Ex­per­tise and Ser­vice

Shoes & Accessories - - Startups -

MS: Shop­pers pre­fer to buy from peo­ple rather than face­less com­pa­nies, so they re­ally value it when re­tail­ers of­fer ex­pert ad­vice. This can trans­form the re­la­tion with the shop­per,from be­ing purely trans­ac­tional to some­thing deeper and as a re­sult can be a great way for busi­nesses to build pref­er­ence over a com­peti­tor. For in­stance, we of­fer cus­tomers free ap­point­ments with per­sonal stylists to help them pick out ac­ces­sories that match their gar­ments and the look they could achieve within their bud­get.


We are con­stantly work­ing closely with ap­parel de­sign­ers who take part in LFW and AIFW, and do joint col­lec­tions with them thereby of­fer­ing con­sumers a unique take on footwear de­signs, which they can team up with their de­signer out­fits thereby giv­ing them and en­tire head-to-toe look.

MS: The op­por­tu­ni­ties are in­creased con­sumer aware­ness of global fash­ion trends, shop­ping made easy via e-com­merce and so­cial me­dia por­tals, which has def­i­nitely made it eas­ier to con­nect with con­sumers who con­stantly crave for choice.

But on the oth­er­hand, brand loy­alty is at an all time low. The con­sumer is spoilt for choice in ev­ery cat­e­gory and en­joys the ad­van­tage of price wars amongst re­tail­ers, busi­ness suf­fers for ev­ery­one as mar­gins are at an all time low. The amount of re­turns on big ecom­merce sites are also a huge prob­lemwe cur­rently face.

The chal­lenges also in­clude fast chang­ing trends, dis­or­ga­nized mar­ket and the lack of in­fra­struc­ture. As a small com­pany the amounts of fil­ings in­volved, reg­u­la­tions and re­stric­tions and the un­cer­tainty in poli­cies is a con­tin­u­ous threat loom­ing over the busi­ness


The In­dian e-com­merce mar­ket is set to reach $60-70bil­lion by 2019. The re­tail mar­ket is all set to dou­ble the next few years and touch a whop­ping tril­lion by 2020. The num­ber of con­sumer who pur­chase on­line is ex­pected to cross $100mil­lion in 2017 and fur­ther a 65% jump in 2018.Tech­nol­ogy and new trends are go­ing to re­shape the fu­ture of re­tail in In­dia. The slow growth of off­line re­tail in­fra­struc­ture is giv­ing a fur­ther boost to on­line re­tail and with greater smart­phone and in­ter­net pen­e­tra­tion will pro­vide a huge boost to the sec­tor.

The po­ten­tial for growth is huge as al­most 90% of the In­dian mar­ket re­mains un­tapped. We re­main ex­tremely pos­i­tive about the fu­ture of re­tail in In­dia

MS: As a com­pany, we fol­low a holis­tic ap­proach to mar­ket­ing. Most of our mar­ket­ing strate­gies are fo­cused on con­nect­ing with our tar­get au­di­ence. To that ef­fect, so­cial me­dia mar­ket­ing plays a piv­otal role in our over­all strat­egy. We be­lieve in an or­ganic ap­proach to mar­ket­ing and are al­ways on the look­out for new av­enues to reach out to our au­di­ence.

Keep­ing in line with to­day’s highly com­pet­i­tive mar­ket, we have opted for a multi-chan­nel strat­egy which al­lows us to reach a vast ar­ray of con­sumers at their place of con­ve­nience. Our brands are avail­able off­line at var­i­ous multi-de­signer out­lets, on­line web­sites such as Jay­pore, Bunosilo and Nete. We plan on launch­ing our own e-com­merce web­site by year and go­ing on other shop­ping mar­ket­place gi­ants such as Myn­tra, Jabong and many more.

In In­dia you have to have an off­line pres­ence for scale and this cat­e­gory is an im­pulse buy. Women usu­ally buy ac­ces­sories at the store, they do not plan to buy this cat­e­gory while sit­ting at home

We take part in ex­hi­bi­tions and trade shows all over In­dia which gives us a chance to di­rectly in­ter­act with our con­sumers and a chance to in­ter­act with them, which re­sults in a di­rect feed­back and un­der­stand­ing of what the con­sumer prefers and their taste.


