Mirza Tanners Limited, a footwear exporter and manufacturer of Red Tape shoes, has launched Red Tape Lites for the contemporary male. The new range will kick off this spring and a print campaign has been lined up. "The company has kept a sales target of 100,000 pair of shoes," said Arvind Verma, Marketing Manager.
Asked on the new print campaign, Verma said, "Percept is creating the advertisement and the creative brief was Red Tape Lites is all about lifestyle sports casual range of shoes and the campaign should skew towards attracting a target audience with 'hip and cool' psychographics and believes in living the lighter side of life." Verma said that the total size of the organised shoe market in this segment is approximately 200 crore.
The new Lites range will be available in Ash, Tan, Navy, Olive and Black, and is priced between Rs 1,495 and Rs 1,995. The Lites range will be available at all Red Tape showrooms, chain stores and multiple brand outlets. The company has also planned to expand the outlets. "Red Tape plans to open 100 outlets this year," he said.
The new 'Lites' range comes with adjustable leather straps with Velcro and laces, anti-microbial and anti-odour lining, and dual density spider rubber sole. Asked on the new product line-up, he said, "This collection stands for a new facet of core brand values-style and finesse, and we believe that this segment is an attractive extension to the well-established formal and semi-formal line."
The present market share of Red Tape is around 50 per cent in India and the shoe range is exported to UK, Europe, South Africa, US, Canada, Middle East and Hong Kong.