Despite my focus on communications, I frequently find myself talking about the retail environment. So when I was reading this article, the trend suddenly became crystal clear. Apple, Nike, adidas and all the rest of these brands are now using stores as communication platforms where a lot more happens than purchasing. Even if you don't actually go to the store, you hear about the store and form an opinion about the brand.
News Today (South India): New adidas Store in Town, 2006-Aug-21
Spread over 5,700 square feet with two floors, this sports performance centre would act as an important platform for communication and to showcase the breadth and depth of its product offerings, said Andreas Gellner, managing director, Adidas India Marketing Private limited.