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What got Utsav Seth kicked of late is a brand new store that footwear brand Pavers England has set up in the domestic airport in Chennai. The young CEO of Pavers England Footprints Ltd says this store, which has been set up in the security hold after the checks, is attracting many curious footfalls and patronage as well, as the store has been selling around 15-20 pairs a day isabelle marant sneakers of men and women footwear.
think ours is a unique offer; if you buy a shoe and don want to lug it with you on board, we courier it home free of cost. The strategy of Pavers is to be innovative so instead of just a hoarding in the airport we wanted to create a presence for the isabel marant boots brand. Now, we want to have at least 10 airport stores in the next year, explains Seth.
While the Pavers brand, made in Western and contemporary styling, has been around in the country for a little more than a year, and retails from 60 outlets (with an intent to up it to 100 outlets this year), India itself is not new to the brand owners. As Stuart Paver, Chairman of Pavers England Footprints Ltd, says, Pavers, a retail brand in the UK, sources 35 per cent of its footwear from India, or around one million pairs a year from 12 different suppliers, five of whom are preferred vendors. source the celine purses rest from Europe and China, though India is a competitive sourcing base, says Paver, in a recent interaction with Brand Line.
These same suppliers from whom Pavers has been sourcing for the overseas market now supply to the domestic market to designs given by the brand. Pavers has also established a $3-million five lakh pairs a year manufacturing facility at Ambur to make and export full shoes as well as an R facility for footwear design. Says Seth, R facility allows us to have rapid responses to retailer needs. He says the Pavers experience in overseas market and its focus on retailing in India allows it to make 52 deliveries a year to the top stores it retails from as opposed to two-three times a year it usually is. Around 80 per cent of footwear, both men and women sold under the Pavers brand is now sourced from within the country. Says Paver, most markets, 70 per cent of the footwear sold are for women and the rest are men but in India the ratio is the reverse, but that changing in India as well.
Pavers has come in with a strong portfolio of women footwear, ranging from comfort to stylish sandals and with a sub-Rs 1,000 price point to start with, it has made rapid inroads as a brand, say retailers.
Pavers, a $ 100-million brand in the UK, has joined hands with the London-based Foresight group, a $500-million conglomerate into shipping, oil drilling and hospitality and footwear, to set up Pavers England Footprints in India with a capital of $5 million. This venture retails the Pavers brand of comfort footwear through franchisees (present FDI rules do not permit Pavers to launch its own single brand stores) and shops in shops.
The other equal joint venture that the group has entered into is with Lones Spa of Italy, which owns the Fly Flot brand, among the largest footwear brands in the world, retailing around seven million pairs a year, explains Seth. The PU injection shoe manufacturing plant, to go on stream later this year, will have a capacity of a million pairs a year in the first phase, 80 per cent of which will be brought back by Fly Flot. While the plan is to double capacity in three years, Pavers will also introduce the Fly Flot brand in the Indian market.
In men footwear, Pavers has established itself at a price point which is above brands such as Woodland, Lee Cooper and Red Tape but lower than brands such as Florsheim, Ecco and Geox.
Rajesh Issrani is director of a Chennai-based footwear retail store, Koblerr, which is among the best performing stores for the Pavers brand. Issrani says the store sold 198 pairs of Pavers footwear in July, though 70-75 per cent of isabel marant sneakers online it would be the women range.
He says the pricing for the women range seems just right starting at below Rs 1,000 and going up to Rs 2,500, the Pavers comfort range has struck a chord with women shoppers. Says he: footwear has a lot of unorganised players and not many national brands. Pavers has a lot of styles to offer and has gained acceptance but the men range could take longer.
He has a reason to proffer. The men range starts at Rs 2,700 and goes all the way up to Rs 5,400. Most men, he says, have a mindblock about what they would like cheap isabel marant to mulberry outlet pay for a pair of shoes, which is generally under the Rs 2,500-mark. Pavers shoes use good leather and are lightweight and durable, male consumers still have a mental barrier about what they would like to spend, adds Issrani. Customers are still unaware of the quality and acceptance could take a little longer, he says.
Pavers also retails through 15 Reliance Footprint stores. Debdeep Sinha, Head (Marketing Planning), for the chain says the Pavers brand stands for contemporary styling with a Western orientation and an emphasis on comfort. Sinha says that the Reliance chain offers a wide variety in footwear, including top-end imported brands such as Ecco and Geox. While a Pavers would match them in styling, it would be, on celine online an average, 40 shop isabel marant per cheaper and this is inducing trial, says Sinha. Pavers was launched, their price points were perceived to be high. Now, they have reworked their pricing and the price correction has helped push the brand. The brand mulberry bags sale is now aggressively priced against other brands such as a Clarks or Ecco. Also, Pavers is more Western-led styling and can be compared to other Indian brands; so while Pavers won do the same volumes, mulberry uk it will have value sales, explains Sinha.
Also, he says, its exposure to Western markets has helped the brand master the logistics of the supply chain and is able to replenish stocks quickly. have extended their back-end expertise to this market. Also, in the time line between concept and product the turnaround time between product design to actual product on the shelves in faster, adds Sinha.
With plans of distributing through 100 outlets this year, Pavers England expects to sell one lakh pairs of footwear and notch up sales of Rs 25 crore with the sole purpose of putting the brand on many more feet.
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