Footwear retailers all set to target modern shoppers
The article sheds light on how traditional footwear retailers are breaking the clutter and coming up with innovative ideas and products to connect with modern age shoppers.
Tags: Indian footwear brandsBY Shipra Srivastava | May 11, 2018 | comments ( 0 ) |
Bata connecting with Youth Power
Bata has been constantly premiumizing its product offering with several new launches in the men and women categories like Hush Puppies, Naturalizer, European collection, Power International range, North Star as part of its AW17 collections. Targeting the young millennials, Bata launched Power Glidesteam & Airwalk collections and promoted it digitally with #WalkWithPower campaign featuring former Miss India World, Aditi Arya.
In an industry first move, Bata India also introduced a new category of footwear targeting the Tweens, the 10-14 year olds and curated a collection in casual, daily-wear, sports and outdoor sub-categories, thereby bringing in a whole new set of audience to the stores.
Bata continued its efforts in uplifting retail experience via breath-taking store windows, trained stylists to recommend collections and specially curated in-store music, recreating an international shopping experience. Large format stores, inspired by European décor, clutter free aesthetics with contemporary furniture to create visual impact, have all added to the new Bata experience. Speaking on same, Rajeev Gopalakrishnan, Managing Director, Bata India Limited & President, Asia (South), Bata Emerging Markets, shared, “Meeting the changing customer aspirations, offering comfort-driven technologies and dialing up fashion & contemporary collections are some of the trends that we are focusing at Bata.”
Liberty banking on Health
For modern shoppers, health is the prime and modern day shoppers are ready to spend anything to stay in shape. Retailers understand it well, and they are ready to cash in on this growing urge of remaining fit. Footwear Company Liberty Shoes has just launched a new sub-brand called Healers. With Healers the company aims to reach out the health conscious new age customers. The company which has invested about Rs. 25 crore in launching the sub-brand, could also look at retailing it through the shop-n-shop format at select Liberty outlets initially. The company has just reoriented its business strategy and with the sub-brand Healers has been conceived to tap the premium segment. Speaking on same, Anupam Bansal, Executive Director, Retail, Liberty Shoes, said: “We have reoriented our business strategy and the sub-brand Healers has been conceived to tap the premium segment. With the growing health and fitness awareness levels, Healers is targeted at modern consumers and is designed to give them comfort and style.”
Relaxo ropes in Bollywood faces
In order to connect with younger audience, recently Indian footwear brand Relaxo, has rolled out a new TVC for its new series of flip flops Bahamas. The brand is being endorsed by bollywood star Salman Khan featuring him in a vibrant mood. Even in past, Delhi-based Relaxo Footwear spent heavily on high-profile brand ambassadors such as Salman Khan, Katrina Kaif and Akshay Kumar, while Metro Shoes has Saif Ali Khan and Kareena Kapoor to endorse the brand.
Footwear industry report
Indian footwear industry to cross Rs. 38k mark by 2015