unpacking the brief
size? likes to incorporate humour into their campaign in some way
Are Size? representing their customers and requirements?*
Is gender neutrality important to UK consumers? should the campaign be unisex or gender-specific? Is there a "cashcow" product? If so, should this continue to be pushed forward or should the campaign focus on other styles?
"Are
Size? and Salomon currently representing their customers and the modern requirements of a consumer with how they activate their product/ marketing?"
*Size? data suggests that the Salomon consumer at Size? is aged 20-44, living in urban and sub-urban areas.
Think of launch/ activation ideas and product/marketing development
Salomon has a demographic that doesn't necessarily engage with social media - how else can we put out an effective and innovative campaign?multimedia marketing
campaign summary
Salomon x size? presents the latest size?sessions with up-and-coming Tamil-Swiss artist Priya Ragu. The event will take place in our Carnaby Street store on the 16th of March 2024 to highlight the Salomon ACS Pro range and will feature a vibrant evening of music from Priya Ragu alongside refreshments and instore experiences. ?access members will gain extra benefits and be able to take part in a giveaway where four winners will have the chance to attend Ragu's concert in London on the 26th of April 2024 at KOKO.
Styling inspiration publication/lookbook that shows consumers how to wear their salomons in various ways: for the "assured" consumer, the "explorer" etc. Can make it interactive so viewers can engage with it. This would also be good for UGC as it would have aesthetic appeal.
Taking inspiration from the size?newspaper but making it solely for the Salomon range sold at size?
Coffee table book/ publication/zine - artsy collectible sort of piece that has fun, engaging visuals
Launch event for the book can be designed and planned to bring people into the store.
Could bring in an audience that has previously not engaged with size?
A good way to host a size?session event in-store - can be a launch event for the colourways
idea brainstorm
A collaboration to celebrate South Asian creatives - Priya Ragu - & colourways inspired by songs
There aren't that many colourful Salomon sneaker options in the market at the moment.
They are known for their creative upcycling projects.
Collab with Helen Kirkum, Lydia Bolton or Nicole Mclaughlin for an upcycling event
This comes with a rise in South Asian creatives in the spotlight
Could be an event where consumers come to the store to exchange their old shoes for some store credit. Once instore, they can see any of these artists at work upcycling old shoes.
good way to host some workshops as an in-store event on the theme of sustainability
A good way for consumers to learn about the construction of a sneaker.
physique
A distinctive and recognizable logo; clean and simple design; orange question mark and branding; streetwear encouraging building like-minded communities; surrounds itself in the culture of fashion, music, and sport; authenticity stylish; fashionable trendsetters without trying too hard; great knowledge of subcultural and niche references.
relationship reflection
fun, stylish, ethical (McDonald, 2023); youthful; inclusive
size?
"what's your size?"
dedicated to providing niche footwear and expanding the sneaker community, driven by inclusivity and diversity
creative with an interest in fashion; streetwear enthusiasts; young with modern beliefs
Kapferer's brand identity prism
According to Mintel's 2023 Footwear Retailing report, Size? Is considered a fun, stylish, and ethical brand that is known for exclusive product releases, collaborations, and "highly sought-after limited edition footwear"
(McDonald, 2023)
"as a brand, we constantly have a finger on the pulse of culture, while we run a variety of projects and events all-year-round"
started in the year 2000 with the goal of providing niche footwear and brands to subcultural spots around the UK. Now, they have over 30 stores between the UK, Europe, and across the Atlantic. the aim:
to expand the sneaker community while maintaining authenticity and delivering the best customer experience "our size? sessions has represented upand-coming talent - and some of the greats - since its inception"
owned by JD Sports and is known to have limited edition collections with some of the best brands in the industry: Salomon, Nike, Adidas, Puma, New Balance, Reebok, Converse, Clarks, Vans, etc.
Previous size?sessions have worked in line with exclusive sneaker drops or events to celebrate International Women's Day and Pride and other such events.
size?sessions
from Mintel's 2023 Footwear Retail Report by Fiona McDonald
• Perceived as being responsive, and having great customer experience, however, consumers suggested that "the brand performs less in trust, reliability, and not having great customer service"
• Has a social media community that is connected by fashion, music, art, and sport
• Key demographic group is 16-24 (30%) considered as full-time students that are either not working or live in their parents' home
• Compared to the other footwear retailers in this study, size? has the lowest awareness and usage among the brands profiled in the research.
previously worked with:
• JayKae
• Denzel Curry
• Sam Divine
• Big Narstie
• IAMDDB
pictures from the size? x Babes On Waves event
debuted as an "intimate in-store only experience"
"designed to connect the culture of music and fashion", size?sessions builds a community of like-minded consumers through experiencing performances from a wide range of global and locally recognised artists.
When size? did an event previously in collaboration with Rinse FM, they organised a podcast on grime and garage music hosted by DJ Jyoty Singh, a well-known South Asian female DJ in the industry. Another size?session that caught my eye was the size? X Babes on Waves event which celebrated International Women's Month with a market-style event featuring stalls, performers, and caterers providing for a
successful sold-out event. With various experiences and performances to keep the attendees entertained, the night also featured multiple WOC from creative and sports backgrounds to celebrate their place in industries normally associated with men. This also included BUGEISHA Club, a collective of women with mixed Asian backgrounds who support each other in creative and sports communities.
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salomon salomon collabs
"we are for those who dare"
help people become the best versions of themselves through outdoor experiences and transform them into agents of positive change
By positioning itself as a luxury brand by collaborating with celebrities and other luxury brands, Salomon has made it on Highsnobiety's New Luxury New Rules 2024 report as the 19th new luxury brand on a list of 20. (Burzlaff and Campbell, 2024). Sportstyle, the range fusing streetstyle with performance (Hill, 2022) is the fastest growing division within the brand having generated over $165 million in sales for the 9 months ending September 30, 2023. This is a huge increase from the $80 million in sales from 2022 (Miller, 2024). It is said that the XT-6 is the cause for the booming sales.
In an interview by Complex with the marketing manager Alex Von Oostrum, Oostrum explains that they don't consider themselves a sneaker brand or a trend as they want to show their audience that they are longstanding and have a heritage. "we're staying true to our roots, you can't escape your roots" - Bryan Diaz (Marketing Specialist at Salomon) (cited in Welty, 2022).
Founded in 1947 in the French Alps - Annecy France, as a popular performance brand known for their skiing and snowboarding equipment, hiking boots, and trail running shoes.
what drives Salomon: imagination | family spirit | commitment | simplicity | diversity
"what fascinates me the most is what I'll do tomorrow" -
Georges
Salomon
"I don't think there's many brands at all in the world who can have such credibility in both fashion and performance sport at the same time" - Franco Fogliato, President & CEO of Salomon
Kapferer's brand identity prism
physique
micro-analysi s
personality
relationship
self-image reflection distinguishable modern yet authentic logo; "Tomorrow Is Yours"; high-quality performance sports gear; French encourage adventure and positive change; with you for all your endeavours - in the outdoors and in the city.
like a professional athlete; fashion insider; having real class
authentic; adventurous; committed to providing high-quality sporting equipment; agents of positive change
culture
luxury; French; heritage; sport and simplicity; family spirit
stylish and fashionable; adventurous; semiaffluent backgrounds
When I got the idea to create new colourways, it came from noticing a slight gap in the market. There is only one size? exclusive Salomon shoe on the website currently and while this has an interesting colourway, most of the other available shoes are sold in more neutral colours. I thought of creating new colourways with "dopamine brights" as WGSN highlights this as a sneaker trend for the upcoming season (Scullion and Cano, 2023, p.1). However, I wanted to make sure I wasn't neglecting Salomon completely, it
was important to me that this range would remain appropriate and reflective of both Salomon and size?.
I therefore, looked at some of Salomon Sportstyle's previous collaborations with other brands to see what types of colourways they experimented with. I noticed that the L'arte de L'automobile collab was an exceptionally vibrant one with one pair being inspired by the colours of traffic lights. Other collabs that caught my eye were the RANRA, Sandy Liang, PALACE, and Maison Margiela collaborations.
Knowing that Salomon has had quite vibrant shoe collaborations in the past, I felt more comfortable about the approach I was keen to take. I would still be able to explore this idea without it seeming too foreign to Salomon's aesthetic and history.
"the standard of Salomon collaborations is some of the highest in the world of sneakers"Rose, 2022
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This campaign will aim to target what size? like to describe as their "assured" consumerscomfortable and experimentative with their style. The other consumer is the "explorer" that would like one shoe for all purposes (trail, city, pub etc.) While this campaign can stretch to bring this consumer into the size? space as well, it will primarily focus on consumers that look up to the "assured" as they are more likely to share similar interests in terms of fashion, style, pop culture, and music.
the assured
Highsnobiety's New Luxury New Rules research report is focused on the "cultural pioneer" as the key character. "they are barometers of where culture is heading. Critically minded and driven by knowledge. Actively engaged with fashion and style culture. Well connected and influential among their peers" (Burzlaff and Campbell, 2024, p. 5). I thought this matched size?'s description of their "assured" consumer quite well.
the explorer
More consumers are leaning toward casual and comfortable styles that can be worn on multiple occasions (McDonald, 2023). This aligns with the views of the "explorer" that is a key consumer of size? X salomon.
Activities:
• Content creators, works in the creative (fashion, graphic design, music, art etc.) or communications industries
• Reading, running/trekking, DIY projects, indoor rock climbing, karaoke
• Likes to attend pop-up shops and other such events to socialise and network with others with shared interests.
• Shops from a variety of small businesses or buys second-hand clothing as sustainability is important to them. Will spend more money on quality purchases that will last them a long time.
micro-analysis
• Pilates, has a gym membership, or is in running clubs and participate in marathons.
the consumer
alittle more about this consumer
Discussion about sizing and ethnic diversity remains a key priority for the cultural pioneer with regard to the fashion industry (Burzlaff and Campbell, 2024, p. 39).
"has an appetite for unexpectedness"
(Burzlaff and Campbelle, 2024, p. 44)
This group of consumers are young but also buy more luxury and therefore can provide the report with a better understanding of where the luxury market is heading. (p.6)
Interests:
• Lives away from home & in urban cities (London) but visits family from time to time, especially for holidays.
• Owns or rents an apartment in the city depending on income and age.
• A range of different jobs across consumers but they are joint by their shared interest of fashion and culture.
• Diverse friend groups with people from various socio-economic/ethnic backgrounds.
• Experimentative with their style and often likes dressing maximalistic or wearing lots of colour
• Curious about trying new food, some are interested in health food and gourmet vegan meals.
• Enjoys documenting their lives on social media on a variety of platforms.
Opinions:
• Confident in themselves but not in an egotistic manner, have their own share of insecurities like anyone else.
• Against any sort of hate, discrimination, harrassment, or abuse towards people or animals.
• Progressive and modern views overall, left-leaning or centre-left on the political spectrum
• Hopes to be able to learn about multiple cultures without appropriation.
Highsnobiety, p. 5
As we are still emerging and recovering from the pandemic period, online is the most preferred channel for shopping, so coming up with innovative ways to bring the consumers back to the high street is recommended.
For retailers to bring the consumers back to the high street and up their game, in-store and digital experiences that allow consumers to connect with each other while shoe shopping is
"brick and mortar spaces have an opportunity to offer a more emotional connection as a way to add value beyond the convenience of e-commerce."
a return to the high-street
"brands need to create spaces for consumers to unwind and find joy in visiting their stores whether through new opportunities to socialise with each other or facilitating experimentation with emerging technologies"
(McDonald, 2023)
(McDonald, 2023)footwear launches and in-store events are a good way to do this and
It is interesting to note that while Mintel suggests that sneakers are set to perform well in the near future, WGSN predicts that it is a sustained decliner across genders and regions for AW24/25 as dress shoes are performing better (Scullion and Cano, 2023, p. 1). However, they do clarify that outdoor styles continue to perform well and are scheduled for growth in 24/25.
market scanning
a sense of community
"younger consumers (34%) are more likely to seek influence from friends and family prior to purchasing footwear, and so having this community among footwear buyers can help connect consumers and create noise around footwear trends"
(McDonald, 2023)
It is important to encourage a sense of community as younger consumers gravitate toward brands that "share their interests and seek a sense of community"
"they want to feel confident in their style and connected to others"
(McDonald, 2023)
"retailers with a focus on athleisure continue to perform well as trainer styles and casual footwear remain in fashion"
(McDonald, 2023)
footwear
For the UK, outdoor styles for women are predicted to be a slow riser while men's are predicted to be a sustained riser
"We would expect sportswear retailers to bounce back faster than footwear specialists" in the long run (McDonald, 2023).
