MA Fashion Buying and Merchandising Size/Salomon Project Jess

SIZE?

Since opening on Carnaby Street in 2000, the Size? store has made a name for itself by releasing unique products, collaborating with other brands, and being the only source for the most sought-after limitededition streetwear and footwear. The vitality of this iconic label, however, comes from its collaborations.

Adidas Originals, Nike, Carhartt WIP, New Balance, Converse, Stussy, Vans, Lyle & Scott, Puma, The North Face and Salomon are just a few of the brands they represent Size? frequently works with a number of these companies to create collections and product lines that are available worldwide

Size? targets a consumer profile that is primarily composed of young, fashion-forward individuals who are deeply embedded in the sneaker and streetwear culture.

Size? is also active in the Canadian market; their website in Canada features a range of brands and unique collections, demonstrating their wide-ranging influence and presence in the streetwear and sneaker industries.

Size? has a robust online presence in addition to their physical locations, providing a full e-commerce platform that allows them to reach markets outside of the UK In order to build a community of interested and devoted customers, the website delivers comprehensive information about forthcoming product launches, special offers, and brand stories.

SALOMON

From what started as a ski brand, Salomon has evolved into one of the hottest brands in streetwear, spotted on the runways of Fashion Week’s biggest cities and the Super Bowl Halftime show, where Rihanna sported the Maison Margiela MM6 x Salomon Cross Low. (End, 2024)

Salomon is a well-known outdoor sports company that was founded in 1947. It was started by François Salomon in the charming town of Annecy, which resides in the stunning French Alps

Salomon has built a solid reputation when it comes to sneakers and enjoys worldwide recognition. Especially for its excellent range of trail-running shoes and hiking boots, as well as its winter sports equipment, suitable for both skiing and snowboarding. (Thimo, 2023)

Salomon is renowned for its technological know-how, producing goods that perform exceptionally well in demanding outdoor environments, such as trail running, snowboarding, and skiing. Salomon appeals to a distinct consumer profile characterised by their active lifestyle and passion for the outdoors. For fashion fans who value both function and style, it has made a name in the business today by fusing the two. Explore the Salomon goods that are suited to different environments by reading on.

CONSUMER PROFILE

Size? targets a consumer profile that is primarily composed of young, fashion-forward individuals who are deeply embedded in the sneaker and streetwear culture.

Predominantly aged between 16 to 35 years, with a core demographic in their late teens to late twenties. This age group is highly influenced by contemporary fashion trends and sneaker culture

While catering to both males and females, the brand has a slightly stronger appeal to males who are passionate about sneakers and streetwear.

Size? customers are often sneakerheads who follow the latest sneaker releases and collect limitededition and exclusive footwear. The target audience is highly active on social media platforms like Instagram, where they follow fashion influencers and brands for style inspiration and updates on new releases.

The consumer base is comfortable with online shopping and uses digital platforms to stay informed about new product launches and exclusive offers. They value the shopping experience, both online and in-store, preferring retailers that offer a seamless, enjoyable, and visually appealing environment

CONSUMER PROFILE

Salomon, a brand known for its high-performance outdoor gear, appeals to a distinct consumer profile characterised by their active lifestyle and passion for the outdoors.

Primarily ranges from 25 to 45 years old, though they also attract younger and older enthusiasts who are serious about outdoor activities.

Both males and females are well-represented in Salomon's consumer base, with a slight male skew due to the technical nature of some of their products.

These consumers are avid hikers, trail runners, skiers, and mountaineers. They engage in various outdoor activities and seek high-quality, durable gear to support their adventures. Many Salomon customers are fitness enthusiasts who participate in running, especially trail running, and other endurance sports.

Salomon's customers often have strong brand loyalty due to the company's reputation for quality and innovation They trust Salomon to provide reliable and advanced products. Increasingly, Salomon's consumers are becoming more environmentally conscious and prefer brands that demonstrate a commitment to sustainability and eco-friendly practices.

GENDERED MARKETING TRENDS

For Size?

