Walk­ing on new turf

VM&RD - - BEHIND THE SCENE-BRAND TALK - Amol Dhillon, VP, Wood­land What about the Proplanet?

Wood­land the sports and ad­ven­ture wear brand has ex­panded its prod­ucts port­fo­lio with the launch of skin care prod­ucts meant for out­door en­thu­si­asts. Amol Dhillon, VP, Wood­land, shares with us the brand’s re­tail strat­egy for the new range. In 1992 when Wood­land en­tered In­dia, the do­mes­tic footwear mar­ket was largely un­or­gan­ised. Soon the brand was able to cre­ate a niche cat­e­gory of spe­cialised ‘out­door ad­ven­ture sports shoes’. Since then, Wood­land has been the first choice for sports en­thu­si­asts and ad­ven­tur­ists. And now with the launch of skin care prod­ucts the brand moves closer to its tar­get con­sumers. Amol Dhillon, VP, Wood­land, shares with us the brand’s re­tail strat­egy for the new range.

a ‘one stop shop’ while they go out­doors. We want to give our cus­tomers a holis­tic shop­ping ex­pe­ri­ence. Hence, we are fo­cus­ing on pro­vid­ing prod­ucts that cus­tomers can use while be­ing out­doors, that will even­tu­ally help to pro­tect them­selves from UV rays and ex­treme cli­matic con­di­tion

What is the stratagem to at­tract shop­pers to this en­tire new range?

Our tar­get au­di­ence would broadly com­prise ad­ven­tur­ists, ath­letes and peo­ple who en­joy out­doors. How­ever we are not con­fin­ing our prod­ucts to the above men­tioned seg­ments; it is open to all and would suit any­one as our prod­ucts are eco and skin friendly.

Speak­ing of green ini­tia­tives, could you tell us more about your Car­bon Neu­tral Stores?

‘Car­bon Neu­tral’ re­tail chain is a cus­tomeren­gage­ment ini­tia­tive un­der ‘ProPlanet’ through which we aim to at­tain zero car­bon emis­sions from our re­tail stores spread across the coun­try. This on­go­ing cam­paign was ini­ti­ated to prop­a­gate the mes­sage on ‘adopt­ing an Eco-friendly’ life style to the masses. The cam­paign has been ini­ti­ated at Delhi NCR and Kar­nataka in the first phase and will soon roll out na­tion­ally. The Cam­paign en­cour­ages cus­tomers to ex­change their car­bon cred­its with re­wards / dis­counts on Wood­land prod­ucts. We aim to be coun­try’s first car­bon neu­tral re­tail chain by 2015. Proplanet is a com­mu­nity that is ded­i­cated to­wards con­serv­ing na­ture. We at Wood­land re­al­ize the im­por­tance of eco-con­scious­ness and have em­braced it as one of our key ob­jec­tives; we use this fo­rum to share our pas­sion for so­cial cause. Our ul­ti­mate goal is to in­spire the next gen­er­a­tion and in­crease their par­tic­i­pa­tion in the con­ser­va­tion of na­ture. To­day, where stay­ing con­nected to each other has be­come al­most manda­tory, we use this plat­form to dis­cuss is­sues re­lated to na­ture and en­vi­ron­ment. We ac­tively par­tic­i­pate with the au­di­ence who share the same in­ter­est as us. Listed be­low are few of Wood­land ProPlanet ini­tia­tives: Start­ing in-house, Wood­land uses eco-friendly ma­te­ri­als and pro­cesses for pro­duc­tion of its prod­ucts.

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