Skechers Caught Lying on Shape-Ups
I could have told you this. When I was in the city two years ago, I saw many commercials, advertisements and even a pop-up store for Skecher Shape-Up shoes. They had Kim Kardashian as a spokesperson, and personal opinions about the shoe from Joe Montana and Karl Malone. Skecher’s probably paid Kim Kardashian a lot of money to advertise for a brand that was cool in the 90s. Now, the the Federal Trade Commission has found that all these claims were not true. However, I have to give a lot of credit to the Skecher’s marketing team because they were skilled to take advantage of consumers who are celebrity driven and health-minded.
Last Wednesday, Federal Trade Commission stated that “Skechers USA, Inc. has agreed to pay $40 million to settle charges that the company deceived consumers by making unfounded claims that Shape-ups would help people lose weight, and strengthen and tone their buttocks, legs and abdominal muscles.” The Federal Trade Commission is an agency that “prohibits unfair or deceptive acts or practices in or affecting commerce” and this includes false advertising for products that do not follow through on their claims. Skeckers’ claims that the shoes caused weight-loss, strengthened muscles, reduction of body fat, and improved circulation and aerobic conditioning, were all found to be not true. Also, the doctor who supported the claim of the health conscious shoes, Dr. Steven Gautreau, was in fact married to one of the Skechers’ marketing executives.
If you remember, Skeckers’ marketing scheme claimed that instead of going to the gym, all a person has to do is wear the Shape-Up shoe and the person will see similar results that a gym workout would show. In reality though, this was not the case and there were clinical studies that found that the Skechers’ shoes did not follow through on their promises. For about three years, Skechers created a buzz for a fitness shoe market that became a $1.1 billion market and their respective sales figures for their particular fitness shoe line amassed to $1 billion. So you have to keep in mind, what is $40 million worth for them when they already made-up for their losses. For more information on the complaint, read below: