Bata's secret to attract the fashion concious Bata is aiming to be a brand attractive to the youth and to the fashion conscious. Customers of this shoe brand can now place their orders online and if the shoe of their choice is not available at a particular store, the company will ensure home delivery in two days. But consider that bata comes with a baggage of being an old school, no frills footwear maker and retailer, and it is possible to understand the nature of change underway in what is, perhaps, the country's best known footwear company. Besides taking orders at the store, the company is also in the process of ramping up its sales from the online business. Currently, bata sells about 2, 500 pairs of shoes online monthly. From being a player that dominated the no frills section of the footwear wardrobe, the company is now looking to shed all its earlier image issues and is aiming to become a brand attractive to the youth and to the fashion conscious. This, the company says, is the segment which will drive growth for the footwear market, currently pegged at rs 25, 000 crore(Rs 250 billion)In india. According to arindam saha, associate vice president at retail consultancy, technopak, the market is growing at a compounded annual growth rate of 10 per cent a year. For bata, the growth plan is clear.First, it is planning to change its store format and concentrate only on the ones that are more than 3, 000 square feet. According to rajeev gopalakrishnan, managing director, bata india, this will help achieve more than just a better look. "A larger store means better display possibilities for all our brands.Also this means that we can service consumers better, besides ensuring better returns,"He says. This would also mean that the smaller stores would be cheap christian louboutin sale slowly phased out and the existing ones would be moved into larger facilities within the same locality. Bata plans to add 100 stores to its current network of 1, 250 stores in 2012 at an investment of rs 100 crore(Rs 1 billion). Gopalakrishnan, who replaced the now legendary marcelo villagran at the company's helm as recently as october last year, says that much of the strategy going forward is a continuation of the things that the company has been able to do well over the past couple of years. First, the emphasis on a more youth centric strategy means that the company is willing to work with designers. It has already engaged the services of malini ramani, ace designer, to come up with a range for bata.Ramani will design three collections for the company over the next three years. Each collection will have 10 odd pairs. "Besides malini, who is already designing for us, we plan on engaging the services of at least three to four designers per year, who will come up with exclusive lines for bata,"Gopalakrishnan adds. The emphasis on style is an important way of appealing to the youth something even its competitors recognise.In an earlier conversation with the strategist, anupam bansal, managing director, liberty retail revolutions, the retail arm of liberty shoes, had said how the company was trying to up the style quotient with a renewed focus on footwear design and by roping in hindi movie star hrithik roshan as brand ambassador to drive home the message. The designs will be showcased across the 30 top stores in the metro cities only, which is where the company thinks the christian louboutin sale audience for the merchandise is to be found. The cheap christian louboutin sale hypothesis that the market will now be driven by the women's and children's segments is supported by a recent report by research consultancy rncos, which specialises in biopharma, it telecom, retail and services industries. The report, indian footwear market forecast 2014, states that"The consumption trend is expected to shift more towards women's and children's footwear market. " The reason, says the report, is that these segments, particularly the women's segment(As the number of working women is increasing), offer vast growth opportunities to both new as well as existing players. The company insists that while it might be getting designers on board to come up with the new look footwear, the story is still about volumes and the mass market.

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