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Skechers Idea Proposal

Skechers Idea Proposal
 

Research Question: Will Skechers continue its tremendous growth for the rest of 2015 and into 2016?

Report Available: September 24, 2015

 

Blueshift’s initial research shows no end in sight for SKX’s growth spurt. The company is fine-tuning its international supply chain and marketing to fuel its grueling pace. But, despite most of its product lines driving growth, questions about the entire brand’s stickiness persist given SKX’s past boom and bust cycles. 

 

Observations

  1. SKX’s revenue increased 36% to $800 million in Q2 and easily surpassed analysts’ consensus of $736 million. The growth was driven by all of its products, but especially its GoWalk “athleisure” walking shoe.  One driver helping SKX’s bottom line beat estimates is its improved efficienciesin capacity and distribution.
  2. SKX’s success spans multiple categoriesin multiple countries. International wholesale revenue grew over 60% in Q2. Recently, SKX began transitioning its business in Latin American from a third-party distributor to a wholly owned subsidiary as part of its efforts to scale up in countries like Panama, Peru, Colombia and Costa Rica. SKX has effectively marketed its products to each geography by following the “think global, act local” mantra which gives each region the flexibility to best market to its consumers.
  3. Lingering fears cause some to question whether the brand is benefitting from a short-lived trend or fad that will soon pass. Given that its track record lacks continued success, SKX may be more susceptible to failure due to design risk or missing the trend.
  4. Blueshift’s August 2015 Trend Tracker Surveyfound SKX now is the third most popular performance/athletic shoe brand among respondents, overtaking Adidas in the last month. Twice as many 18- to 29-year-olds as in Blueshift’s July Trends Tracker plan to buy SKX in the next six months. Blueshift’sMay 20 SKX report found sources unanimously agreeing the company would continue its fervent pace throughout 2015. SKX was seen broadening its appeal to the entire family, and its distribution was problem-free. Blueshift’s Dec 17, 2014 report also found that SKX’s rapid growth rate would be sustained throughout 2015. Sources spoke of a greater push into performance athletics shoes in 2015.

 

Will SKX develop permanent inroads from its international expansion? What is the likelihood SKX will become passé again? To gain insight into SKX, Blueshift will gather data and issue a market research report from independent sources in the following areas: Suppliers, U.S. Skechers distributors, International Skechers distributors, Skechers retailers, and Footwear industry specialists.

Companies: Adidas (ADDYY), Berkshire Hathaway (BRK.A/BRK.B), Deckers Outdoor (DECK), Nike (NKE), Skechers (SKX), Mizuno (TYO:8022), Asics Corp (TYO:7936), Under Armour (UA), VF Corp (VFC), Wolverwine World Wide (WWW)