How many times have you seen Facebook advertisements, television commercials, magazines, billboards, or the use of celebrities by the footwear company Skechers? I have been exposed to Skechers since I was a little kid. The big thing used to be kids footwear when I was younger, and now the emphasis has drastically changed to fit our highly sexualized society. This company has chosen to implement a huge advertisement campaign, in order to draw women into their products. Skechers is using a multimedia advertisement campaign, in hopes of increasingly their sales.
Facebook has significantly opened the eyes of many consumers to Skecher’s products. Their Facebook page provides further insight into their product line, while promoting a healthy lifestyle. There is a Shoe Finder link that allows individuals to take a personalized quiz in order to see which shoe best fits them. How creative is that? Once an individual takes the quiz, they have an option of uploading their results to Facebook (their page) or Twitter. Of course they can even choose to buy the shoe too! By using this interactive quiz, Skechers can increase sales. Social media really has impacted the way that advertising campaigns work in this day of age. Just think of how many people are on Facebook daily. It’s a perfect way to target niche markets too! Skechers also uses many celebrities to promote their shoes. Kim Kardashian is a huge sex symbol in the media now. Her body, and overall looks exude exactly what most women want. Skechers was clever enough to hire her! She even has her own line of sneakers from Skechers. Before the 2011 Super Bowl, Skecher’s Facebook page promoted her new commercial, drawing many fans of hers in. The page showed sneak peaks to her commercial before it was aired on live television. I personally like Kim Kardashian, so even I was exposed to Skecher’s new line of shoes! Skecher’s Facebook page also has a YouTube link, which shows various videos and commercials that the company has produced. All of these videos and commercials are geared towards healthy lifestyles. They just make you want to buy a pair of the shoes! I personally don’t even think a lot of the shoes are attractive, but after watching these commercials, I am understanding how some people are convinced that they can look better wearing these shoes. See how well Skecher’s advertising is impacting me? One of the videos focuses on a celebrity fitness trainer, Denise Austin. In this video, she explains why walking is important and how to stay healthy. Skecher’s Facebook page also has a link to events that they have held, or are going to hold. There are Skechers polls, reviews, discussions, VIP specials, and questions. Facebook is clearly adding to the number of Skechers fans out there!
The television advertisements about Skechers footwear are growing even more and more. I think that the most influential commercial that Skechers has produced was the one with Kim Kardashian. Clearly Kim is going to be a huge influence on women to buy the shoes! There is no question about that. This is the newest commercial that Skechers has produced, but there are many other commercials that don’t just pertain to women. Commercials about shoes for kids, footwear for men, and footwear for working environments are produced. I noticed that one type of shoe Skechers was manufacturing promoted the ideal of being tall as a kid. If you aren’t tall, you can’t ride the roller coaster. So let me get this straight, if kids put on these shoes, they get taller, which then permits them to ride the roller coaster? I guess I’ll just go with the flow about that idea. Skechers produced many other kids commercials, all showing new crazy types of shoes. Some shoes glow, and some shoes have bungee in them! How crazy is that? Footwear for men, also known as Skechers Men, promotes ideals of healthiness and comfortableness. Skechers made sure to say that their shoes go with everything. I know for a fact that men will fall for this idea, how smooth.
Major stores, like Foot Locker, Macy’s, and Sears sell Skechers. Their magazines are sent out to homes, and we are then exposed to Skechers! Billboards also are a form of a media platform that helps to show Skechers to a wide variety of people.
Celebrities have always helped many companies sell their products. Skechers has been able to pick up some of the most popular celebrities ever! From Christina Aguilera to Kim Kardashian, Skechers has used these women in a sexual way to promote their shoes. These advertisement campaigns were all well thought out. Who would want to pass up a picture of their favorite sexy celebrity? People become interested in the product this way, and may become future clients.
When advertisements about Skechers shoes come on television, it tends to be during late afternoon to nighttime. The reason for this is because teens will be off of school then, so they can view the commercials. Parents will be off of work too, so they can sit back and watch some television, allowing them to relax after a long day. It’s a strategic plan to run the commercials at these certain times. Think about it, would you be able to see a Skechers commercial at 11 a.m. on a school day? The answer is clearly no!
Who do you think is mostly impacted by Skechers advertisements? Is it men, or do you think children are being impacted the most? In my opinion, after doing research, women are the most impacted by Skechers advertisements. I mean, just look at the website. The official Skechers website is targeted towards mostly women. However, the company has eight separately marketed “fashion and street” brands targeted at different demographics. The advertisement campaign that I am focusing on is the Kim Kardashian one, which is the most current campaign that Skechers is conducting. Currently, Skechers is trying to reach women in their 20’s-40. The company is focusing on categories such as, exercising and fashion. The Kardashian Collection, Resistance Runner, and Shape Ups, are all geared towards women. “Sketcher,” is a street term for an energetic person who cannot sit still. The target market that Skechers is trying to reach can be looked upon as energetic too. Targeting energetic people means that athletic shoes must also become available. As of now, there are lots of fitness shoes available. They are not only for women, but men too.
Skechers is currently the biggest company providing toning shoes, and have seen their women’s sports footwear market increase 17%. This means that annual sales amount to $ 226 million. I would consider their advertising campaign a huge success. In my opinion, Skechers is trying to change its whole image. The company is known for having shoes that aren’t as stylish. Skechers is now promoting their company as a company that provides stylish, comfortable, and body toning shoes. By using Facebook, television, magazines, billboards, and celebrities, Skechers has been able to launch a very successful advertisement campaign.