Source: Bloomberg
Summary
Salomon, the French sports equipment company, is expanding its retail presence in Latin America. According to Steve Doolan, more stores in key markets will follow the opening of its flagship Casa Salomon in Mexico City. The move aims to increase the brand’s visibility and customer engagement in the region.
Our Reading
The trend returns with a new name.
Salomon’s expansion into Latin America echoes the brand’s 90s heyday, when it was a staple in the outdoor and trail running communities. The Casa Salomon store in Mexico City features an immersive brand experience, complete with a running track and outdoor-inspired decor. The brand’s renewed focus on retail presence is a nod to the cyclical nature of fashion trends. Salomon is once again courting the urban outdoor enthusiast, a demographic that has been driving the recent resurgence of 90s-inspired fashion. The brand’s revival is a reminder that in fashion, what’s old is often new again.
Author: Evan Null
