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.