29th July 2021, Mumbai:
Skechers is aiming to be one of the largest sportswear brands in India. The company is changing its marketing strategy as per latest consumer trends.
The American footwear major is currently expanding into more markets, penetrating Tier II and III markets while adding new categories.
The brand predominantly sells lifestyle and performance footwear in India but plans to ramp up its presence in accessories and apparel segment.
At present Skechers offers products in performance, athleisure and fashion.
It gives Indian sneaker aficionados an opportunity to be a part of the global sneaker culture. The sneaker market in India is the second-largest in the world after China.
The target audience is young and vibrant consumers who stop at nothing and keep moving forward despite the odds.
The pandemic has resulted in a dynamic shift in consumer behavior.
Preferences have tilted to more need-based shopping as opposed to occasion-based shopping.
Comfortable footwear is essential as lifestyles have become more relaxed.
Athleisure is seeing market-beating growth and has accelerated the ongoing trend of casualization of wardrobes.
Additionally, there is a growing affinity towards solo sports, specifically running.
Consumers are also prioritizing their health, which has pushed up sportswear demand.
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