In an industry where the top two players (Nike and Adidas) hesitate to identify as value brands, US-based Skechers has built its own reputation by offering style and comfort along with value through its lifestyle and performance footwear. The industry disruptor is today the world’s third largest athletic lifestyle brand with a diverse portfolio of footwear, apparel and accessories for every age and activity. With 3,575 stores worldwide across 170+ countries, 55 percent of Skechers’ total sales come from its international business.
In India, Skechers is a relatively young brand. The company started its operations here in 2012 through a JV with Kishore Biyani-led Future Group. In less than a decade, Skechers amplified its growth plans and bought out Future Group’s 49 percent stake to become a wholly-owned subsidiary in its fastest-growing international market.
I owe my association with Skechers to my routine sales grind. Yes, I had always admired the stylish designs in their retail stores. The padded foam and soft insoles portrayed supreme comfort. But somehow, there was never really any willingness to shun Nike or Adidas for a new brand. Six months into my role as an area sales manager, I realised it was becoming increasingly tough for me to manage my travel. It might seem glamorous to outsiders but travelling is a real tough task for any sales guy. Your worst burn out fears get further aggravated if you are unfortunate enough to get an upcountry posting.
Four days a week, I drove my car to two or three cities and countless suburbs, battling through pot-holed country roads. Frequent travel across towns became cumbersome and my feet starting bearing the brunt of this long distance driving. I tried juggling between my Nike and Adidas pairs for some time. As it became evident that I had to buy a new and more comfy pair, I decided to give Skechers a shot. The brand imagery had stayed with me all this while. Frustrated, I had a bit of courage to break my loyalty as well. And thus, the amazingly-light weight Skechers became my go to shoes for driving long distances.
Eight times in the last 15 years, Skechers has been honoured by Footwear Plus as Company of the Year. The air-cooled memory foam insole technology, comfort fit, flexible knit and stretch fabrics have made it a multi-billion-dollar, award-winning global brand shipping more than 180 million shoes annually!