Skechers en Colombia: la estrategia detrás de su crecimiento y su apuesta por nuevas regiones

TL;DR

Skechers closed 2025 with 50 stores in Colombia, maintaining strong performance from 2024.
The company prioritized expansion into intermediate cities like Pereira, Sogamoso, Manizales, Ibagué, and Sincelejo.
Growth was fueled by expanding the store network and enhancing value proposition with innovations in technical categories like running performance and soccer.
Increased brand visibility through strategic partnerships and ambassadors, including Sofía Vergara, strengthened brand recognition.
Skechers benefited from consumers' preference for practical and functional products, aligning with global trends.
Innovations in 2025 included a strengthened soccer performance category with new cleats and the introduction of Skechers AERO running shoes.
The company also continued investing in Skechers Slip-ins® technology.
Future goals for 2026 include sustainable sales growth, strategic store openings, and expansion into high-potential areas, especially intermediate cities.
Key challenges identified are economic volatility, increased competition, and evolving consumer behavior, to be addressed through innovation, operational efficiency, and an omnichannel strategy.

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