Brand Fo­cus | ID

In­dia’s First Cult Footwear Brand

Shoes & Accessories - - Contents -

Tell us about ID.

ID, In­dia’s first cult footwear brand, aims to cre­ate a unique line of prod­ucts that draw from var­i­ous el­e­ments of fash­ion. ID’S core con­sumer falls be­tween the age group of 18-25 years, who are col­lege go­ers and young pro­fes­sion­als; have a knack to do things dif­fer­ently; go be­yond con­ven­tional bound­aries; fol­low new fash­ion trends; love mu­sic; and par­tic­i­pate in off-beat events.

How suc­cess­fully has ID ex­panded its prod­uct port­fo­lio over the years? How dis­tinct are its prod­ucts?

Our team trav­els around the world to not only dis­cover emerg­ing trends, new ma­te­ri­als, new tool­ing/ tech­niques, etc. but also to truly un­der­stand the mind­set of the young. With the help of th­ese new learn­ings and ex­ten­sive col­lab­o­ra­tions with our in­ter­na­tional chan­nel part­ners, our de­sign team cre­ates footwear that is dis­tinc­tive and stylish. Th­ese unique de­signs re­flect the mind­set of our tar­get con­sumers, who be­lieve in the qual­ity ID pro­duces. To­gether, they have made ID into a real ‘CULT’ brand.

Al­though our fo­cus is on build­ing the po­ten­tial of our ex­ist­ing prod­uct port­fo­lio, but at the same time we are con­sis­tently work­ing to­wards ex­plor­ing new prod­uct cat­e­gories. ID’S cur­rent prod­uct port­fo­lio has over 300 de­signs in dif­fer­ent prod­uct groups like Boots, Sneak­ers, Rugged Ca­su­als, San­dals and Flip-flops.

What fac­tors make the prod­ucts dif­fer­ent in the mar­ket? What fac­tor/s has ma­jorly con­trib­uted to the brand’s suc­cess in In­dia?

The big­gest fac­tor which dif­fer­en­ti­ates be­tween ID is the choice of its in­no­va­tive ma­te­ri­als, colours and tool­ing. Ev­ery prod­uct is dis­tinct com­pared to what is avail­able to­day in the clut­tered footwear mar­ket. Spe­cial sur­face treat­ments on leather, hy­brid com­bi­na­tion of ma­te­ri­als, con­struc­tion and adop­tion of exclusive moulds and dies make it fur­ther unique and au­then­tic within its seg­ment.

How ro­bust is the brand’s pro­duc­tion ca­pac­ity com­pared with those op­er­at­ing in the same do­main?

Our com­pany M&B Footwear has over 2 decades of in-depth ex­pe­ri­ence in mak­ing ca­sual/ leisure leather shoes for sev­eral na­tional and in­ter­na­tional brands, in­clud­ing the very suc­cess­ful LEE COOPER brand that our com­pany rep­re­sents in In­dia. We have 2 state-of-the-art man­u­fac­tur­ing fa­cil­i­ties in In­dia, with a ca­pac­ity to pro­duce 8,000 pairs each in a sin­gle shift. This ca­pac­ity can eas­ily be dou­bled to meet the grow­ing mar­ket de­mand. We also take strin­gent mea­sures to keep qual­ity check dur­ing pro­duc­tion and lay great em­pha­sis on af­ter-sales ser­vice to our cus­tomers.

Ev­ery prod­uct is dis­tinct com­pared to what is avail­able to­day in the clut­tered footwear mar­ket. Spe­cial sur­face treat­ments on leather, hy­brid com­bi­na­tion of ma­te­ri­als, con­struc­tion and adop­tion of exclusive moulds and dies make it fur­ther unique and au­then­tic within its seg­ment.

Be­ing a coun­try with young pop­u­la­tion, how much growth is the brand ey­ing in the com­ing years?

Af­ter look­ing at the over­whelm­ing re­sponse of the con­sumers in the last 2 years, we are tar­get­ing ex­po­nen­tial growth in the com­ing years. The ex­po­sure and learn­ings that we re­ceived from selling through on­line sales chan­nels is be­ing trans­lated to pen­e­trate the off­line chan­nel of sales too.

