Metro Shoes focuses on attracting youth to stores

With increasing competition among domestic and global

footwear retailers, brands are trying to be one up to get a bigger share of the market. Metro Shoes, one of India’s oldest footwear brands, conducted research and found that a majority of its customers belonged to 30+ age category. Now the company has decided to reposition itself to attract young consumers to its stores.

Working on the motto of ‘Shoes for the new race’, the company has also reworked its product mix by introducing contemporary designs to match the attitude and spunk of the younger generation it plans to cater to. Nearly Rs 20 crores have been assigned for the repositioning exercise and a 360-degree marketing plan has been launched with outdoor as the main focus for shoe retails.

The company is now aggressive with its retail expansion plans with 16 stores opened this year. It plans to open another 20 doors across the country. The brand also plans to be more aggressive in the e-commerce sector.