While delivering his address on ‘Creating an icon brand: How Woodland has done it’ at the Pitch CMO Summit 2012 – South, in Chennai on Friday, Harkirat Singh, Managing Director, Woodland said that while Woodland is an iconic brand in India, it is spreading its wings globally too, setting up a distribution network in Hong Kong and China. It has been already selling its products in the Middle East. It also has plans to enter some of the Commonwealth of Independent States countries.
Singh said that Woodland has been able to differentiate itself on quality and by positioning itself as a brand for outdoors and adventure.
Speaking about its retail strategy, Singh said that while it had 350 exclusive stores and presence in 4,000 multi-retail outlets in India, as of now, it would be adding 60 new stores, by the end of this year.
Hoping to expand its TG beyond men, Woodland has launched trendy shoes for women too. “We had a trend that women were not buying expensive shoes. So we have tied up with designers to have trendy shoes for women,” Singh said. The Woods range targeting this audience was launched about four years ago.
It has also launched a new youth collection and a collection for the kids too. “So our TG, which started at 17, has come down to 12 now,” Singh said.
While 30 per cent of the company's turnover comes from apparels and about 10 per cent from accessories – bagbacks, belts, Singh hopes to take the share of the latter higher adding more adventure gear such as tents to its range.
The company is hoping to increase the size of some of its stores to 1,000-1,200 square feet, which would have different segments for adventure gear such as tents and sleeping bags, apparels and shoes. The brand has separate stores for Woods.
Singh informed that the company's e-commerce sales have also “trebled” in the last two years. Digitally too, Woodland is a strong brand on social media sites such as Facebook.
Speaking about its CSR activities, Singh said that Woodland has been able to build a strong brand equity with its CSR activities. The logo of the brand is a tree and leveraging that, its CSR activities largely involves around planting trees and giving back to the community. For the same, it has a Facebook interactive application, where people can plant a tree virtually, and Woodland on their behalf plants a tree in the real world.
While the Economic Times was the title sponsor of the Summit, TV9 was the associate sponsor. The Summit was supported by Ad Club Chennai and Ad Club Hyderabad.