COVERSTORY Q&A with Skechers’ Pete Youell
What is the history behind the brand? For 20 years SKECHERS has been meeting the footwear needs of consumers around the globe. With our infrastructure, marketing and distribution expertise as a foundation, we created the Skechers Performance Division just over two years ago.
How challenging has this diversifi cation been for the brand? Entering into new markets is always a challenge but it’s one that the Skechers Performance Division has relished. In the last year or so the Division has gone from strength to strength. Our award winning product has without doubt added instant credibility and has allowed the Division to grow and expand product ranges. We have elite athletes competing regularly in our product such as Meb, the USA’s top marathon runner. We have focused our marketing eff orts on all types of media as well as a series of outdoor and event sponsorships and an emphasis on the grass roots level. All these factors have helped make the challenge of entering the Performance market a less daunting one.
Most innovative new
running brand on the market?
What new products will the trade be introduced to in the next 12 months? 2013 will see a range of exciting new products Skechers GOtrail, Skechers GOrun2, Skechers GObionic ride, Skechers On-the- Go and Skechers GOwalk2.
What is the Skechers Performance Division and what are the advantages to the retail trade? When creating the Skechers Performance development team, we assembled seasoned designers and technicians with many combined years of experience at leading athletic brands. Together this group develops and produces an extensive collection of technologically advanced and dynamic performance
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footwear. Added to the fact that our Skechers GOrun line recently named ‘Most Innovative’ new running shoe by Competitor, Men’s Running and Women’s Running and the GObionic winning the Runners World Editors Choice Award, elite athletes everywhere are embracing our products. We fi ne tune our designs using expert insight from top marathon runner Meb, who is already fi nding great success setting new personal records when racing in Skechers GOrun.
The running market is particularly competitive. Why should consumers consider Skechers over any of your competitors? Our unique selling point is the patented mid-foot strike
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