Given that younger generations are rejecting old gender stereotypes, gendered marketing is currently trending towards more inclusive and gender-neutral tactics. For companies like Size?, a retail chain renowned for emphasising streetwear and athletics, this trend is crucial.

The most common stereotype is that “pink is for girls” and “blue is for boys”; logically, a typical example of gendered marketing is when a product is offered in two colors: pink for girls and blue for boys. (Ivanov, 2022) But customers are increasingly resisting these binary divisions, particularly millennials and Gen Z. Brands that acknowledge gender fluidity and refrain from categorising their products into predetermined groups are preferred by them.

GENDERED MARKETING TRENDS

This trend suggests that Size? will no longer use only gendered marketing techniques Rather than customising goods and marketing initiatives according to a person's gender, they should concentrate on common interests, ways of life, and character attributes This strategy not only increases the pool of possible customers but also complies with the increasing call for marketing that is genuine and inclusive.

Additionally, Size? can benefit from understanding the different shopping behaviors of male and female consumers. Women typically value more in-depth background information, whereas men typically choose clear-cut, useful information. But Size? should strive to strike a balance between both strategies in the context of genderneutral marketing in order to serve a varied audience without perpetuating gender preconceptions.

Adopting a more inclusive marketing strategy can also involve eliminating genderspecific labels on products, using diverse models in advertising campaigns, and promoting products based on their utility and appeal rather than who they are supposedly for This shift not only resonates with modern consumers but also fosters brand loyalty and positive consumer feedback

For Size?

For Salomon

In keeping with larger trends in the industry, Salomon is moving towards more gender-neutral marketing. This strategy takes into account the growing backlash from consumers against stereotypes and traditional gender roles in product marketing. Pioneers in this space, Nike and Sephora have set the standard for other brands, like Salomon, by encouraging diversity through their campaigns and gender-neutral product ranges.

Salomon's marketing campaigns increasingly feature a mix of male, female, and non-binary athletes and influencers. This approach helps to broaden the brand's appeal and reflects a commitment to inclusivity

Salomon responds to consumer requests for more genuine and diverse representation in advertising by coordinating its marketing strategy with the current trends towards inclusivity and gender neutrality. This strategy increases brand loyalty among a larger audience while also assisting in broadening their market reach

GENDERED MARKETING TRENDS

PRODUCT PROPOSAL

GENDER-NEUTRAL COLLECTIONS

Develop a line of gender-neutral sneakers and apparel that focuses on versatile styles and inclusive sizing, appealing to a broad audience.

Inclusive Campaigns: Promote the collection through campaigns that highlight its versatility and inclusivity, using diverse models to showcase the range.

Organizations are also to expect rewards by gender neutral marketing, as it can lead to economic advantages (Steindl, 2023) Additionally, genderneutrality encourages gender equality When we adapt to society and the gender spectrum, our audience feels more valued and welcomed. (Bula, 2022)

SUSTAINABLE PERFORMANCE LINE

Introduce a line of eco-friendly outdoor gear, including shoes, apparel, and accessories made from recycled and sustainable materials. Highlight innovations such as biodegradable materials and ecofriendly production processes.

Partnership with Environmental Organisations:

Collaborate with environmental organisations for cobranded campaigns, leveraging their credibility to strengthen Salomon’s sustainability message. Eco-challenges and Events: Organise eco-challenges and events such as trail clean-ups or tree planting, where participants use the sustainable product line, promoting both environmental consciousness and product visibility.

fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope (Kong, 2016)

PRODUCT PROPOSAL

CUSTOMISABLE FOOTWEAR

Offer a customisation service allowing customers to design their sneakers. Options could include colour choices, material selection, and personalised details like initials or unique patterns

Interactive Online Platform: Develop an easy-to-use online customisation tool Promote the tool through social media and email marketing, emphasising the uniqueness and personal connection of customdesigned sneakers.

