Fashion
Leading sports brand, SKECHERS, announces today a slew of new collaborations and exciting releases. Skechers has entered into a new franchise partnership with Trendz 360, a leading distributor and retailer of sports and lifestyle footwear. Together, the two companies are introducing a new Skechers concept store at Suntec City, designed with greater emphasis on visual merchandising and shoppers’ experience. This is the second and largest franchise partner store; with the first store located at Velocity, #01-46, which was opened in December 2017.
Furthermore, Skechers launches its Spring/Summer 2018 collection in the stylish, sleek DLT-A range of athletic footwear, and with it, the appointment of popular host and TV personality, Left Profile Artiste Lee Teng, as Skechers Singapore Brand Ambassador.
Skechers And Trendz 360 Enter Into Synergistic Franchise Partnership
2017 saw excellent business performance for Skechers, with the brand achieving a 24% increase in net sales and 33% rise in pairs of shoes sold for Southeast-Asia. This year, Skechers continues to look to expand its presence in Singapore and the region, and thus has partnered Trendz 360 in a franchise agreement. A leading distributor and retailer of sports and lifestyle footwear, apparel and accessories, Trendz 360 has an excellent portfolio of active lifestyle brands, and proves to be a great fit for Skechers.
“Skechers has always been looking for a partner to further grow our business in Singapore, and we found the right match in Trendz 360. With its rich experience in the footwear segment and other retail businesses, we have great confidence that they will able to value-add and further enhance Skechers’ market share here in Singapore,” says Vincent Leung, President of Skechers Southeast Asia.
The two companies will be working together to expand Skechers’ business presence in Singapore, through distribution and retail channels managed by Trendz 360.
Mr Andy Chaw, Chief Executive Officer of Trendz 360, said, “The Skechers brand has evolved to become a lifestyle and performance wear powerhouse both regionally and internationally. As a new addition to our lifestyle footwear portfolio, we are confident that there will be great synergy from this partnership with Trendz 360’s business ethos of curating leading sports and lifestyle brands for the active consumer.”
New Skechers Store Adopts Visual-Oriented Design, Greater Focus on Apparel
Skechers Singapore’s new concept store at Suntec City West Wing, #01-375, is now officially open to the public. Encompassing over 1,900 sqf, the retail space is specially designed using the new Visual Merchandising concept adopted by Skechers since Q4’2017.
The store utilises visual images and clear displays to better emphasise and portray the footwear, inviting visitors in with its modern, neat look.
There are dedicated areas for different categories, including Lifestyle, Performance, the kids’ series, as well as the well-loved Skechers YOU and D’Lites collections. To better segment and highlight each segment, different fixtures are also used to highlight specific parts of the store, such as perforated panels for the Lifestyle section and black, vertical bars to create an industrial look for the Performance section.
Furthermore, the new store features the largest collection of fitness and active apparel yet, reflecting Skechers’ increasing focus on the apparel segment. In the future, Skechers will place more emphasis in apparel, and is likewise targeting to increase apparel representation in Skechers stores.
Skechers Singapore Brand Ambassador, Lee Teng
Skechers is pleased to welcome Left Profile artiste Lee Teng, well-known host and TV personality, as its new Singapore brand ambassador. Embodying the qualities that a Skechers Brand Ambassador should possess – Trendy, Active and Sporty, he is well-equipped to reflect the brand and its range of products, bolstered by his influence both on TV and on social media.
Lee Teng is also a successful entrepreneur and the undisputed icon of streetwear fashion, which is fully in line with Skechers’ young, trendy brand image. His keen sense of fashion and business has led to successful collaborations with Taiwanese stars like Jay Chou and Show Luo on their streetwear brands.
Joining other stars in the Skechers brand ambassador family including Camila Cabello, Wu Zun and Zico, Lee Teng will front the brand’s campaigns in Singapore, including the D’Lites and DLT-A collections.
On 19 April 2018, Lee Teng will grace the official opening of the Skechers concept store at Suntec City, happening along with the launch of Skechers’ Spring/Summer 2018 DLT-A collection.
Delight in the Timeless Attitude of the Skechers S/S’2018 DLT-A Collection
The Spring/Summer 2018 collection of Skechers’ DLT-A series is out now. The sneaker comes with air-cooled memory foam technology and includes a super lightweight shock-absorbing athletic midsole signature to the D’Lites series. It has a knitted upper and futuristic wavy line designs on the outsole, scoring points for its sporty style and comfort.
This new release will comprise the following designs and colours:
Model 88888164
Lace-Up in Black, White, Pink
Model 88888157 Lace-Up in
White, Tan, Black, Coral
Model 66666085
Velcro Slip-On in
Pink, Black/Red
Model 88888156
Regular Slip-On in
Black, White/Black, Pink, Aqua Blue
The unisex sneakers come in US size 5 – 12, retailing at $129. They are now available at Skechers concept stores in Tampines 1, Jurong Point, NEX, Parkway Parade, Causeway Point, VivoCity, Jem, Bugis Junction, Ngee Ann City, ION Orchard, Junction 8, Compass One, Northpoint City (South Wing) and Suntec City.
Check Ya Brain with DLT-A – Exciting Roadshows at Suntec City, NEX
To celebrate the launch of DLT-A, Skechers will be holding roadshows at Suntec City (16 – 23 Apr) and NEX (3 – 6 May). Aside from checking out the new collection, visitors will be able to try out revolutionary technology at the ‘Check Ya Brain with DLT-A’ booth.
Users will be invited to put on an electroencephalogram (EEG) headset, which depicts the electrical activity of the brain. Next, interact with the various designs and colours of DLT-A shoes on display, and each user’s unique brainwaves at the moment will be projected!
The roadshows will also showcase Skechers’ new lifestyle apparel additions, branching out from its previous focus on performance apparel.
The lifestyle apparel saw great response when it was first launched in Korea and Hong Kong, and after it was recently featured on the hit boy group survival show Idol Producer, all relevant apparel flew off the shelves.
