“We aim 8 x business growth over the next 4 years”: Carl Virk
In an exclusive interview Carl Virk, Director, Carlton London talks about growth strategy for Indian market.BY Shipra Srivastava | December 21, 2018 | comments ( 0 ) |
Carlton London is an iconic footwear brand which is being operational into Indian market for a while now. What is your assessment about Indian footwear market? Also shed light on your key learning’s gained from Indian market?
We have been operating in India since 2003, with a vision to create products inspired by the international runway. Our prime focus is to provide the latest trends in the best possible quality to our patrons. Indian footwear market has beenever so booming asthe Indian audience are often seen adopting the latest stylesThe industry is constantly evolving, and it is extremely important to plan and execute production strategy to be at par with the market demands.
Kindly highlight your strategies to increase your footprint in Indian market. Also what is your current footprint in online as well as offline channel?
We are constantly growing and developing key partners for each of our sales channels which will certainly help us in spreading our footprints in the Indian market. Apart from that, we are continuously focusing on the demands of the market and we strive to working towards providing the best quality products ataffordable priceswhich further results into customer loyalty. We are available on all the major shopping websites including our official websitefor online ordering along with more than 50 offline stores including exclusive brand outletsand multi-brand outlets.
Carlton London has some brand licensing agreements in Indian market for belts and accessory range. What is your strategy to zero down on potential licensee?
We believe in working witth partners who have a zest for developing and growing the brand. Our partners and the core team work very closely to understand the brand’s DNA and create a collection which caters to our audience.
Kindly shed light on your Omni- channel strategy for Indian market?
We are expanding aggressively in the Indian market through our retail storesand aimat gettinglarger visibility through online portals like Jabong, Myntra, Flipkart, and others.We are also venturing into Omni-channel to give our consumers a seemless shopping experience.
Who do you see as your biggest competition in Indian market?
Whenever you enter a market space, it is obvious that there will be several competitors.When it comes to the Indian market, there are numerous brands that can be considered acompetition for the brand. However, our main motive is to keep an eye on a fewer like-minded brands and live up to deliver the promised quality of the products we make for our customers. We keep working towards making the brand better and highly appreciate our customer’s feedbacks.
Shed light on your bestselling categories and price points for Indian market. Going forward, what are the plans to increase category range?
We introduced Carlton Flex, which is one of our bestsellingproducts the USP of Flex is that it’s a compact product hence easy to carry and is comfortable. We have received a great response from our customers for this collection. Our signature styles and colours like block heels and pumps in nudeare also the bestselling products. We will continue to bring the latest international trends for our Indian customers at affordable prices to meet their demands.
At last, kindly highlight your growth plans?
We are growing rapidly in the Indian market and have recently launched our first stand-alone store in Mumbai. Our aim is to reach Pan-India not only through online but offline retail stores as well. We are looking at a minimum of 8 x business growth over the next 4 years and we will continue to expand across both mediums. Being a fashion brand, we always focus on the latest trends and styles for our Indian audience. We plan to focus more on our accessories which includes belts and wallets along with the jewellery.