Classic brogues to re-enter with style: Clarks footwear's Gautam Raheja

In a customer’s unconditional trust in a brand lies its success, believes Gautam Raheja, marketing head, Clarks Future Footwear Ltd.

What were the reasons behind your decision to set up an exclusive outlet in south India?
Clarks has done extensive research on the Indian market before deciding to enter. It has been apparent that the southern market represents a growing affluent group which wants to attain the best in life. Clarks has been known globally over the last 185 years as a brand which marries comfort and style, therefore, we expect a warm welcome to this market.

Take us through the designing  process in Clarks. How do you decide on a new line — is it seasonal? Is it based on customer feedback or is it completely the designer’s prerogative?
At Clarks, we have always been a part of British design. For us it has always meant combining quality, classic elegance and iconic ideas. Every new line is carefully planned to cater to the varying and ever changing needs of the customer. Clarks follows a seasonal range and within this range, Clarks has a separate collection for warm weather markets which seldom experience the winters. Markets especially in south India happen to be such markets.

Style, quality or affordability — what according to you gets customers to come back to you, again and again?
Over the years, Clarks has made a promise to all its customers of exceptional quality and comfortable footwear. It has been the biggest driving factor for our customers to keep coming back and trust us unconditionally. Fashion and affordability are definite modes of choice but they have never been the dominant function for the success of any brand in the long run.

The online retail space today is tough to ignore. Do you view websites exclusively dealing with shoes and accessories as a competition?
I strongly feel that these websites are actually helping the category grow. The online retail business has seen a boom over the last one year and rightfully so. The consumers of today have paucity of time and are searching for convenience in their lives. Online retail has certainly made them shop differently, but the trust in brands and the experience still remain at the forefront.

The Indian customer might have a different taste. So, will you be customising your offerings to meet this market?
The Indian customer is well-travelled and has a great insight into the fashion trends of the world. Add to that the different wardrobes for an Indian customer, such as the sari, and that has made us revisit the Clarks styling with sandals made to match such outfits. Clarks has always been responsive to its consumers’ tastes and complexities of each market. Our present collection has the perfect set of footwear for the Indian consumer complementing their wardrobe.

Can you tell us what is going to be the next big trend in shoes, in terms of style.
I feel the classic brogues are going to re-enter the market with a dash of style and colours. The traditional pattern gives a strong accent to all shoes referencing the bygone ages of vintage lifestyle and the silver screen personas. For women, androgynous English heritage styling and the 1970s references shall combine with soft feminine detailing and finishes.

What are the must-have shoes in a man’s wardrobe and in a woman’s?
It’s going to be classic brogues for men and minimal chic and modern styles for women.