Bata introduces new red store concept for India

By

Isabelle Crossley

Published
May 2, 2018

The global footwear brand Bata has brought its “red store concept” to India aiming to engage with a younger audience and gain a fresh image.

The Switzerland-based company Bata is aiming to use its new brand image to engage with a younger customer base and be seen as a fashion forward brand once again. India is the brand’s second largest market after Italy and, after launching the red store concept in Italy, the brand has been swift to take it to India.

Bata’s red store concept sees stores furnished in red and white to reflect the brand logo and set out in a spacious and modern way attained by taking out pillars in the stores. As the first few of such stores have already opened in India, the brand’s family head, Thomas Archer Bata, told Ians: “That is working really well. So, the reception of Indian consumers for more global collections has been very good. We are planning to continue that and give more diversity to the products to the Indian customers.”

Along with the new concept stores, Bata has launched a “Red Label” shoe collection. “With this line, we wanted to show that how cool and glamorous we can be,” said Bata. “We saw that youth somehow are moving away from our brand and we can’t afford to lose them. We have delivered great and durable designs in the past and we want to add to that with cool and glamorous pieces.”

Bata has an 85 year history and is determined to remain relevant for today’s young consumers. The brand is placing a big focus on its Indian operations and also recently appointed the celebrity Kriti Sanon as a brand ambassador.