BLE NEW EXHIBITOR SPOTLIGHT: Skechers - Licensing.biz

BLE NEW EXHIBITOR SPOTLIGHT: Skechers

Skechers is looking to extend its brand past footwear at this year's show.
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Skechers (stand E008) was established by CEO and founder Robert Greenberg in a small beachside California community in 1992.

The firm has since grown from a one-style, one-building company to one of the world’s largest footwear brands and the number two footwear brand in the US, second only to Nike (according to Sporting Goods Intelligence) as well as Footwear Plus’ 2008 Company of the Year.

Claudia Leiva at Skechers comments: "Skechers’ global success stems from its varied product, unparalleled marketing support and diverse distribution plan."

The firm takes an aggressive and varied approach to marketing which has resulted in campaigns featured in key magazines, television stations, outdoor locations around the world.

Skechers has exported its business model worldwide, developing an extensive network of subsidiaries, joint ventures and global distributors that sell its product in over 100 countries and territories, as well as retail stores in key metropolitan cities.

The firm signed up its first licensee in the kids' apparel sector with Adjmi Group.

Leiva continues: "With the belief that there are many opportunities globally to extend the Skechers brand beyond footwear, Skechers is rapidly evolving into a head-to-toe brand."

To this end, the firm is working with design and manufacturing companies to explore product categories that fit with the Skechers image and lifestyle. These include headwear, activewear, small leather goods, watches, fragrances, and loungewear, among others.

BLE will see Skechers exhibit a range of footwear and licensed products and will mark the European launch of the licensing programme with TLC as the company's new agent.

The firm is hoping to move into fashion accessories and kids' products in Europe, following the USA model.

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