The Skechers determined the needs of their target group by assessing feedback from them. It’s basic target group is the group of ages 12-24 and some of the people in the older who like youthful looks. Some of the them wear shoes in deserts, mountains or urban areas. They send feedbacks of its preference to Skechers and Skechers produces the products that fit the consumer’s preference in order to get the maximum profit. The Skechers largely use media to advertise their products. Their target groups of youths often touch media, so media is a good medium to advertise their products. There are advertisements of Skechers on pages in magazines or advertisement periods of TV shows. The Skechers constantly change their products. They change from sports shoes, sandals to boots. The fashion is changing while time proceeds. The preference of their target groups keeps changing through time and triggered Skechers to innovate new products. In that way, they are different from other shoe companies that only produce one kind of shoes.
The place where young people would go to, for example, the Time Square, is a location that Skechers would tried to consider as their target market. Furthermore, those places are normally where people would converge. I think Skechers strategies are effecitive. I would be intrigued by the different features and variety of Skechers‘ products. The variety Skechers show is a good reason for consumers to buy their products. The sandals let feel a high level of utility because it could be use in many places. My feet will be free to kiss the air while I wear sandals. I don't think the popularity of boots is reasonable. The boots restricted the foot and make people hard to walk. I think when people walk with boots, they are like zombies.
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