(Scullion and Cano, 2023)
With inflation and the cost of living crisis, many consumers are cutting back on purchases and reassessing their priorities. For those that are shopping, you have one half that is purchasing only at discounted prices, and another half that is buying the higher priced footwear with the expectation that they will last longer. Brands need to be able to explain the reasoning for the price if this is the case.
what's going on in the market and the wider environment?
macro-analysis
what consumers want according to Highsnobiety's New Luxury's New Rules report
"it has never been so cool (and so profitable) to be 'strange'"
"brands aren't just selling products, they're selling references and codes that will build the cult of their brand"
and luxury is embracing this to give their mass consumers a sense of newness and alternativeness (Burzlaff and Campbell, 2024, p. 15)
65% agree that advertising and marketing can be forms of art (Burzlaff and Campbell, 2024, p. 47) with a bigname celebrity doesn't cut it anymore" (Burzlaff and Campbell, 2024, p. 24)
(Burzlaff and Campbell, 2024, p. 24). How a brand lives online is very important. with 76% of consumers being bored by celebrities, today's consumer wants to see the smaller creators and propel them to stardom.
omnichannel marketing gendered marketing
A customer focused approach to marketing and "a powerful way to meet your customers where they are, providing them good service in line with their preferences and needs" (McKinsey & Company, 2022)
"culture is more fragmented than it has ever been - brands need to be everywhere, all at once, targeting their audiences through a vast number of channels, partnerships, events and more"
(Burzlaff and Campbell,
the channels:
web in-store event/pop up instagram tiktok
In-store can influence purchasing decisions as in-store displays and advertisements have the most prominent (28%) influence on consumers in footwear, followed by influence from family and friends (21%). Social media has an influence on Gen Z and Millenials as they use these applications for inspiration (McDonald, 2023).
Social media and digital marketing is "particularly important for retailers whose focus is on trainers or sneaker styles as these are the most popular shoes among younger female and male consumers"(McDonald, 2023).
Salomon's used to be worn by the fashion insiders for years, wherein, if you weren't at Paris Fashion Week, you'd probably never heard of them. However, we're living in an age of fan-led moodboard and archival inspiration social media accounts contributing to their growing widespread popularity. With 78% of consumers saying they enjoy visual-inspiration and 69% actively following curated Instagram pages (Burzlaff and Campbell, 2024, p. 45), @ salomonology and @hartcopy on IG are good examples of how Salomon is entering the luxury and fashion world and widening their consumer to include those that are more experimentative with their style - this type of UGC content helps to build and grow a community of those with shared interests.
When I began exploring ideas that I wanted to follow through for this project, creating a styling lookbook/publication was high on my list as I thought it would be an interesting medium to market. However, after looking at this graph from Mintel, I realised it wouldn't really be something consumers look for as magazines are ranked the lowest here in terms of where consumers look for inspiration. I decided not to go ahead with the idea.
When in conversation with Vogue about the fixation of youth as a gendered imbalance in the music industry, Priya Ragu explains: "time goes by so fast, you don't realise and you're suddenly 36 you know? But it's such a beautiful opportunity for me that I'm this up-and-coming artist in my mid-thirties, which you barely see" (Ragu, cited by Mukhtar, 2022). This tells me that there is space for this campaign to be inclusive to all, no matter gender, age, or industry. This is also reflective of size?'s belief of being inclusive with the sneaker/streetwear community - a good trait for a brand to have.
The postpandemi shift towards casual attitudes in all aspects of consumer's life has aided in the growing popularity of trainers.
"casual footwear continues to remain a popular choice for women with trainers leading the way" (McDonald, 2023). This trend is similar for men's footwear as well with trainers being the most popular and most purchased in the last year for Gen Z purchasers as well as men aged 25-44.
When looking at trend graphs in Mintel's Footwear Retailing report, the drivers for purchasing and the influences remain more or less the same for both male and female consumers. This indicates that a unisex campaign can effectively target both these consumer groups via the same digital marketing methods.
Highsnobiety's New Luxury report states that brands that go against the industry orthodoxies end up reaping the most rewards.
"'girlishness' may be a fundamental part of the Miu Miu persona, but the brand's gender diverse approach has transformed the womenswear label into a major men's fashion obsession" (Burzlaff and Campbell, 2024, p. 10). When we had a meeting with size? And Salomon in week 2 of the term, Andy Cain mentioned that Sandy noted that at the Sandy Liang x Salomon launch, there were a lot of men wearing the pink shoes from the collab, which was a nice surprise to see. This shows that there is room today for consumers to enjoy an artist and their style regardless of their gender - we are moving past these restrictions and opening the space for all types of people to come together to share their interest of fashion and sneakers.
men pictured wearing pink Salomons (left image is the Sandy Liang collab pair). This shows us that consumers are paying no attention to the "Pink it and Shrink it" theory.
figure 25: "where do you look for inspiration before purchasing?"
the acs pro music & sneakers
"once they [luxury brands] saw that hip-hop culture had huge marketing power, they decided to tap in, giving some of these iconic silhouettes their stamp of approval" - Deannelys Corcino (Adidas designer)
The most popular Salomon shoe sold at size? is definitely the XT-6s - they are the cash cow of the Salomon Sportstyle range. This was confirmed by the team at size? when we had our meeting with them in week 2 of the term. In terms of marketing for size? they said that they would like to specifically focus and build on the ACS.