By 2021, our aim is to set up a min­i­mum of 50 exclusive ID flag­ship stores across all ma­jor cities in In­dia. We are al­ready in the process of launch­ing the ID range of ap­parel and ac­ces­sories by Mid-2019, for this we are also look­ing for re­li­able chan­nel part­ners who can join our quest and rep­re­sent us.

In which re­gions of the coun­try do the brand’s prod­ucts en­joy strong de­mand? What prod­ucts have been do­ing sig­nif­i­cantly well?

Though it is too early to reach to a con­clu­sion as to which re­gion is per­form­ing bet­ter since as of now we have lim­ited off­line pres­ence. How­ever, we have seen through our on­line sale data that ma­jor­ity of the cus­tomers are from South and West. There­fore, look­ing at this, as part of our ex­pan­sion strat­egy, we are launch­ing exclusive ranges through mod­ern re­tail and MBO’S cur­rently only

in th­ese two re­gions. Other mar­kets will be tar­geted in the forth­com­ing sea­son.

Since ID brand is known for ca­su­als and the life­style prod­uct seg­ment, the cur­rent re­sponse of th­ese lines is ex­tremely good.

Kindly ex­plain ID’S re­tail con­sol­i­da­tion over the years. What new strat­egy is the brand plan­ning?

Cur­rently, ID prod­ucts are avail­able across 300 stores which in­clude all ma­jor mod­ern re­tails/key ac­count stores like Metro, Life­style, Cen­tral, Shoppers Stop, Re­liance and se­lec­tive Re­gional Chain stores & MBO’S.

By the end of 2018, we plan to have the ID brand selling through over 2000 doors across In­dia, this be­ing pos­si­ble, thanks to the our com­pany’s well es­tab­lished and very strong dis­tri­bu­tion and mod­ern re­tail net­work al­ready be­ing in place.

How strong is the brand’s on­line re­tail ap­proach? How is it po­si­tioned to­day in the sec­tor?

With dig­i­tal ad­vance­ment and the growth in the in­ter­net ha­bit­ual cus­tomers, e-com­merce is be­com­ing an em­i­nent plat­form for the fash­ion in­dus­try. Im­proved sup­ply chain (fast de­liv­ery/easy re­turns/cash on de­liv­ery/etc.), fre­quent spe­cial events and grat­i­fy­ing pro­mo­tions, have fur­ther in­creased mar­ket pen­e­tra­tion thanks to the e-com­merce plat­form.

Ma­jor­ity of the brick-and-mor­tar re­tail stores are still con­cen­trated in larger cities and are un­able to meet the ris­ing as­pi­ra­tions of the con­sumer in smaller cities across In­dia, whereas e-com­merce has made it pos­si­ble to reach and de­liver to smaller towns where brick-and-mor­tar re­tail stores are ei­ther not vi­able or have very less pen­e­tra­tion.

We con­sider e-com­merce as an im­por­tant and grow­ing chan­nel for ID brand, and have a strate­gic - strate­gic plan in place for dif­fer­en­ti­at­ing - dif­fer­en­ti­at­ing on-line and off-line mer­chan­dise, so as to avoid any can­ni­bal­i­sa­tion of the busi­ness in ei­ther seg­ments.

What is your mar­ket­ing strat­egy?

Look­ing at the change in the con­sumer be­hav­iour, in our opin­ion dig­i­tal mar­ket­ing is a ma­jor medium for ad­ver­tis­ing. To­day the youth are spend­ing a good amount of time on smart­phones and in­ter­net to keep them­selves in­formed, and ac­tively par­tic­i­pat­ing in ex­press­ing their opin­ion on so­cial me­dia. This breed of the new age con­sumers are the core tar­get cus­tomers of the ID brand.

The ID brand is very ac­tive on all dig­i­tal plat­forms and so­cial me­dia like face­book, twit­ter and In­sta­gram. Within the last year or so, the ID Face­book page al­ready has more than 2.5 lakh fans, which show­cases the brand’s pop­u­lar­ity amongst the youth. In the com­ing sea­son, we will also be ac­tively us­ing other medi­ums of ad­ver­tis­ing such as news­pa­pers, bill­boards, TV and cin­ema in or­der to in­crease brand aware­ness. We are in the process of fi­nal­is­ing spon­sor­ships to youth­cen­tric TV re­al­ity shows and live events that tar­get the youth.

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