Skechers is an American footwear company that was founded in 1992 by Robert Greenberg. The company is headquartered in Manhattan Beach, California, and it designs, develops, and markets a range of lifestyle and performance footwear, apparel and accessories.
Skechers is known for its comfortable and stylish footwear, and it offers a wide variety of styles for men, women, and children. The company’s products are sold in over 170 countries, and it has over 3,900 retail stores worldwide.
Skechers was founded in 1992 by Robert Greenberg, who had previously founded LA Gear in 1983. Greenberg sought to focus on men’s street shoes; Skechers’ early products were utility-style boots popular in grunge fashion. The company quickly expanded to include women and children, with casual and athletic styles, and went public in 1999.
In 2000, Skechers introduced its Memory Foam technology, which provides cushioning and support. The technology was a major success, and it helped to propel Skechers to become one of the leading footwear brands in the world.
Some of Skechers’ most popular products include:
- Skechers GOrun: A line of performance running shoes that are designed to provide cushioning and support.
- Skechers GOwalk: A line of walking shoes that are designed to be comfortable and stylish.
- Skechers D’Lites: A line of retro-inspired sneakers that are popular with celebrities and fashion icons.
- Skechers Bobs: A line of comfortable and stylish shoes that are designed for women.
Skechers is a popular brand with a wide range of products to choose from. Whether you’re looking for comfortable walking shoes or stylish sneakers, Skechers has something for everyone.
Founding History of Skechers
Skechers was founded by Robert Greenberg in 1992. The company’s founding history is rooted in innovation, creativity, and a vision to design comfortable and stylish shoes
Robert Greenberg, a seasoned footwear industry executive, envisioned creating a brand that would offer comfortable and trendy footwear options for people of all ages. His goal was to combine athletic performance technology with casual style, catering to consumers seeking both fashion and function in their footwear.
In 1992, Greenberg established Skechers in Manhattan Beach, California. The brand initially focused on distributing utility-style boots and skateboarding shoes. However, Skechers quickly expanded its product range to cater to a broader audience.
Skechers experienced rapid growth and early success, fueled by innovative designs and creative marketing strategies. Their ‘chrome-colored’ high-top utility boot, the first product launched by Skechers, gained popularity among skateboarders and the youth market, setting a strong foundation for the brand’s identity.
Key Milestones:
- In 1995, Skechers launched its first nationwide television ad campaign, introducing the iconic ‘S’ logo, which quickly became synonymous with the brand.
- In 1999, Skechers achieved a significant milestone by going public, further fueling its expansion and market presence.
- Throughout the early 2000s, Skechers continued to diversify its product range, introducing lifestyle footwear, performance athletic shoes, and children’s footwear lines, further broadening its appeal.
Skechers gained widespread recognition through celebrity endorsements and memorable marketing campaigns. Famous personalities, including Britney Spears, Christina Aguilera, and Robert Downey Jr., became brand ambassadors, enhancing Skechers’ image and visibility.
Skechers continued to innovate by incorporating advanced technologies into their shoe designs. This includes the introduction of Memory Foam insoles, offering enhanced comfort and support to customers.
In the 2000s and beyond, Skechers embarked on an ambitious global expansion strategy, establishing a presence in key international markets. Today, Skechers operates in over 170 countries, with a vast network of retail stores and distribution channels.
Skechers prioritized both brick-and-mortar retail and e-commerce, offering customers a seamless shopping experience. The brand’s physical stores, located in prominent shopping destinations, feature a wide range of Skechers products, while its e-commerce platform provides global accessibility to customers.
Skechers’ founding history is characterized by visionary leadership, innovation, and a commitment to creating comfortable and fashionable footwear. Through strategic expansion, technological advancements, and celebrity endorsements, Skechers has established itself as a global leader in the footwear industry, consistently catering to diverse consumer needs and preferences.
Marketing Strategies of Skechers
Skechers, a renowned footwear brand, has implemented a range of marketing strategies to achieve its success in the competitive footwear industry. These strategies revolve around innovative product offerings, impactful advertising, celebrity endorsements, and a strong retail presence. Let’s delve into the details of Skechers’ marketing strategies:
Product Innovation and Diversification:
One of Skechers’ key marketing strategies is continuous product innovation and diversification. The brand offers a wide variety of footwear options that cater to different demographics and preferences. From athletic performance shoes to casual lifestyle footwear, Skechers ensures its product range appeals to customers seeking both style and functionality.
Skechers has successfully expanded into multiple market segments such as athletics, lifestyle, workwear, and kids’ footwear. This allows the brand to cater to diverse consumer needs and preferences. For example, their GOwalk line targets people who want comfortable walking shoes without sacrificing style. Meanwhile, their Performance Series focuses on high-performance running shoes targeted towards serious runners.