When I did my initial research on Salomon and looked at
the range of shoes on sale, The ACS Pro is the shoe I was immediately drawn to.
While I liked the XT-6, I had seen it multiple times by now and the ACS Pro was a fresh style that just stood out to me.
I also thought that my idea to launch new colourways would be particularly interesting with this ACS Pro design as there were so many different elements to it.
the ACS Pro featuring the "stride-stabilising Agile
ACS Pro's I love:
Chassis System" (Salomon, n.d.) is an interation of their trail-running icon. It is rooted in history yet has a modern and functional design.
I chose the ACS Pro for my project for all these reasons and simply because I liked the style of the sneaker. I haven't seen much marketing from size? about them so decided it was time to design a campaign for it.
Sneakers and music have a relationship that go way back to 1986 when Adidas launched their collab with Run DMC - the first nonsport endorsement and the first point of music and sneakers coming together (Design Museum, 2021). The connection between sneakers and music began with basketball and sneakers. Fans would buy the sneakers they saw their favourite players wearing on the court, this then led to hip-hop culture and their
style. Soon musical artists started sharing their love for sneakers in their songs.
Run DMC sang "My Adidas" which explained how their sneakers were a symbol of empowerment and self-pride.
Then in 2002, R&B artist Nelly released a song called "Air Force Ones" named after the Nike sneakers, causing them to rise in popularity.
"Sneakers were always seen as a way to signal fashion and pop culture clout" (Hyde, 2024). While not everyone is a sports fan, music artists are
mostly well known, and even if you don't know them too well, they're still regarded as a celebrity and that's a selling point on its own. Once luxury brands started to collaborate with sneaker companies, musical artists saw this as an opportunity to land their own sponsorships and market their music to a wider audience. Some examples are Tyler the Creator and Converse, Ye and Adidas, and Travis Scott with Nike.
Run DMC and Adidas
Nelly's music video for "Air Force Ones"
Tyler The Creator x Converse
Travis Scott x Nike
Run DMC and Adidas
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customisation research spotlighting southasian creatives
"Use in-store customisation events to drive inperson shopping"
- WGSN, 2023
When I planned on doing a launch of colourways, I was interested in creating a customisation station as WGSN highlights jewellerification using charms and embellishments as an interesting market add-on for the female market, with stash pouches as the genderinclusive option. "Use in-store customisation events to drive in-person shopping" (Scallion and Cano, 2023). After watching the Design Museum's virtual tour of their Sneakers Unboxed Exhibition (2021), I learnt that customisation of shoes was popular in the 1970s and 1980s where kids would have one pair of sneakers but customise it with different coloured laces and dyes. "These were all sort of things out of necessity because you wanted to have a fresh pair of sneakers, but you didn't have the funds to buy a new pair of sneakers all the time" (Garcia cited by Design Museum, 2021). This nostalgia of sneaker culture from the 70s and 80s is something I wanted to incorporate into my project as Gen Z is considered the most nostalgic generation, yearning for a time when things were simpler (Desmond, 2023).
As much as I liked this idea and think it would definitely be interesting and something consumers would be curious to try out, I later decided to eliminate it from my final campaign idea as there were too many elements that would have just ended up leading to a messy event. I decided on simply focussing on the size?session and how to market that effectively.
There is an emergence of young brown talent and "a wave of creativity throughout the South Asian diaspora, with artists mining their roots to inspire wildly forwardthinking creations" (Mukhtar, 2022). R&B artist Priya Ragu is one such example (see next page for more).
"creativity helps children of immigrants to explore their heritage and express themselves." (AlDujaili,
2021)
While the UK has seen the peaks of brown-British representation beforenotably the late 1990s and early 2000s during the UK's embrace of multicultarism20 years on "our presence doesn't feel like a trend. Finally, we're everywhere" (Sidhu, 2023).
Highsnobiety's New Luxury report (2024, p. 39) states that 53% of consumers say that the luxury industry ignores and excludes minorities. "brands demonstrating some of the most exciting changes in the luxury industry are those speaking directly to communities who were overlooked in the past"
Simone Ashley playing a main character in Bridgerton
Ambika Mod who starred in the recently released One Day series that was the most watched show in the world at the time of release. She plays "the romantic lead with zero South Asian stereotypes attached to her character or narrative" (Diet Paratha, 2024).
Harri KS - think of Sam Smith's inflatable outfit at the BRITs
Navinder Nangla the artist going viral for his fashion week 'vandalism' works with doodles and creative word play - "fassion is my pashion" & "fassion weak"
Sabrina Bahsoon - viral TikToker known as TubeGirl for encouraging viewers to be confident in public spaces.
Anita Chhiba - founder of @diet_paratha on IG - a great platform and community spotlighting global South Asian talent
British-Indian designer Supriya Lele (left) & Indian-Nigerian designer Priya Ahluwalia are both on the LFW schedules
figure 33
Priya Ragu is a Sri-Lankan Tamil born and brought up in Switzerland who rose to prominence in 2020 for her single "Good Love 2.0". She grew up singing Tamil songs with her brother and father, an effort made by her parents to make sure their children don't forget where they came from, as Ragu's parents had to flee Sri Lanka due to the Civil War fought from 1983-2009.
Her parents, like most traditional South Asian immigrants at that time, remained connected to their roots and culture despite being in a foreign land and thus grew up in a strict household where they only spoke Tamil at home and were not allowed to listen to Western Music.
She took on a technical role at Swiss Airlines in an effort to remain "a good-daughter" as this was a stable job with a stable income. However, when she turned 30, she couldn't ignore her musical calling any longer. Ragu is appreciative of her family's commitment to preserving their heritage and the rich cultural background they have imparted her with (Hirwani, 2023). Although as a child, she felt like she had to hide her heritage as she thought it wasn't "cool enough", she was so
connected to music that it was "one of the parts of [her] heritage that [she] didn't hide" (Ragu, cited in Mukhtar, 2022).
