FIELDREPORT
New products for 2015 T
he confidence Skechers have gained from their first year’s performance is apparent in the expansion they are planning for 2015. The brand may have started relatively cautiously with three
men’s shoes, but next year golf, bionic and drive will be joined by GOgolf Pro, GOgolf Tour and Gowalk – as well as their first ladies’ offerings.
2015 will also see the brand’s first ladies shoes in the form of the GOgolf,
a saddle-style shoe complete with Argyle pattern, and waterproof and non waterproof versions of the GOwalk. These will feature something Skechers call GOga mat, a comfort and support technology made from the same fabric as in Yoga mats. We will also increasingly see the brand’s innovative use of memory foam as the new lines are developed.
“GOgolf Pro is what Matt Kuchar has been wearing,” Youell explains. “It’s
a soſt leather shoe featuring our first proper industry-standard spike. That will take us into the top end of the market, though we feel a suggested retail price of £119 is very competitive. It’ll be launched in February.
Youell describes himself as “pleasantly surprised” by the UK and
Ireland performance of Skechers’ first three golf shoes. Taking on the big three of FootJoy, Nike and adidas may seem a daunting prospect, but Youell believes they’ve got their tactics right.
“Gowalk is a golfing version of a walking shoe that came out of our
performance division and became one of the fastest-selling shoes in the world. We’ve made it waterproof, extremely lightweight and added traction for the golfer.
“Our main business is lifestyle and fashion footwear, so we don’t have to
drive volume in our performance ranges from the start,” he argues. “Instead we can focus on our positioning. For us, our golf shoes are all about credibility and adding value to our brand, and this is why our strategy is to work with the Green Grass retailer. We’ve not gone straight to the online guys. We’re looking to get our shoes to a different bunch of consumers and get ourselves established.” The brand’s signing of Matt Kuchar – who started wearing Skechers
shoes just before this year’s Open Championship – and its sponsoring of the Volvo World Matchplay, have both helped. The mid-range pricing also appears appropriate. But most importantly, the product is strong, both in terms of technology and styling. Youell hints at more imminent big-name sponsorships, before underlining his commitment to the club pro.
“I can’t talk about specific terms, but as a brand we are well known for
working with retailers and offering them support. We are a big company, with a big marketing budget behind us. I believe we have unique instore solutions for our retail partners next year.”
“Tour has a brogue-type look with a waterproof mesh upper, and with some great colours it’s a real head-turner. We think it’ll appeal to younger guys, perhaps 25-35.”
www.skechers.co.uk SGBGOLF 27
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