Woodland, the brand which stands for the outdoor and adventure along with close association with nature and environment, has chalked out a host of plans for 2011. The immediate being the launch of an e-commerce store by January 2011 and getting into the social media space in a big way.
The brand has been focusing on eco-friendly products and uses raw materials that are less harmful to the environment. Talking about their future plans, Harkirat Singh, MD, Woodland India, said, “We currently have 300-plus company-owned Woodland stores in 50 cities across the country and are available through multi-brand outlets as well. We are soon going to launch our e-commerce store by January 2011. Our production capacity has been enhanced three-fold in comparison to where we started and we are equipped with the latest technologies and equipment in line with our eco-friendly commitment.”
Woodland is a brand that has built its brand equity on the pillars of being sturdy and durable with futuristic designs. It has also forayed into apparels and accessories. The brand has also introduced more specialised products like Yoga collection, Kids collection and the Woods collection. The brand has customised products for the adventure enthusiasts and keeps adding new technologies to make their products the ideal choice for all adventure lovers.
Singh added, “Initially, our stores were only approximately 1,500 to 2,000 sq ft, but now, the stores are as big as 4,000 sq ft, giving the convenience of large display, big trial rooms, more space for stocks. We are not only focused on metros, but are also present in Tier II and III cities like Karnataka, Chhattisgarh, Ludhiana, Jalandhar, Amritsar, Jaipur, Shimla, Saharanpur, Haryana, Patiala, Kota, Jammu, and Dehradun. Forty per cent of our stores are in Tier II cities and 60 per cent in metros. Soon, this ratio will be 50:50.”
On the advertising front, the brand has been present across print, electronic and online medium. Most of the advertising is focussed on channels like MTV, Channel [v], UTV Bindaas, Discovery, etc., and have also been sponsoring various youth fests, adventures sports events, etc. Singh also informed that now they were exploring social media in a big way. He said, “It is useful not only to communicate the brand values, but also gives a two-way interface. It is an important medium to get the feedback from our customer.”
Woodland also has a CSR initiative called Proplanet, which is committed to make the planet a better place to live in. On this Singh said, “We wish to share our passion for social causes with the community. Our goal is to inspire the next generation of enthusiasts and increase their participation in conservation of nature. We are also exploring this through the digital platform by an event called Eco-Lution, an innovative and interactive digital campaign to protect the environment and sensitise the youth to spread the awareness to make our planet a better place to live in. The project with MTV also includes planting virtual trees on Facebook.”
“We are aiming to be one of the best adventure brands worldwide while taking care of our nature and people in harmony,” Singh concluded.