SKECHERS

Who – The People & Legacy

• Founded in 1992 by Robert Greenberg, who previously co-founded L.A. Gear. He remains CEO, with his son Michael Greenberg serving as President—both still influential in guiding the company.
• Based in Manhattan Beach, California, Skechers has grown to become the third-largest global footwear brand, offering both shoes and apparel worldwide.

What – Product Range & Market Position

• Skechers offers a wide variety of footwear: from casual and lifestyle builds to performance lines (e.g. Go Walk, Go Run, Go Golf), plus children's lines, work shoes, and charity collections like Bobs.
• The brand emphasizes comfort, affordability, and accessibility, often capturing market segments that larger competitors like Nike overlook—such as retirees and families.

Where – Design, Manufacturing & Global Reach

• Design headquarters are in California, but manufacturing is fully outsourced to independent factories in China and Vietnam, allowing flexibility and scale.
• The company maintains quality control teams and inspections in both China and Vietnam to manage production standards.
• As of 2024, Skechers has over 5,200 retail stores globally and operates in around 180 countries, supported by strong e-commerce and franchise models.

Quality – Comfort, Value & Durability

Strengths

1. Comfort: Widely praised for memory foam insoles, arch support, and cushioning that appeal to everyday wearers. Reviewed models like Go Walk and Ultra Flex consistently score high in comfort tests.
2. Value: Positioned as more affordable than premium brands—often 20–30% lower in price—while still delivering comfort and style.
3. Style Variety: Offers a diverse range from casual sneakers to performance and fashion-forward designs, appealing to multiple demographics.
4. Positive Consumer Feedback: Many users rate the quality above average; in a 2021 Consumer Affairs report, 75% rated Skechers quality favorably.
5. Comfort Performance in Real Life: Articles spotlight how affordable Skechers models outperform certain orthopedic shoes or are beloved by professionals on their feet all day.

Common Criticisms & Concerns

1. Durability Issues: Some customers report premature wear or structural failures—like sole separation or fading cushioning—especially in lightweight models.
   
2. Inconsistent Fit & Sizing: Fit can vary greatly across models, causing returns and frustration for online buyers.
3. Mixed Customer Service Experiences: While many reviews are positive, others describe return headaches and unhelpful support.
4. Perception of Material Quality: Some users feel the materials feel cheap or degrade quickly, and Skechers is sometimes perceived as less fashionable.
5. Not Always Performance-Grade: While comfort is strong, Skechers may lack the technical features and biomechanical support found in specialized running or performance brands.