Shoes have evolved from being a personal necessity to a fashion statement. And rightly so, there is a perfect pair for every occasion and personality. These days owning just one pair of shoe is not enough, with a perfect shoes to match the occasion, it can give you a sense of power and a surge of confidence that really boost the mood!
Working on constantly upgrading its brand value, Paragon Footwear, a leading Indian footwear company launched its athleisure and lifestyle brand EEKEN, for the young, fun and active Gen Z audience.
Brand EEKEN is created with the intention of injecting moments of unadulterated cool into the daily lives, routines and fashion of young and energetic consumer by offering a range of lifestyle sneakers that are accessible, durable and attuned to ‘weekend life’. The name ‘EEKEN’ comes, quite literally, from the middle of the ‘weekend’. EEKEN range will focus on shoes (Lifestyle, Canvas and Athleisure); Sandals & Flip-flop segments which are designed in London UK and made in India.
The EEKEN range will have over 80 unique shoe designs in the first phase. Over the next quarter, the consumers will have the option of picking from open footwear including flip-flops and sandals. The price range of the segment is from Rs. 999/- to Rs. 2999/-.
Sachin Joseph, EVP Marketing, EEKEN & Information Technology, Paragon Footwear, said, “We are thrilled to bring our top of the line offering to our loyal consumer who are young, ambitious and always on the move. The EEKEN range will please discerning audience across age groups. With EEKEN we will push the envelope for design and style in athleisure and lifestyle segment. EEKEN products will be designed in London and to suit the taste of fashion-conscious men and women.”
The footwear category is seeing a lot of action with various global brands entering the market and Indian brands making a big play with new designs. The price point in the category has certainly moved up in a big way for casual shoes. While men’s footwear category always had brands, the women’s category has no major national footwear brand and hence there is a huge untapped market potential.
“Youngsters today are opting for sporty looks and this trend is driving the growth of athleisure market. EEKEN will operate in the mid-priced segment but in the affordable lifestyle segment. We are coming up with 80 designs to suit the aspirations and need of 18-25 years age group across middle class income household.” said Joseph Zachariah- Director Sales & Marketing, Paragon Footwear at the conference.
During the first phase of EEKEN launch, the company will enter markets like Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad & Bangalore and the second phase expansion will cover other metros and cosmopolitan cities throughout the country. Paragon Footwear’s key strength is its widely spread dealer and distributor network. The company boasts of brand presence through 2.5 Lakh retailers nationwide. In next 3 years, the company plans to target INR 500 Crores from the brand.
You can catch the latest range of their footwear on http://eekenlife.com/