‘UNIFIED COMMERCE IS VACCINE FOR RETAIL COVID'

British footwear brand Clarks has strong plans in place for further increasing its presence in India with around six new store launches slated for the first half of 2021. In the next three years, the brand wants to focus on increasing the store presence to 100+ from the current 50. It has already launched the first phase of their omni-channel approach to connect its physical and digital offerings. In an interview with S&A magazine Dr. N. Mohan, Executive Director and CEO Clarks India shares some valuable insights.

Future plans and expansion plans of the brand in post-lockdown - New measures, strategies in place to cope up with the gaps. The brand has strong plans in place for further increasing its presence in India with around six new store launches slated for the first half of 2021 itself. In the next three years, we want to focus on increasing the store presence to 100+ from the current 50. The brand has already launched the first phase of their omni-channel approach to connect its physical and digital offerings. We will be integrating all our touchpoints to offer a truly seamless experience to the customers.

Further, the brand is adapting the product offerings to the new normal - revisiting our archives to bring more Athleisure products. The idea is to offer products more suited to the Indian consumer, products that are high fashion and can be paired with a variety of looks, including traditional Indian attires and even the newly seeded ‘Work From Home’ culture.

One of the key learnings from the year 2020 has been the latent demand from Tier 2 and Tier 3 cities. The consumers in these markets are more informed and aspire to own premium products. Being an aspirational brand we strongly believe in the potential of these markets and plan to capture this growing aspiration through various channels.

Impact on Indian footwear industry during and post-Covid -19- Benefits, challenges, solutions.