Athleisure - the buzz word that keeps the spring in Skechers' step

Ms Megan Zhang says one of the factors that has helped Skechers achieve growth despite the slowing economy is the athleisure trend, where people choose clothes typically designed for athletic activities as part of their everyday wear.
Ms Megan Zhang says one of the factors that has helped Skechers achieve growth despite the slowing economy is the athleisure trend, where people choose clothes typically designed for athletic activities as part of their everyday wear.PHOTO: SKECHERS

Brand's ability to leap onto consumer trends helps it record double-digit growth

Retail sales have been falling here amid a slowing economy but global footwear and apparel firm Skechers is bucking the trend.

The brand's ability to jump onto consumer trends has allowed it to record double-digit growth despite the general slump, said Ms Megan Zhang, vice-president for marketing, store design and development for China, Korea and South-east Asia.

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A version of this article appeared in the print edition of The Straits Times on August 12, 2019, with the headline 'Athleisure - the buzz word that keeps the spring in Skechers' step'. Print Edition | Subscribe