{"id":77502,"date":"2023-05-05T10:49:26","date_gmt":"2023-05-05T08:49:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=77502"},"modified":"2023-05-08T12:00:32","modified_gmt":"2023-05-08T10:00:32","slug":"adidas-trappelt-ter-plaatse-na-yeezy-kater","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-trappelt-ter-plaatse-na-yeezy-kater\/","title":{"rendered":"Adidas trappelt ter plaatse na Yeezy-kater"},"content":{"rendered":"\n

Adidas <\/strong>heeft de breuk met rapper Ye (Kanye West) nog altijd niet verteerd. Integendeel, de sneakervoorraden blijven zich opstapelen. Toch presteert de basketfabrikant een tikkeltje beter dan verwacht.<\/p>\n\n\n\n

Het vermaledijde Yeezy-effect<\/h2>\n\n\n\n

Een vlakke lijn is al reden tot opluchting bij Adidas. Het sneakermerk boekte 1% minder omzet (5,27 miljard euro) in het eerste kwartaal, maar zag de schoenenverkoop met 1% toenemen. Ook was er een kleine operationele winst van 60 miljoen euro, al daalde de brutomarge met 5,1 procentpunten tot 44,8%.<\/p>\n\n\n\n

Het kwartaal eindigde zo \u201ciets beter dan we hadden verwacht\u201d, zegt CEO Bj\u00f8rn Gulden. Er is namelijk \u00e9\u00e9n duidelijke boosdoener: de rapper Ye waarmee de sneakermaker de erg succesvolle Yeezy-collecties op de markt bracht. Toen de ex van Kim Kardashian het vorig jaar al te bont maakte<\/a>, wees Adidas hem de deur. Sindsdien zit het merk met miljoenen onverkoopbare schoenen opgescheept. Het bedrijf heeft er zelfs een term voor bedacht: het Yeezy-effect.<\/p>\n\n\n\n

\u201cAlleen wat tijd nodig\u201d<\/h2>\n\n\n\n

De voorraden zijn nog steeds te hoog, geeft nieuwe topman Gulden toe, maar al 300 miljoen euro lager dan aan het begin van het jaar. Natuurlijk gebeurde die uitverkoop tegen fikse kortingen, wat de marges niet ten goede kwam \u2013 zeker niet in deze tijden van hoge inflatie en kosten. Netto verloor Adidas vorig kwartaal 24 miljoen euro. Een jaar eerder bedroeg de nettowinst nog 310 miljoen euro.<\/p>\n\n\n\n

Voor het hele jaar verwacht Adidas een omzetdaling tussen de 5 en 9%, \u201comdat de macro-economische uitdagingen en geopolitieke spanningen aanhouden\u201d. Het merk vreest nog altijd voor recessie in Noord-Amerika en Europa<\/a>, nog los van het befaamde \u201cYeezy-effect\u201d. Als de bestaande voorraad niet verkocht raakt, betekent dat een omzetverlies van 1,2 miljard euro.<\/p>\n\n\n\n

In het ergste geval verwacht het bedrijf in 2023 een operationeel verlies 700 miljoen euro. \u201c2023 wordt een hobbelig jaar met teleurstellende cijfers\u201d, zegt Gulden, maar \u201cwe hebben alleen wat tijd nodig\u201d. \u201cHet is een overgangsjaar om een sterke basis te leggen voor een beter 2024 en een goed 2025 en verder.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas heeft de breuk met rapper Ye (Kanye West) nog altijd niet verteerd. Toch presteert de basketfabrikant een tikkeltje beter dan verwacht.<\/p>\n","protected":false},"author":5,"featured_media":27741,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[351],"topic":[88],"region":[],"class_list":["post-77502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","topic-bedrijfsresultaten"],"acf":[],"yoast_head":"\nAdidas trappelt ter plaatse na Yeezy-kater - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Adidas heeft de breuk met rapper Ye (Kanye West) nog niet verteerd. 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