Salomon targets sporting women

Salomon, the action-sports brand, is putting women at the heart of its brand strategy as it seeks to become the first choice for the female sportswear market.

Product development is being focused on creating a range of lightweight and 'more feminine' equipment. All the products and sportswear in the range have been designed by women.

Marketing manager Sonia Prior said that Adidas-owned Salomon currently reinvests 15% of its turnover in research and development. She added that this was sufficient to ensure its predominantly male audience stayed loyal to the brand.

The company is now looking to increase its 25% female customer base, a group traditionally not catered to by action-sports brands.

The three-year 'Women will' campaign launches in the UK, France, Germany and the US next March, with in-store activity, events and co-branded opportunities.

The campaign will roll out worldwide from 2006.

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