Gayatri Palande Appointed AGM – Marketing & Visual Merchandising at Skechers India: A New Era of Retail Strategy

Introduction: A Strategic Appointment for a Fast-Growing Brand

Skechers India has made a strategic move in strengthening its retail and brand presence by appointing Gayatri Palande as its new Assistant General Manager (AGM) – Marketing and Visual Merchandising (VM). This leadership addition signals the brand’s renewed commitment to retail innovation, customer engagement, and store experience across India.

With her rich background in marketing and in-store communication, Gayatri steps into this role at a time when Indian retail is undergoing a significant transformation. Her appointment is more than a title shift—it reflects Skechers’ larger ambition to blend cutting-edge marketing with immersive brand storytelling.

Who Is Gayatri Palande?

Gayatri Palande is no stranger to the Indian retail landscape. With a career spanning over a decade, she brings deep expertise in marketing strategy, shopper insights, category planning, and brand visualisation. Her portfolio includes working with high-impact retail environments and consumer-driven fashion spaces.

Before joining Skechers India, she held leadership roles at various renowned retail and lifestyle brands. Her strength lies in bridging the gap between data-driven retail strategy and creative execution, especially in physical store formats—making her ideal for a brand like Skechers that thrives on dynamic visual storytelling and community appeal.

What Her Role Means at Skechers

As AGM – Marketing & VM, Gayatri will oversee nationwide marketing campaigns, brand communication, store visual layouts, and customer engagement initiatives. Her scope spans across online and offline formats, making her a crucial touchpoint for both physical retail success and digital activation.

Here’s what her responsibilities will likely include:

• Campaign Development: Crafting marketing campaigns tailored to regional preferences

• Retail Visual Merchandising: Designing and executing compelling in-store experiences

• Brand Strategy Alignment: Ensuring global Skechers brand ethos is reflected in local contexts

• Cross-Channel Synergy: Unifying the brand's tone across physical outlets, e-commerce, and social platforms

• Consumer Engagement: Launching activation programs to deepen customer relationships

In essence, she will be responsible for how the brand feels, looks, and speaks—both to the casual shopper and the loyal Skechers fan.

Why This Matters for Skechers India

Skechers has carved out a unique position in India’s highly competitive footwear market. Known for comfort, style, and affordability, the brand has consistently delivered products that resonate with millennials, fitness enthusiasts, and casual wear consumers alike.

However, the Indian footwear space is also home to heavyweights like Nike, Puma, Adidas, and local players like Bata and Campus. To maintain its edge, Skechers needs to offer more than just a good shoe—it needs to offer a memorable brand experience.

This is where Gayatri’s appointment becomes pivotal. With her arrival, the company is set to amplify its:

• In-store visual language

• Seasonal campaign relevance

• Localized messaging

• Consumer touchpoint optimization

A Deep Dive Into Visual Merchandising: Why It Matters

In a world increasingly dominated by digital retail, one might wonder: does visual merchandising still matter? The answer is an emphatic yes—especially for a brand like Skechers, which prides itself on brick-and-mortar visibility and community connect.

Visual Merchandising (VM) is the art and science of how a store looks, flows, and appeals to shoppers. Done right, it:

• Increases dwell time inside the store

• Boosts product visibility and impulse buying

• Reinforces brand values and aesthetics

• Provides a seamless, pleasant shopping experience

Gayatri’s expertise in VM ensures that Skechers’ stores across metros, malls, and tier-2 cities retain consistency while embracing local flair—a crucial balance for nationwide brands.

Marketing in a Post-Pandemic Retail Landscape

India’s retail sector is rebounding fast from pandemic-related slowdowns. However, consumer expectations have changed dramatically. Today’s shopper is:

• More informed

• Digitally savvy

• Experience-driven

• Value-conscious

To meet this evolved consumer, brands need agile marketing leaders who understand both technology and emotion. Gayatri Palande checks all these boxes. Her marketing vision isn’t just about big-budget campaigns—it’s about creating moments that connect with real people.

Expect to see more personalized communication, targeted promotions, regional campaign flavor, and storytelling rooted in Indian values under her leadership.

The Competitive Context: Footwear Brands and Experience Economy

Footwear today is more than functionality. It’s fashion, self-expression, and lifestyle identity. Brands that deliver compelling in-store journeys often outperform those that rely solely on e-commerce.

By appointing a seasoned leader like Gayatri, Skechers is signaling that it will not just compete on product quality—but also on experiential quality.

Some expected shifts may include:

• Immersive window displays tied to festivals or cultural events

• In-store navigation that enhances exploration and discovery

• Interactive kiosks or digital integrations to blend tech with retail

• Retail staff engagement programs that echo brand values

It’s not just about the shoes anymore—it’s about the stage they are displayed on.

Gender Representation in Retail Leadership

Gayatri Palande’s appointment also speaks volumes about Skechers’ approach to gender diversity in leadership. The retail sector has historically been male-dominated at senior levels, especially in operations and strategy roles.

By placing a woman in such a high-impact role, Skechers is encouraging a culture of:

• Merit-based progression

• Perspective diversity in brand decisions

• Female representation in creative leadership

• Inclusive thinking in consumer marketing

It’s a refreshing and progressive move in an industry that thrives on understanding human behavior across all demographics.

Employee Sentiment and Brand Culture

Internally, such appointments uplift morale. Employees often take cues from leadership about:

• Brand vision

• Innovation direction

• Creative freedom

• Role models and mentorship

With Gayatri’s onboarding, younger professionals in the marketing and VM teams are likely to feel inspired and motivated. Her presence could trigger fresh thinking, new collaborations, and more horizontal decision-making, where ideas are judged by impact, not seniority.

Future Outlook: What to Expect from Skechers

With Gayatri Palande now part of the core leadership team at Skechers India, we can anticipate:

• Regionally relevant campaigns for festivals like Diwali, Holi, and Onam

• Smarter store layouts across high-footfall retail zones

• Brand integrations with influencers who resonate with Gen Z and millennial shoppers

• Community-centric events hosted in and around Skechers retail spaces

• Seasonal display rollouts that are thematic, bold, and Instagram-worthy

The end goal? To turn every Skechers store into a destination, not just a sales outlet.

Final Thoughts: Leadership That Marries Aesthetic with Strategy

In an industry where trends shift with the seasons and loyalty is hard-earned, visionary marketing leadership is a game changer. Gayatri Palande’s arrival at Skechers India is a move rooted in foresight, relevance, and executional strength.