The Af­ford­able Pre­mium

Shoes & Accessories - - Content -

Chen­nai-based VAPH is a leather footwear brand launched in 2015 to cater to the need for high fash­ion shoes with no com­pro­mise on com­fort and style. It has a ded­i­cated de­sign team that strives for per­fec­tion when it comes to leather qual­ity and com­fort­able shoe con­struc­tion. It of­fers a range of prod­ucts from loafers, san­dals, moc­casins, lace-ups, clean-cut slip­pers, ox­fords to boots. Harish Nekkanti, the brand’s direc­tor, in­formed S&A that it aims to fill the gap in the In­dian mar­ket for pre­mium, high fash­ion, gen­uine leather footwear for women, men and kids at af­ford­able prices. The Story

We launched VAPH in 2015 with an idea to de­liver pre­mium footwear at af­ford­able prices. Our par­ent com­pany has over 35 years of ex­pe­ri­ence in de­sign­ing, craft­ing and man­u­fac­tur­ing for the most prom­i­nent brands all over the world, par­tic­u­larly in Europe. VAPH was started as an all women’s la­bel and slowly branched out to men’s footwear in the re­cent past.

Val­ues

It has al­ways been about of­fer­ing af­ford­able lux­ury and com­fort footwear with Euro­pean styling.

Po­si­tion­ing

VAPH has po­si­tioned it­self as a pre­mium brand that is af­ford­able and ac­ces­si­ble to one that seeks style and com­fort with­out any com­pro­mise.

Strat­egy

Un­til re­cently, VAPH has been pre­dom­i­nantly on­line (www.vaph.in) and on a few other por­tals. We have re­cently started ex­pand­ing our op­er­a­tion to multi-brand out­lets nation-wide. We are hop­ing to open our own stores in the next 8 to 10 months.

TG

Our tar­get con­sumers, who are in the age bracket of 23 to 40, are peo­ple who are look­ing for con­tem­po­rary, com­fort­able and high qual­ity footwear at af­ford­able prices. Our ex­per­tise in the Euro­pean mar­ket al­lows us to be ahead of the curve on fash­ion trends that are at least a sea­son or two ahead of most other mar­kets. We do a lot of tests and see how it fits and works for dif­fer­ent peo­ple. Based on the re­sults, we make corrections. We be­lieve qual­ity and cus­tomer ex­pe­ri­ence to be the cor­ner­stones of our brand and plan to make ev­ery ef­fort to de­liver both with­out any com­pro­mise.

Prod­uct Line

As of now we are only into footwear for women and men. We do plan to branch into ac­ces­sories in the fu­ture.

Foot­print

We are look­ing at tar­get­ing all the met­ros within In­dia as our phase one plan, and af­ter that we will look into the promis­ing tier 2 cities.

Growth pro­jec­tion

VAPH is fo­cus­ing on cre­at­ing a more diverse col­lec­tion of footwear. We plan to be at over 200+ multi brand out­lets and have over 20+ stores in the next 5 years, which in­cludes in­ter­na­tional lo­ca­tions.

Harish Nekkanti, Direc­tor, VAPH

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