To Ad­dress the Un­pre­dictable

Shoes & Accessories - - Contents -

Un­ortho­dox prod­uct mix is de­signed to cater to the con­sumer’s life­style needs for spe­cific oc­ca­sions and lo­ca­tions – across clas­sic, ca­sual, ac­tive and club­wear for men and women. The brand is owned by Hin­dus­tan Foods. In an in­ter­view with S&A, Vi­mal Solanki, Brand Head, UN­ORTHO­DOX, said, Un­ortho­dox will ad­dress the un­pre­dictable, and the quirky and the un­usual fash­ion need of men and women, while mak­ing sure the shoes are nei­ther overt, or in-your-face styles. What mo­ti­vated you en­ter the footwear sec­tor?

Typ­i­cally a shoe is a shoe. Pre­dom­i­nantly, fash­ion re­volves around women or men’s gar­ments. So it’s the fab­ric, the style, the cut, the fall, the shade, the tone, the tint. A lot of work goes on through­out the year to show­case the best sea­sonal trends. While footwear is an im­por­tant in­gre­di­ent of the at­tire, the in­flu­ence of chang­ing trends on footwear is rel­a­tively low. How­ever, shoes re­main less im­por­tant vis-a-vis clothes and makeup. The mak­ers of Un­ortho­dox man­u­fac­ture footwear for some of the most sought af­ter in­ter­na­tional brands in the pre­mium and bridge-to-lux­ury seg­ments, and hence are con­ver­sant with the chang­ing fash­ions. Un­ortho­dox will ad­dress the un­pre­dictable, and the quirky and the un­usual fash­ion need of men and women, while mak­ing sure the shoes are nei­ther overt, or in-your-face styles. There is a large space to of­fer sub­tle fash­ion in footwear to not just the young con­sumer, but also those in their 40s’ and 50s’ who like to put their best foot for­ward.

What el­e­ments best de­scribe the brand?

Flam­boy­ant, con­fi­dent, ag­gres­sive, and play­ful for the mod­ern global con­sumer.

Give us an overview of the brand’s prod­uct port­fo­lio. What new di­ver­si­fi­ca­tion can we ex­pect in the near fu­ture?

Un­ortho­dox prod­uct mix is de­signed to cater to the

con­sumer’s life­style needs for spe­cific oc­ca­sions and lo­ca­tions – across clas­sic, ca­sual, ac­tive and club­wear for men and women.

What re­tail and pro­mo­tional strat­egy has the brand adopted to con­sol­i­date its po­si­tion as well as its foot­print?

Un­ortho­dox is still in its pre-nascent stage, rid­ing on the learn­ing curve. Our first store is op­er­a­tive in the Mall de Goa in Goa. A se­lec­tion of the for­mals and ca­su­als are also avail­able on Ama­zon, Flip­kart and other se­lect on­line plat­forms. We are build­ing a strong com­mu­nity on so­cial me­dia and through word-of-mouth.

Who is your tar­get au­di­ence and where are they mainly con­cen­trated?

Un­ortho­dox is a mod­ern con­tem­po­rary life­style brand for the evolved ur­ban and semi-ur­ban man and woman, we are typ­i­cally tar­get­ing the SEC A & B cat­e­gory of the pop­u­la­tion.

In what new re­gions of the In­dian mar­ket can we ex­pect the brand’s pres­ence?

Un­ortho­dox will be present pan-in­dia via pop­u­lar and fash­ionex­clu­sive on­line por­tals. We plan to open 20-25 own stores, and we are also part­ner­ing with ma­jor re­tail chains. By end of 2020 we see Un­ortho­dox in 175-200 doors.

What are some of the chal­lenges you en­counter in the In­dian mar­ket?

In­dia is trop­i­cal, dusty and dry. Leather shoes are rel­a­tively high main­te­nance in such an en­vi­ron­ment.

How much growth do you ex­pect in the seg­ment dur­ing the next five years and where do you see UN:OR­THO­DOX in it?

The pre­mium leather footwear mar­ket is grow­ing at 20%, while the or­gan­ised leather ac­ces­sories mar­ket is grow­ing at 50%.

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