Salomon Project #2:

Title: Inline Rollerskates Project

Course Code: DMA 101 and 179, Group A

Instructors: Joseph Bodick and Andrew Tedford



MORE BACKGROUND RESEARCH:

RACING SKATES TEND TO BE THE HIGH PRICED ONES:
On Oct. 6, I visited, in person, another (third) sports store: Sportchek at Yorkdale Mall. Again, there were no skates of any brand that were over $265.00. The attendant there said that the more expensive skates tend to be only racing skates, and tend to be purchased in Europe more than in North America. This fact is corroborated on the Salomon in line website which shows racing teams in Italy and Berlin: www.SalomonInline.com

FASCINATION WITH EUROPE AND CALIFORNIA:
This confirms the following exisiting marketing strategy: Many products and fashions begin in Europe before they come to North America: For example, much clothing fashion begins in Paris, etc., etc. Therefore, an attraction to European trends in many different products is already present in the North American consumer mind. We simply have to tap that existing consciousness.

The attendant also said that a place in California is the only place that he knows of which sells the more expensive racing skate. The existing continent-wide fascination with California could also be used as a marketing angle.

PRODUCT TAGS:
Product tags are found on many items; but, in the 3 sports stores I visited, I have not yet found them on inline rollerskates. If we are the first to do so on skates, this could easily be seen as a plus. So far I have seen only rudimentary tags on skates which are about 1” x 1”.