3. Identify past/current positioning strategies
, and proposed strategy
moving forward for your chosen product.
In the past, Skechers has used the product differentiation positioning strategy to stand out from other famous shoe brands. By focusing on the functionality and comfortability of their shoes, Skechers were able to target the working class and older market. (Kapur, 2023) The dilution of focus was caused by Skechers' historical positioning as a brand for work shoes and older consumers.
Drawing inspiration from New Balance's success, the suggested strategy entails a substantial shift towards
youth appeal. A modern image will be largely determined by the importance placed on social media, influencer partnerships, and online shopping services
. “New Balance sneakers might be known as the ultimate in 'dad shoes,' but the brand is proving it can get down with the kids too”
(White, 2023). Skechers' 'Ottoman' line is intended to challenge socio-cultural stereotypes and conform to contemporary lifestyle trends by redefining Skechers as a stylish and high-end option. By realigning the brand strategically, the goal is to build a new connection with the target audience and redefine the brand narrative.
Our proposed positioning strategy is to shift from a product differential approach to a lifestyle positioning
strategy. This transformation involves a comprehensive revaluation of the brand's image, targeting a specific lifestyle segment characterized by particular demographics, psychographics, and consumer preferences. We will the add the existing product line which is Sport Court 92 “Ottoman” shoes
to align more closely with the desired lifestyle, incorporating changes in design, features, and marketing materials. We will be placing a strong emphasis on conveying a distinctive lifestyle image through various channels,
including advertising, social media campaigns, and retail experiences. Collaborations with influencers, celebrities, and other brands that resonate with the chosen lifestyle are being explored to enhance the brand's credibility and reach. Throughout this strategic shift, Skechers will be committed to maintaining consistency in messaging and regularly monitoring consumer feedback, market trends, and performance metrics to ensure the ongoing alignment of the brand with evolving consumer preferences
