Brief • 3 min Read
1: Skechers Footwear Makes Serious Strides in 2023 – Brand Story
Skechers took its first steps as a footwear company in 1992. Thirty-one years later, and the Skechers brand is still running hot! In Q1, Sketchers hit over $2 billion in quarterly sales. In Q2, Skechers made the Fortune 500 list. It is one of only four apparel brands that are ranked.
- According to QuestBrand data, Skechers significantly gained momentum throughout Q2 after their strong first quarter. Momentum reflects a brand’s market position and its ability to beat out competitors.
- The graph below illustrates Skechers’ momentum throughout the first half of 2023 – broken out by the age of respondents.
- Historically, Skechers has been popular among older consumers. You can see older consumers’ preference for Skechers reflected in the data below (Dark Blue=Baby Boomers and Silent Generation).
- Skechers’ rise in momentum may have been positively impacted by the company’s strong marketing efforts in Q2 – including partnerships with Doja Cat and Mr.T. Among older consumers, we see ad recall jump (+8.3) from Q1 (36.1) to Q2 (44.4).
Read the full brand story for more information about Skechers’ rise in momentum and growth in ad recall this year.
2: Fall Fashion Marketing – AdAge Op-Ed
In a recent op-ed for AdAge, Harris Poll co-CEO Will Johnson explores consumers’ apparel purchasing habits to help companies with their fall fashion marketing. Here’s a peek at a few of Johnson’s insights:
- Cost is king: When shopping for clothing, 67% of consumers identified price as a consideration, followed by quality (62%), and style (55%).
- Sustainability is not always top of mind: The factors above outpace the percentage of shoppers who take where the apparel is manufactured (22%), a brands’ sustainability efforts (17%), or stance on social issues (15%) into consideration.
- Women and men approach shopping differently: Women more often consider price (73%), quality (66%), and style (59%) than men do (59%, 59%, and 50% respectively.)
- Women break their budgets more often than men: 71% of women who set a budget before shopping say they at least sometimes overspend their budgets, versus 65% of men.
“The bottom line: Know your customers and sell to them where they are, and your fall fashion season can be a success.” – Will Johnson, Harris Poll co-CEO
3: Barbie Made a Splash with Consumers This Summer – Brand Story
Winding down from a surge in toy sales during the COVID-19 pandemic, Mattel, like other toymakers, has been fighting a slump in sales. However, this summer’s highly anticipated Barbie movie served as a much-needed sales catalyst for the Barbie brand.
- After the Barbie movie became Warner Bros.’ highest-grossing movie of all time, it comes as no surprise that this billion-dollar film renewed consumers’ interest in the Barbie brand.
- Ahead of its success at the box office, Mattel made sure that Barbie remained at the forefront of consumers’ minds with an extensive marketing campaign.
- Barbie’s marketing push ran across multiple channels, including partnerships with nostalgia-evoking brands like Gap and Forever 21, Barbie-branded home products, and even a rentable Malibu Dreamhouse available through Airbnb.
- This multi-pronged push to keep consumers engaged with Barbie content paid off for the brand. According to QuestBrand data, we saw Barbie ad recall jump (+24.1) from pre-Barbie movie (14.0) post-Barbie movie Q3 (38.1) among US adults.
Read the entire brand story for more information about Barbie’s successful marketing efforts, and to see how this summer’s Barbie-bonanza impacted the brand’s momentum.
Subscribe for more Insights
Subscribe to our newsletter for the latest trends in business, politics, culture, and more.
Subscribe for more Insights
Subscribe to our newsletter for the latest trends in business, politics, culture, and more.
Related Content