The footwear sector is undergoing a transformative phase where in addition to design and comfort features on aspects related to functionality are also gaining prominence in the mind of the consumer. Rising discretionary income, improvement in living standards, increased brand consciousness, growing work force has resulted in shift from the unorganized sector to the organized sector market in India. The per capita consumption is still only 1.92 and exemplifies the potential that the market has to grow.
Liberty has been known for its innovative introduction in the domestic market. PU sole shoes and the EVA technology were runway successes in India. Our safety shoe brand WARRIOR is brand leader in the segment because of its technological advancement. The new focus at Liberty is to prioritize the sales of the brands owned by the company. These are Leap7x, Healers, Aha & Lucy & Luke.
The Leap 7x range has a youthful style and will give the consumer the confidence to wear the footwear from AM to PM. Style icons Ayushman Khurana and Rakul Preet Singh have been roped in as brand ambassadors for a fresh new campaignSitare Aise Hi Nahi Bante Mehnat Karni Padti Hai AM to PM- targeted to young boys and girls aged 20+. The 360* media plan has a focus on the tier 2 towns of the country and will be peaking during the festive season.
The latest range of Healers have the in-built technology of Hl that enhances blood flow, reduces stress and improves sleep patterns and the HA technology comes with acupressure insole designed to provide relaxing and stress relieving effect to the foot by massaging critical pressure points.
Liberty Shoes is a leading family footwear brand with turnover of more than INR 600 Cr and 10 brands, 400 Exclusive showrooms and available in 5000 Multi Brand outlets. Online Sales, through its own portal & through leading e-com players, is also increasing its share in Liberty's growing numbers.