Skechers are known for their unparalleled comfort technology and innovative design, but what exactly is it that makes Skechers comfortable?
Skechers stands by being passionate about designing footwear that meets the needs and wants of people of all ages. Its footwear proposes to provide people with perfect style and all-day comfort with a combination of premium materials, casual style and relaxing comfort in every pair.
So, what makes Skechers one of the worlds’ favourite footwear brands?
Skechers collections are now being designed with nearly thirty years of experience in the footwear industry, putting podiatrist expertise and experience into every shoe. Skechers footwear comes in a wide selection of fits, including classic, wide, stretch and relaxed fit, giving the ability to find your perfect pair.
Skechers Southeast Asia’s Managing Director Zann Lee spoke to BusinessToday recently on its deep dive into the brand’s phenomenal growth and strategies.
Skechers adopts a multifaceted strategic approach to target and capture specific market segments in the footwear industry, said Lee. The brand’s competencies lie mainly with: –
Innovation – where it constantly introduces cutting-edge designs and comfort technologies to meet diverse consumer needs.;
Diversification of the brand which offers a wide range of products, from lifestyle and performance to athleisure, catering to various segments. “We are a brand for all ages from kids to adults, ages 3 to 80 year olds;”
Skechers ongoing Market Research — where the company constantly seeks to understand evolving trends through extensive market research to align their offerings with consumer preferences; and
Skechers Collaborations – where it partners with other iconic brands and celebrities to create exclusive collections that resonate with specific target audiences.
Skechers evolves to meet consumer demand
Lee said Skechers believes in constantly evolving their designs to stay ahead of fashion trends and provide unique, stylish options through developing innovative designs and technology which enhances comfort such as arch fit and massage fit, to address the growing demand for comfortable footwear.
Skechers, to delve further, employs collaborative marketing with popular franchises like One Piece, We Bare Bears, Demon Slayer, Transformers, DC Comics to create limited-edition collections that resonate with a broader audience.
“We strategically customise our marketing approach to reach diverse target audiences. For the youth demographic, we engage in collaborations and leverage celebrity ambassadors, while for a more mature audience, our emphasis lies on promoting our comfort technology range, featuring products such as Go Walk 7, ArchFit, and Slip-ins.”
Additionally, Skechers uses tailored TV commercials cater to children, highlighting design aesthetics and vibrant lights, while simultaneously addressing parents with key product attributes such as machine washability.
“Responding to the growing popularity of performance-based activities, we have introduced the Skechers Viper Court for pickleball enthusiasts, and the Nite Owl specifically designed for night running,” Lee added.
Innovative strategies to gain competitive edge In Southeast Asia (SEA)
Skechers has caught up with Pickleball as by embracing in such emerging trends like pickleball, it will demonstrate agility in responding to new sporting interests.
And, as the foremost market leader in walking shoes, the brand proudly presented our 7th edition in the GoWalk series. Additionally, their innovative ArchFit line, was meticulously crafted based on a comprehensive study spanning 120,000-foot scans and 20 years of research, stands as a testament to our commitment to optimal footwear solutions.
“Our groundbreaking offerings also include the Massage Fit, a revolutionary technology aimed at enhancing comfort and performance, and Slip-ins, facilitating a seamless, one-second wear experience.
“In a strategic move to broaden our product range, we have successfully diversified into the realm of Team Sports, with specialised offerings tailored for Football and Basketball enthusiasts, which will arrive in Malaysia by H2 2024,” Lee added.
Market Presence And Brand Influence
Skechers has moved forward in its Strategic Retail Expansion with the results being opening new stores and adopting diverse store concepts like the Foamies Kiosk to enhance accessibility and cater to different consumer preferences.
Lee said they believe in localisation as there is always a need to adapt to local trends and preferences in Malaysia to maintain relevance in the market.
Skechers has strategically employed local ambassadors, such as Ayda Jebat, to strengthen brand awareness and be more relevant to the local demographic. Through working with Regional Brand Ambassador such as Cha Eun-woo and Local brand Ambassador such as Ayda Jebat, Skechers has significantly improved its brand awareness which elevated the brand equity in the Malaysian market and in the region. This is also evident through the market’s reaction not only in terms of engaging with communication, but through revenue growth.
Lee explained, since 2017, the “Skechers Friendship Walk” initiative has been an integral component of the brand’s marketing strategy, reflecting the commitment to inclusivity by effectively engaging with diverse ethnic groups. In response to the inquiry about Skechers’ efforts to expand its market presence and enhance brand influence in Malaysia and other regions, they have implemented various key initiatives and strategies to achieve these objectives.
Collaborations Tracks Results
Such collaborations have boosted the brand’s image leveraging on globally recognised and beloved intellectual properties.
Skechers also launch limited edition collections where creations are based on exclusive and limited-edition collections which drive demand and foster a sense of exclusivity. This is supported by an increased Social Media Presence which generated buzz on social media platforms, increasing engagement and brand mentions.
These strategies attracted a diverse range of audiences which led to higher appeal among fans of the respective franchises, expanding the customer base into new demographics.
Skechers to the fore
With an impressive 24-year career in sales and retail, Lee has played a pivotal role in propelling Skechers Southeast Asia from a modest presence to achieving a remarkable 35-fold business growth in recent years.
Zann Lee, based in Singapore, was visiting Malaysia in conjunction with the Grand Opening of Skechers’ store in The Exchange TRX, featuring renowned celebrity Cha Eun-woo.
Having previously led Skechers to greater heights across Southeast Asia, Lee shared her vision for the brand, including market expansion initiatives and strategies employed to navigate and excel not only in Malaysia but beyond. Her role as the Managing Director involves overseeing current operations and playing a pivotal role in shaping the brand’s future direction.
Skechers, a multi-billion-dollar, award-winning global brand, is known for its lifestyle and performance products, recognised for style, innovation, quality, and comfort. With international business representing more than half of its total sales, Skechers has products available in more than 170 countries, presenting significant opportunities for continued expansion worldwide.
Zann Lee’s leadership has seen successful collaborations with iconic brands like One Piece and We Bare Bears, further enhancing Skechers’ visibility and market position.
Today, the brand’s transformation over the years to resonate with evolving consumer preferences involves constant evolution of designs, investment in comfort technologies, and collaborative marketing with popular franchises. Skechers has strategically customised its approach to reach diverse target audiences, engaging in collaborations and leveraging celebrity ambassadors.
Lee emphasised core values such as integrity, innovation, and inclusivity in navigating challenges and driving growth in diverse markets. The brand’s commitment to adaptability, dreaming big, accountability, passion, and teamwork serves as key pillars to success.
Looking ahead, Lee envisions positioning Skechers as a regional market leader through strategic expansion into emerging markets. Long-term objectives include diversifying product offerings with a focus on innovation and technology-driven solutions, as well as elevating consumer’s experience through innovative store concepts.
Skechers, designs and develops lifestyle and performance products known for style, innovation, quality and comfort. Along with its diverse footwear offering, the Company’s head-to-toe collections for men, women and kids include a growing range of apparel and accessories.
Headquartered in Manhattan Beach, California, Skechers trades on the New York Stock Exchange under the symbol SKX.
Skechers Malaysia Sdn Bhd is a joint venture with SKECHERS USA, INC since 2009. The company markets a diverse range of footwear for men, women and children under the SKECHERS brand name.
