MA Fashion Buying and Merchandising Size/Salomon Project Laura

INTRODUCTION

Size? is a distinguished British retail company, a leader in urban and streetwear footwear, apparel, and accessories. It caters primarily to a youthful demographic seeking suburban styles and sportswear aesthetics. Established in 2000 as part of the JD Group, Size? has evolved into a globally influential and distinct business in the fashion streetwear industry. It stands out by offering exclusive collaborations with top sports brands like Nike, Adidas, New Balance, and Rebook (size?, n.d.). Size? has also earned a strong reputation and customer loyalty by providing limited edition and unique products that customerscravewhenbuyingcasualand streetwearfootwearandapparel.

Salomon is a sports brand created in Francein1947thatoffersawiderangeof outdoor sports equipment, including clothing and footwear (Salomon, n.d.). Salomon’svaluesarebasedonoffering experiences through its products that promisetoenhancesportsperformance due to their quality, durability, and innovation(Baud,2022).

The collaboration between size? and Salomon merges the influence of size? ' s streetwear and casual styles with Salomon's technical outdoor sports style. By doing this, size? can offer unique productsthatengagebothurbanfashion enthusiastsandoutdoorathletes.

Customer Profile

SalomonshoppersatSize?typicallyfallwithinthe20-45agebracket Theyhailfrom semi-affluentbackgrounds,withamajoritybeinghighlyeducatedstudentsor wealthyprofessionals Thesecustomersarepredominantlyurbanorsuburban dwellers,indicatingahighpurchasingpower.Notably,thiscustomerprofileis characterizedbyminimalsocialmediausage,preferringtraditionalcommunication methodslikeword-of-mouthandphysicalexperiencesoverdigitalones.

Current Marketing Strategies and Product Ranges

Size? implements a marketing strategy centred on collaborations with renowned sports brands. This approach allows them to offer exclusive high-profile products unique to Size?. The company supports these efforts with in-store events, influencer marketing, and community engagement activities (Ismailjee, 2020) Their marketing strategies and promotions are geared towards young adults seeking the latest trends in urban andstreetwearaesthetics.

Salomon’s marketing efforts are centred on promoting innovative products and technicality within the sports industry. Salomon constantly collaborates with other fashion brands and influencers to leverage their target audience and engage new audiences interested in the latest trends, merging designs that work for outdoor sports enthusiasts and fashion-conscious consumers at the sametime(Straatosphere,2023).

In terms of product ranges, size? offers a wide variety of trainers, clothing, and accessoriesfrombigsportsandstreetwearbrands,includingexclusiveproductsfrom Salomon that are specifically designed to meet both urban standards of size? customers and the performance sport technicalities of Salomon’s customer's expectations. The products that Salomon offers on size? stores include hiking boots, running shoes, trainers, and other outdoor footwear that appeal to consumers who value both commodity and fashionable products when purchasing footgear (Straatosphere, 2023). The partnership between size? and Salomon shows an adequate strategic blend of functionality, sporty fashion products, and the latest lifestyle‘trendy’aestheticsintoexclusiveproductstoengageaspecificaudiencethat valuesquality,innovation,andtrends.

CONSUMERPROFILE ANDGENDERED MARKETINGTRENDS

CurrentTrendsin GenderedMarketing

Themarketinglandscapehasevolvedsignificantlyinthelastfewyearsregarding genderedmarketing,particularlyintheUK,andfootwearbrands,whichdirectly affectsize.andSalomon.Traditionally,genderedmarketinghasdefinedstereotypes andallocatedspecificcolours,items,andstylesbycreatingcampaignsthattarget menorwomendependingontheproduct(Peñalozaetal.,2023).Thisstrategy involvesusingspecificmessagesandappealsthatarecommonlyacceptedby eachgender,sociallyspeaking Regardingsportswear,differentmarketing communicationsarefrequentlyappliedincampaigns.Whilemen’ssportswear’s messagesaretypicallybasedonrudenessandperformance,women’ssportswear isconstantlyassociatedwithstyle,comfort,andfemininity,ignoringperformance completely(Sveinson&Hoeber,2022).

Nevertheless, social media and influencers have been reshaping the concept of gender and inclusivity,henceforcingbrandsto create more diverse marketing strategies(Vidanietal.,2023).This change is pushed by increased consumer demand for gender neutrality and more inclusivity regarding gender identities and social constructions that especially Generation Z and Millennials are leading (Peñaloza etal.,2023).Thesetwogenerations seek to change branding messages and campaigns that promote the general gender norms of advertising, valuing brands that support inclusiveness and diversity as part of their values and campaigns (Vidani et al,2023)

Preference for GenderSpecific vs. Unisex Products

Some may argue the need for gendered marketing based on physiological differences and how applying precise gendered models affects consumer behaviourandpurchasingpreference.On one hand, gendered marketing, in terms of fashion, can help to define and tailor specific audiences that the brand wants to target, resulting in effective segmentation and aligning with consumers’ core values and, therefore, creating emotional connections with the audience (Awad, 2023). Brands like Solomon keep dividing some of their products to ensure optimal performance and comfort for their customers and target more females who could feel represented by the brand (Bowler, 2024). Basedonresearch,consumersliketofeel represented in advertising campaigns, which means that gender influences how consumers perceive specific products andbrands(Awad,2023).

