Footwear

Benchmarc
Skechers USA
Comments: Through the use of a blow-molded main structure with a wooden base and lithoed decal, the shoes are presented in a non-traditional configuration on metal shelves. The edgy design reinforces the Collection design style and reflects the client's attitude and image in the footwear industry.

United Displaycraft
Skechers USA
Comments: Skechers Racetrack floor display was designed to utilize the company's new color pallet and provide a fun, new look that would be accepted by retailers. This display far exceeded its marketing goals, allowing the marketer to obtain placement at the entrances and in prime locations at all Robinsons May, Hecht's and JCPenney stores, as well as at hundreds of independent stores. The unit has been reordered several times and the marketer wants to expand the Racetrack style of displays into 2000.

With products constantly being introduced, marketing executives at Skechers look to communicate the latest trends through P-O-P.

Mila Displays Inc.
Skechers USA
Comments: The objective of this entry was to increase the Skechers name recognition. The size of the entry makes it very easy to fit around all types of footwear while not being overbearing. Since the Skechers Collection combines elegance and durability, the use of wood, aluminum and multi-color screen printing helps to express these ideas. Reorders are expected, as initial client requests were larger than expected.

Rapid Displays
Ariat International
Comments: This display for performance footwear for equestrian athletes highlights a new heel cushioning technology and explains the benefits to riders. The display was designed in layers to communicate the layering of the product's technology. The base layer portrays an equestrian athlete in action. The second layer, a pillow die cut, shows a cutaway of the boot and the cushioning. The third layer, made of clear plexiglass, calls out the different technology features in the second layer's illustration.

Pratt Corp.
Skechers USA
Comments: Using passive motion, this metal spring unit is interactive. Consumers need only touch the shoe to see it move. The goal of the display was to design a more creative, innovative way to merchandise shoes on store counters.