Paragon unveils its lifestyle brand EEKEN to target youth
Paragon unveils its lifestyle brand EEKEN to target youth

Paragon Footwear has unveiled its athleisure and lifestyle brand EEKEN in order to target the young, fun and active Gen Z audience.

The footwear company developed EEKEN with the intention of injecting moments of unadulterated cool into the daily lives, routines and fashion of young and energetic consumers. The brand offers a range of lifestyle sneakers that are accessible, durable and attuned to ‘weekend life’.

Sachin Joseph, EVP Marketing, EEKEN & Information Technology, Paragon Footwear, said, “India is the fastest growing market for athleisure and sportswear. We are thrilled to bring our top of the line offering to our loyal consumers who are young, ambitious and always on the move. The EEKEN range will please discerning audience across age groups.”

“Paragon is renowned for quality, durability and value for money amongst its consumers. With EEKEN we will push the envelope for design and style in the athleisure and lifestyle segment. EEKEN products will be designed in London and to suit the taste of fashion-conscious men and women,” he added.

The new EEKEN range

EEKEN range will be focusing on shoes like Lifestyle, Canvas and Athleisure; Sandals & Flip-flop segments, which are designed in London UK and made in India.

This range will have more than 80 unique shoe designs in the first phase. Over the next quarter, the consumers will have the option of picking from open footwear such as flip-flops and sandals.

Joseph Zachariah, Director (Sales & Marketing), Paragon Footwear, stated, “Youngsters today are opting for sporty looks and this trend is driving the growth of the athleisure market. EEKEN will operate in the mid-priced segment but in the affordable lifestyle segment. We are coming up with 80 designs to suit the aspirations and needs of 18-25 years age group across middle-class income households. Our offering is designed to please.” 

Availability of EEKEN

Initially, Paragon will launch EEKEN range in markets like Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad & Bangalore. In the second phase expansion, the company will cover other metros and cosmopolitan cities throughout the country.

The key strength of Paragon Footwear is its widely spread dealer and distributor network. The brand boasts of brand presence through 2.5 Lakh retailers nationwide.

Footwear Market

Out of the overall market for open and closed footwear, nearly 60% of the market is unorganised while 40% of the market is organised.

The women’s footwear category makes up approximately 30% of the market and is expected to grow at a CAGR of 20% while the men’s footwear accounts for 60% and is growing at a CAGR of 10%. The rest of the market is contributed by kids with a contribution of 10%, growing at a CAGR of 12% to 15%.

 
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