Skechers Singapore has opened a concept store at Suntec City in a new franchise partnership with distributor/retailer Trendz 360.
With an emphasis on visual merchandising and shopper experience, it is the partners’ second and largest store, the first opening at Velocity in December.
Meanwhile, TV personality Lee Teng has been appointed Singapore brand ambassador for Skechers, and the US footwear brand has launched its spring/summer collection.
Skechers last year achieved a 24 per cent increase in net sales and 33 per cent rise in shoes sales in Southeast-Asia.
“Skechers has been looking for a partner to grow our business in Singapore, and we have found the right match in Trendz 360 with its rich experience in the footwear segment and other retail businesses,” says Skechers Southeast Asia president Vincent Leung.
Covering more than 1900sqft, the Suntec City store uses a visual merchandising concept Skechers adopted late last year. It uses images and clear displays to emphasise the footwear. Areas are dedicated to specific categories such as lifestyle, performance, children’s and the Skechers You and D’Lites collections. Different fixtures highlight specific parts of the store, such as perforated panels for the lifestyle section, and vertical bars to create an industrial look for the performance section.
Furthermore, the store features Singapore’s largest collection of fitness and active apparel yet, reflecting the brand’s increasing focus on the apparel segment.
Skechers’ new sneaker collection, the DLT-A series, features aircooled memory-foam technology and includes a lightweight shock-absorbing athletic midsole. These are also available at Skechers concept stores in Bugis Junction, Causeway Point, Compass One, Ion Orchard, Jem, Junction 8, Jurong Point, Nex, Ngee Ann City, Northpoint City, Parkway Parade, Tampines 1 and VivoCity.
To mark the launch of DLT-A, Skechers will hold a roadshow at Nex from May 3 to 6. Visitors will be able to try out revolutionary technology in the form of an electroencephalogram (EEG) headset that depicts the electrical activity of the brain. As they interact with the designs and colours of DLT-A shoes on display, each user’s brainwaves will be projected.