Priya Ragu's music is a blend of different cultures and music that has shaped her, "fusing R&B, garage, disco, pop and hiphop with the warm rhythms of South Asian instrumentation, and melodies and lyrics from Tamil songs." (Boyd, 2023). Her musical influences are a range of artists with AR Rahman, Deva, and Illayarajah from the East and Alicia Keys, Stevie Wonder, Lauryn Hill, The Roots, and Beyonce to name a few from the West (Hirwani, 2023).
Her distinctive sound that she and her producer brother Japhna Gold have worked together to create is what they
priya ragu priya ragu priya ragu
"with joyful fierceness and an energy which is hard to match, Priya might just be one of music's most promising new names" - Al-Dujaili, 2021
like to call "Raguwavy". "I'm really proud of it because I'm bringing my Tamil heritage into contemporary music" (Ragu, cited in Jennings, 2022). She's providing this generation what M.I.A gave South Asians in the 2000s/2010s (think of Paper Planes and Bad Girls).
While Western music wasn't allowed in their house, as they grew older, Ragu and her brother would secretly exchange names of Western artists they'd come across so they could learn more about other forms of music. Black music was an important part of Ragu finding her passion for singing. "I didn't know that music could be so powerful, but she moved something within me" says Ragu when talking about Lauryn Hill. Today,
songs to listen to:
• Good Love 2.0
• Chicken Lemon Rice
• Black Goose
• Forgot About
• Kamali
• Illuminous
• Goodbye My Love
• The Santhosam Album
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"music has opened [her] and [her] brother's relationship with [their] parents - there are no boundaries anymore. It's been a very healing process for [them]" (Ragu, cited in Boyd, 2023).
priya ragu's style
Her style is interesting as well, making her even more appropriate as the next size?session guest as a unique fashion style is something I think is quite important as Size? is a fashion and sneaker brand. "her approach to clothes is an equally intriguing piece of the Priya Ragu puzzle, with its blend of traditional Indian dress and nods to '90s hip-hop." (Hess, 2021).
While comfort is her priority and she normally likes to just wear jeans and big sweaters, when it comes to her shows and music videos, she likes to experiment a little bit more. "when it comes to my fashion style, I'd describe it as vibrant, colourful, I love to layer and
just like play with different prints, it gives me a lot of freedom to express myself" (Ragu cited in MAD Officiel, 2023).
Priya Ragu is the perfect example of how the "Shrink It and Pink It" theory doesn't work for women at all. While she is not afraid to play with colour and vibrant prints, she also doesn't only conform to feminine and "girly" styles but is rather quite adventurous and dresses in an androgynous way. A 'Business of Fashion' article notes how consumers are influenced by celebrities and designers they admire and are shopping for clothing outside of their
This first colourway is inspired by the pastel colours of the cover for the track
"when it comes to my fashion style, I'd describe it as vibrant, colourful, I love to layer and just like play with different prints, it gives me a lot of freedom to express myself"
gender-specific categories.
This same article explains that "around 50% percent of Gen-Z globally have purchased fashion outside of their gender identity, and around 70% of consumers say that they are interested in buying gender-fluid fashion in the future" (BOF Team and Mckinsey & Company, 2022).
Having smaller artists like Priya Ragu share her style on size?'s platform is a good way to attract the target audience and expand it. Ellesse even recently featured her in their AW23 "Sartoria" collection.
colourways
This colourway is inspired by the vibrant colour palette in the music video for
This colourway is more literal and inspired by a goose as there is no music video or cover design for
colourway launch posters
Keeping in line with the designs of the shoes, these are respective posters designed to be used for advertising the new range. This could be used on social media as a carousel post, or shared as stories on Instagram, or can be used for in-store advertising as well. Other opportunities to share these posters can be for the website, launches app, promotional emails etc.
For the colourways, I wanted the three shoes to look quite different visually so that each or all appeal to various consumers to broaden the target audience. I chose two of her more popular songs, and one from her most recent album. These songs were Good Love 2.0 which was her claim to fame, Chicken Lemon Rice which was featured in Fortnite and the Netflix film "Wedding Season" (I also chose this song as the name has that sort of humorous appeal that Size? likes to play around with), and Black Goose which is a more
serious, political song that would resonate with various audiences as it was inspired by the police brutality faced by George Floyd in 2020 prior to the Black Lives Matter Movement as well as her parents' own experiences with having to flee Sri Lanka in the 80s due to the Civil War. This song is also featured in her latest album, for which she is currently on tour for with a concert in London taking place in April 2024.
While these colours are brighter than Salomon's usual
choices for their shoes, "64% of Gen Z consumers agree that it is fun to catch other people's attention with their style" (Smith, 2022), targeting the younger half of the Size? x Salomon consumer. Moreover, WGSN's retail analysis for women's and men's AW23/24 (Scullion and Cano, 2023, p. 1), states that "dopamine brights" remains a key trend for performance sneakers. This is also representative of Priya Ragu's personal style in both fashion and music which is very vibrant and maximalistic.
poster development
a culture "renowned for its vibrancy of colour, advertising needed to be louder, more animated, eccentric, and mesmerizing to stand out from the crowd" (Qureshi, 2013). I used the graphic design technique of adding halftone to the graphics at a very low percentage to add some texture to the poster. Halftone is essential multiple strategically placed dots that are used to create a sort of optical illusion in printing and graphic design (Anon, n.d.). At this low percentage, it's not as obvious but still creates an appearance that reminds me of old Archie comics
and Indian film posters, enhancing that retro feel that much of Ragu's music is influenced by. For her portrait, I accessorised her with a culmination of various accessories I've seen her wear in her music videos. The five shoes that form a sort of collar around her neck are placed as such to create a symmetrical design and feature the three proposed colourways. For the font, I used Adobe Fonts' image search tool to find the font that size? use for their branding.
