Discover what happens behind the scenes of an activation crafted by the experts at The Clothette agency.

The Challenge: Standing Out in a Saturated Sneaker Landscape

The sneaker market is in constant motion, and today the real question for brands is no longer simply how to sell, it’s how to be remembered. With digital having transformed the economy, it still can’t replace what a physical retail environment can create: a moment, an emotion, a connection. That’s where trade marketing comes in.

It’s a strategic expertise mastered by The Clothette’s trade marketing teams, and the XT-6 GTX Salomon Sportstyle–Gore-Tex experience at Shinzo Paris in January is a perfect example. If your idea of retail activation is a shy cardboard display, get ready to be amazed. Here, we’re talking about activating a brand where it truly meets its audience, crafting a remarkable in-store experience.

Why a Salomon-Shinzo Trade Marketing Experience

Key Players

A successful trade marketing activation starts with a powerful collaboration that benefits everyone involved:

• The retailer (Shinzo) seeks to animate its retail environment in an original way while solidifying its reputation as a must-visit destination for premium streetwear shoppers.

• The brand (Salomon Sportstyle) wants to express its outdoor DNA, rooted in performance and technical heritage, in an unexpected and engaging way.

• The Wholesale Agency (The Clothette) orchestrates the synergy between both, leveraging its deep market knowledge and strategic retail network.

As trade marketing specialist Naguy from The Clothette explains: “Trade marketing is about activating the brand where it genuinely meets its customers, at the point of sale.” Shinzo is ideal: a destination for a discerning audience with a passion for premium street and outdoor footwear.

The Power of Experiential Engagement

Why emphasize experiential retail? Modern fashion and sneaker consumers are no longer just looking for a product, they’re looking for a connection, a story, and an emotion. Trade marketing transforms the retail moment into an immersive and interactive experience, placing the visitor inside the universe of the brand.

Instead of simply seeing the product, visitors feel it, understand its context, and grasp its added value. This approach makes perfect sense within the realm of selective distribution.

Highlights of the Collaboration

• Authenticity: The activation stays true to the core identities of Salomon Sportstyle and its partner Gore-Tex, blending outdoor heritage with technical capability.

• Relevance: It resonates strongly with Shinzo’s clientele, a group eager for novel experiences amid the broader outdoor trend.

• Merchandising Impact: The space dedicated to the brand is completely transformed, revitalizing the retail environment.

• Experience Creation: Visitors aren’t just shown a sneaker, they are transported into Salomon’s world.

• Effective Partnership: The operation showcases a strong collaboration where both brand and retailer benefit from the traffic and image generated.

How It Played Out: Trade Marketing Activations at Shinzo

The team’s vision was brought to life by reimagining part of Shinzo’s retail environment with a scenography inspired by Salomon Sportstyle’s outdoor universe and the technical innovation of Gore-Tex, the membrane supplier featured in the XT-6 GTX model.

Outdoor Elements:

Shinzo was transformed with natural elements such as rocks, a sneaker suspended in ice, and falling snowflakes, all echoing the terrains where Salomon products perform best.

Technology at the Forefront:

Live demonstrations of Gore-Tex performance tests, like waterproofing and abrasion resistance, emphasized product capability and technical value.

Performance Details:

Mountain-inspired accessories, climbing ropes, technical reflective surfaces, and gear, were placed in and around the product display, reinforcing the narrative and drawing the eye.

Behind the Scenes: The Trade Marketing Activation Process

For this project, The Clothette was involved at every stage.

Origin

The concept was born from a brand need, and The Clothette, as a 360° wholesale agency with detailed retail insight, was able to propose the perfect retail partner. Whether a pure digital player or an international brand exploring France and Belgium, this expertise reconnects diverse customer segments with retail.

The needs vary, from expanding into new consumer groups to elevating an offer into a higher tier, and trade marketing helps meet each challenge strategically.

• Acquiring a female clientele for a brand with a stronger male presence

  
  

• Upgrading the offering: the product range is moving upmarket, and the price point is being addressed; this is the perfect opportunity to reach a new clientele while retaining existing customers by creating a special event around this strategic moment

  
  

• Local expansion: targeting a new market? Generating buzz in a well-established local retail location could be the spark to launch there.

Types of Trade Marketing Activation

While the Salomon-Shinzo experience reflects the specific identities of both partners, trade marketing can take many complementary forms:

Digital and In-Store Hybrid Formats:

• Homepage banners featuring a brand at a local retailer to amplify the partnership online.

• Paid media campaigns to increase both boutique and e-shop traffic.

Event and Content Formats:

• VIP dinners that create UGC content and strengthen brand ties with local partners and communities.

• Editorial shoots around a product with a respected creative partner, a format that blends collaboration with artistic expression.

Outcomes: What This Activation Delivered

With expert oversight from The Clothette team, KPIs were tracked, showing positive effects on both foot traffic and revenue generated by trade marketing operations, online or in store.

From successful activations, you can expect:

1. Strong Differentiation: A unique experience that pure e-commerce cannot rival.

   
   

2. Emotional Connection: Positive experiences create emotional bonds with both brand and retailer.

   
   

3. Price Justification: The experience enhances perceived value, especially for premium products.

   
   

4. Shareable Content: Original installations generate organic content across social media (UGC), amplifying visibility.

   
   

5. Qualified Traffic: Successful activations attract engaged, curious customers.

This innovative trade marketing experience led by The Clothette partners shows how a retail space can be transformed into a universe inspired by outdoor heritage and customer experience.

It illustrates the impact of experiential retail and the possibilities unlocked when a full-service wholesale agency reimagines selective distribution in today’s fashion ecosystem.