To Address the Unpredictable
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%.