Adidas gives digital makeover to Originals fashion stores
* Targets 9 percent more stores in 2014
* Growing retail business helps keep margins above Nike
* Young shoppers look for social, digital experience
* Sports-inspired fashion is increasingly competitive
By Emma Thomasson
BERLIN, March 27 (Reuters) - Adidas has launched a new store blueprint for its Originals fashion brand with a Wi-Fi equipped lounge and mobile charging points, aiming to persuade younger shoppers to linger longer and spend more in its high-margin, own-run outlets.
The world's No.2 sportswear maker behind Nike wants to lift sales from its own shops, which accounted for 24 percent of its 2013 revenue of 14.5 billion euros ($20 billion), because they are more profitable than those made through third parties.
The revamped Originals store in the heart of Berlin is part of a drive to encourage 16-24 year-olds to browse longer.
"Shopping for this generation is very social. They need to have a place to hang out. The longer the consumer stays in the store, the more likely they are to buy," Ted Mager, Adidas global head of retail environments, told Reuters. Continuación...