I wanted to keep my poster simple in terms of communicating the idea and campaign clearly, while also representing the campaign's aesthetic and vibe. I spent a lot of time looking at Priya Ragu's social media and watching her music videos to understand her style and aesthetic as I wanted to make sure I recreated this accurately. I noticed that a common branding element throughout her work was her logo which reminded me of retro Indian film posters. I studied these to understand the design elements used and tried to incorporate this into my own poster. I wanted the poster to be symmetrical and vibranttwo elements that I picked up from analysing some Indian film posters, advertisements and matchbox designs. As
Out of the various font suggestions, I found that Nimbus Sans DV looked the most similar.
As a culture "renowned for its vibrancy of colour, advertising needed
to be louder, more animated, eccentric, and mesmerizing to stand out"
poster design
Adobe Font Nimbus Sans DV I used as I thought it looked similar to size?'s brand font
logo taken from Ragu's SM branding and digitally altered to curve around her head
ACS Pro shoes with the size? exclusive colourways for the Priya Ragu range
clear representation of which brands are in collaboration for this size?session.
symmetrical and centred design and composition and a vibrant colour scheme - two elements I picked up from Ragu's work as well as retro Indian film posters, advertisements, and matchbox designs.
replicating font weightage from previous size? poster designs. adding halftone to evoke a comic/retro style effect similar to old Indian film posters
illustrated portrait of Priya Ragu with a combination of various accessories she wears in her videos that resonate with her style.
figure
campaign summary poster pitch feedback
Salomon x size? presents the latest size?sessions with upand-coming Tamil-Swiss artist Priya Ragu. The event will take place in our Carnaby Street store on the 16th of March 2024 and will feature an evening of music from Priya Ragu alongside the launch of a ?exclusives range featuring three new colourways for the Salomon ACS Pro - each designed and inspired by three of Ragu's songs Chicken Lemon Rice, Good Love 2.0, and Black Goose. ?access members will gain extra benefits and be able to take part in a giveaway where two winners will have the chance to attend Ragu's concert in London on the 26th of April 2024 at KOKO. Expect a vibrant event with music, refreshments, and in-store experiences including a unique "customisation station" to truly personalise your new sneakers with charms, laces, and other exciting add-ons.
In week 6, we had Daniel Langhorn from size? visit us to view our poster exhibition and hear us pitch our campaign ideas. The presentation and pitch of our posters happened in a group-by-group basis where we listened to each others ideas and the respective feedback we received. I was really pleased with my feedback and comments from Dan as he had said that it had a clear design aesthetic and composition - when he skimmed over the exhibition space, his eyes were drawn to my poster as it stood out and had a strong design. He was interested in my proposal of having an Asian artist for their next size? session as this is something size? as a brand have been trying to
do but didn't know how to go about it so he was happy that I decided to spotlight an artist like this as this would be something they've never done before. He also mentioned that they haven't done a size? session in a while now and thus having something so different would be a good way to bring it back. He liked this cultural angle and said that there would be a good audience for this as the Asian community in the UK is growing and gaining a space in the creative industry now. He also thought it was well-researched because I mentioned that some of her fans found her through FIFA, Efootball and Fortnite, an audience that matches their target demographic as well. One suggestion he did give
me was to maybe remove the colourway collaboration as realistically, that would be extremely expensive for the brand to produce. He said that just the size?session would be a successful event by itself. At this event I could have her wearing the Salomons that are sold at Size? And I can do a photoshoot to promote this event on other platforms so that the I'm truly activating an omnichannel marketing plan. Going forward, I would like to focus on the event design in the store and how I would market this. I would also like to suggest these colourway designs as an alternative expansion to this campaign should size? X Salomon feel the need to grow this campaign in the future.
my pitch poster on the wall at the size?syllabus exhibition at AUB
event research event plan
"the events that seem to work the best are those that bring together a really interesting community of people" - Sarah Willersdorf
"post pandemic consumers crave social activities"
87% of consumers claim to purchase a brand's products after having attended one of their in-store events (Event Marketer Institute, cited by Hamilton, 2023). What's more is that Hamilton also explains that 84% of customers repurchase a product that was initially promoted at a launch party (2023).
on being SM worthy: An event that is interesting and instagram worthy will help with user generated content that will spread more word of your brand and store. "the organic social media buzz from an successful event can create a halo effect
things to consider
advertising catering equipment rentals
organising the singer and singing at the event - in exchange for media coverage and a campaign photoshoot
collaborating for the giveaway cleaning extra inventory decor
as people who didn't attend get curious about what they missed" (Hamilton, 2023).
Highsnobiety's opinion: While brand and other major events revolve around the fashion and marketing industry schedules, it is smaller 'happenings' that serve the true community. Highsnobiety's report says that 63% of consumers "say their favourite way to engage with brands is through branded physical spaces" and 85% have attended a brand event in the past 6 months or would like to in the future (Burzlaff and Campbell, 2024, p. 35).
when you invite an audience to participate in the world of your brand, they become a brand advocate and "a critical part of your marketing ecosystem" (Burzlaff and Campbell, 2024, p.53)
food & drink
papi's pickles
Kolamba/ The Tamil Prince
images from the
An interesting finding from the Mintel report is that 74% of consumers said that they would not spend more for a limited edition pair of shoes (McDonald, 2023). As the colourway range was initially a major part of my project, this is important to note as realistically, 3 colourways for this collaboration would be incredibly costly, regardless of whether it was a successful range or not. This is what made me focus on just the size?session event.
I chose Papi's Pickles as they are a 5-star rated social enterprise that caters with a variety of menu options, including street food and canapes. All the food is inspired by traditional Sri-Lankan Tamil and South Indian cuisine and is made by female refugee and migrant workers that had to leave Sri Lanka due to the same conflict/civil war that forced Priya Ragu's parents' to leave as well. Through this initiative, these women have battled isolation and uneployment and have been able to form a community and do what they love by cooking the food that they love.
Kolamba and The Tamil Prince are two options for a drinks bar, if the budget can fit serving cocktails. I had a look at both these menus and there were some interesting drinks inspired by Sri Lankan Tamil flavours.
Navinder Nangla - known for tagging the streets during fashion week with his creative wordplay.
@ilyang.ilyang on IGfamous for their crochet "bolomons"
They have done pop-up events in the past, some of which have been for House of Parliament, TEDx, and LSE.
