New Skechers line merges lifestyle and performance
MADE ESPECIALLY for women who wants a flexible, all-day footwear, YOU by Skechers, marries “lifestyle and wellness” in a line of products made for the multi-faceted woman, according to a company press release.
“It’s still under the mother brand but what’s nice about this is it’s a bit hybrid because Skechers is composed of the lifestyle and performance division. Now what’s nice about You by Skechers is it’s a crossover between those two categories,” Christina Tan, marketing manager of Skechers Philippines, told BusinessWorld during the line’s launch on Oct. 10 in Trufa Pasta Bar in Makati City.
The new line — which combines the “stylish looks one looks for in a lifestyle footwear” and the functionality of the brand’s performance line — is described as a “versatile, minimalist collection” for the “modern, busy woman living her life to the fullest,” said the press release.
Currently, four variants are available in the Philippine market in two designs — the slip-on and the lace-up — and one might notice that all of them sport a neutral, almost monochrome palette, broken by navy blues and reds.
“There’s barely any shocking colors [in the collection] because that’s the look we’re aiming for because women want a single footwear to fit all the activities they do in a single day,” said Ms. Tan.
More styles are set to be introduced next year.
The versatile shoes, Ms. Tan explained, can accompany a woman from work, to yoga or gym classes, to side jobs after work, and even gimmicks at midnight.
“This is a footwear that can accompany you all day, all week,” she said.
“Being under the performance division, we’re also leveraging the technology and the innovation of every performance footwear. The moment you slip on a pair, you’ll immediately notice how super lightweight it is,” she added.
The shoes feature a responsive, cushioned insole, and soft woven mesh and sock-life knit fabric for breathability and freedom of movement, in addition to the multi-directional traction sole.
It has been pointed out how it seems Skechers is leveraging on the growing “athleisure” market — where clothing made for workouts are also worn in other settings like the office or while going out with friends — but this is not entirely why the brand has introduced YOU by Skechers.
“That’s definitely a trend every brand in the market tries to leverage — the booming of the athleisure segment — but really, when we launched the brand in the US, what they had in mind wasn’t altogether that athleisure trend but it’s really more on keeping the kind of lifestyle the modern woman has in mind,” Ms. Tan said.
YOU by Skechers is now available in select Skechers concept stores and online at skechers.com.ph. The entire collection will be available by end-October in all concept stores and department stores carrying the Skechers brand nationwide. — Zsarlene B. Chua
