Skechers Launches 'Universal' Display

Manhattan Beach, CA -- Coinciding with its '05 introduction of clipped footwear (sandals, flip-flops and open-back shoes), Skechers USA Inc. developed a modular merchandising rack it hopes will cut down on wasted displays and be used longer in stores because retailers can modify it for various types of shoes.The permanent spinning rack, which was introduced last month, will initially merchandise 64 pairs of sandals/flip-flops or 48 pairs of open-back footwear, but it also can hold product from the Skechers USA, Skechers Sport, Somethin' Else from Skechers and Skechers Kids lines."We used to do a Kids display and a Somethin' Else display, but now everything will be on this one display," says Jenn Rosumny, director-visual merchandising. "We did this to try to bring more things under the general Skechers brand. We were wasting a lot of displays when we were separating the divisions, and a retailer may have kids and adults on one display anyway. They really didn't need to be as specific as they were."Designed to fit into surf shops, independent retailers and other smaller stores, the unit has four panels, each of which measures 11 inches wide, 6 feet tall and 11 inches deep. The inner structure of the rack is a wire ladder in which retailers can put the 9-inch hooks that hold the clipped sandals at different levels. Around it is clear PETG screened with silver dots. According to Rosumny, this gives the unit a perforated-metal look, but it results in a lighter and less costly merchandiser.In an effort to encourage retailers to use the display year-round, the spinner rack can be converted to hold wire shelves -- instead of hooks -- that can accommodate 24 single shoes. "When an account is done with sandals and wants to merchandise shoes, it can order the wire shelves from us and pop them on there so it never actually has to take the display out," says Rosumny. Because most accounts will still have these racks up and can easily replace the hooks, Skechers may not have to produce 2,000 sandal racks every year, she adds.Rosumny says the company started clipping flip-flops, sandals and open-back footwear a few years ago because it provides a better presentation and it increases impulse buys. "Retailers can put these racks at the lease line or by the cash wrap, and it's an impulse buy because customers don't have to wait for a salesperson. They can find their size, throw them on their feet and be out the door."United Displaycraft, Des Plaines, Ill., produced 2,100 of the flexible units. Skechers presented retailers nationwide with the choice of the new spinner rack, which is on locking casters, or a two-sided rack that is now in its third year (it holds 64 pairs of clipped footwear and sandals). Skechers offered both displays free of charge with the purchase of 120 pairs of clipped footwear. The company is confident retailers will find the modular unit a good fit. "It literally takes 10 seconds to pull the hooks off and about 10 seconds to put the shelves on," Rosumny says. "We're also taking up less floor space, which is key because stores are a lot more particular about what they'll take due to the amount of space it will take up," she adds. "Having something that is so much smaller and spins, so it is easier for a customer to shop, is going to be great for everyone."

Skechers Launches 'Universal' Display

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