Summary of Key Points
After signing Kim Ji-soo, a member of BLACKPINK, as its global ambassador, Salmon has seen an explosive increase in popularity in a short period (products sold out within 3 hours, 1.2 billion social media impressions, and a 40% increase in overseas orders). This marks the first time in 79 years that Salmon has signed a global ambassador for all its brands, representing a crucial step in its transformation from a professional outdoor brand to one that combines "sports" with "trendiness." By targeting Generation Z women (and creating the "Salmon Girl" image), Salmon has achieved rapid growth (with revenue in the relevant department increasing by 42% in Q1 of this year). However, Salmon also faces challenges related to its development: professional users are dissatisfied with the brand's shift towards a more fashionable direction, while general consumers complain about the product experience (such as uncomfortable footwear and excessive sweating). Additionally, there is the risk of relying too heavily on hit products. Ultimately, Salmon needs to follow the example of lululemon by establishing a brand identity and community culture that spans various scenarios, rather than relying solely on short-lived bestsellers.
Detailed Analysis
1. Choosing Kim Ji-soo: Precisely hitting the "Traffic + Emotion" Combination for Young Women
Why did Salmon choose Kim Ji-soo? It wasn't just about picking a popular celebrity; her combination of qualities perfectly matched Salmon's transformation needs:
- Strong Traffic: As a BLACKPINK member, she is a globally recognized IP with a large and influential fan base (the immediate sellout of products proves this).
- Target Market Coverage: She has a strong presence in East Asia (mainly China and South Korea), which aligns with Salmon's customer base in China, where women account for 50% of sales, with a 55% female proportion at its flagship store in Shanghai.
- Image Compatibility: She frequently appears on runways for luxury brands like Dior and Cartier and is known as one of the most attractive members of her generation, which fits Salmon's desire to appeal to the fashion scene while conveying the "bold and confident" spirit of the "Salmon Girl" brand.
2. Salmon's Three Steps Towards Transformation from a "Men's Outdoor Brand" to a "Salmon Girl" Brand
Originally, Salmon focused on outdoor gear for trail running and skiing, primarily targeting male customers. In recent years, it has gradually shifted towards appealing to women and the trendy market:
- Step 1: Breaking into the Trend Scene with Gorpcore: Acquired by Anta in 2019, Salmon capitalized on the popularity of the "mountain-inspired functional style," turning its professional outdoor shoes into urban fashion hits (e.g., the XT-6).
- Step 2: Attracting Women with a "Miu-like" Appeal: Last year, it started collaborating with young celebrities like Ouyang Nana and Zhao Jinmai to launch feminine colors like Glacier Pink and Phantom Night Purple (e.g., the XT-Whisper), creating significant buzz on social media (over 36 million views on REDnote) and expanding its customer base.
- Step 3: Global Ambassadorship for Greater Impact: Signing Kim Ji-soo aims to globalize the "Salmon Girl" image, elevating it from a regional trend to an international symbol.
3. The Hidden Concerns Behind the Success
While Salmon has seen a surge in traffic and sales, it also faces several challenges:
- Loss of Professional Users: Traditional outdoor enthusiasts feel that Salmon has become more expensive and less professional; they used to buy products for their functionality, not just for fashion.
- Poor Product Experience: New customers (especially women) complain about uncomfortable footwear and excessive sweating. Although Salmon's focus on fashion has improved its aesthetic appeal, it may have compromised comfort.
- Risks of Relying on Hit Products: Salmon's growth is currently driven by products like the XT-6 and XT-Whisper. If these become less popular, Salmon could face similar issues to Adidas with the Samba shoes, experiencing a decline in demand.
4. Comparing Salmon with lululemon: The Long-Term Power of Culture
Why is salmon often compared to lululemon? Because lululemon has successfully established itself as a brand that combines "professionalism" with a "lifestyle" and a strong community. The key to its success lies in its early positioning as a "super girl" brand, which it has built through community activities (such as yoga classes). Instead of relying on single hit products, lululemon creates a sense of identity among users (e.g., wearing lululemon represents a certain lifestyle), leading to sustained growth (revenue of $11.1 billion in 2025, five times that of Salmon).
5. The Need to Balance "Trendiness" and "Professionalism"
Salmon's challenge is to find its unique identity. It wants to attract young women with trendy designs while maintaining its professional reputation among existing customers. To address this:
- Product Development: It must balance fashionability with functionality, ensuring that new and old customers are satisfied (e.g., improving comfort and outdoor performance).
- Brand Identity: By appointing a creative director this year, Salmon aims to create a distinct brand style that blends functional elements with a youthful vibe.
- Customer Engagement: By engaging in community activities (such as hiking events and fashion sharing), it can build loyal fans who see wearing Salmon as part of a bold and adventurous lifestyle.
In summary, Salmon needs to clarify its core mission: is it a brand that focuses on trendy footwear or one that can become a long-term presence, appealing to both young women and professional outdoor enthusiasts? This answer will determine how far it can go in the future market.
(End of analysis)