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Skechers Steps Up
Written by Eri Kim
Photos courtesy of Skechers-FWD
Apr 8, 2002 /FWD/ --- There was a time when Skechers was synonymous with the nouveau skate
culture -- colorful sneakers and clunky platforms for style-conscious teens on a budget.
Comfortable men's leather shoes followed, as did a children's line; roller skates came next.
And now the California-based retailer is hot on the heels of the stiletto market.
After a limited introduction for spring, the company is rolling out a full line of "Michelle K
from Skechers" this fall - think trendy heels, lace-up boots and pointy pumps.
Overseeing the project is the company's VP for design Michelle Kelchak, a Skechers' vet from
its founding in 1992.
"It's a dream come true for me, though it's a lot of work," she said on a recent visit to New York.
According to Skechers' projections, though, it's work that is bound to pay off. "There are three
simple reasons why 'Michelle K from Skechers' makes sense," said Skecher's President Michael
Greenberg in a statement. "First, high-fashion footwear at a reasonable price is a hard
combination to come by. Second, the market is inundated with product designed by males who can't
relate to the target market. Michelle not only understands these fashion-savvy women, but we
believe the women will relate to her - and her designs."
Greenberg has reason to be so confident, even in spite of the current economic climate. Skechers
has risen to become a Fortune 500 company in its ten-year history, gaining credibility and clout
across the board.
Britney Spears, Matt Dillon and LA Lakers star Rick Fox have all done ads for the diverse brand -
a marketing strategy that has worked to great effect.
Last week Skechers announced that its first quarter earnings would beat estimates by at least 25
percent. While other retailers are reporting losses, Skechers' first quarter sales are expected
to be in excess off $235 million, up from $227.5 million last year.
"They have a very clear strategy of being the all-footwear provider of the middle class,"
observed Michael Pachter, an analyst at Wedbush Morgan Securities. "They've branded every piece
of footwear they put out, and there isn't anyone in the $30,000 to $100,000 household that hasn't
heard of Skechers. So whenever they're launching something brand new, the brand awareness is
already there."
Another strength of the company, according to Pachter, is its ability to respond quickly to
footwear trends. "It can be stilettos or flats - whatever the trend is, Skechers will have it
on the shelves in three weeks."
To that end, Kelchak's new line represents all the latest trends in heels, including the
must-have round-toed style. In simple bone or black, or with subtle details like a braided strap
in the back, Kelchak's round-toe heels are right in line with the biggest fall looks.
Laser-cut leather, cameos, ballerina-style ribbons, printed suede and corduroy details set
Kelchak's line apart from the rest.
For the designer, the payoff is a very personal one. "I love heels," says Kelchak, who usually
spends trips to Europe hunting down the perfect pair, "and finally I can wear my own shoes."
Michelle K from Skechers is available at select department stores and Skechers concept stores.
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