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.
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.
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.