Skechers continuously develops advanced technologies integrated into their footwear designs. They launched the Skechers GOrun Ultra which features Hyperburst Technology, offering responsiveness and energy return during strenuous activities. Their Skechers Pro/Forma shoe series also feature Resalyte midsole technology for enhanced comfort and support.
Advertising and Branding:
Skechers invests heavily in advertising and branding to create brand awareness and establish a strong identity. The brand’s television commercials, print ads, and digital campaigns often feature engaging storytelling and memorable taglines.
Global Ad Campaigns:
Skechers launches comprehensive global advertising campaigns featuring popular personalities and influencers. These campaigns showcase new collections and highlight key features of each shoe line. Examples include the “Skechers dads” commercial series starring famous fathers and their children wearing Skechers, or the “Skechers Saved My Life” campaign where real people share stories about how Skechers helped them overcome challenges.
Targeted Digital Advertising:
Skechers leverages social media platforms and search engines to reach potential customers with targeted ads based on demographics, interests, behaviors, and geographic location. By using precise audience segmentation and dynamic creatives tailored to individual viewers, Skechers maximizes the effectiveness of every advertising dollar spent.
Experiential Events and Activations:
Skechers organizes immersive events and activations globally to connect with fans and build brand awareness. These range from sponsoring marathons and charity walks to hosting concerts and fashion shows featuring Skechers clothing lines. Participants receive free merchandise and exclusive discounts, creating positive associations with the brand.
Content Marketing via Social Media:
Skechers maintains active profiles on major social media channels like Instagram, Facebook, Twitter, TikTok, and YouTube. Regular posts feature user-generated content, behind-the-scenes glimpses of company culture, employee spotlights, and promotions. By consistently sharing relatable and authentic content, Skechers builds strong relationships with followers and keeps them engaged.
Ambassador Programs:
Skechers selects influential individuals from different fields to represent the brand as official ambassadors. These ambassadors embody the spirit of Skechers and help spread brand messaging through their own networks and public appearances. Well-known athletes, musicians, actors, and social media stars serve as Skechers ambassadors, inspiring others to join the #SkechersFamily. This approach creates a sense of community among customers who feel connected to the brand through shared values and aspirations
Seasonal Marketing Campaigns:
Skechers adapts its advertising and branding strategies according to seasonal trends and holidays. For instance, back-to-school promotions center around durable school shoes and versatile clothing suitable for classrooms. During winter months, focus shifts towards insulated boots and cozy outerwear compatible with cold weather activities.
Skechers’ commercials often highlight the comfort, style, and versatility of its footwear, showcasing the brand’s unique selling propositions.
Celebrity Endorsements and Influencer Marketing:
Celebrity endorsements and influencer marketing are effective marketing strategies that Skechers uses to promote its brand and increase sales. Here’s how it works:
Celebrity Endorsements:
Skechers partners with high-profile celebrities like athletes, entertainers, and fashion icons to represent the brand. These celebrity endorsers appear in ad campaigns, attend events on behalf of the company, and sometimes even design signature lines under their namesake.
By associating with famous personalities admired by millions, Skechers leverages the influence of these individuals to reach wider audiences and create buzz around new product launches or brand initiatives. The association with popular figures helps establish credibility and authenticity, especially when the celebrity shares similar interests or lifestyles as target demographics.
Influencer Marketing:
Skechers engages micro-influencers (with 10k – 100k followers) and macro-influencers (over 100k followers), particularly those within niche categories like fitness, travel, food, beauty/fashion, etc., to showcase Skechers products. Paid sponsorships or gifted merchandise motivate these influencers to feature Skechers in posts, stories, IGTV segments, TikTok clips, YouTube reviews, or blog articles. They share relatable content highlighting the functionality, style, or performance benefits of Skechers footwear and apparel.
Influencers often host giveaways, offer discount codes, or participate in live Q&A sessions where they interact directly with fans and potential customers. By tapping into the powerful impact of influencers, Skechers reaches broader audiences interested in specific lifestyle themes or passions, driving conversions and boosting online traffic via shoppable links or referral traffic from influencer platforms.
Skechers has had notable successes using both tactics across multiple markets and age groups. For example, collaborating with pop culture sensations like Selena Gomez, Demi Lovato, or Camila Cabello generates excitement among younger generations, while alignments with sports legends like Tony Romo, Brooks Koepka, or Sugar Ray Leonard appeal to older demographics.
Meanwhile, niche influencers specializing in areas like veganism, minimalism, or eco-conscious living help expand Skechers’ reach to environmentally mindful or alternative lifestyle enthusiasts.
