The next big thing for corporate retailers

One of the early entrants with their exclusive outlet was Nine West in 2002. Says Sandy Walker, vice president, marketing, Nine West International, “Since the launch, Nine West today operates four stores in India – at Linking Road (Khar), Atria Mall (Worli) and High Street Phoenix Mills in Mumbai, and at South Extension, New Delhi. Nine West customers are well travelled, fashion-aware and loyal to the brand. We now wish to tap additional consumers in India. Our initial strategy while setting up our first store was to tap the existing customer base of Nine West, before broadening the base with new customers. The aim at present is to create product awareness and build synergy with a global customer body.”

Sharing his views on whether the Indian market is currently ready for foreign brands, Walker says, “Yes, we are of the view that the market is open to the entry of international brands; and this has been proven by our continued presence for the last five years in the country. The organised retail sector in India is very small and, therefore, there is enough room for the growth of international as well as domestic players.”

Fashion footwear brand Bally entered India in 2004 and their retail presence so far has been restricted to Mumbai. The brand will now be available in New Delhi and a couple of more cities in a few years' time. Marco Franchini, CEO, Bally Group, relates the brand's experience in India : “ India is an incredibly important expanding market, so it is necessary for Bally to have its presence here. The Indian consumer is not completely unaware of Bally; international travellers – especially those visiting Britain – are already loyal customers. For the brand, this is an opportunity to provide the Indian consumer with products that have a classic elegance – tasteful luxury, enduring quality and beautiful craftsmanship have always been the hallmarks of Bally. The response here has been very positive.”

Targeting mid- to high-end customers, Aldo inaugurated its first store in India at Mumbai, in 2005. A year later the brand opened its second store. Says Angie Deliva, marketing manager, ALDO Group International, “ Through our market-gap analysis, we found out that no global footwear retailer offered international fashion at affordable prices for all categories and genders, with an add-on accessories collection.” “Looking at major international retailers striving to get a foothold in the country (with Tesco, Wal-Mart, Debenhams, etc.), we strongly believe that the Indian market is ready to accept international brands. India is already a major market for international brands in sports retailing and is now fast moving forward with fashion footwear, too.”

“Eventually, the large unorganised market will be consolidated and acquired by major national or international retailers. Retail space shortage along with cutthroat competition will become the key factors leading to the consolidation of local players.”

Talking about expansion plans, Deliva says, “It is clear through our two stores in Mumbai that our Indian customers love the brand. We are constantly asked about our next store launch in other cities. Keeping in mind the slow pace of getting it right in any retail environment, it is taking us a little longer to open stores in line with our strategy – we are looking at all major cities. Our plan is to open more than 30 stores within the next couple of years.”

German brand Llyod entered India along with Tata International; and unlike other foreign brands, they decided to make the brand available through MBOs and prominent footwear retail chains. Says Sushen Roy, head of marketing, leather global business unit, Lloyd, “We entered India in 2005 and decided to follow a completely different marketing strategy. We did our research and found out that there existed six superbrands in the market. And so we adopted a three-tier strategy, making our brand available through traditional multi-brand outlets like Regal, Metro and Lords, as well as through retail chains like Shoe Tree and Loft. We also opted for a neo-traditional approach whereby Llyod would be sold through luxury fashion outlets like Gabbana. Now we are available across seven Indian cities. Very soon we plan to have our exclusive brand outlets as well.”

Walking ahead
Where a majority of these foreign footwear brands have not expanded their retail reach beyond four stores despite being present in India for over four years, Clarks is perhaps the only brand to have six exclusive outlets within less than two years of launch in India. Launched in October 2005, Clarks was initially available through MBOs and store-in-stores; the brand has since revised its strategy, and except for Loft, a pair of Clarks is now sold only through its exclusive brand outlets. Aldo has also been following a similar strategy.

Says Deliva of ALDO Group, “It is best to have standalone stores in the best locations. It might take a little while to get the right place, but once you have the right location, there is nothing to worry about. Ideally, a high street location or a place within a major mall works very well.” Adds Roy, “ India is a complex market in comparison to other emergent markets; it requires a high level of customisation to suit the Indian market. For international brands, a mix-and-match of mono-label stores and channel strategy is always a good option.”
Commenting on the required gestation period for gaining a stronghold in India, Franchini says, “Considering the encouraging retail environment, we believe that the gestation period should range anywhere between two and four years. We will certainly attain our objective of increasing brand awareness among our target clientele through aggressive marketing and PR campaigns. Of course, this will be coupled with high-quality products and unmatched customer service.” He adds, “Considering the present retailing structure in India, one of the best retail formats is having your own boutique. That way, you have the opportunity to maintain service levels, ensuring that every customer receives the Bally experience.”
Tse Ling, corporate communications manager, Charles & Keith, informs, “Looking at how the retail market in India is growing, it takes a year or two to cover maximum market share. At Charles & Keith, we make sure that we maintain personal rapport with our customers and keep them up-to-date with our latest collections, trends and promotions.”
Commenting on the response received since their launch in India, Vikas Gupta, president and CEO, Lacoste India, says, “We have received a phenomenal response to our launch. We expect to see the footwear line achieving complete results in another three to six months. We will also be launching seasonal collections in line with global fashion trends, and expect this to keep the sales momentum going. We plan to expand our stores and by 2009, may open around five to 10 outlets of over 3,500 square feet each. We will mainly locate the stores within malls, with a few specific high street locations thrown in.”
Been There, Done That: Brand Lessons
Nine West: Initial marketing strategy of tapping existing customer base, before broadening the base with new customers, followed by creating product awareness

Aldo: Market analysis to tap existing voids in product offerings and sub-segment gaps; standalone stores at the right location – such as a high street or a place within a major mall

Carlton: Creating initial brand awareness through presence in MBOs and store-in-stores; followed by the retail strategy of selling only through exclusive brand outlets

Llyod: A high level of customisation to suit the Indian market; a mix-and-match of mono-label stores and channel strategy to market global brands

Bally: Allowing for a normal gestation period of approximately two to four years, coupled with high-quality products, customer service and aggressive marketing to increase brand awareness. One of the best retail formats for this segment is arguably a boutique, which allows for individual customer attention

Charles & Keith: In the present retail scenario, allowing for a year or two to cover maximum market share; always maintaining personal relationships with customers and keeping them abreast of latest collections, trends and promotions.