Adidas by Stella McCartney new top line collection targets women who spend a lot of money in cloths and shoes and in sports apparel in general. They usually look to purchase sportswear by famous designers to fulfill their need and desire to be attractive, different and stand out in the crowd.
Through advertising companies try to attach certain values to a product and make it more attractive to the needs of the consumer. Advertisements are paid announcements which usually target a specific “market target group” and are made or designed in a way to influence the consumer to buy the product or service being advertised. For that reason advertisements can be promoted by television, radio, newspapers, magazines and internet (Cohan, 2001).
The last years Adidas has launched a new collection which is released every six months and is designed especially for women; it is called the Adidas by Stella McCartney. Adidas by Stella McCartney new collection is communicated and advertised through some types of media and the Adidas Group itself and both sides hope to increase the brand awareness and enhance the brand equity.