The National News
Publication of Point-of-Purchase Advertising Display
WHO ARE LIGHTING UP THE P-O-P WORLD
display, sign, fixture or other in-store merchandising
effort represents the work of at least one experienced,
P-O-P professional - and in some cases, it's several
are 40 up and coming P-O-P professionals - all age 40
or younger who are not only having an impact on how
their own companies' products are being marketed in-store,
but who are also setting the standard for the next generation
of merchandising solutions. Based on recommendations
from their suppliers, bosses and peers, the individuals
were selected for this report by the editors of P-O-P
her role as director of retail marketing for Skechers
USA Inc., Lisa Marks must wear many hats... or,
rather, many shoes.
"I do all the different aspects of marketing because
we're a small company." That involves directing
the design, development, manufacture and distribution
of P-O-P and promotional merchandise for the footwear
has been in her present position with Skechers for two
years. Having spent several years in the fashion design
industry, then returning to school to further her education
in merchandising and marketing , and then working for
L.A. Gear in a marketing position, she was prepared
for her job duties there.
of Retail Marketing
Skechers USA Inc.
Manhattan Beach, Calif.
A.A. in Fashion Design - Fashion Institute of Design
B.S. in Business Marketing - California State University,
and Karl Kani lines of footwear
has tough standards for its P-O-P displays and materials,
says Marks. They "have to create a certain amount of
brand awareness and draw attention to a distinct or unique
feature of the shoe," she explains. "An image of
the shoe must be portrayed. For example, a work boot display
should have the feeling of a work boot."
create this type of "imagery," Skechers uses a broad
array of materials to make its display components. Recent
components have included everything from banners to metal
signs, slatwall shoe shelves, and acrylic logo easels and
plaques, according to Marks.
recent P-O-P project that Marks considers successful is the
Skechers Concept Shop, a modular unit that begins with one
key piece, a tower, and develops as more pieces are added
to it. "Retailers can create a bigger environment as
they order more of our shoes or add more styles. They can
continue to build onto the towers, depending on how big they
want the environment to be," Mark says.
looking back at her career, Marks cites perseverance, discipline,
creative troubleshooting and being a team player as personal
qualities that have helped her achieve her goals. And, as
words of wisdom for others moving up the P-O-P ladder of success,
Marks says, "Be open to anything and listen to any new
ideas your vendors might offer. Take classes, develop yourself
well-rounded and have a great attitude."
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Point-of-Purchase Advertising Display
DIRECTOR OF VISUAL MERCHANDISING
GLOBAL SPORTS INC., KING OF PRUSSIA,
role do you play in P-O-P decision-making?
I design and assign projects to vendors, distribute
budgets according to corporate guidelines and develop
a line of P-O-P pieces accordingly. Global Sports consists
of three brands and each has its own line of both general
P-O-P and account-specific P-O-P. There are also promotional
recent P-O-P project stands out?
Since I've only been with this company since April,
I have not seen an outcome of any specific project.
I am working on a modular Concept Shop for both our
Yukon and Ryka brands for the Back-to- School season
in Just For Feet stores.
women readily accepted in this business?
Yes. Men in the shoe business do not seem to be very
savvy or interested in the P-O-P buying and distributing
area. They may want input, but do not want to be responsible
for the details.
your personal motto?
Design, research, be open to input, develop yourself,
keep a good attitude, be a team player and don't take
things too personally.
to the top.
direct mail postcard.
"P-O-P Times is a valuable resource in
the development of merchandising campaigns. it introduces
new prospective vendors and inspires the creation of new ideas
by featuring the latest in point-of-purchase accomplishments."
Director, Retail Marketing
Skechers U.S.A. Inc.
to the top.
OFFICIAL SHOW DAILY
International Buying Market
(Trade Show Publication)
Look for Skechers
you haven't popped into the Skechers USA booth yet, prepare
yourself for a little surprise. On top of the trends, as usual,
the company is moving away from its longtime look and embracing
more mod styles and colors. This evolution includes a new
logo, new point of sale pieces, and new commercials.
are broadening our market," explains Lisa Marks, Director
of Retail Marketing. "We're cleaner and more streamlined
-- getting away from the industrial looks --and we've bought
a lot of TV time to get this message across."
new back-to-school campaigns for Skechers and Karl Kani are
being shown at the booth and, yes, they are available for
hot here at WSA? Wompers and BogWalkers are making a big impression,
as is the Eudurolite collection. Women's buyers have also
been pleased to find more feminine materials and colors in
the Skechers line. Karl Kani Sport has been a winner here,
too. Bright, clean and funky, these athletic shoes play off
the moodier Karl Kani stuff nicely. An endorsing athlete for
the sports line is also in the works. By the way, both brands
have some great new stuff for kids.
USA also offers plenty of p.o.p. support for its dealers,
from shoe towers to modular displays to an entire concept
shop presentation. The idea behind this collection of Point
of Purchase is that you can build on it.
concept shop starts with one key unit or tower and connects
the unit with shelves, sign holders, and additional fixtures
to create a larger environment as more shoes are carried.
Skechers has always used Point of Purchase and strong advertising
images to make sure the new company is noticed and recognized.
Overall Skechers is moving with the times and their future
looks extremely impactful.