Skechers POP Promises to Help You Get in Shape
Representing the fastest-growing segment of the $17 billion-a-year athletic footwear industry, "toning shoes" are designed to firm up muscles, promote healthy weight loss and improve your posture. Skechers, Reebok, MBT and Avia are just a few of the companies trying to capitalize on this explosive footwear category and drive sales in an otherwise flat market.
Skechers, the market leader in toning shoes, unveiled a dual-sided floorstand to promote their Shape-Ups line of footwear. Designed for in-store longevity, the main structure and product shelving were produced using a powder coated metal substrate. Simple graphics, topped off with brand logo and trademarked call to action, accompany both sides of the display.
A dimensional tip-on extends beyond the graphic panels adding balance and attention to product attributes which are indicated by round yellow targets. Since the category is primarily driven by a customer base that is 90% women, the tip-on was layered female first - male second (efforts to attract men are being led by Pro Football Hall of Fame QB Joe Montana).
The product shelves follow a nicely shaped curved element which creates a slimming effect to overall shape of display. A literature pocket serves as an educational take-away to inform consumers why they should use toning shoes and more importantly, why they should purchase the Skechers brand. More product information can be found in the instructional booklet and DVD which accompany the shoes.
Although toning shoes and their benefits are shrouded by controversy, this display was spot-on, meeting brand and retailers objectives.
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Dimensional tip-on of female/male figures showing product in-use.
Curved metal shelves contour to shape of shoes and replicate the heel-to-toe motion users experience.
Yellow target marks on the figures indicate the areas on the body that will benefit from using the toning shoes.
Literature pocket educates consumer and entices purchase.