User & benefit based positioning are the strategies Adidas uses to create distinctive image in the mind of the prospective consumer. By emphasizing the value of quality products from a trusted brand Adidas is able to maintain its brand essence. 

My range still follows Adidas' existing pricing architecture and this is shown through my entry and exit prices. 

The biggest department is tops with 14 items, followed by shorts/trousers with 7 items. I wanted to ensure there was plenty of choice for tops so my outfits could be very interchangeable. Tops will be my highest profit earner making £288,200 which also includes my boiler suits which are the most expensive items. Followed by shirts which total sales should make £104,400. According to Edited, this data correlates with the range I have created as Motels highest sales are tops and dresses which is reflected in my range.

This will be available online and will be a limited edition collection, available for 8 weeks only. This is perfect timing for Motel as we are due to come out of lockdown around the same time so people will have more disposable money and will be wanting to buy the latest fashion pieces. Especially for the millennial generation who spend most of their time online shopping and looking for inspiration through social media. All items will be sustainably sourced from either China, Vietnam, India or Turkey.

Profit margins will be large due to the higher demand for products as this will be a huge collection for Motel. Exciting things are to come for the two brands collaboration and hopefully this will be one of Motels most profitable collections.

After liaising with various online brands, it is clear to me the power of ecommerce and how much shopping has now shifted to online. This is a great positive and an exciting time for Motel as things are only moving forward for them. Consumer loyalty is of the upmost importance for Motel as it is what keeps them at the top of their game. This is what makes them their most profit and is also helped by their international social media presence.

Making use of the right technology means providing customers with not only what they want when they want it, but where they want it too.

With many in-store shopping experiences frozen in time for the last 20 years, it’s not surprising that these younger consumers are shopping conveniently from their mobiles.