Customisation Events: Host in-store and virtual events where customers can learn about the customisation process and create their own designs with expert guidance

Businesses have the opportunity to demonstrate the value consumers can get from their personal data being used, while also gaining deeper insight into consumer behaviour. (Deloitte, 2015)

GENDER-INCLUSIVE ADVENTURE CHALLENGES

Organise adventure challenges and events that promote inclusivity, encouraging participation from all genders and skill levels. Offer both virtual and inperson events

Inclusive messaging: Use inclusive language and imagery in promotional materials, ensuring that all individuals feel welcome and represented

Collaboration with Influencers: Partner with influencers and advocates who promote gender inclusivity in the outdoors to help spread the word and encourage participation.

Inclusive adventure challenges can attract a diverse range of participants and foster a supportive community. Modern consumers are looking for brands that offer an inclusive experience that does not force overly masculine or feminine stereotypes towards people of all gender identities. (Forefront, 2021)

PRODUCT LAUNCH

Method: Size? and Salomon's Gender-Neutral Collection will be launched through a hybrid event, blending in-person and virtual components for maximum accessibility Set against the backdrop of a significant outdoor venue, resonating with Salomon's ethos of nature and adventure, the event will showcase the collection's inclusivity and versatility Featuring live demonstrations by models, attendees will witness the seamless integration of gender-neutral sneakers and apparel into diverse lifestyles. Interactive elements such as live customization stations and virtual try-on experiences will further engage both physical and online participants, complemented by Q&A sessions with designers and brand ambassadors. This multifaceted approach ensures an immersive and inclusive experience, fostering a deeper connection with the brand and its groundbreaking offerings

Theme: “For Everyone, Everywhere”

Method: Use diverse models in advertising materials, including different genders, ethnicities, body types, and abilities. Highlight the collection's versatility in various environments, from urban settings to natural landscapes.

To bolster the outreach strategy, leverage social media channels such as Instagram, TikTok, and Facebook to disseminate captivating visual content, fostering engagement and brand visibility Encourage the creation of user-generated content through the #SalomonForAll hashtag, amplifying the message of inclusivity across platforms. Forge collaborations with influencers renowned for championing inclusivity and gender neutrality, tapping into their credibility and expansive audience reach. Additionally, employ storytelling to narrate authentic accounts of individuals utilizing Salomon's products across various contexts, spotlighting the collection's inclusive design and practical functionality, thereby resonating with diverse audiences on a personal level.

INCLUSIVE MARKETING CAMPAIGN

PRODUCT LAUNCH

PRODUCT LAUNCH

Method: To foster a sense of belonging and camaraderie among outdoor enthusiasts, establish an online community platform where customers can exchange outdoor experiences, coordinate adventures, and engage with like-minded individuals. Additionally, orchestrate inclusive adventure challenges and events designed to encourage participation from individuals of all genders and skill levels By offering both virtual and in-person options, these initiatives accommodate a diverse audience, ensuring accessibility and inclusivity while promoting a shared passion for outdoor exploration and adventure.

COMMUNICATION PLAN

x Salomon

For the Spring/Summer 2024 season, a collaboration between Size? and Salomon presents an exciting opportunity to intersect the worlds of urban streetwear and highperformance outdoor gear.

Online Strategy: Commence with a Social Media Takeover, orchestrating a collaborative campaign on Instagram and TikTok that seamlessly blends urban street style with outdoor adventure, employing influencers from both domains to expand reach and foster engagement. Additionally, we'll host Interactive Experiences through live virtual events on platforms like Instagram Live or Zoom, enabling followers to partake in Q&A sessions with designers, explore product showcases, and engage in interactive challenges merging elements of street culture and outdoor pursuits To further captivate our audience, we'll craft visually arresting Digital Lookbooks, spotlighting key pieces from the collaborative collection in urban and outdoor settings, disseminating these across social media platforms and our websites to ignite excitement and pique consumer interest.

Size?

