Saucony, the American sports footwear brand, recently made an appearance at Men’s Fashion Week in Paris, showcasing its latest offerings at various locations in the city. Cameron Black, the vice president for Europe, Middle East, and Africa, took this opportunity to discuss Saucony’s positioning in the market, where lifestyle and performance are becoming more intertwined.
During an interview, Black highlighted the importance of connecting with the lifestyle community and emphasized the blurred lines between performance and lifestyle products. Saucony’s latest release, the Hurricane 24, exemplifies this blend, as it is designed for both running and everyday wear, catering to a wider audience.
In terms of sales, Saucony currently sees a split of 60% performance products and 40% lifestyle offerings. However, with the increasing demand for stylish and functional running shoes, the distinction between the two categories is becoming less clear. This shift presents an opportunity for Saucony to appeal to fashion-conscious consumers and carve out a unique position in the market.
When it comes to the brand’s customer base, the male-to-female ratio varies across different markets. While some countries have a higher percentage of male customers, others see a more balanced distribution. Saucony aims to cater to both genders and develop products and marketing strategies that resonate with a diverse audience.
Despite not having any branded stores in the EMEA region currently, Saucony is considering opening physical retail locations in the future. Black mentioned that having a branded store can significantly boost brand awareness, enhance the brand’s connection with local communities, and drive sales across all channels. The focus for potential store locations includes London, Paris, and Milan, where the brand believes it can make a strong impact.
In terms of online sales, Saucony acknowledges that there is room for growth in this area. While historically the brand has relied heavily on wholesale distribution, there is now a shift towards investing more in e-commerce to better engage consumers and improve their overall brand experience. The online platform serves as a gateway for many consumers to discover the brand for the first time.
When it comes to manufacturing, Saucony produces its products in various countries, including Vietnam, China, and Bangladesh. The brand is committed to incorporating responsible sourcing and sustainability practices into its manufacturing processes, reflecting a growing industry trend towards more ethical and environmentally friendly production methods.
Overall, Saucony’s presence at Paris Fashion Week and its strategic focus on blending lifestyle and performance in its sportswear offerings signal an exciting direction for the brand as it continues to evolve and meet the changing demands of consumers in the market.
