Top Story

e4m_logo.png

Home >> TREND >> Article

Stacy Adams enters Indian market, targets high-end segment

07-September-2004
Font Size   16
Share
Stacy Adams enters Indian market, targets high-end segment

The $ 200-mllion American leather footwear manufacturer, Stacy Adams, has tied up with the Rs 75-crore Shoe Technik International Corporation Ltd to produce and market Stacy Adams shoes in India. Country Marketing Manager Rupesh Sharma says an advertising budget of over Rs 1 crore has been allocated for this year. The account is being handled by Delhi-based ad agency Ushak Kaal. Print media will be the primary advertising vehicle.

Sharma said Stacy Adams is targeting a 10 per cent share of the Rs.750-crore-branded shoe market by the end of this fiscal. It has roped in national level footwear retailers such as Metro Mochi, Regal, INC 5, Pyramids, Lord's and Loft for distribution and retailing. The Stacy Adams range has been designed in Italy by renowned designer Maurizio Bellini.

The shoes will be in the leather formal, semi-formal and casual segments for men and will be available at competitive prices ranging from Rs 1,495-Rs 3,495. Two ranges, namely, the Signature Series and Super Series, comprising over 40 designs have been launched. Consumers are being offered a large colour option ranging from black, mustang, cognac to and blue.

Sanjiv Sethi, Account Manager, Vermilion Studio, a subsidiary of Ushak Kaal, said the ad campaign developed for the Stacy Adams shoes run on the theme 'wild side'. This reflects not only the strength of the leather but also the different attitude in each individual. A campaign on the same lines has been recently released in fashion and lifestyle magazines like Femina, Cosmopolitan, Filmfare, Jetwings, etc. Future ad campaigns will also focus on the different aspects of the brand that connect with consumers, Sethi said.

Tags

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

Times Network renews contracts with all its primetime sponsors for all its news channels and adds 20 new brands to its kitty

Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India