MELBOURNE: Skechers will unleash a celebrity marketing campaign in 2011 as part of efforts to consolidate growth in its year-old toning category.
The US-originating shoe brand has signed reality television stars Kim Kardashian and Kris Jenner as the faces of its Shape Ups toning shoes for 2011. Skechers Australia brand manager Shane Salter revealed the campaign will roll out locally to support the brand's nine Australian retail stores and 400-plus wholesale doors.
It's not the only change Skechers Australia has instigated since launching toning product in October 2009.
“We have recently employed a national sales executive for Skechers Fitness,” Salter said.
“Added to this is a Skechers fitness ambassador who is responsible for promoting our brand at local events across the country and increasing the awareness and understanding of this relatively new category.”
The label will bolster its existing toning range with six new product releases over the next 12 months, including the 'Resistance Runner' in April 2011 and 'Tone-ups Fitness' in May 2011.
Other changes planned for 2011 include an expansion of its Chadstone (VIC) retail store in February and an increased focus on kids' shoes.
“Kids currently make up approximately 20 per cent of our overall business up from four to five per cent only three years ago,” Salter said.
Skechers is managed in Australia by Accent Group and stockists include In Sport, Lorna Jane and Rebel Sport.