Last week, we covered a Morgan Stanley report that said Skechers is not only one of the fastest growing sneaker brands, but could soon be Nike's biggest threat in the industry. In order for that to happen, Digiday says the brand will need to make some major changes to its online presence.
For starters, Skechers does not have its own mobile app. A search for "Skechers" on the iTunes App Store turns up one result: the brand's "GOwalk" app, which was last updated in October of 2014 and holds a disappointing two-out-of-five star rating. Meanwhile, Nike has the mobile department on lock, from its sneaker release apps, like SNKRS, to more performance-oriented offerings, such as the Nike+ range.
A former Skechers employee thinks the brand is better off sticking with what it knows best and what works for the brand. "Don’t have an app if you don’t need an app, and Skechers doesn’t need an app. For Skechers to move into that space, I don’t think they have the credibility. It doesn’t align with their audience, and Nike did it first," said the former employee.
Meanwhile, Skechers has been bringing celebrities on board for years, and most recently the brand has looked to star power to boost its online reputation. A popular YouTube campaign with singer Demi Lovato has garnered over 4 million views since December, but Skechers' other sponsorships, like deals with runner Meb Keflezighi and football legend Joe Nameth, haven't been met with the same levels of enthusiasm.
Even with Ian Connor plugging the brand and being given the support of sneaker statistician Matt Powell, Skechers still has a way to go before it catapults up in the cool category.
[via Digiday]
