|
Thursday, 03 March 2011 |
Shoe-brand and apparel maker Woodland is using the increasing popularity of social
networking sites like Facebook to promote its brand online. The aim is to target the 18 to 28 age group. Similarly, last year popular shoe brand Bata had launched its online shopping portal. Meanwhile, Woodland is also developing a new gaming application. Talking on this initiative Woodland’s VP-strategy and planning Amol Dhillon avers that on the online portal they will be having a lot of limited edition products. These will be the ones that they think are commercially not viable for mass production, on sale. They will be exclusive for online buyers. Although the brand started making its presence in social media they are going to be the first in India to start using Foursquare technology – it’s a virtual game in which participants earn badges for checking in at various locations. Those that check in most earn points and win exclusive discounts.
There are probably 12 million Facebook users in India. One advantage of using social media is that it’s cost-effective and the reaction from the target group is instant and spontaneous. Woodland is also keen on buying outdoor footwear retail chains in Australia, Africa, China, the Far East and Eastern Europe. Woodland started in 1992, now has 300 plus stores in the country. The key raw material for shoes, leather, and a good part of Woodland’s soles are made in-house. Hand-picked Italian hides are tanned and finished on Italian machinery. The unique rugged, tough rubber soles are also produced using German technology. The brand provides menswear, women’s wear, footwear, socks, bag, caps and shoes. |
