Famous Japanese sportswear brand ASICS is taking all necessary steps for its expansion in India with aim to set-up 20 EBOs by next year.
Apart from capturing the offline market, the brand has accelerated its online marketing efforts on all major e-commerce platforms and taped regional distribution channels across tier II cities for better sales and brand establishment in Indian market.
ASICS which had earlier sold its footwear and apparel products via franchise model, is now planning to have its exclusive brand outlets (EBOS) as soon as they fulfil the target of 30 per cent local sourcing requirements which is mandatory according to the FDI policy in retail sector.
India’s managing director of ASICS Mr. Rajat Khurana told, “Presently we have 22 mono-brand stores, out of which we had already opened seven in the first half of the year. Next seven stores would be opened in second half of the year. We are targeting to open new same number of stores next year”. He also said, in country like India, 50-60 per cent of total sales is made through mono-brand stores, hence we are planning to explore this market and lay focus on opening on more of mono-brand stores and other related channels.
Presently, around 40 per cent of company’s total sales in India is made through mono-brand stores. But their focus would not be limited to EBOs, but also intensify the marketing on various ec-commerce platforms and increase its reach to the regional markets.
On asked about brand’s range of products for the Indian market, Mr. Khurana informed, ‘We are increasing our range of footwear in sports categories like wrestling, cricket, tennis and badminton shoes other than our running footwear category’.
Agreeing on the fact that ASICS is a late entrant in Indian footwear market, he added that the brand would be resorting to marketing campaigns and their global campaign ‘I Move Me’ in Indian sub-continent.