSE STRATEGY TO INCREASE CONSUMER AWARENESS OF ADIDAS SUSTAINABILITY PRODUCT DURING PANDEMIC SITUATION

• Main Author: Sapto Nugratama, Dirga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57667
• Institution: Institut Teknologi Bandung

Selling a product in the middle of world crisis is very challenging not only for a new brand, but also for a well-known brand, especially after pandemic situation when the world economic still in a recovery phase. In recovery phase after pandemic, people buying power is weak and intend to purchase product mostly just for a survival need such a food and housing. For a fashion & apparel industry, it is obvious that sales are drop significantly since many countries is forbid their citizen to go outside their house, so people don’t buy apparel like before the pandemic. Adidas as one of a leading brand in the fashion & sport goods industry is also struggling with their company roadmap that they set before pandemic, one of the roadmap is a commitment to convert 100% of their product using a sustainable materials (recycle material) by 2024. The recycle materials took a longer process than the conventional one (using virgin polyester) because the supply chain process happened start from collecting the plastic waste in the land and ocean until the process to make it recycle PET pills which involve more manpower. The longer process of recycle product have an impact of higher material cost and lead to high product cost. Until now adidas have 3 sustainable line up, PARLEY, PRIMEBLUE and PRIMEGREEN. The difference between them is only the source of the plastic waste that they use. PRIMEBLUE using Parley ocean plastic® while PRIMEGREEN is using no virgin plastic, so it can be from plastic land waste or other source. Searchability of product is very important for nowadays consumer to know about the product because they are now shift their shopping behaviour from offline shopper to online shopper. If they cannot find the product in search engine, then they don’t know that the product is exist which lead to low awareness of product existence. In this final project, author find that there are potential issue on product naming of sustainable product of Adidas, that can lead to unsearchable product due to dispute between product naming and material content. The product actually are using recycle material but Adidas is not putting naming of Primeblue or Primegreen on all of the product naming, and resulting consumer cannot find it. Nowadays since many countries still doing a lockdown and people afraid to have activity outside due to COVID 19, the product introduction offline or in brick and mortar store seems not relate anymore. Adidas need to focus to introduce the product in digital platform & bring consumer awareness for Adidas sustainability product line up.