COMMUNICATION PLAN

Offline Strategy: Our offline strategies will encompass Pop-Up Collaborative Experiences, where we'll curate immersive events in urban hotspots and outdoor adventure locales, allowing consumers to fully engage with the unique aesthetic of our collaborative collection. These pop-ups will integrate interactive features like virtual reality experiences and product customization stations to elevate the offline shopping journey Additionally, we'll establish Co-Branded Retail Installations in select Size? and Salomon stores, showcasing the collaborative collection with interactive displays, exclusive product drops, and personalized styling sessions led by brand ambassadors Furthermore, Collaborative Events such as urban hiking excursions will be organized, inviting participants to traverse city streets and outdoor trails while adorned in our collaborative collection These events will foster community spirit with branded merchandise and refreshments, enhancing the overall experience and strengthening connections among participants.

Size? x Salomon

To engage a demographic that is less active on social media, we can focus on creating content that appeals to their interests and preferences while utilising channels beyond social platforms.

Outdoor Workshop: Plan to offer a number of outdoor workshops and skill-building sessions in association with community centres or outdoor organisations in the area. Subjects can include everything from sustainable hiking methods and sneaker care tips to urban navigation and photography. These interactive learning opportunities promote the lifestyle components of the collaborative collection while imparting insightful knowledge and creating connections among the target population.

Printed Lookbooks: Create printed lookbooks and zines featuring the collaborative collection's highlights, styling tips, and exclusive content. Distribute them at outdoor events, streetwear stores, and partner locations popular among the target demographic. The tangible appeal of printed materials offers a memorable offline experience, engaging those less active on social media.

The report outlines strategies for Size? and Salomon to align with evolving consumer profiles and market trends. Size?'s target demographic, primarily young, fashion-forward individuals aged 16-35 deeply embedded in sneaker and streetwear culture, values inclusivity, seamless shopping experiences, and social media engagement Salomon appeals to a slightly older, outdoor-active audience (25-45) who prioritize high-performance, sustainable gear and brand loyalty. Reflecting these consumer profiles, the proposed strategies emphasize gender-neutral marketing, versatile and ecofriendly product lines, and inclusive campaigns These approaches resonate with modern trends towards inclusivity and sustainability, aiming to broaden appeal, foster brand loyalty, and cater to the diverse preferences of their respective consumer bases

CONCLUSION

Bula, A. (2022) How brands can stay relevant with gender-neutral marketing, SHARE Creative. Available at: https://sharecreative.com/news/how-brands-can-stay-relevantwith-gender-neutral-marketing/ (Accessed: May 2024).

Deloitte (2016) Made to order: The rise of mass personalisation, Deloitte Switzerland. Available at: https://www2.deloitte.com/ch/en/pages/consumerbusiness/articles/made-to-order-the-rise-of-mass-personalisation.html (Accessed: May 2024).

END (2024) End. features: Brand profile: Salomon, END. Available at: https://www.endclothing.com/us/features/salomon-brand-profile (Accessed: May 2024).

FOREFRONT International (2021) Breaking the norm: Marketing beyond gender, FOREFRONT International - Malaysia | Creative & Digital Agency. Available at: https://forefront.international/insights/breaking-the-norm-marketing-beyond-gender/ (Accessed: May 2024).

Ivanov, E. (2023) Gendered marketing: Is this the era of Non-Binary Aesthetic? - adcore blog, Adcore Blog - Digital Marketing Blog & Articles. Available at: https://www.adcore.com/blog/gendered-marketing-is-this-the-era-of-non-binaryaesthetic/ (Accessed: May 2024).

Kong, H. M., Ko, E., Chae, H., & Mattila, P. (2016). Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types. Journal of Global Fashion Marketing, 7(2), 103–119. https://doi.org/10.1080/20932685.2015.1131435

Steindl, A. (2023). No more pink barbies?: Investigating customer acceptance towards gender neutral marketing initiatives.

Thimo (2023) The ultimate salomon sneakers FAQ, Sneakerjagers. Available at: https://www.sneakerjagers.com/en/n/the-ultimate-salomon-sneakers-faq/70335 (Accessed: May 2024).

REFERENCES