Business of Fashion - - Contents -

The brand ‘Wood­land’ owned by Aero Group was started in Que­bec, Canada for mak­ing win­ter boots. They en­tered In­dia in 1992 when the In­dian footwear mar­ket and cre­ated a new cat­e­gory of spe­cial­ized ‘out­door ad­ven­ture sports’ shoes. The suc­cess of their shoes en­cour­aged them to ex­plore new seg­ments like clothes, hand­bags, and the like. Wood­land also of­fers a high qual­ity range of den­ims for both men and women. The col­lec­tion is very fas­ci­nat­ing and is avail­able in var­ied col­ors op­tions such as dark blue, ice blue, black and grey priced at `2,000 and above.

Brand’s core au­di­ence

Wood­land caters to the ur­ban youth (both men and women) look­ing out for ad­ven­ture and are aged be­tween 17-25 years, who are mostly stu­dents, col­lege kids and pro­fes­sion­als.

Pri­mary mar­kets and re­tail pres­ence

The brand tar­gets malls and main mar­kets of the tier-I, -II and III cities for Wood­land stores. Since their prod­ucts are of pre­mium cat­e­gory, Wood­land opens its stores only in the posh ar­eas of metro cities. The brand is plan­ning to set up shop-in-shops with ex­ist­ing re­tail­ers in coun­tries like Canada and South Africa, where re­tail is fairly or­ga­nized.

Plans for ex­plor­ing new mar­kets

Wood­land is plan­ning to add an­other 60 stores in this fi­nan­cial year that would be an equiv­a­lent com­bi­na­tion of small towns and met­ros. The brand is cur­rently work­ing on en­ter­ing more for­eign coun­tries in the near fu­ture to in­crease its In­ter­na­tional pres­ence.

Progress through on­line re­tail

Wood­land’s on­line sales are grow­ing at a faster rate and they ex­pect them to grow to 40 per cent within the next three to four years. The brand plans to con­cen­trate on a seam­less ap­proach via avail­able shop­ping chan­nels, i.e. mo­bile in­ter­net de­vices, com­put­ers, brick-and­mor­tar stores, tele­vi­sion, ra­dio, di­rect mail, in-store ex­pe­ri­ence and so on.

Tech­nol­ogy de­ploy­ment/upgra­da­tion

Wood­land has been col­lab­o­rat­ing with so­cial me­dia in­flu­encers and ex­pand­ing their on­line stores. The brand has re­ceived sig­nif­i­cant re­sponse from their ag­gres­sive use of the digital medium.

Omni-Chan­nel Pres­ence

The brand’s on­line sales are grow­ing at a faster rate and they ex­pect it to grow to 40 per cent in three to four years. Their EMI scheme for on­line sales has proved very ben­e­fi­cial for the brand, and is in fact one of the prime rea­sons for the growth of their on­line sales.

Soon after the scheme was launched, it gen­er­ated a tremen­dous re­sponse from the cus­tomers. Nearly 15 per­cent of the brand’s sales are now be­ing done through this scheme.

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