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

Shoes & Accessories - - Contents -

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 –­ 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.

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