Dos vestiários às ruas: uma análise sobre o posicionamento da linha Adidas Originals

Abstract

The problem that guides this work starts from the observation of a new scenario in the sports fashion market, in which sporting articles become objects of desire to compose styles, used not only for day-to-day but also to go to work and parties. In this context, observing the fact that Adidas Originals renewed the concept of the brand, investing in fashion and style in detriment of performance, the interest in this research was developed. Thus, our problem was focused on understanding how the perception of the positioning of Adidas Originals among its consumers, and whether this position corresponds with the lifestyle designed by the brand. As a general objective, we identify the purpose of understanding how the study object users perceive brand positioning, according to the socio-anthropological perspective of the consumption of García Canclini (2001). To meet these objectives, the methodology was divided into three different complementary types: 1. quantitative, through an online questionnaire, 2. qualitative, through a focus group and, finally, to complement the collection of qualitative data, 3. Projective Techniques. As part of the results, we conclude that Adidas Originals consumers' perceptions were consistent with brand positioning, as the brand explores the field of creation, innovation, pattern breaking and originality. Finally, it is confirmed that the positioning of Adidas Originals is intrinsically related to the lifestyle designed by the brand.