In summary, Skechers capitalizes on the power of influential personalities to amplify brand awareness, drive sales, and connect emotionally with target audiences. By maintaining transparency and integrity in these relationships, Skechers continues to build strong bonds with customers and remain competitive in today’s fast-paced retail landscape.
Technological Innovations and Comfort Features:
Technological innovations and comfort features play a significant role in Skechers’ marketing strategy. Here’s how this approach works:
Technological Innovations:
Skechers invests heavily in research and development to introduce cutting-edge technologies integrated into its shoes. This focus differentiates the brand from competitors and positions itself as a leader in the industry.
Examples include cushioning systems like GOGA Max, Resalyte, and Air-Hybrid, which provide enhanced support and responsiveness; lightweight materials such as SKECHERS GOrun Lite and Skechers Sport Flex; and proprietary traction patterns like Skechers Performance and Skechers Sport.
Advertisements highlighting advanced designs and engineering enhance the perception of quality and value associated with Skechers products. Customers perceive higher levels of sophistication and superior craftsmanship compared to other brands.
Collaborations with renowned companies like Nike and Keds further strengthen Skechers’ reputation for technical expertise and innovative capabilities.
Comfort Features:
Skechers emphasizes the importance of comfort in all its footwear and apparel collections. This aspect appeals strongly to consumers looking for practical solutions to everyday problems like foot pain or discomfort caused by long periods spent standing or walking.
By incorporating premium memory foam, breathable mesh, and stretchy knit uppers, Skechers ensures maximum comfort without sacrificing style or durability. Many models come equipped with adjustable straps, heel stabilizers, and arch supports tailored to individual needs.
Social media campaigns centered on user-generated content featuring #SkechersLove challenges encourage customers to share experiences wearing comfy Skechers shoes during daily activities or workouts.
Cross-promoting comfort features alongside other attributes like versatility, affordability, and sustainability expands Skechers’ audience base and solidifies its position as a go-to brand for comfortable yet stylish footwear.
Retail Strategy:
Skechers employs several strategies within its retail operations to optimize its marketing efforts. These approaches are designed to create engaging in-store experiences, foster customer loyalty, and increase sales. Below are some specific examples of Skechers’ retail strategy:
Store Design & Layout: Skechers stores feature sleek, modern interiors that showcase their product lines in an organized manner. Each store layout is carefully planned to maximize space utilization and ensure easy navigation for shoppers. Stores often have large glass windows allowing passersby to see merchandise displayed inside, enticing them to enter.
Merchandising Techniques: Skechers uses effective visual merchandising techniques to draw attention to new arrivals, seasonal items, and bestsellers. Product displays are frequently updated to keep things fresh and interesting for returning customers.
Omnichannel Integration: Skechers seamlessly integrates its online presence with physical stores via initiatives like “Reserve Online Pick Up In-Store” (ROPIS). This allows customers to order items online and pick up at their nearest location, driving traffic to brick-and-mortar locations.
Loyalty Programs: To retain customers and boost repeat business, Skechers offers exclusive benefits through its rewards program called “Skechers Plus.” Members receive access to early access events, discounts, and special promotions.
Limited Edition Collections: Skechers regularly releases limited edition collections in collaboration with popular cultural icons, athletes, and entertainment properties. These unique offerings generate buzz and excitement around new launches, encouraging customers to visit stores to purchase before they sell out.
Experiential Events: Skechers organizes interactive events and activations in stores to engage customers and create memorable moments. Activations may include virtual try-on technology, fitness classes, or meet-and-greets with celebrity ambassadors.
Mobile Point-of-Sale Systems: Skechers equips employees with mobile POS systems, enabling them to assist customers anywhere in the store. This improves efficiency and reduces wait times for transactions, resulting in a more enjoyable shopping experience.
Interactive Digital Signage: Skechers installs digital signage throughout its stores to display dynamic content such as product videos, social media feeds, and personalized recommendations based on customer preferences. This approach keeps customers engaged and informed about current trends and product offerings.
By implementing these tactics, Skechers optimizes its retail strategy to achieve its overall marketing objectives. From creating immersive in-store experiences to developing omnichannel integration and rewarding customer loyalty, Skechers strives to provide exceptional service and cultivate lifelong customers.
Digital Marketing and E-commerce:
Skechers emphasizes digital marketing to engage with consumers in the online space. The brand leverages social media platforms, influencer partnerships, and targeted digital ads to interact with its audience and drive online sales. Skechers’ e-commerce platform offers a convenient shopping experience, providing customers with access to its extensive product range from anywhere in the world.
