Llyod, German shoemaker, has laid out a detailed supply and retail plan for the Indian market. Its footwear is marketed in India by Tata International, although plans to make itself available through premium multi-branded outlets in as many as 22 outlets across the country.
Sushen Roy, Divisional Head Marketing, Tata International, stated that the brand would be available through multi-brand stores such as Regal, Rocia, Incorporate 5 and at a few premium concept stores such as Shoe Tree and Gabbana.
The brand already available in stores of Mumbai, Delhi and Bangalore, even as the company is seeking out more multi-brand outlets in these cities.
It would like to reach other markets such as Chennai, Chandigarh and Ludhiana.
Lloyd is offering only its core collection in India, he informs.
Spring-Summer and Autumn-Winter collections wouls debut as well as its signature collection, Lloyd 1888, in the Indian market, it is learnt.
Llyod is placed as a premium brand, hence according to Roy the company would reach out to its consumers directly rather than doing group campaigns.
"We are for classes and not for masses," said Roy. He said the company plans to correlate itself with a horde of actions such as golf, polo and theatre, which usually attracts the top rung of the society.
He explained, "We will first try to reach out to our target audience through events, and may look at a print campaign in select lifestyle magazines at a later stage."
The premium branded footwear segment is a Rs500 crore market, which said Roy, is growing at a rate of 20 percent compounded annual growth rate every year.
marketing@alchempro.com
