Crocs Launches 100th Store

With its unique brand aware­ness and break­through prod­uct in­no­va­tions, Crocs is pro­gress­ing to­wards be­com­ing In­dia’s top non-ath­letic ca­sual footwear brand. The iconic ca­sual footwear brand aims to be amongst the top 5 footwear brands in the coun­try…

Business of Fashion - - Contents -

As part of its am­bi­tious and ag­gres­sive ex­pan­sion strat­egy in the In­dian sub­con­ti­nent, Crocs In­dia opened its 100th store at Chen­nai. A world leader in in­no­va­tive ca­sual footwear, Crocs is ded­i­cated to the fu­ture of com­fort. The new store, which is spread across 625 sq. ft., is Crocs’ third store in the city and fifth in Tamil Nadu.

Boast­ing a premium lo­ca­tion at VR Mall, the hub for lux­ury and in­ter­na­tional brands in Chen­nai, Crocs’ 100th store prom­ises to strengthen the reach of the iconic brand in the state cap­i­tal. Since the open­ing of its first store in In­dia in 2008, Crocs has suc­cess­fully carved a dis­tinct

po­si­tion­ing for the brand amongst the In­dian con­sumers akin to its global po­si­tion­ing and is grow­ing at a ro­bust pace with pres­ence across 50 cities in In­dia.

Crocs, which is known glob­ally for its iconic ‘clogs’, is turn­ing to­wards In­dia to fuel its next phase of growth. In­dia is cur­rently the 6th big­gest mar­ket for Crocs glob­ally with a high dou­ble-digit growth year on year. Metro Shoes, the na­tional fran­chise part­ner of Crocs In­dia, will be op­er­at­ing this 100th store lo­cated in Chen­nai. The part­ner­ship with Metro Shoes be­gan in 2014 which has helped the iconic footwear brand in ex­pand­ing its reach to over 50 cities through its EBO op­er­a­tions.

Speak­ing on the oc­ca­sion, Deepak Ch­habra, CEO and MD, Crocs In­dia said, “We are ex­cited on reach­ing the cen­tury mark in In­dia. In­dia is one of the rare mar­kets where even af­ter open­ing 100 stores we still feel un­der-pen­e­trated. Our ab­so­lute fo­cus for the next phase of geo­graph­i­cal ex­pan­sion will con­tinue to be on top six metro cities across the coun­try along with state capi­tals. Ex­clu­sive brand stores are a very sig­nif­i­cant part of our growth strat­egy. In ad­di­tion to ag­gres­sively grow­ing our EBOs, we will be strength­en­ing our pres­ence in TierII cities via MBOs and kiosks. Fur­ther, e-com­merce will re­main an in­te­gral part of our dis­tri­bu­tion strat­egy and help us reach out to con­sumers where our brick and mor­tar pres­ence is lim­ited. Re­gion-wise South In­dia, due to its de­mo­graph­ics and very high brand re­call, con­trib­utes the high­est amongst all re­gions in the coun­try and will re­main an in­te­gral part of our In­dia growth strat­egy.”

Com­ment­ing on the oc­ca­sion, Rafique Ab­dul Ma­lik, Chair­man and MD, Metro Shoes, said, “We would like to con­grat­u­late Crocs In­dia on the launch of their 100th store and are con­fi­dent that this is just one of many more mile­stones to fol­low. Metro Shoes is glad to part­ner with a brand which de­spite be­ing just 16 years old has an iconic sta­tus with prob­a­bly the high­est brand-re­call across the globe. In­dia as a na­tion has a high affin­ity for open shoes and san­dals ow­ing to the cli­matic con­di­tions, mak­ing Crocs highly rel­e­vant in this mar­ket.”

With its unique brand aware­ness and break-through prod­uct in­no­va­tions, Crocs is pro­gress­ing to­wards be­com­ing In­dia’s top non-ath­letic ca­sual footwear brand. Other than its EBOs, Crocs as­serts its strong pres­ence in MBO channels through which its over­all off­line reach ex­tends to more than 150 cities via 1,500+ points-of­sale. Ad­di­tion­ally, it caters to 20,000+ pin­codes trans­lat­ing to 400 cities via its e-com­merce pres­ence.

Over the past 16 years, Crocs has sold more than 350 mil­lion pairs of shoes world­wide. Crocs as a brand will con­tinue to fo­cus on clogs and san­dals, along with new prod­uct in­no­va­tions and ex­ten­sions of the cur­rent prod­uct line. This year, Crocs In­dia launched LiteRide™, Drew Bar­ry­more Crocs Col­lec­tion, Crocband™ Plat­form Col­lec­tion, and Luxe Lined Col­lec­tion. Last year in­ter­na­tion­ally, the brand has as­so­ci­ated with de­sign­ers like Ba­len­ci­aga and Christo­pher Kane bring­ing in some ex­cit­ing trends to the run­way which fur­ther el­e­vated the ap­peal of the iconic clog in fash­ion space.

IM­AGES Busi­ness of Fash­ion

BRAND: CrocsLO­CA­TION: Chen­nai (VR Mall)SIZE OF THE STORE: 625 sq.ft.

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