Skechers - A Buyers Guide
Skechers is an award winning market leader in the lifestyle footwear industry. They primarily design, develop and market lifestyle footwear that targets men, women and children. Currently Sketchers stands as a two billion dollar company, when asked what the key is to their success they say it is due to their employees, high quality, varied product offerings, diversified domestic and international distribution channels and multi-channel marketing. Skechers meet the needs of their age and demographic range by offering over 3,000 styles. Lifestyle and fitness divisions make up two diverse footwear categories. The lifestyle division includes the charity line BOBS, this style is inspired by a South American alpargata (espadrille) shoe. The idea is that with every pair of BOBS bought Skechers will give a new pair of shoes to a child in need. The Make A Difference for Kids movement is designed to help millions of children worldwide. The fitness division includes GOrun, GOwalk and GO play performance footwear. The GO collections intensify the natural running experience; featuring SmartShoe technology for a mid-foot strike they provide an enhanced running experience. Currently opportunities for the brand include rapidly expanding its global business actions through licensing agreements for fitness kids clothing, bags and accessories. In terms of marketing the brand Skechers use celebrity endorsements to promote their products. Celebrities involved with these campaigns include Dancing with the Stars host Brooke Burke, athletes Meb Keflezighi, Wayne Gretzky and Danny Woodhead.
In terms of distribution channels Skechers internationally sell its products to department and speciality stores in the UK, France, Germany and Portugal to name a few. They also have a huge network of global distributors that sell the product in over 120 countries and have opened retail outlets in key cities around the world.
Robert Greenburg founded the business in 1992 after he left the company L.A Gear. He started Skechers with his son who was appointed the role as distributor for Dr Martens, together they launched their own shoe line the following year. This was short lived as they started to import fake Dr Martens which ended in a legal battle between themselves and Dr Martens. Now their product portfolio has rapidly expanded to include athletic shoes including the GO range and Shape UPS.
Some of our favourites from the range include the GOrun collection. The Gopulse sensors in built in the shoe move together and independently as they provide sensory feedback to the brain. This dynamic interaction promotes a natural stride for a more efficient and responsive run. The roomier forefront of the shoe provides extra space to reduce friction allowing your toes to spread, grip and push off. We also love the ShapeUPs range which allow the wearer to experience intuitive motion with Natural Stride technology. The bottom of the shoe is curved which guides you back to the bodys barefoot stride. The diagonal SmartShoe bottom adjusts your stride so the motion of each step naturally aligns your body’s centre of gravity and promotes fluid transitions when you walk or run.