Digital Marketing
Search Engine Optimization (SEO): Skechers uses SEO to improve its website’s ranking in search engine results pages (SERPs). This is done by optimizing the website’s content, code, and structure for relevant keywords. When people search for these keywords, Skechers’ website is more likely to appear high in the search results, which can lead to increased traffic and sales.
Pay-per-click (PPC) Advertising: Skechers uses PPC advertising to target people who are searching for keywords related to its products. This is done by bidding on keywords and displaying ads when people search for those keywords. PPC advertising is a very effective way to reach people who are already interested in buying Skechers products.
Social Media: Skechers has a strong presence on social media platforms such as Facebook, Twitter, and Instagram. The company uses social media to share news about its products, promote its brand, and connect with customers. Skechers also uses social media to run contests and giveaways, which can help to increase brand awareness and drive traffic to the website.
Email Marketing: Skechers collects email addresses from its customers and uses email marketing to stay in touch with them. The company sends out regular emails with news about its products, special offers, and promotions. Email marketing is a very effective way to reach customers who have already purchased Skechers products and to encourage them to buy more products in the future.
E-commerce
Skechers’ website: Skechers’ website is a major sales channel, and it accounts for a significant portion of the company’s revenue. The website is well-designed and easy to use, and it offers a wide variety of products. Skechers also uses its website to run promotions and discounts, which can help to drive sales.
Online Retailers: Skechers sells its products through a number of online retailers, such as Amazon, Zappos, and Foot Locker. This allows Skechers to reach a wider audience and to sell its products to people who may not be able to visit its brick-and-mortar stores.
Digital marketing and e-commerce are essential marketing strategies for Skechers. The company uses these channels to reach its target audience, increase brand awareness, and drive sales. Digital marketing and e-commerce allow Skechers to connect with customers in a more personal way and to build a stronger relationship with its brand.
In conclusion, Skechers’ marketing strategies encompass a mix of product innovation, impactful advertising, celebrity endorsements, global expansion, and a strong digital presence. By catering to various consumer segments, offering innovative and comfortable footwear, and staying true to its brand identity, Skechers continues to maintain its position as a popular and globally recognized footwear brand.
Marketing Mix of Skechers
The marketing mix, also known as the 4Ps, is a comprehensive framework that outlines the key elements a company uses to market and promote its products or services. Let’s explore the marketing mix of Skechers in detail:
Product:
- Extensive Product Range: Skechers offers a diverse range of footwear for various purposes, including athletic performance, casual lifestyle, walking, running, and more. The brand continuously innovates and introduces new designs to cater to evolving consumer preferences.
- Comfort and Technology: Skechers focuses on integrating comfort technologies into its products, such as Memory Foam insoles, GOga Mat technology, and Air-Cooled Memory Foam. These features differentiate Skechers’ products from competitors and enhance the overall customer experience.
- Lifestyle and Fashion: In addition to performance-oriented footwear, Skechers also offers trendy and fashionable options, appealing to customers seeking stylish and versatile shoes.
Price:
- Mid-Range Pricing: Skechers positions itself as a mid-range footwear brand, offering a balance between quality and affordability. Its pricing strategy aims to attract a wide range of consumers while providing value for money.
- Price Differentiation: Skechers offers various price points within its product range, ensuring that customers can find footwear that fits their budget.
Place:
- Retail Presence: Skechers operates an extensive network of company-owned retail stores globally. These stores serve as brand showcases, providing customers with a wide selection of Skechers’ products and a consistent brand experience.
- Partner Retailers: Skechers also partners with third-party retailers, including department stores and specialty shoe retailers, to expand its distribution and reach a broader customer base.
- E-commerce: Skechers has a robust e-commerce platform that allows customers to purchase its products online, providing convenience and accessibility to a global audience.
Promotion:
- Advertising and Branding: Skechers invests significantly in advertising to create brand awareness and enhance its brand image. The brand’s advertisements often feature celebrity endorsements, highlighting the comfort and style of its footwear.
- Digital Marketing: Skechers employs digital marketing strategies, including social media campaigns, influencer partnerships, and targeted online ads, to engage with consumers and drive online sales.
- Events and Sponsorships: Skechers sponsors various sports and lifestyle events, further promoting its brand and connecting with its target audience.
- Visual Merchandising: Skechers uses attractive in-store displays and visual merchandising to showcase its products and capture the attention of shoppers.
In conclusion, Skechers’ marketing mix strategy encompasses a comprehensive approach that focuses on providing a diverse range of comfortable and stylish footwear at affordable prices. Through its retail presence, digital marketing efforts, innovative product offerings, and celebrity endorsements, Skechers continues to attract and engage with a wide range of customers globally.
Also Read: Mastering Luxury: Burberry Marketing Strategies & Marketing Mix
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