A Zero Waste Project

Shoes & Accessories - - Brand Watch -

How the idea of Kerry Parker shoe was born or what was the in­spi­ra­tion?

The Kerry Parker col­lec­tion em­anates the wild and care­free vibe akin to that of our un­der­ly­ing muse: young women who want the best of ev­ery­thing at their own terms. That blended with some of the pret­ti­est phe­nomenons and heav­enly forms of na­ture is what you will see on our can­vas. For the lat­est footwear pieces in ‘The Cock­tail Col­lec­tion’ we bring out our vi­va­cious and fun side and ex­plore ev­ery­thing from soft hues to holo­graph­ics with co­pi­ous dozes of car­na­tions.

What dis­tinct el­e­ments de­scribe the brand’s val­ues?

Kerry Parker amal­ga­mates the pace of high street with the pre­ci­sion of lux­ury. It’s not your usual lux­ury for less brand. The very ba­sis of what we do is built on the ground­work of sus­tain­able and eth­i­cal fash­ion. Kerry Parker is a zero waste project that uses solely ve­gan and cru­elty free ma­te­ri­als to man­u­fac­ture its col­lec­tion. A plethora of cus­tomiza­tion pos­si­bil­i­ties for any­thing and ev­ery­thing helps us blend pret and haute cou­ture into a seg­ment that en­sures a greater level of cus­tomer in­volve­ment. I feel that alone sets the young la­bel apart from its clos­est com­peti­tors.

What age group are you tar­get­ing and in what re­gions of the coun­try have you wit­nessed ro­bust de­mand?

11-31 is the age group that we cur­rently di­rect our prod­ucts to­wards. Metropoli­tans such as Delhi, Mum­bai and Kolkata see a good de­mand. In­ter­na­tion­ally, the United States and Spain per­form very well.

Give us an over­view of the brand’s prod­uct line and which prod­ucts are do­ing well in the mar­ket?

Kerry Parker is all about quirky, dra­matic and ex­trav­a­gant ac­ces­sories, footwear and ap­parel. It brings you a range of hand­crafted chunky heels, em­bel­lished fish­nets, Vic­to­rian gloves, tulle socks, curve defin­ing belts, princessy sil­hou­ettes and much more. Each piece is a state­ment in it­self. Some of our best per­form­ing pieces have to be the in­tri­cately de­tailed fish­nets, gloves, and heels.

Kindly dis­cuss the brand’s re­tail strat­egy. Does the brand have off­line strat­egy as well?

The brand cur­rently op­er­ates en­tirely on an on­line model, main­tain­ing a di­rect one-to-one re­la­tion­ship with its con­sumers in­ter­na­tion­ally. Our prod­ucts are presently avail­able to pur­chase on the of­fi­cial web­site and our Etsy store

What chal­lenges do you of­ten en­counter in the in­dus­try? What mea­sures would you like the gov­ern­ment to in­tro­duce?

Ow­ing to the hand­made na­ture, mass pro­duc­tion with­out com­pro­mis­ing

cus­tomer in­volve­ment is a chal­lenge we are set to con­quer in the com­ing year. An­other threat is over sat­u­ra­tion. With every other seller stuff­ing China-pro­duced im­ports down the throats of prospects, stick­ing to ones niche is the best that can be done. Hon­estly, in­tro­duc­tion is not the is­sue, but ex­e­cu­tion is. For in­stance, the ad­vent of GST reg­u­la­tions screams for flu­id­ity in re­turn cred­its.

How hope­ful are you about the In­dian footwear mar­ket and what growth fig­ure are you ex­pect­ing?

From a de­mo­graphic point of view, the ever emerg­ing up­per mid­dle class, in ad­di­tion to the con­sis­tency of the demon­stra­tion ef­fect, opens a plethora of op­por­tu­ni­ties in the In­dian mar­ket scene. Go­ing by our growth charts till date, a rate of 20% should be a fair as­cent to ex­pect.

Bobo Meitei, Ar­pita Sarin,

Kerry Parker is a zero waste project that uses solely ve­gan and cru­elty free ma­te­ri­als to man­u­fac­ture its col­lec­tion. Its col­lec­tion em­anates the wild and care­free vibe akin to that of our un­der­ly­ing muse: young women who want the best of ev­ery­thing at their own terms. The brand cur­rently op­er­ates en­tirely on an on­line model, main­tain­ing a di­rect one-to-one re­la­tion­ship with its con­sumers in­ter­na­tion­ally. In an in­ter­ac­tion with S&A’S N Cre­ative Di­rec­tor of the brand said, Kerry Parker is a zero waste project that uses solely ve­gan and cru­elty free ma­te­ri­als to man­u­fac­ture its col­lec­tion.

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