Salomon wants to go farther with running
Salomon positioned itself long ago as a specialist in trail running shoes. Now that the discipline has become highly popular, the French brand owned by Amer Sports enjoys a favourable position in the running market. It now intends to benefit from this asset, and is making a move to appeal to all types of runners.
This past spring Salomon launched the 'Sonic' range, designed especially to appeal to city runners. "This range benefits from the expertise acquired in trail running, explained Yannick Andrieu, brand manager for France and Belgium. We come from uneven terrain, and our strength lies in stability. We are going for a total coverage of the running segment, having observed that many city dwellers run on trails. The border between trail and city running is blurring."
Following the lead of its new advertising, the brand is supporting the 'Sonic' range with event activity, and has organised the 'Run My City' event in Paris on 16th September. This approach is designed to broaden Salomon's target market. The strategy has already been implemented in ski mountaineering where, through the MTN range launched last year, Salomon reached out to a greater number of practitioners. The brand wants to engage in Alpine skiing in a similar fashion. Already close to athletes, Salomon intends to approach urban skiers again, people who practice the sport for a couple of weeks a year.
Salomon is therefore broadening its consumer target through a focus on its leading sports. This is expected to allow the brand, based in Annecy and close to Villefontaine, France, to carry on expanding. In 2015, Salomon reported a revenue of €827 million, up by 8%, and revealed that the figure has more than doubled in eight years. The brand generates 70% of its business through the textile and footwear lines, whose sales grew 11% in 2015 compared to 2014. Up to 90% of sales come from outside France, and last year the US became its leading market. Salomon is now aiming to reach the one billion euro mark by 2020.
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