SKECHERS BUGIS JUNCTION OPENING WITH MINNIE OF I-DLE

Tasked with pivoting Skechers from its performance-based heritage toward a fashion-forward identity, Axis Group Asia orchestrated the relaunch of the brand's Bugis flagship store in Singapore.

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We designed an immersive launch journey centered on a Meet & Greet with (G)I-DLE’s Minnie, which served as a magnet, capturing the youth culture. The highlight of the experience was a high-octane fashion show which helped place Skechers at the centre of the style conversation.

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By utilizing contest mechanics and purchase requirements, this retail activation also influenced retail conversion, positioning Skechers as a must-have name in contemporary fashion.