Skechers sees India as a key market as children’s wear market grows
U.S. footwear brand Skechers sees India as a key market, as the country sees an increase in demand for sportswear and branded children’s wear and footwear, prompting plans for a retail presence throughout the country.
“Overall, the industry is poised to grow, and India will be a key market as awareness about sports and fitness increases and people are vying towards better health,” Skechers India’s associate director for merchandising, Lakshay Nijhawan, told Images Retail.
According to Nijhawan, Skechers has benefitted from a move towards branded children’s wear in India.
The brand plans to continue to increase its retail footprint across India to reach 500 exclusive business outlets in all major cities, markets, and malls. The brand also recently launched a line of casual clothing and accessories to accompany its footwear and offer customers a full outfit solution. Skechers India’s new clothing line includes athleisure sweaters and trousers.
“India today is at par with wider global fitness trends,” said Nijhawan. “The booming economy and changing lifestyle preferences have compelled Indian consumers to be more health conscious and add health and wellness routines to their hectic lifestyles. This trend has largely benefited the sportswear industry in India, which now is among the top in demand fashion segments of the country. Research also indicates that technological developments – designed to improve comfort and performance– have also led to growth in sales of sportswear including in the kids category.”
As part of its focus on the Indian market, the brand has launched a number of India-specific interactive events. For example, the brand held the ‘Skechers Performance Mumbai Walkathon’ on November 18, 2019, to encourage people to take up walking for exercise and promote its new range of walking trainers.
Skechers Performance footwear is available in over 160 countries and territories and has over 2,305 Skechers company-owned and third-party owned retail outlets. The U.S.-based business launched in 1992.
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