Skechers aims to position itself as a leading shoe brand among Gen Z consumers by embracing the "hot ugly" trend to address brand cohesiveness, competitor success and an unstable target order.
A 360 degree campaign capturing GenZ attention by embracing the hot-ugly trend and tapping into nostalgia.
The Strategic Solution
To get Gen Zs to break fashion norms by leveraging Skechers' reputation and public perception because Skechers aims to authentically position itself as a pioneer in comfort technology rather than solely focusing on its style.
MOOD BOARD
Key Challenges + Insights:
Skechers preference share among adults 55 or older was around 3 times higher than younger customers in 2022
.
Skechers is the third-largest footwear group worldwide
.
Domestic and international direct-to-consumer sales are gradually declined by more than 24%
.
Billboard
In-store placement
Web banner
ACTIVATIONS
Guerrilla Pop up installation
AI generated visualization of the installation crowded locations like Time Square, New York
Mobile Store
Sketch-To-Go a mobile store showcasing limited edition and new ranges at Los Angeles, Melrose Trading Post
