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Introduction
Adidas started operating in 1949 in Germany. Today it is one of the most recognized brands in the world. It is important to note that it is mostly known for foot-ware although it also produces accessories and clothing. The company has heavily invested in marketing communications and has one of the most recognized logos in the world.
Main body
When looking at the Adidas website, one can quickly see the target audience. It is interesting because the target audience has mainly been divided into two groups: men and women. However, there are various pages that are specific to kids, sports lovers and brand enthusiasts. For instance, a whole web page is dedicated to Beyoncé’s Ivy Park clothing line which she did in collaboration with Adidas. The site is also relatively easy to navigate for different users looking for different items.
Each of the categories is further sub-divided to make selection and browsing of the different brands easy. For example, the kids’ section has youth, children and babies and toddlers to make it easy for the user to get the item they require easily.
The site is significantly creative. It has used different multimedia to enhance its appearance. The use of graphics, videos, images and text in a creative manner also ensures that users stay on the site longer. Additionally, the site has animated tabs that are highlighted when the cursor is on them to encourage the user to click them. A creative combination of colors, fonts, capital and small letters also enhances the creativity of the site.
The site has also used a minimalist approach to enhance its appearance. For instance, it has creatively used white space to enhance its creative look. Additionally, the landing page has minimal tabs so that it does not appear crowded. The web pages have a significant number of tabs as they present the different items the brand has. Capital letters have been used sparingly. For instance, to highlight the different sales offered. This also enhances the creative minimalist approach.
The site is a great addition to Adidas IMC. It is not only creative but also gives the required information about the products. It is easy to navigate through the site and get what one is looking for. Additionally, it has user support in case it is needed by the user.
Conclusion
Several suggestions can be made to improve the website as one of the elements of Adidas IMC. For instance, the site should collect more data from the users to ensure they customize the consumer journey better for their users. Also, the site can reduce the pain points that the consumer suffers. For instance, the site has two tabs for the creators club and join creators club. From the onset, the user cannot tell the difference between the tabs, making it a pain point. Also, the company should consider linking the website to its other digital platforms.
References
Adidas 2020. Web.
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