- December 7, 2023
Bata India adds bling to its portfolio by partnering with American brand Nine West – Times of India
NEW DELHI: Bata India wants to take its fashion quotient notches higher. In a market teeming with Gen Z and young millennials who are constantly seeking fresh styles, the company is teaming up with international brands to bring new designs to its stores and widen the choice for shoppers. Its recent partnership with American brand Nine Westis to this end.“It’s a style forward brand which means that style and latest fashion is at the centre of it. And that’s something we continuously want to improve for our consumers at our stores. Over the last half a decade or so, Bata has been constantly trying to modernise itself and keep pace with the changing consumers,” Badri Beriwal, chief strategy and business development officer at Bata India told TOI in an interview.
The terms of the deal with Authentic Brands Group which owns Nine West gives licensing rights to Bata India to manufacture the brand’s footwear and accessories locally and distribute them via its stores and website here while the Nine West team will help the company to ensure that the product quality and design is in line with the global standards. The pricing will be premium compared to Bata India’s other local offerings, said Beriwal and the Nine West products are expected to hit the stores sometime next quarter. “The fact that Indian consumers are travelling overseas a lot means that a lot of global brands are becoming a part of our lives. We do believe that bringing these global brands is a good way of making sure that consumers get access to them,” said Beriwal.
Bata India has been building on its portfolio of international brands which already covers Hush Puppies, North Star, Scholl, Naturalizer and Weinbrenner. The strategy may be working—Hush Puppies, for instance, claims Beriwal is now an integral part of its portfolio. “The fact that we have been able to upgrade our average selling price is a testimony to the fact that consumers are voting for the choices we are making and putting in front of them,” said Beriwal. Besides, an international portfolio provides opportunity to premiumise, a trend that has been playing out in the metros. “There is no doubt that brands have to premiumise. Consumers are becoming discerning and they are willing to pay a little bit more for a better quality product,” said Beriwal.
With inflation a bit benign, the company’s endeavour will be to hold prices as it looks to attract more shoppers to the stores in midst of the wedding season, Beriwal added.
The terms of the deal with Authentic Brands Group which owns Nine West gives licensing rights to Bata India to manufacture the brand’s footwear and accessories locally and distribute them via its stores and website here while the Nine West team will help the company to ensure that the product quality and design is in line with the global standards. The pricing will be premium compared to Bata India’s other local offerings, said Beriwal and the Nine West products are expected to hit the stores sometime next quarter. “The fact that Indian consumers are travelling overseas a lot means that a lot of global brands are becoming a part of our lives. We do believe that bringing these global brands is a good way of making sure that consumers get access to them,” said Beriwal.
Bata India has been building on its portfolio of international brands which already covers Hush Puppies, North Star, Scholl, Naturalizer and Weinbrenner. The strategy may be working—Hush Puppies, for instance, claims Beriwal is now an integral part of its portfolio. “The fact that we have been able to upgrade our average selling price is a testimony to the fact that consumers are voting for the choices we are making and putting in front of them,” said Beriwal. Besides, an international portfolio provides opportunity to premiumise, a trend that has been playing out in the metros. “There is no doubt that brands have to premiumise. Consumers are becoming discerning and they are willing to pay a little bit more for a better quality product,” said Beriwal.
With inflation a bit benign, the company’s endeavour will be to hold prices as it looks to attract more shoppers to the stores in midst of the wedding season, Beriwal added.
