promotional strategies by Skechers

                                                      Skechers 

Skechers designs, develops and markets a range of lifestyle and performance footwear, apparel and accessories for adults and children; brands include Skechers Uno, D'Lites, Max Cushioning, Workout Walker, the charity line Bobs, Our Planet Matters, Mark Nason, Skechers Work, Go Walk, Go Run and Go Golf. Since 2020, select shoes have utilized Goodyear rubber.

How does the company create awareness of its product?

In Singapore, Skechers works with key opinion leaders (KOLs) and bloggers to promote its shoes. It partnered with Shape Run to market its brand to families. In terms of seeding, Skechers works with sports athletes, mummy bloggers and fashion influencers to promote its shoes at events. Currently, the brand has enlisted celebrities such as Vincent Ng, Hanli Hoefer, Jamie Yeo and Joscelin Yeo to propel its name even further.

 How does the company get consumers to try its product?

Skechers owned stores, products are sold in department and specialty stores, athletic and independent retailers, boutiques, and internet retailers. Skechers promotes its brand through print, television, and outdoor campaigns targeted at both adults and children. Advertising activities include marathons and activity events for Skechers Performance division; animated kids' television campaigns featuring its own action heroes; Skechers lifestyle brands; and social media, visual merchandising, trade shows, and online product marketing efforts.  

How does the company give information about the product to its customer?

Skechers has a strong expansion policy in place to increase sales. Skechers has particularly set its eyes on the markets in Latin America and Central Eastern Europe. In Central Eastern Europe, Skechers has moved away from third party distribution to its wholly owned subsidiary Skechers CEE kft. The same practice has been followed in Latin America demonstrating that the company is looking to boost the visibility of its own brand. 

How does the company retain loyal customers?

A new report published by Brand Keys, a consultancy that specializes in predicting and tracking consumer habits, focuses on brands with the most loyal followings. The 2015 Customer Loyalty Engagement Index analyzed 540 brands over 64 categories, with one of those being athletic footwear brands where Skechers came on second position. The most important is what Brand Keys calls "Brand Value and Empowered Design," which essentially means what the brand represents in the mind of the average consumer.

 What promotions does the company use to identify more customers?

     Skechers often targets specific footwear lines with celebrity endorsees for promotions such as:

• Skechers’ Lifestyle lines are marketed by celebrity endorsees Demi Lovato and Joe Montana, among others.
• Skechers’ Golf footwear advertisements feature athletes Colin Montgomerie and Matt Kuchar, among others.
• For its Performance division, SKX’s advertisements include runners such as Meb and Kara Goucher.
• With a focus on tweens and teens, Skechers also signed pop icon Meghan Trainor as a celebrity endorsee this year.

  

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