However, inclusivity and gender-less campaigns among footwear brands have been defining the market lately While shoes were traditionally marketed as men’s or women’s, the gender-neutral appeal is gaining traction and becoming key when targeting younger audiences, as they do not view gender similarly (Waldow, 2023). This trend is noticeable in the fashion industry, and several streetwear and sports brands are following it by launching unisex collections to reach wider audiences. It is essential for size? and Salomon to understand this trend and align it with the desired target audience, its values, and the progressive consumers that consumethistypeoffashion.

Importance of Gender Neutrality in Current Marketing Strategies

Due to increased awareness of genderfluidity and inclusivity in social media and the present time, consumers have been asking for gender-less campaigns and representation in the fashion industry. The global market for unisex products has been growing very fast, and the UK is not stayingbehindinpurchasinggenderlessproducts, particularly Generation Z (James, 2023). Brands adapting to this trend and demonstrating inclusivity and diversity tend to resonate with consumers who are socially conscious about the issue and appreciate this kind of representation (Waldow,2023).Thisisanexcellentopportunityfor size? and Salomon will implement marketing strategiesthatpromoteandcelebratediversityto fightagainstarchaicgenderboundaries

This strategy is focused on using inclusive language, diverse models for the same products and marketing campaigns with inclusive messages and diversevisualstocelebrate self-expression and individuality (Yadav, 2024) This strategy not only appeals to progressive consumers but also provides an open-mind brand image and reputation for Salomon andsize?

ONPRODUCTSAND MARKETING

AligningwiththecustomerprofileinSection1,someproductandmarketing recommendationsarefocusedonexclusivityandfunctionalitybutalsooffer stylishandfashionableoptions Thesesuggestionsalsomeetthetarget audience'sminimalsocialmediausageandunderstandtheirneedsanddesires.

Community outdoor activities

Understanding the target audience’s enthusiasm for outdoor activities and sports, the concept of this idea is to create community activities that can engage them into joining activities like hiking trips, running clubs organised by Salomonorotheroutdoorfitnessclasses, this way supporting a healthy lifestyle with their products. According to Maslow’s hierarchy of needs, people constantlyseekasenseofbelongingand self-actualisation after fulfilling their physiological needs (Solomon, 2020) As the target audience does not use social media as much and prefers other experiential activities to socialise, this type of event can provoke a positive reaction among the audience towards the brand and engage more sports enthusiasts, fulfilling their need for belonging.Makingtheaudiencefeelpart of a community will increase customer retention,brandloyaltyandtheimageof thebrand(Rizvi,2024).

This suggestion is also a great opportunity for Salomon to promote their products and offer demonstrations and trials so consumers can try out the product in action and verify their quality andperformance Inordertofollow inclusive marketing, Salomon will collaborate with different fitness influencers who possess body diversity and fitness clubs to cohost and direct the activities Instructors will be balanced in terms of females and males to promote inclusivity and engage all genders to join the events. Furthermore, these events are perfect for launching new products and showcasing demonstrations with exclusive discounts for participants, thus enhancing customer experience and a sense ofbelonging(Rizvi,2024).

Collaborations with local inclusive artists and designers

The concept of this suggestion is to reach out to local artiststocreateexclusivedesignsforSalomonatsize?. By collaborating with local designers who are also activists in terms of diversity and genderless products, Salomoncantakeadvantageofleveragingtheirbrand image as an inclusive and fashionable brand that is not only focused on technicality and performance of the product but also follows the latest trends on streetwear fashion. Collaborative marketing in the fashion industry is now growing rapidly, and it is perceived as exclusive and innovative for consumers (Pantanella,2023),whichcanprovideafreshimagefor the brand by merging relevant urban culture trends and their appreciation for uniqueness and inspiration. Moreover, the products in this collection will be designed as unisex, promoting the idea of genderless marketing and inclusivity where models of different genderidentitieswillactasthefaceofthecampaign.

This initiative will positively affect purchasing decisions due to an alignment with self-identity and exclusiveness that, according to Patrick and Shulman (2024), encourages consumers to choose a specific brandiftheyfollowtheirvalues.Lastly,by‘breaking’the binary system with the introduction of gender-fluid designers and activists, Salomon’s customers and potential customers will feel represented and supported by the brand, which will influence and inspirethefashionscene(DOTSchoolofDesign,2023).

Marketing efforts: considering the lack of social media usage of this customer profile, the collections will be presentinginsmalllocaleventsbythedesignerswhere they can give a speech about the products. Furthermore, flyers, posters and traditional media will beusedtopromotethecampaigntoreachthedesired audience.