VIP guest list
in the global creative industry
JD x Salomon 'Sam Wise & Friends' event
Sabrina Bahsoon - AKA Tube Girl
Carlo Aragon - founder of @salomonology on IG
Japhna Gold - producer and brother of Priya Ragu
Anita Chhiba - founder of @diet_paratha, a creative network and agency for South Asians
*any points in black text signifies where in the timeline the colourway launch would fit into the campaign should size? feel they have room to include colourways.
• Release initial illustrated-style poster on social media pages (@sizeofficial, @ salomonsportstyle & @priyaraguofficial) as well as in-store at carnaby street. For online social media platforms the caption will be brief: "coming soon" or "watch this space".
• 1st Email sent out to loyal customers/?access members with a similar message
activation timeline
• Ticket release to attend the event
- 40 tickets available (if doing the colourway collab - the draw opens for select members to get early access to the launch. Draw closes on 15th March)
• Social media content and emails continue
Announcement of the event with the first campaign poster featuring Priya Ragu. Countdown on social media begins
• Further information on the release date for general tickets
• Email e-vites sent out to all ?access members directing them with information on how to claim a ticket
• PR packages including invites sent to the 10 VIP guests (e-vites will also be sent with a request to RSVP)
• SM content will include campaign photos of Priya Ragu, videos of her announcing the size?session, product shot-style posts to ensure the focus is on the ACS Pro shoe. *(if doing the colourway collab - sneak-peak shots of the shoes launching)
16th March - 20th March 2024
• Reposting and sharing stories and posts from those who attended. Encourage attendees to share pictures and content after the event with the hashtag "#raguwavywithsize?xsalomon"
• Email sent to all attendees thanking them for spending the evening with size?
26th April 2024:
• Giveaway winners attend Priya Ragu's concert at KOKO in London, preferably wearing size? x Salomon sneakers.
• Social Media post of the winners at the concert a few days later - officially ending the campaign.
• Product shots and other campaign shots can be posted as part of the regular SM gird as required moving forward.
the launch
16th March 2024
• Social Media content with coverage from preparing for the event in-store (behind the scenes videos and photos to share on TikTok and Instagram stories).
• Shoe launch at the size?session by Priya Ragu with an explanation for the colourways (next day on the website and app)
• Social media stories during the event.
• Announcement of giveaway winners and via email if they were unable to attend.
18th March - 25th March 2024
• Pictures of the event - Priya Ragu singing, guests that attended, pictures that capture the vibe of the event
• Photos of any guests and Ragu wearing Salomons
• Video content: "what people wore at the Priya Ragu size?session" can be used for Tiktok & Instagram reels.
• Email sent to all ?access members: "we're sorry we missed you at our size?session last night, but we have a little treat for you" - announce the giveaway and how to apply
• IG post announces giveaway (will take place here) - winner announced on 22nd March
what the event will look like from the outside - design wise. The main storefront will feature these two large posters hung -up as demonstrated. The letter signboard to the left of the entrance introduces the size?session.
carnaby street?
The moment the consumers enter, they see this pillar with multiple screens. This will feature various design elements relating to the size?session and Priya Ragu - including photos of her from the campaign and official campaign posters for this event.
this extended area of the store will feature these window stickers of some colourful ACS Pros along with the collaborators of this size?session. The size?session will take part in this area of the store.
when guest reserve their tickets online, they'll be given a digital ticket. however they'll be given this physical ticket at the door and if they would like to participate in the giveaway, they can put it in the glass bowl that will be kept in a set place. Ragu will pick two tickets from the bowl after her performance and announce the giveaway winners.
the size?session event breakdown
the caterers will be serving canapes during/after the performance when guest are networking.
ACS Pro Salomon's placed around the shop floor for guests to view it & a designated Salomon shoe wall
The photobooth experience during the size?session gives attendees the opportunity to take a memento home with them and remember their experience with size?. Not only can this make for an enjoyable experience but the photo-strips are designed so that they are "instagram worthy" allowing for them to share the pictures on SM and thus spreading more awareness about the event and possibly drawing in more people who are interested. This type of UGC content would be good to reach an audience that size? has not managed to reach on their own. Moreover, by keeping these photos, the two brands remain in their mind for possible future purchases as they will be able to remember their enjoyable experience and look to purchase from size? in the future should they need to buy sneakers.
the hashtag that guest will be encouraged to use when sharing pictures from the event on SM
The photobooth is designed with the size? colours in mind rather than the event colours so that it can be kept as a permanent experience in the store for consumers to engage with. This can be a good way to draw in more consumers on a regular basis as they can remember their store visit better and aid in restoring the high-street to prepandemic times.
does this in select stores and there are always consumers wanting to capture their experience.
This is where the event will take place (enter from the main entrance and turn right - it is the extended part of the store with the second entrance on the corner). Consumers are free to move around the ground floor but would preferably gather in this area when Ragu is singing. The little stage in the illustration is a rough explanation of where she'll be singing.
Urban Outfitters
campaign photoshoot
For this photoshoot, I wanted to focus on bringing in that humorous element that size? likes to include in their campaigns. I ensured that I got some pictures where the model was doing some funny/unconventional poses. I took inspiration from a variety of sources, such as the '23 Adidas x Gucci campaign, Supplement Magazine, and The Face Magazine.
pose & mood board
For this shoot, I collaborated with my coursemate Emma Avent who was the photographer for this shoot, while I played the role of stylist, creative director, and model. Imagine that Priya Ragu is the model instead of me for full effect of the campaign. I styled a total of 4 looks inspired by Priya Ragu's personal style, to pair with the grey and silver ACS Pro shoes sold on the size? website.
social media mockups
example carousel post for pre-launch
While campaign posters will be used for circulation pre-launch, a lot of the content will rely on media taken during the event. Thus, I came up with this plan:
seamless, continous post with an engaging design to keep users scrolling till the last slide.
