We Plan to Reach 500 Stores Across all Potential Cities: Rahul Vira
We Plan to Reach 500 Stores Across all Potential Cities: Rahul Vira

Skechers India, designs, develops and markets a diverse range of performance and lifestyle footwear for men, women and children and now stretching head to toe with their latest addition of apparels and accessories.  The brand recently organized 2nd edition of Skechers Performance Mumbai Walkathon with Tapsee Pannu at Inorbit Mall, Malad. Also  present at the occasion, Rahul Vira, CEO, Skechers South Asia spoke exclusively with indianretailer.com

Tell us about the thought behind the Skechers Performance Mumbai Walkathon and the goal?

Skechers initiated the second edition of the Skechers Performance Mumbai Walkathon to educate people about the importance of walking and incorporating the idea of staying fit in their day-to-day activities. The brand objective was to bring the city together to promote fitness as a culture only on by encouraging professional athletes but beginners as well. More than 6,500 people participated in the Walkathon and it helped us connect with our consumers on a deeper level.

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How different is the second edition from the first edition of the Skechers Performance Mumbai Walkathon?

The first edition of Skechers Performance Mumbai Walkathon was an initiative towards a new journey for a better future. The second edition is a continuation of that while laying more attention at educating and encouraging the people to stay healthy and fit by including walking in their day to day activities. This year we also launched the competitive timed walk category of 8km at the event.

While we all are aware of Marathons happening all around the world, is Skechers is the first or the only Walkathon in India? If not, what makes Skechers Walkathon exclusive?

We have heard of marathons before but not of walkathons hence,Skechers introduced a platform for amateurs and professionals giving them a chance to walk and stay fit. The walking categoriesfor the walkathon were 3km, 5km and 8km. This year we launched the competitive walk category of 8km for professional athletes to participate in.  .For all the movie buffs, we had Taapsee Pannu as the face of our event who resonated well with the event as she firmly believes in being our fittest

Kindly shed light on Skechers India journey. What are the key milestones that brand has  achieved so far?

Skechers is known as a global leader in footwear now. With more than 3,000 styles designed, developed, and marketed for men, women, and children. Skechers was launched in India around 8 years ago and wehavemore than 260 stores across the country now.We have moved beyond footwear and has introduced apparels and accessories for everyone in almost every category.

 

How do you assess the role of technology in the overall growth of the sportswear category. Also, talk about tech innovations that you deployed within Skechers store to improve experience?

 

Since innovation is a key factor of the brand, we have launched various shoes and apparels in this category along with that we have incorporated that in our stores as well. The stretch knit innovation allows a complete 360 stretch in apparels making it more comfortable while walking or exercising. Along with that The Hyper Burst Technology used in The Skechers GoRun 7 which make the shoes very lightweight and breathable. We intend to incorporate technology in our future products as well.

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Kindly shed light on your Omni channel strategy?

 

Omni-channel initiatives by Skechers is to focus on driving consumer engagement both on online and offline platforms. Over the last year, the company has invested in creating online platforms for all key properties and events which witness huge engagement offline. These are the websites for our GoRun Club, Kids Summer Camp etc that are witnessing a surge in engagements online. To add further, the launch ofe-com enabled website, skechers.in, has strengthened its presence in the online space.

 

What is your assessment about sportswear market in India. According to you, what are the factors propelling growth in this segment?

Indian sportswear market is the largest after China. It has grown 50 percent over the past two years. With growing sporting culture and sports club across the country there is a sudden emphasis on fitness. According to the Indian crowd they are willing to purchase a quality product if given. The women’s sportswear market has increased drastically as compared to men’s in India.

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Kindly shed light on your current distribution in the online as well as offline space. Going forward, what are the plans for distribution expansion?

We are present across major online portals in India. Not being aggressive on the same has been a business strategy for us, since they follow discounting model. We have recently launched our website for India www.skechers.in which will have almost all products available through-out retail channels of Skechers.Skechers has consciously focused on building its retail presence rather than pushing sales through e-commerce, which brings in just 5% for Skechers.We plan on reaching the retail footprint of 500 stores across all potential cities, markets and Malls in India.

 

At last, kindly highlight your growth plans?

We plan on reaching the retail footprint of 500 stores across all potential cities, markets and malls in India. India is one of the fastest growing markets globally for sportswear. We are just beginning the journey here and are very young in this market. In the next few years, we will expand 360 degrees and enter tier-III and tier-IV towns. We are also testing apparels and will launch athleisure wear this year.

selves. Post the walk there was an exciting line up of entertainment planned for the walkers to enjoy with dance by Melvin Louis, team B.You and Music act by Anushka Manchanda and Void.

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