For 2014 there will be a distinct shift to the classic staples
For 2014 there will be a distinct shift to the classic staples

Heel & Buckle is a multi-brand footwear retailer that offers customised shoes at unmatched price range. In a candid conversation, Dhiraj Bhatija, CEO of Heel and Buckle India, shares his corporate strategy along with upcoming trends of the footwear industry.

What is your assessment on current footwear industry. Please throw light on your professional journey so far.

The footwear market in India seems to be dominated by extremities that oscillate between high-street brands, solo players and ultra-luxury fashion houses. That’s where Heel & Buckle comes in. We have worked on a multi-brand concept that revolves around crafting and sourcing accoutrements that would be synonymous with understated elegance.

Tell us something about your lifestyle product portfolio. How are you marketing them to enhance your reach in the country?

We do not really cater to lifestyle products. We are essentially focused on footwear brands. All the same, our product portfolio does showcase some accessories for both men and women. We pride ourselves on being focused footwear retailers, allowing us the bandwidth to curate unparalleled selections for true footwear connoisseurs who can appreciate high quality footwear.

What services do you offer to Indian customers and how is the response so far? Which of your product range is gaining popularity? 

Essentially, we offer Indian customers the opportunity to come and use our collections. The multi-brand concept allows for a variety of different tastes to be catered to. From the younger, more bling-oriented Pazzion collections to the elegantly sophisticated and understated Alessandro masterpieces, the idea that our product range spans a whole variety of characteristics has really worked for us. Traditionally, we’ve found our menswear brands outperform the women’s brands at the store.

 

Who are your targeted buyers?

Our target buyers are the individuals who are true connoisseurs of luxury and appreciate fine, hand-crafted, curated selections of unmatched quality.

How do you manage your distribution network?

So far, we have our flagship store opened at The Palladium, Lower Parel, Mumbai. We have a second store launching this month at Delhi’s Ambience Mall, Vasant Kunj. Apart from these, we also have an established e-commerce portal that allows customers from across India to shop with us.

How are you countering competition from other lifestyle brands?

Typically, at least with respect to the high street brands, we have seen more competition from the players who predominantly stock women’s shoes. However, as our pricing bracket targets a very specific clientele, which is not really catered by the high street brands, it becomes difficult to draw an appropriate comparison.

Our most significant method to counter the competition would be to strive to approach brands and retail international labels that have higher brand equity in India.

 What are your strategies to build brand loyalty among Indian consumers?

Our products themselves and their exclusivity is something that has so far awarded us with the brand loyalty we enjoy today. Nonetheless, we are in the process of putting together a reward system and an additional network to cater to our most loyal customers. Moreover, our home service, which allows customers to call for the shoes and shop from the comforts of their home, has been a well appreciated effort.

What is your forecast for 2014 in terms of footwear industry in India?

For 2014, we believe there will be a distinct shift to the classic staples for both men and women. Leaving behind the transitional colour and print trends, this next year will see true footwear aficionados seeking to invest in classic staples that will see them through multiple seasons.

What are your growth plans for upcoming year?

For the upcoming year, we do intend to focus on expansion. We have full plans to take the Heel & Buckle brand to more cities across India in combination with a global expansion strategy. 

 

 

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