Apparel Online India Magazine May 1-15, 2019 | Page 45

DOMESTIC UPDATE
we adapt accordingly. While being
careful, we also try to ensure that
we reach maximum number of
consumers,” asserts Atul.
As much as Puma pushes for
innovation and newness in its
product categories, the brand
pays utmost attention to the retail
format as well. A brand of the scale
of Puma understands that every
retail format has its own space and
importance because it is catering
to different types of consumers
and different scales that it is trying
to achieve. Also, while the range
available at a Puma store differs
from store to store basis, the kind
of consumer base the area has;
interestingly, the range varies
even between an EBO and a LFS
present in the same shopping mall
or in the same catchment area.
The brand is also working towards
technological integration in its
retail outlets. “We have integrated
data at our stores wherein if one
fails to get a product of their size
of desired colour, one can order
it at the outlet itself and the
merchandise will be shipped to the
consumer. We are trying to ensure
how a Puma store can become more
interactive and become connected
with the customers. “Experiential
is something we are working on
for a long time. For right now,
our concern is that whatever we
do should have customers at the
centre,” points out Bajaj.
Going forward, e-commerce will
drive major sales for brands and
Puma understands the trend pretty
well. For Puma, online contributes to
about 12% of business presently and
the brand is working extensively to
make its online platform Puma.com
a better and more convenient place
to shop. Besides, the brand also has
successful partnerships with online
players like Flipkart, Myntra and
Amazon. While e-commerce has
been a huge rage in India for quite
some time now, the revised FDI
policy implemented this February
has proved to be a hiccup for this
growing industry. However, Puma
believes that the consumer has
already reached the online space
and such revisions in legislations
will not falter the growth in any
Puma boasts 365 exclusive outlets across India
drastic manner.
ESSENTIALS
Right marketing
is the key
Puma India is spending a good
amount in marketing and signing
the right kind of people to endorse
the brand and connect with the
consumers. With focus on sports
culture, influencer and content
marketing as a part of its digital
marketing strategy, Puma is
looking at expanding its footprint
across India. Puma doesn’t believe
in traditional mediums at all for
marketing and has maintained that
digital will have 90% share of its
marketing spends. “The consumer
is very educated and is always
present in the digital space. The
key is to get them closer to the
brand through digital medium. It is
extremely important to have relevant,
contextual and engaging content
to drive the brand. It is the age of
content. We, as a brand, have to
churn content which is relevant and
would turn heads,” Atul shares.
Going forward…
According to a Euromonitor research,
the sportswear market in India will
grow at a CAGR of 11.3% for the 2016-
2021 period. While Puma is ruling the
sportswear category leaving behind
the likes of Adidas, Nike, Reebok,
Puma has 365
exclusive brand
outlets across the
country. Besides, the
brand also retails
through large format
stores like Lifetstyle,
Shoppers Stop,
Central, etc. Even as
the brand is at the
leadership position, it
is planning to work in
order to stay relevant
in the market. Also,
Puma has been
very careful about
opening its stores
and expansion at
Puma has not been
without thought.
Skechers, the brand plans to continue
working towards staying relevant
for the consumers. The brand’s
success comes against the backdrop
of the athleisure trend that has
overpowered the sportswear category.
While most or all the brands continue
to boast performance and technology,
Puma is focusing on style as well
as performance and technology
that make its products attractive to
consumers. The brand’s list of global
brand ambassadors too including
the likes of Adriana Lima and Selena
Gomez proves that it connects with
its target consumers phenomenally.
Atul boasts, “We have been growing
at 40% CAGR and still intend to keep
growing at a rate of 30% moving on
even when we already are at No. 1
position in the country. We have very
aggressive targets and we see that
Indian market does have the potential
to facilitate that growth and the
consumer is looking to buy products
we offer as long as we keep offering
them the right kind of products.”
Puma’s One8 also clocked Rs. 100
crore in sales within the first year
of its launch. Puma India reported
sales of Rs. 1,157 crore in 2018 up
from Rs. 958 crore in 2017. The
Germany-based brand is one of the
preferred sportswear brand in India
and is looking to grow at the base of
25% in the next two years. With the
ever growing likeness for sportswear
category and more so for athleisure
category, Puma is sure to grow even
further in the coming years.
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