Being a writer/copy editor by night and a Kohl's Shoe Department Specialist by day, I can’t help but pick up on customers’ errors of pronunciation when it comes to footwear. Allow me to explain:
SKECHERS
This California-based maker of ultra-trendy footwear actually does not use a “T” anywhere in it’s name. Look closely and you’ll see it’s SK-E-CHERS not SKE-T-CHERS. Apparently the errant “T” is a common misconception; the company owns the web domain for both the correct and the extra-T spelling of its name.
Perhaps the biggest challenge is for the shoppers who do realize the T is missing. They frequently call the brand SKI-CHERS. Undoubtedly this brand name gives people the most problems. Some other misconceptions I’ve heard for Skechers:
• Stretchers – Usually from elderly folk who probably imagine a shoe that stretches over every corn, bunion, and foot malady that they insist on showing me.
• Skaters – Yes, Skechers makes skateboarding shoes, but so does Vans and Zoo York.
• Shapers – This one is semi-excusable; it no doubt comes from the Skechers Shape Ups line.
• Steppers – Step Up by Skechers is a junior’s flat, not the name of a brand.
DOCKERS
The timeless brand often thought of for its pants (and pantless Superbowl commercials!) also makes shoes. This label has been around a while. Calling it “Dockets” is simply unacceptable. A docket is a court document, whereas my guess would be that Dockers takes its name from boat shoe heritage.
NIKE
This one surprises and never ceases to annoy me. People pronounce Nike in such a way as to rhyme with “bike.” The word may appear to be pronounced this way, but we all know it’s NIE-K-EEY.
KEDS
Seems the elderly love these shoes, and for a good reason. Keds was one of the original makers of vulcanized rubber sneakers. Calling them “kids” is simply unacceptable, although Keds does make a few styles in kids’ sizes.
MOOTSIES TOOTSIES
This is an off-label by Nine West. It's such a stupid name that it's hard to prononuce correctly with a straight face. I had to bite my lip as I dealt with a customer who was unhappy with her “Mushy Tushy” sandals. Mushy sandals? Mmmm…sounds comfy.
DANA BUCHMAN
Once a designer with Claiborne, Dana Buchman signed on exclusively with Kohl’s last year. Her last name is not pronounced “BOOO-K-MAN.” It’s Buck-Man. Not Buckingham. The buck stops here.
ELLE
Elle is another Kohl’s exclusive label. If it was intended to be called “Ellie” it would be spelled as such. “Ellie” by Elle was, in fact, a metallic-colored wedge sandal that Kohl’s shoppers may still be able to find on clearance racks.
KICKIN’ OFF MY SHOES…
Maybe I’m just knit-picky, but I thought it be fun to provide some laughable humor at our linguistically challenged society. Give it long enough, and I’m sure someone else will butcher the name of another shoe brand. Until then, hope you enjoyed this short list.
* Podiataric is a James-ism. Couldn't think of a better word.
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