The gov­ern­ment has an­nounced the GST rate at 5% for footwear be­low Rs 500 and 18% for other. Over the years, mul­ti­ple taxes from ex­cise duty, CST, State VAT, oc­troi, other lo­cal body taxes, along with mis­guided rates of abate­ment, had made footwear un­com­pet­i­tive. High taxes had re­stricted the growth of footwear con­sump­tion. The new GST rates and struc­ture, have sim­pli­fied the tax struc­ture. Although ini­tially there will be some new sys­tems to set up and put in place which is a big chal­lenge for SMES . Once the sys­tems are in place and the con­fu­sion sur­round­ing the fil­ings is ad­dressed, GST will help ease dif­fi­cul­ties the In­dus­try had with the cur­rent sup­ply chain.

With the fil­ings now to be done quar­terly for smaller busi­ness def­i­nitely takes a bit of the stress out. In­creas­ing labour costs in China and large do­mes­tic con­sump­tion, In­dia pro­vides the right en­vi­ron­ment for fresh in­vest­ment in set­ting up new and large footwear man­u­fac­tur­ing unit in In­dia. GST in the long term will hope­fully bring in a new era of ease of do­ing busi­ness in In­dia.

When it comes to women and their fash­ion, style and shop­ping, one can go on and on for days, and still not be able to cover it all. The sub­ject is vast and end­less. So much goes into a lady’s dress­ing up. Clothes, jew­ellery, bags, etc and last, but def­i­nitely not the least, her shoes. As a very wise Cin­derella said from her prior ex­pe­ri­ence ‘A pair of shoes can change your life’.

The old say­ing ‘there is a lot you can tell about a per­son by look­ing at their shoes’ still holds true. To­day, the world of shoes and their de­signs have evolved in unimag­in­able ways, es­pe­cially for women.

Win­ter is truly amaz­ing as far as fash­ion in shoes goes for women. One can look glam­orous and yet keep the weather in mind. Glob­ally there are two shoe trends which are slay­ing it. The first is the most pop­u­lar shoe style for women - boots. Boots of course al­ways make it to the top of the list and are ev­er­green. How­ever, ev­ery sea­son there are new and in­ter­est­ing vari­a­tions. It used to be the clas­sic knee-length boots in leather, suede, PVC, etc in the most pop­u­lar shades like black and brown. Ev­ery brand, known and un­known, came up with their ver­sions of knee-length boots. Knee-length boots with flat heel for the day, and the heeled ver­sions for more for­mal wear. An­kle boots have also been around for long. How­ever, they seem to have come back more in vogue now for the last few sea­sons and look very chic when worn. Flat-heeled an­kle boots and an­kle boots with heels, there is plenty of choice de­pend­ing on pref­er­ence.

While on the sub­ject of boots how one can­not men­tion the hottest trend- thigh high boots. They have taken the world by storm, and ev­ery girl must own one if she con­sid­ers her­self fash­ion­able and chic. This style suits vir­tu­ally all body types and goes far above the knee and can be any­where from mid thigh length to a lit­tle lower. Usu­ally these can be teemed with a short dress so that the ac­tual length of the thigh high boots is shown or worn with fit­ted jeans or tights too. The most pop­u­lar ver­sions of this are in suede or vel­vet as the fit is bet­ter un­like the leather vari­ants. They come in all col­ors and if you haven’t got yours yet, now is a good time to pick a pair for your­self.

An­other no­table trend that has pre­vailed this sea­son is that of sneak­ers. Once sneak­ers were con­fined to mostly sports ac­tiv­i­ties, ex­er­cises and treated as ex­tremely ca­sual footwear. How things have changed: sneak­ers are now the ‘IT’ thing to be worn to a red car­pet event with a for­mal gown ac­tu­ally pretty much with any­thing. The beauty of wear­ing sneak­ers is that one is su­per com­fort­able and yet one can make a state­ment. So sneak­ers also have evolved of course. Now sneak­ers come with se­quins, popart, metal­lic and all pos­si­ble col­ors and with a thick base heel which makes it su­per glam and not bor­ing as it used. Sneak­ers have moved from a very suc­cess­ful sum­mer to win­ter sea­son and a lot of ladies are seen wear­ing them with jack­ets and skirts, jeans, dresses etc.

Be­cause of these I do be­lieve, like Cin­derella, that a pair of shoes can change your life. Try it.

Ban­dana Sondhi

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