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Skechers USA SWOT & PESTLE Analysis

ID : 52650053| Sep 2020| 15 pages

COMPANY PROFILE -Skechers USA

Business Sector :Sportswear Apparel

Operating Geography :United States, North America, Global

About Skechers USA :

Skechers USA, Inc. is a multibillion dollar valued American company developing lifestyle and performance products like apparel and footwear. Headquartered in California, US Skechers has expanded globally to have its products available in more than 170 countries. The international business for Skechers accounts for more than half of its sales providing it ample opportunities to expand worldwide. Founded in 1992 by Robert Greenberg who wanted to focus on the casual footwear market, Skechers expanded into lifestyle and footwear with diversification into athletic, casual and performance shoes. It has collections for men, women and kids providing them a wide range of apparel and accessories Skechers believes in developing products with detail attention to style, innovation, quality and comfort which remains their unique selling proposition. The company has more than 3500 retail stores through which the products are sold directly to consumers. The company also makes use of other distributors and e-commerce to sell its products. Sketchers employed over 13,000 persons as of January 2020. Skechers traded on the New York Stock Exchange and received the Company of the Year award by Footwear Plus in 2019. This was its 8th award in the last 15 years. It also received Excellence in Children’s Design award for Skechers Kids.

Skechers USA Revenue :


$5,220 million - FY ending 31st December 2019 (year-on-year growth of 12.45%)
$4,642 million - FY ending 31st December 2018

Competitive Analysis of Skechers USA

SWOT
PESTLE
The SWOT analysis for Skechers USA is presented below in a matrix followed by the detailed analysis report:
Strengths
Weaknesses
1. Skechers is well expanded in the overseas market and has high returns from worldwide sales
2. Wide product offerings at a reasonable price designed for all gender and age group
3. Aggressive marketing leading to strong brand recognition
4. Steady cashflow and high operating margin over years
5. Competitive advantage in women’s athletic shoe segment
1. Heavy dependence on a small customer segment
2. Skechers stores are mainly located in shopping malls
3. Sourcing mainly from limited independent contract manufacturers
Opportunities
Threats
1. Increasing athletic wear craze among the health-conscious consumers
2. Increasing direct-to-consumer business through concept stores, digital infrastructure and ecommerce
3. Investments in existing or new and adjacent markets
1. Limited digital capabilities and consumer engagement than competitors
2. Fear of brand dilution for Skechers which offers more than 3000 products in retail
3. Global footwear industry – an increasingly competitive business
4. Sales in China to be impacted by COVID-19 outbreak and subsequent economic slowdown
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Skechers USA

 

Strength

1. Skechers is well expanded in the overseas market and has high returns from worldwide sales: Skechers has expanded well globally with its revenue almost doubling in the last 5 years. With product sales in over 170 countries, the American lifestyle and performance Footwear Company, markets its produce via third-party wholesale partners and directly to consumers via more than 3,000 Skechers retail stores and e-commerce platforms. The main reason being expansion into markets which are emerging and have higher demand for the product. Countries like China, India, Latin America and the Middle East have provided Skechers a wide market with its huge population and increasing demand. Skechers overseas business has witnessed a massive growth of around 20% in 2019 alone and the revenue from overseas market now accounts for around 60% of the total revenue for Skechers. Due to high expansion into emerging markets, Skechers has a huge potential of growing demand and hence higher revenue from these countries.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

1. Heavy dependence on small customer segment: Skechers was heavily concentrated on its top 5 customers in the last few years. In 2019, the largest 5 customers accounted for 9.6% of their sales. The number was 10.4% and 10.5% in 2018 and 2017 respectively. Such reliance on any customer for a good slice of the revenue, could impact Skechers performance, if these customers decide not to continue with them. These customers who are mainly retailers have no obligation to continue with Skechers owing to the high uncertainty and competition in the retail sector. Such a scenario would act as a blow to Skechers sales.

The remaining section of “Weakness” is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Skechers Sport
  • Skechers Active
  • Skechers Sports Active
  • Skechers Street
  • BOBS from Skechers
  • Skechers Performance
  • Skechers Work
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

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References used in Skechers USA SWOT & PESTLE Analysis Report

1. Thanks To Nike's Quarterly Results, Skechers Stock Looks Like A Real Steal: https://www.fool.com/investing/2020/03/30/thanks-nike-earnings-skechers-stock-a-steal.aspx
2. SKECHERS U.S.A., INC, FORM 10-K: https://investors.skechers.com/financial-data/all-sec-filings/content/0001564590-20-007744/0001564590-20-007744.pdf
3. https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/skechers-bets-on-the-middle-class-to-sprint-to-1-bilion-in-india-revenue/articleshow/62893800.cms
4. Skechers Investor presentation March 2020: https://d1io3yog0oux5.cloudfront.net/_26c037329b0b38e4d1addf4127638a9f/skx/db/433/3335/pdf/SKX+Investor+Presentation+March+2020+vF.pdf
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Skechers USA SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2021). Skechers USA SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/skechers-usa/ [Accessed 24 Sep, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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Skechers USA SWOT and PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.

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