Urban explorer collection

This collection is thought for the urban customers of Salomon at size? that want to enjoy the latest fashion trends in the urban culture while also benefiting from durable productstogodownthecitywithcomfort Thislineisspecificallydesignedforfashionconscious shoppers of the brand, those who highly value style and fashion regarding footwear and are constantly seeking products that keep on with their active life and curiosityforcityadventures.

In terms of technicality and functionality, sustainable materials with waterproof characteristics and enhanced grip will be used to ensure durability and great performance of the shoe when walking (Kostiak, 2022). This collection will be designed as ‘Prepare-wear’ range shoes, which are made of exaggerated outsoles and extra-durable rubber to enhance durability and innovation, two qualities that characterised the brand anditsvalues.

(NET-A-PORTER)

Regarding of design and aesthetics, this line will present a lifestyle runner shoe type ‘Sporty’ clothing and accessorieshavebeentrendinginthefashionstreetwear scene in the last few years, and it is a trend that keeps being seen by various influencers and celebrities (Nichols, 2024). Hence, this line aligns with both parts of the target audience by following a sporty style that is currently very popular and one of the key trends in 2024 (Nichols, 2024) and fashionable and the comfort and practicality of the product. On the other hand, regarding colours, the line will be designed with more discrete, pastel, and classic colours that aligns with the target audience and the current trends of the S/S 24 (Collins, 2022)

Marketing Strategy: Promotion of the collection by creating urban experiences and adventures in collaboration with local streetwear fashion influencers to increasevisibilityofthe‘urbanexplorerlifestyle’.

LAUNCHANDMARKETING STRATEGIESFORSIZE?

ANDSALOMONPRODUCTS

TolaunchtheproductsoftheSpring/Summer2024season,amergedstrategyof onlineandofflinecommunicationseffortswillbeappliedtopromotetheproducts andreachthedesiredtargetaudience.Theproposedmarketingeffortsand strategieswillconsiderthecustomerprofileidentifiedinSection1andadaptthe minimalsocialmediausagetotheoverallstrategy

OFFLINE

In-store events/Pop-Ups

Event marketing is an excellent tool for creating memorable experiences and reaching a specific audience,whichcangenerategood-qualityengagement and word-of-mouth (Altschwager et al., 2022). These events will use interactive and innovative technologies to create a futuristic approach and engage more consumerstotryouttheproducts.Emergingtechnologies like VR, AI, and AR will allow consumers to visualise how thenewrangeofproductsperformsindifferentsituations (Rossum, 2024), apart from having in-store physical models.

OFFLINE

Interactive in-store Displays

Using digital and interactive in-store displays with the new productscandrawfoottrafficintothestoreanddifferentiatethe store besides advertising the new products (The Look Company, 2023) This strategy will be used to advertise the new Salomon products at size? with the objective of catching other shoppers’ attentionwhenenteringthestore.

OOH

OOH is great for reaching mass audiences and has a high capability of catching public attention (Madlenak et al., 2023). This strategy can be used as a massive promotional tool to engage the target audience in highly transited urban places and advertise the new products using diverse gender representationwithalltypesofmodels Thiscanreachboththe target audience and other audiences, especially those who use fewersocialmediatolaunchthenewcollectionsuccessfully

ONLINE

INFLUENCER MARKETING

As the target audience does not use social media highly but some of them follow sportsandfitnessinfluencers,thisstrategywillbeusedtopromotenewcollections.By collaborating with influencers that fit the brand’s values, these will be used on social media to build a strong online community and leverage the brand image and online presence(Geyser,2024).

CONTENT IDEAS

Storytelling campaign based on customers’ experience

This campaign content idea is based on recollecting customers’ stories about their outdoor adventures and experiences. Using UGC can positively influence the perception of the brand because it demonstrates authenticity, ‘social proof’ of real customers' opinions, and also leads to brand loyalty (Beveridge, 2024). This content will be used in digital advertising campaignsthatSalomonwilluseto promote and launch the new collection displayed in hightransited urban places by using digitalOOH.

Interactive

Product Demonstrations

Interactive videos of the products highlighting the functionality, performance, and features of the new range of products. The videos will be promoted in embedded emails and website and also displayeddigitallyin-store.

CONCLUSION 5

Inconclusion,toleverageandenhancecustomerengagementofSalomon’sshoppers at size? It is essential to combine the latest urban streetwear trends with optimal technicalities needed for outdoor activities, offering unique products to merge both styles and resonate with both athletes and urban fashion enthusiasts These ideas capitalise on the strengths of both brands, presenting exclusive products and appealingtoanevolvingmarketthatvaluesinclusivityanddiversityasawayofselfexpression, especially younger audiences that are more attracted to gender-neutral advertising. The proposed marketing strategies, collaboration with local artists, community outdoor activities and the ‘Urban Explorer Collection’ reinforce Salomon’s and size?’s community engagement and authenticity apart from building brand loyaltyandreputation.Theseinitiativesandmarketingsuggestionsalsopositionboth brands as innovative within the fashion and sportswear industries as they directly meet consumers’ expectations and social concerns and align with the customer’s profileinSection1

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