Consumers are getting experimental

The US-based Skechers is growing aggressively in the country via innovative product features as well as expanding its distribution network. In a conversation, Sanjeev Agrawal, Managing Director, Skechers South Asia, highlighted their growth strategy.

Kindly highlight the growth of Skechers in India? Also, share your views on evolving consumer behaviour?

We have been present in the country over the past two year and are still in the growth phase.

I would particularly like to highlight that consumers are getting more ‘experimental’ and are increasingly comparing the products available online as well as at brick-and-mortar store. In addition, men are also purchasing shoes in a range of colours.

How do you differentiate yourself from peers?

We are paying increased emphasis on product development. In addition, consumers have also shown a strong preference for our products which offer features like ‘Memory Foam’ and ‘Flex Fit’, which makes the shoes more flexible.

As a result, we have shown strong growth in the recently concluded March quarter.

Kindly enumerate your marketing and communication strategy?

We are advertising on television and print, as well as partnering with marathons and running clubs.