WORK OF ART MAIA SHOES
MAIA Shoes captures the up-to-the-minute style trends and states it in the latest shoe designs that match flawlessly with the perceptions of the fashion sensible. Each season will have a set of trends around it that would aim to bring cool-girl vibe to al
What’s your brand USP? Maia shoes are a pure work of art. The USP: How beautifully the brand encapsulates the latest fashion trends and expresses itin the latest shoe designs that match perfectly with the tastes of the fashionconscious and socially aware women of today. Each season will have a set of trends around which the shoes will be designed and launched. Furthermore, the brand is committed to sustainability. Every maia shoe is leather and fur free. Modern designs with a wearable aesthetic without compromising on the functionality and fit are the brand’s core. Who is your target market?
The target market of Maia shoes are metro cities, Tiera & B cities in India. What’s your set up like?
Maia shoes is a Stone Age e-com LLP venture & are currently only available online on itso wn portal – www.maiashoes.in and soon, It will be available in few select leading stores aswell – in Mumbai & Delhi to start with. How do you see your brand being positioned in Indian market? Maia is a women’s only shoe brand offering “arty” yet wearable shoes in different styles and sizes. Our mission is to give the fashion conscious consumer a perfect pair of shoes that are comfortable, stylish and exciting. Our launch collection features an eclectic mix of designs and colors that truly transform the outfit of the wearer. Main efforts had been on Digital Marketing & word of mouth recommendations, which are already bearing encouraging results &the brands achieving good consumer traction. What are the Current product lines at disposal like?
Currently Maia has launched 14 styles/ designs as part of the launch collection. The launch collection saw designs that featured a myriad of colors, feel good textures, bright hues, playful embellishments all in extremely eye- catching designs. We will soon be launching our F/W 17 collection in the upcoming months with new trends and designs. Every year we plan to launch two main collections. What strategies have you adopted to expand your brand in the Country?
Apart from being present online, we will soon be launching a small capsule collection at the luxury concept stores in Mumbai& Delhi and later will expand in cities like Chandigarh, Hyderabad, and Bangalore by Q1 2018. Considering that India is still a price-sensitive market, what challenges does the brand face while designing as well as launching new products? The general perception is that India is a price Sensitive Market – whereas we believe it’s a Value Seeking Market. consumers are willing to pay a higher price for better quality. Maia products are unique, in-fashion designer shoes, which are Value for Money, because the brand focuses on providing quality shoes that are high on craftsmanship and design at prices that are not super premium. Normally Fashion is always associated with obnoxious prices, whereas our price ranges from INR 1800 to INR 2500/-.Online retailers, with deep pockets, have been selling products at highly discounted prices, and this has made a lot of brands quite uneasy.
What’s your view on their move? With e-commerce-taking India by storm, this is hardly surprising that customers are now flooded with a plethora of options by websites which are just a click away. But due to this mass discounting and flooding of products the customer is also moving away to more quality based or curated websites in search for products that really provide them with Unique products which are true value for money. This is a new trend being observed in the digital space and I feel it should catch up. This will help filter the noise and let real brands flourish. How do you strategize your digital initiatives to gain brand visibility? Being a start up, our budgets are not too high. however, there are a lot of ways to gain brand visibility through the use mediums like social media & friendly PR. Creating smart content, good photography, educating the customer on the current trends& genuine endorsements highlighting the best aspects of our products are just some of the ways to increase our following. People connect more with brands that seem realand approachable. Space scarcity and high rental have been the main hurdles in Setting up retail stores. How big an issue is this for you? That is indeed an issue faced with most retailers, whichis why Maia’s launch strategy was to start with an online presence. We had ample research at our disposal which suggested that today’s tech savvy customer is comfortable to buy shoes online considering there is a good return policy offered by the portal. Gone are the days when visiting a store was must to buya pair of well fitting shoes. Therefore, setting up an online store was a conscious decision for us to tap the online customer base and in turn it also helped save the exorbitant costs related to physical stores. In what regions of the country would you be targeting your brand?
Currently Maia shoes are focused on creating a strong foot hold in the top metro cities in India like Mumbai, Delhi, Bangalore, hyderabad and Chennai. However, we have also been receiving a good response from smaller cities like Pune, Ahmedabad and Trichy. Therefore our focus is also on getting the attention of those consumers. In what regions of the country do you see more growth?
So far we have received responses from mainly from mumbai, Delhi and Bangalore. However, as mentioned in the previous question, smaller cities are also surprising us with their purchasing power and knowledge. Such is the power of social media, you may think you are targeting asection of the market but you may be influencing a different sectional together. What would be your roadmap for the next five years?
We are building Maia as an Honest, Reliable & VFM Fashion Brand. Latest Fashion yet affordable. While our first 2 Yrs. will go in establishing ourselves as oneof the “Best Fashion Shoes” thereafter we shall look towards venturing out with other accessories like Belts, Bags etc. We will expand into physical stores thru “shop in Shop” concept as we go.