Footwear’s New id

Cap­tains of the footwear in­dus­try, In­der Dev S. Musafir and Bhai Ajin­der Singh are lever­ag­ing 30 years of ex­pe­ri­ence and ex­per­tise to give the footwear seg­ment a new ID.

Shoes & Accessories - - Contents -

M&B Footwear (Mas­ter of Brands) is known for its unique ap­proach to the footwear busi­ness; the com­pany takes great pride in pre­dict­ing and ful­fill­ing cus­tomer’s needs through ad­vance fash­ion fore­cast­ing. The founders, In­der Dev S. Musafir and Bhai Ajin­der Singh, are con­fi­dent to strike gold once again in the footwear sec­tor. Hav­ing just re-launched its brand, ID, Musafir couldn’t wait to be­gin sell­ing his col­lec­tion at its three-day Chan­nel Part­ner Meet held in Noida.

In 1991, Musafir went in search of a new ca­reer path and learnt shoe mak­ing in Eng­land. “At a univer­sity project I had to de­velop a range and brand it. That’s when ID orig­i­nated,” he ex­plains. “On my re­turn to In­dia I got ab­sorbed in the ex­ist­ing fam­ily busi­ness and de­vel­oped a li­censed brand, which I and Ajin­der nur­tured and grew to un­par­al­leled heights. Now af­ter years, I have had the op­por­tu­nity to re­visit my dream project, which we would be pursuing in a very pas­sion­ate and force­ful way. We be­lieve we have the pedi­gree to lead brand ID back into the win­ner cir­cle.”

ID made rip­ples on its launch, and its col­lec­tion has been very much ap­pre­ci­ated. More im­por­tantly, Musafir and Ajin­der have al­ready proven that they are in­no­va­tors and strate­gic thinkers.

ID pre­pares to launch its full-scale op­er­a­tion on pan In­dia ba­sis by Au­gust this year. The three-day meet kicked off with the forth­com­ing col­lec­tion be­ing show­cased and Musafir brief­ing about the vi­sion and strat­egy for the brand in the com­ing years.

Buy­ers across all chan­nels were present dur­ing the event. They booked or­ders, shared their in­puts on prod­ucts and mar­ket­ing plans.

The event was at­tended by all ex­ist­ing and prospec­tive dis­trib­u­tors, ma­jor key ac­counts such as Shop­persstop, Life­style, Cen­tral, Metro, Mochi, Reliance, Pan­taloon, and also all ma­jor E-com­merce part­ners –Ama­zon, Flip­kart, Jabong, Myn­tra, Snapdeal, Paytm, Limeroad, Go­fynd and Tat­a­cliq.

A spe­cial en­ter­tain­ment evening was or­ga­nized on day 2 of the meet. There where var­i­ous per­for­mances. The spe­cial at­trac­tion be­ing the id Rock Band’s per­for­mance fol­lowed by men­tal­ist show, dance, karaoke, cock­tails and din­ner.

Musafir said, “M&B’S De­sign & Pro­duc­tion ca­pa­bil­i­ties aligned with a strong dis­tri­bu­tion net­work is a sure recipe for suc­cess, that will make ID In­dia’s num­ber one footwear brand in the com­ing years.”

Another brand from the house of M&B that was pre­sented dur­ing the show was X’ESS. The brand is be­ing launched ex­clu­sively on the E-com­merce plat­form, keep­ing in mind the pre­vail­ing sell­ing trends and pric­ing strat­egy.

Bhai Ajin­der stated, “We have a very strong sup­ply chain which is backed by tech­nol­ogy in­te­gra­tion at var­i­ous lev­els to im­prove ef­fi­ciency and cost re­duc­tion to de­liver com­pet­i­tive prod­ucts to the fi­nal con­sumer.”

Its brand head Yo­gesh Khul­bey, while pre­sent­ing the Mar­ket­ing Road-map, said “All prod­uct groups are well aligned with rel­e­vant trade chan­nels af­ter care­fully eval­u­at­ing the ex­act de­mand of the buy­ers in terms of pric­ing, mar­gins and zone pref­er­ences. The cur­rent col­lec­tion is curated keep­ing in mind the brand po­si­tion­ing over the years, and set­ting out a very clear growth path for the brand in the com­ing fu­ture.” He added,“we are de­ploy­ing var­i­ous ag­gres­sive mar­ket­ing ef­forts to en­hance brand good­will and to push sales. Very soon, we would be en­dors­ing a well-known celebrity to take brand as­pi­ra­tion to the next level.”

360 de­gree Mar­ket­ing Cam­paign

ID would be mar­ket bomb­ing the brand and recre­ate the brand iden­tity through a holis­tic ap­proach so that the brand is in touch with and vis­i­ble to the cus­tomers all the times. “It’s all about cre­at­ing a dis­tinc­tive brand phi­los­o­phy which is cen­tered on tar­geted con­sumers. It helps to an­tic­i­pate all as­pects of con­sumer needs. Es­pe­cially when brand is fairly in its early stages it needs to be present ev­ery­where to build a brand im­age,” says Musafir.

The team shared a de­tailed pre­sen­ta­tion on MTV Road­ies as­so­ci­a­tion. MTV Road­ies is a youth-based pop­u­lar re­al­ity tele­vi­sion show on MTV In­dia Chan­nel. In the show, a group of con­tes­tants travel to dif­fer­ent desti­na­tions and par­tic­i­pate in var­i­ous tasks that seem­ingly chal­lenge their phys­i­cal and men­tal strength. To­day in In­dia, more than 8 mil­lion young­sters fol­low Road­ies on so­cial and dig­i­tal plat­forms and th­ese young­sters are com­mon tar­get au­di­ence with id. Th­ese young­sters like to cross con­ven­tional bound­aries, which is a core and com­mon value be­tween id and Road­ies, there­fore Road­ies gives a di­rect con­nect to id’s core con­sumer.

The next step would be ex­pan­sion. “We are com­mit­ted to build­ing a com­pany that speaks to a gen­er­a­tion that is defin­ing to­day’s cul­tural con­ver­sa­tion in In­dia. All our de­ci­sions, in­clud­ing choice of part­ners, must re­flect this core be­lief,” says Musafir. “ID will en­gage youth cul­ture in a man­ner not pre­vi­ously seen. We’re proud of M&B team, and look for­ward to a stronger pres­ence of brand across In­dia.”

L To R- In­der Dev S Musafir, Ashish Gupta, Satya Narayan, Ak­bar Momin, Nizar Vi­rani, Bhai Ajin­der Singh, Yo­gesh Khul­bey

Id Rock Band

Bhai Ajin­der Singh speak­ing at the meet

Team M&B

X’ESS Range Brief­ing

Ma­hen­der Singh, Go­vard­han Reddy, San­jay Lo­hia, Nilesh Ku­mar, Manu Mishra

In­der Dev Singh Musafir ad­dress­ing the au­di­ence

Men­tal­ist Show

ID Range Pre­sen­ta­tion

id Rock Band

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