Pierre Cardin French Fashion brand
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Xxxxxxxxx | Pierre Cardin
French Fashion brand
“Our Brand is the biggest
differentiator and the
fact that we are offering
Pierre Cardin
a premium product at
attractive prices. It’s the
right product, right time
set to debut shoes in India
and right price…”
– Ajinder Singh.
democratized fashion by pioneering
concepts like ready- to- wear and
licensing, which were far ahead of their
time and also a testimony to his visionary
capabilities. Such is his contribution to the
world of Fashion that he has a dedicated
museum in Paris that beautifully depicts
his illustrious career of almost seven
decades.His elegant designs found
patrons among wealthy socialites and
the likes of US First Lady Jacqueline
Kennedy.
Creating elite offerings, the Pierre
Cardin brand will exemplify the spirit
of ‘Make in India’ by manufacturing
its premium, genuine leather footwear
collections here. It will also use new
age –emerging digital technologies to
add efficiencies in product distribution
and to enhance customer experiences
– making them truly unforgettable!As
the iconic French fashion brand makes
a foray into designer men’s footwear in
India, Eltus Mode Pvt. Ltd. looks forward
to taking its legacy and eclectic offerings
to India, Bangladesh, Bhutan, Nepal and
Sri Lanka.
Eltus Mode Pvt. Ltd. Is founded by
Bhai Ajinder Singh, having 25 years
of leadership excellence in footwear
manufacturing, distribution and retail.
Along with being an erstwhile pioneer in
launching international brands such as
Lee Cooper , Geox and Merrell in India,
Eltus Mode Pvt. Ltd. Pvt. Ltd. has entered into an exclusive long-term licence agreement with Pierre Cardin built one of the most respected premium
for its footwear and accessories range. footwear companies in India.Ajinder Singh
stated, “ India is a key marketand we
T
would be looking to plug it as the brand
he Brand showcased its cosmopolitan Indian man.The Italian-born brand offering elegance, fashion and steadily expands its operations. Globally,
footwear& accessories Frenchman is lauded for his 20th century premium leathers, Pierre Cardin will fill Pierre Cardin has a strong presence in
collection that will be pieces that looked as though they were this gap with its luxury shoes for the fashion, including in markets such as
impacting the men’s market from the 25th century. For the first time Indian man. the France, Italy, Russia, Japan and UK.”
into AW’19 and beyond. Eltus select Indian, Luxury retail outlets will Pierre Cardin continues to be one of This is Eltus’s maiden venture with the
Mode Pvt. Ltd. team revealed the key offer the legendry French designer Pierre France’s most disruptive and commercially company looking to make a retail splash
SHOES & ACCESSORIES october 2019
SHOES & ACCESSORIES october 2019
styles and themes certain to be essential Cardin’s hand crafted leather footwear for successful designers. Renowned for his across formats like footwear, belts, socks
to the next men’s collection. Pierre men, in a range of styles from elegant to avant-garde , futuristic and space age and wallets categories.“Pierre Cardin
Cardin, a name that exemplifies fashion casual with the new fall winter collection designs, to creating an out- of- the- box products will be available through Multi-
and innovation, spanning over seven 2019. As the Indian consumer’s taste fashion that traverses generations. One brand stores and premium department
decades, would introduce an exclusive and preferences evolve along with their of the most accomplished designers stores in all major cities across India,” he
collection of designer leather shoes for the aspirations for a genuine international the world has seen, Pierre Cardin added.
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Xxxxxxxxx | Pierre Cardin
men consumers and holding the price The Franchise/ Exclusive company where we have strong visibility and sales.
band in the rangeof `2500-`6,999.Also, we retail outlets Regarding our trade channel strategy, we
are looking at reducing the time to market Essentially creating a presence through have deployed our distribution strategy
and inventory holding there-by increasing exclusive brand franchisee or own outlets with a focus on providing varied choices
efficiency and reducing dead stock. We will showcasing the entire product range with and experience for consumers.
have over 500 stock keeping units to begin exclusive brand presence.
with,” he said, adding the target consumer Sourcing
will be in the 25-45 age group. The online Market Asked if Pierre Cardin sources from India,
A growing market expect a lot of changes he said, “India has a diverse consumer
Sales Network in the coming years – currently being base, so the range would from multiple
The brand would focus on all four main classified as a discount market offering manufacturing bases. We shall be
channels for selling the product in the bargains to the consumer. sourcing and marketing the best possible
Indian market. Ajinder Singh said, “We are offering merchandise from various countries. A
a considerate margins and shall be substantial chunk would be from good
The distribution Network engaging in marketing & retail spends. quality suppliers of India.We have tied up
The stand-alone retails multi-brand outlets We shall be going for more depth than with the pioneers in the shoes industry
across the country essentially focusing width of distribution. We plan to have to produce for us. In the first stage we
on the customer looking for shoes in rationalised distribution and are choosing are running with New Designs as well as
the range of `3000 to `5000/- there are to be available on selective counters some existing industry established styles
currently about 500 retail outlets that we with a few improvements as these designs
would use to retail our products. “The launch collection are well perceived well in the market.
