Skechers USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Manhattan Beach, CA, Skechers USA, Inc. designs, develops and markets men's, women's and children's footwear both under the Skechers name and under eight separate brands. Skechers footwear is available in the United States through department and specialty stores, company-owned Skechers retail stores and its e-commerce website.
|Main Telephone||(310) 318-3100|
|Main Fax||(310) 318-5019|
Skechers USA, Inc. ContactsContacts (5/27)
|Robert G.||Chairman & Chief Executive Officer||CA|
Sample of Associated Brands
|David W.||Executive Vice President & Chief Operating & Financial Officer||CA|
|George Z.||President, Retail||CA|
|Jason G.||Senior Vice President, Advertising||CA|
|Skechers USA, Inc.||********|
|Skecher's Twinkle Toes||*|
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Skechers to deploy more ad spend in Q4
Subject: in-store, online, print, TV, out-of-home
Company: Skechers, headquartered in Manhattan Beach, Calif., designs, develops and markets men’s, women’s and children’s footwear both under the Skechers name and under eight separate brands.
Opportunity: Skechers is coming off its biggest quarter to date ($674.3 million in sales; a 30.7% increase over last year) and is looking to keep the momentum going. The company expects an increase in marketing to support the upcoming holiday season and will air several new TV commercials during this time. If you’re looking for last minute ad dollars, Skechers should be high on your list.
Marketing Priorities: Business is booming at Skechers, so the focus heading into the holiday season will be on sustaining the positive momentum. In the Q3 earnings call, CEO David Weinberg said the company would continue to support its growth with targeted marketing “that speaks to our vast demographic,” including the addition of athletes Pete Rose, Joe Namath and Mariano Rivera; singers Ringo Starr and Demi Lovato; and elite runner Meb Keflezighi, who won the Boston Marathon wearing Skechers GOmeb Speed 3 shoes.
Weinberg describes Skechers marketing as “on point,” with TV commercials for each key line, a strong digital and social media presence and key window and in-store campaigns. In Q3, the company’s targeted marketing included TV commercials featuring Brooke Burke-Charvet (relaxed fit campaign) and Meb (running footwear), as well as animated commercials (kid’s brands). The company also employs an omnichannel marketing approach, with some of its accounts featuring the brands in their stores and on their websites (research here).
Target Customer: Skechers, seemingly, has a shoe for every demographic, which is reflected in its targeted marketing. Company ambassadors are chosen carefully to appeal to specific demographics, e.g. Demi Lovato, who has a large social media following, was chosen because of her ability to “bridge the gap” between adults and kids by targeting teens.
Media Spend: According to Kantar Media, Skechers spent $71.7 million on measured media. More than half ($48.3 million) is allocated to cable, network and spot TV ads, while another $20.7 million is dedicated to print ads (mostly magazines).
Agency Relationships: According to The List, Skechers handles creative work in-house.
Skechers USA, Inc.
330 S. Sepulveda Blvd.
Manhattan Beach, CA 90266
Senior Vice President, Marketing
George-Michael Van Cott
Director, Sports Marketing
Manager, Retail Marketing