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Walking the talk on footwear price tags in Italy,[link widoczny dla zalogowanych]
Milan, March 6 What is the price of this pair? That is usually the first question the group of Indian retailers asks at every stall in the Micam ShoEvent, the Italian international footwear fair.
More than 100 and multiples thereof,[link widoczny dla zalogowanych]. And that is the price ex-factory. So by the time they hit the retailers shelves the prices would quadruple,[link widoczny dla zalogowanych]. The conversation immediately comes to a stop. The sample goes back to the shelf and the group moves on to the next stall.
It is the second day of the fair organised by the National Association of Italian Footwear Manufacturers showcasing the medium and high end brands,[link widoczny dla zalogowanych]. The Indian retailers and the couple of Indian journalists are there thanks to the Italian Trade Commission that has organised the visit.
Among the group are promoters and representatives of fast growing retail chains with major expansion plans such as Lord Shoes, The Loot,[link widoczny dla zalogowanych], and Citywalk,[link widoczny dla zalogowanych], and a couple of representatives of premium brands. They are looking for leather shoes in the vicinity of up to a maximum of According to Mr Jay Gupta,[link widoczny dla zalogowanych], Managing Director, The Loot (India) Pvt Ltd,[link widoczny dla zalogowanych], which operates over 100 outlets offering garments,[link widoczny dla zalogowanych], footwear and accessories, the math would work out at the lower end of this range. At Rs 2,[link widoczny dla zalogowanych],000-3,000 they would be in great demand.
Mr Karim Premjee of Lord says the top-end of that range his retail chain can sell over a 100 pairs a day costing up to Rs 20,[link widoczny dla zalogowanych],000. But, for now, it appears that most Indian customers may have to wait a while to afford some Italian snob value. One exhibitor asked: Have you seen any of the Italian manufacturer offering shoes at that price? The answer is no.
No luck. Price is the key factor for India and Italy,[link widoczny dla zalogowanych], but for different reasons. For Italy,[link widoczny dla zalogowanych], the price positioning is a mark of its brand. If you sell a premium product you do not cut rates easily. Mr Loredano Carvaro, Director,[link widoczny dla zalogowanych], Vittorio Virgili, a manufacturer of medium and upper segment shoes, makes the point. Bringing down prices is going to be tough for the Italian brands. What happens to brand positioning? he asks.
So with buyers from across the world visiting the fair, what do they look for? Exclusivity. Replies Mr Emad Mahmud,[link widoczny dla zalogowanych], a buyer from Kuwait. He first asks if the Italian shoe maker has a representative in Kuwait. If yes, then no deal. What he buys should not be available in other shops. Italian prices are a perfect fit for West Asian customers who can afford the latest in Italian fashion. So are the Chinese who can be found in large numbers and buyers from all over Europe. And what do the Chinese want to know first? According to one Italian manufacturer, they want to know where the shoes are from ensure that it is true-blue Italian and not from one of their own factories in China.相关的主题文章：

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