Skechers shifts Asia strategy to performance
A year after going private, Skechers is deepening its focus on performance categories and tailored retail experiences across Asia, according to regional
Skechers is pushing deeper into performance categories across Asia one year after becoming a privately held company. Cedrick Tan, the brand's regional lead, told Inside Retail that growth now centres on deepening consumer relationships through sport, entertainment, and localised retail experiences.
Tan explained that the brand's foundational principle of comfort, innovation, and versatility remains unchanged. However, its approach has evolved from simply expanding its store footprint to becoming a broader lifestyle and sportswear brand. Apparel and accessories now play a larger role in reaching wider audiences through collaborations.
Balancing consistency with local needs
Skechers maintains a consistent core brand DNA across Asia but adapts its execution market by market. Tan highlighted the region's diversity in urbanisation, income, demographics, and culture as key factors influencing consumer needs and shopping behaviours. This necessitates tailored product assortments and business models.
For instance, the Hands Free Slip-ins line responds to a broad demand for convenience. Meanwhile, products like sports hijabs address specific requirements in individual markets. The strategy, Tan said, is about being consistent in brand values but flexible in consumer connections.
Growth areas and competitive pressure
Tan acknowledged intense competition but pointed to Skechers' proprietary technologies as a key differentiator. He identified significant room for growth in both established and emerging categories.
The walking category is a current strength, but Tan sees further opportunity to segment offerings for power walking, fitness walking, leisure, and trail walking. Running is another major focus, with Tan asserting the brand's 'Comfort That Performs' proposition offers a clear opportunity in the growing segment.
Beyond these, Tan cited golf, football, and emerging sports like pickleball as growth frontiers. "By entering an emerging category early, we can understand the community, build credibility and develop products that genuinely meet their needs," he told the publication.
Southeast Asia's varied landscape
In Southeast Asia, Skechers avoids a one-size-fits-all approach. Tan noted that while consumers region-wide seek greater versatility and convenience, these needs manifest differently per market.
The company maintains a strong regional direction but adapts engagement tactics. In more mature markets, the emphasis is on innovation, comfort, and convenience. In other markets, accessibility, value, and locally relevant product choices take precedence.
Future opportunities and challenges
Looking ahead, Tan sees the biggest opportunities in performance categories, experiential retail, emerging markets, and younger consumers. Running and specialised sports remain important, while entertainment and culture provide new avenues to connect with youth.
The primary challenge is to grow without diluting what makes Skechers distinctive. Tan stressed that growth must be relevant, sustainable, and grounded in consumer demand, not merely expansion for its own sake.
Reflecting on his career, Tan said a major changed assumption is the separation between lifestyle and performance categories. Consumers now want footwear that fits into all parts of their lives, reinforcing that comfort, lifestyle, and performance can be a unified proposition.
