Using Skechers and sales records in the same sentence, has almost become commonplace. Their second quarter sales of $1.134-bn – growth of 10.6% – again represent a new record. It can also now claim to be a truly international brand as sales from international wholesalers grew 24.9% and the international sales is now more than 50% of total sales.
“The financial accomplishments in the second quarter are the result of our product and marketing, as well as our on-going efforts to seek out global opportunities,” Skechers CEO Robert Greenberg told investors.
“With the resurgence of retro looks and Skechers D’Lites, we are the originator of one of the hottest trends in footwear. At the core of this chunky look is comfort, which runs through every one of our divisions—from Relaxed Fit to Skechers Sport to our sandal collections. The excitement over Skechers D’Lites has allowed us to broaden our distribution and marketing to reach savvy millennial consumers.”
Campaigns like the one built around Camila Cabello (above) also contributed to the success of D’Lites, said Greenberg.
“With the right product and marketing, we believe there is significant opportunity to further grow our brand and continue to take market share,” he continued. They will be doing this by investment in their international business — both in newer and established markets.
The biggest international markets for this American brand are currently Canada, China, South Korea, Germany, India, and the UK, where Skechers achieved double-digit sales growth, COO David Weinberg said.
For the third quarter of 2018, Skechers believes it will achieve sales in the range of $1.2-bn to $1.225-bn.