"the brand's core consumers perceive the brand as basic and not stylish and it is the older age groups who rate the brand highly with these traits. Using its social media platforms, this could be an area for size? to explore and understand its core young audience for future product development" (McDonald, 2023).
social media plan:
TikTok
• Behind the scenes of shooting the campaign - slideshow type video (pre-launch)
• Sneakpeak into the event (quick-clips/walkthrough style video showing viewers what the event looks like before it starts)
• "Tell us what you're wearing" style video at the event (post-launch)
• Announcement of the event (pre-launch)
• IG stories covering BTS of setting up for the event (pre-launch)
• "Tell us what you're wearing" interview style video at the event (post-launch)
• Carousel post of Salomons (on guests) spotted at the event (post-launch)
• Pictures of the night by size?'s inhouse photographer (post-launch)
• IG Story highlights of Ragu singing
Instagram carousel post to promote the event as a part of pre-activation for the size?session. According to a study by Socialinsider, carousels are the most engaging Instagram posts with a 1.92% engagement rate per post, in comparison to 1.74% for images and 1.45% for videos (p.5, 2023). Moreover, carousel posts with more than 2 images perform better.
• Reel of Ragu talking you through her outfit (wearing Salomons) (post-launch) giveaway rules!!!
1. must follow @sizeofficial, @salomonsportstyle, and @priyaraguofficial on IG. 2. should be a ?access member (this gets more people downloading the app)
3. like the post, comment your favourite Priya Ragu song & Salomon shoe style, tag who you'd like to go with to the concert
IG giveaway for those who couldn't make it to the event
O.O.H advertising promotional emails
98% of consumers are exposed to some format of OOH advertising a weektopmediadvertising
Examples of Out Of Home advertising to spread word of the event. I chose bus stops particularly because they're in multiple locations around Central London and I would expect my target consumer to use public transport to commute around London, especially since Soho is a very walkable area. Another option for OOH advertising would be the nearest tube stations (Oxford Circus, Picadilly Circus, Leicester Square etc.) as this is also a popular mode of transport.
As London gets a lot of tourists, this would be a good way to attract those who are just visiting but have an interest in the brand or Ragu. And if not tourists, it's just a good way to reach a larger audience regardless of whether they're the target demographic.
e-vite and announcement for the size?session thank-you email for after the size?session
60% of respondents say that marketing emails have influenced their purchases (Constant Contact, 2023)
99% of email users check their inbox everyday (OptinMonster, 2020)
campaign posters
I designed these posters using the photos taking during the campaign photoshoot. This is meant to serve as a visualisation of what an actual campaign with Priya Ragu might look like - in terms of creative direction. They are designed for a poster size, but can easily be changed to better suit other formats and sizes depending on what channel you want to market this on. the previous pages illustrate how they look on various different platforms. This flexible design makes it easy to be applied to a multimedia/omnichannel marketing strategy - just what size? x Salomon were looking for. These campaign posters are meant to be used for pre-launch activation before the size?session takes place. This will be a good way to spread word of the event and create hype. I've kept the designs playful and somewhat humorous to keep in line with that "tongue-in-cheek" humour that size? likes to incorporate into their campaigns.
What's interesting about having Priya Ragu do a size?session for size?
x Salomon is that she would appeal to the age group that size? have highlighted as their main Salomon purchasers. The 24-44 age group would normally be a difficult one to market to collectively as Gen Z think very differently to Gen X which would make up the higher demographic in this age range. You then have the Millennials who at some times can be grouped with Gen Z and sometimes would be better suited to market with Gen X.
Nostalgia is a major theme for Gen Zsomething that they are constantly drawn to when it comes to marketing anything as they long for simpler times (Desmond, n.d.). Thus, by Ragu's influences being the likes of Stevie Wonder, Lauryn Hill, and Alicia Keys, she attracts a new audience to listen to her Raguwavy genre, one that isn't necessarily ethnically South Asian. There's room in her music for it to be appreciated by both the East and the West, with some saying that she is this Generation's M.I.A (think of Paper Planes and Bad Girls).
For one, Priya Ragu is in her late 30s (38-39) and only started her career in her early to mid 30s. Before this she lived a very average 9-5 life, working for an airline-parts company. Deciding that she couldn't ignore her passion for music any longer, she took a leap of faith. She serves as an inspiration to not only young people but also the higher end of this age range that it's never too late to follow one's passions as she is living proof of someone that's made it after they've turned 30. This sort of motivational element fits in well with Salomon as a brand as their tagline is "we are for those who dare" suggesting that one should take risks. Secondly, her music is influenced by musicians from her generation and older, which would make some of her songs carry nostalgic appeal for this older age group, making her songs more comforting to listen to.
"I
hope I'm able to inspire other women to see It's possible, and that you don't have to be in your early 20s to start a music career"
how this targets the size? x salomon consumer
andSome of her songs have been featured in FIFA 2021 (Good Love 2.0), EFootball (Illuminous), and Fortnite (Chicken Lemon Rice, Hit the Bucket) with players hearing her songs, checking her out on social media, and sharing their appreciation in the comments. This group is very important for the size? x Salomon marketing as this is size?'s main demographic.
how size? x salomon will benefit from this?
In terms of gender, she's neither got a more female or male-centric audience, it is a good mixture of both as there are many gamers that have found her through their various video games (most of those that left a comment on her social media pages were male) but you've also got a lot of women fans. Her style is quite notable as well as it's not really feminine but rather more androgynous with looser fits and silhouettes but brighter and vibrant colour schemes. This can't really be classed under a particular gender as androgynous fashion is becoming popular amongst both men and women and these styles therefore appeal to a wider audience. She is inspired by those younger than her, saying that "young generations are more openly celebrating their culture and embracing [their culture]. That's powerful to see" (Ragu, cited by Mukhtar, 2022).
71% of cultural pioneers agree that the story you tell around a collaboration is just as important as the final product. "Collaborations are no longer product initiatives, they are desirability initiatives" (Burzlaff and Campbell, 2024, p. 44).
Moreover, 51% of cultural pioneers stated that their favourite collaborations were those that "brought two different communities/subcultures together" (p. 45).
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