Gradually will replace with newer and
The key Account networks is spread over multiple trendier designs bringing about freshness
These are essentially the target format categories and the range will in the product offering. Production is
retail mutli-brand outlets such as metro spread across domestic manufacturers
shoes, shopper stop, lifestyle, reliance
initially spread over Trendy, and exporters to ensure the best possible
retails etc. They have a presence across Formal, Casual and comfort quality as each manufacture has a
India and offer many brands under one particular style and handwriting, thus
roof. Players such as metro have approx.
category.” ensuring we get the best of the best for
400 POS around the country. each respective category. Quality will be of
USP “Pierre Cardin will bridge the EOSS. The collection is focused at
“Our Brand is the biggest differentiator the daily working consumer looking for
and the fact that we are offering a the gap between quality and comfort and style in a shoe.
premium product at attractive prices. It’s fashionable shoes in terms
the right product, right time and right Target Market
price. The focus will be on quality, design
of its pricing.” The growing Lower Middle class to the
and innovation.” Says Ajinder Singh. upper middle class seeking quality shoes
“We are looking at enhancing the use at affordable prices. Essentially the Young
of technology in our business model, have a higher demand will be continuous from the age bracket of 25 onwards to the
unlike the traditional way to creating production again never making the stock middle-aged man of 45 years. The trend
distributor / stockists and retailers , we redundant at the retailer level.” He added. conscious youth to the sober seniors. The
are eliminating and stream lining the comfort seeker to the style seeker. The
process to get closer to the retailer with Collection office goer to the Wedding collection. The
just the distributor acting as order taker The launch collection is spread over shoe industry is continuously evolving
and financier essentially the model will be multiple categories and the range will from being an average black and brown to
on the concept of bill to ship to, bringing initially spread over Trendy, Formal, Casual exotic colours/ designs. With the Import
about transparency between all stake and comfort category. In the formals duties being enhanced quality shoes are
holders and ensuring the most optimum category, details and trims bring new expensive, so definitely an opportunity.
utilization of resources. Under this model levels of embellishing men’s footwear,
with the help of technology we are seeking hauling up classic staples with voguish Pricing
to gather real time information on sales components. Formal footwear gets an Speaking on its price positioning, Ajinder
and customer trends to eventually make upgrade with a host of exciting detailing’s. Singh said that “Pierre Cardin will bridge the
products to cater to the customer’s needs. Classic Derby’s & moccasin’s in premium gap between quality and fashionable shoes
Also, what differentiates this model is polished leathers are hoisted by subtly in terms of its pricing. We will be largely
that we aim to reduce dead stock in the conceptual components and trims. A filling up the gap. Our product pricing has
system by creating a go to production wide range of Sandals get a sporty rework been kept in between to attract wider footfall.
SHOES & ACCESSORIES october 2019
SHOES & ACCESSORIES october 2019
system. So rather than having inventory and have extra cushioning. The idea is to Currently the market sits at either a price
piled up and then selling shoes in EOSS offer fashionable, premium quality leather range of `2400 and lower or manufactures
(End of season sale) to get rid of excess shoes (NO SYNTHETHIC) at attractive offering shoes at `8000 and upwards.
stock and dead styles we would be able to prices to the Indian consumer. The brand There is a gap in the shoe industry offering
control the same right at the production would focus to be within the reach of the quality shoes in leather at an attractive
level itself. Additionally, the products that consumer at all times and not only during price. We would be primarily targeting
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Xxxxxxxxx | Pierre Cardin
utmost importance; the quality control will Products identified by the Cardin brand
be inhouse.” range from accessories and handbags to
Eltus Pvt Ltd. Is focusing on pivoting home interiors, luxury cars, and luggage,
their business to the fastest-growing areas as well as to such personal items as
of footwear retail to align with consumers’ Fashion Tress wigs, introduced in 1973.
desire for quality fashionable products. The ubiquitous brand name is recognized
Through quality innovations they plan to around the world.
attract the consumers across India. The
brand intends to deliver a powerful presence Future Plans
in the face of external global volatility and Ajinder Singh stressed, “The company
one of the biggest moments of change in shall expand and continuously enhance
the economic changes in the country.“We the offering to bring in new focus areas
are well positioned to deliver sturdy growth such as sports, ladies, young casual. We
as we deploy a reputed brand portfolio to are working with International designers
consumers through our retail associates and to create world class shoes designs and
vibrant product pipeline, and concentrated bring about new innovations and designs
expansion for mid-priced SS’19 collection,” in the current offering too.”
Ajinder Singh stressed.
The brand claims that initially efforts About Eltus Mode
will be made to expand its retail presence Eltus Mode Pvt. Ltd. head quartered
in the Northern and Western parts of the in Delhi, with a focus on the footwear
country, which make up the largest market industry, has the exclusive licence
in the country. In addition to the metros, from Pierre Cardin Paris for 21 years
the brand has the plan to target tier-2 and using their brand to manufacture
tier-3 cities in the North. On what is driving and distribute footwear and footwear
premium footwear brands, he said, “There accessories in India, Bangladesh,
is a paucity of quality product at sweet Bhutan, Nepal and Sri Lanka. The
SHOES & ACCESSORIES october 2019
spot prices. Today, the consumer has an company is led by a skilled team of
eye for quality and enduring footwear.” professionals and partners in Finance ,
Sales , Production and Merchandising
Legacy from India and Europe, having a
Cardin’s fashion empire spanned the collective shoe industry experience of
globe with his trademark licensing. more than 100 years.
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