Adidas the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world markets by looking at buying attitudes and buying practices of different people. The sellers design a separate market program for each buyer. Adidas mainly focuses on demographic and psychographic segmentation's. So Adidas develops their brand in 3 different styles of segmentation.
Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age. This method has long been used in clothing market. Adidas brands products into range of male, female and kids, according to age and life cycle segmentation and gender segmentation. Adidas has a branded range of male and female clothing, shoes or body-care and eye wear. Performance, originals and style are all three brands of Adidas.
Psychographic segmentation is used to divide the market into groups based on social class, life style or personality characteristics. Adidas focuses on social class because people within a given social class tend to have similar buying traits. Companies also use income, gender, ethnic and family life cycle segmentation's to