Indian Retailer – How ECCO is Redefining Premium Footwear in India’s Retail Market with Comfort and Sustainability

When you think of ECCO, the first thing that might come to mind is their sleek Scandinavian design, but dig a little deeper, and you’ll find a brand that’s revolutionizing premium footwear by marrying fashion with some serious tech and eco-innovation. As ECCO strides confidently into the Indian market, the brand is showing off not just its iconic style, but also its relentless pursuit of comfort and sustainability.

In a candid conversation, ECCO’s Country Manager, Sumeet Lohia, reveals what makes this global powerhouse tick, sharing the inside scoop on how ECCO is setting new standards in shoe design while keeping the planet in mind.

Shoes That Hug the Feet

Forget everything you know about stiff, uncomfortable shoes. ECCO’s secret sauce lies in its FluidFORM technology, which has completely redefined the way shoes are made. Imagine slipping into a pair of shoes where the sole and upper are seamlessly bonded—no glue, no stitching, just pure comfort. This tech wizardry results in shoes that feel like they’ve been custom-made for your feet, offering durability and a natural fit that’s unmatched in the market.

“We believe true luxury is a balance between style and comfort, and that’s the core of everything we do,” Lohia shares. “With FluidFORM, we’re creating shoes that not only look good but feel like a second skin.”

Stepping into India’s Competitive Footwear Market

ECCO’s entry into the Indian market isn’t just another expansion—it’s a statement. In a country where consumers are increasingly leaning towards premium products, ECCO’s combination of stylish Scandinavian design, extreme durability, and eco-conscious production is turning heads.

“In India’s premium footwear market, we stand out because we control every step of the production process,” Lohia says proudly. “That’s why our shoes are not only built to last but also deliver unmatched comfort with our Fluidform Direct Comfort technology.”

As ECCO continues to grow in India, it’s clear that their strategy is all about connecting with the digitally-savvy, eco-conscious millennial and Gen Z shoppers. To do this, ECCO has embraced influencer collaborations and ramped up their social media presence to create a buzz that resonates with these audiences.

But it doesn’t stop there. ECCO is also expanding its physical footprint, opening more flagship stores while bolstering its presence in premium multi-brand outlets. And with e-commerce booming in India, ECCO is doubling down on its digital presence, partnering with top retailers for a seamless shopping experience.

“We’re using our digital platforms to highlight what makes ECCO unique—Scandinavian design, comfort, and sustainability—and we’re tailoring our marketing to the Indian consumer, particularly the younger crowd,” Lohia explains. “The Autumn-Winter 2024 collection is a great opportunity for us to showcase our latest designs, which we know will resonate with today’s fashion-forward, eco-aware shoppers.”

ECCO’s Leather Revolution

But wait—there’s more to ECCO than just cool design. The brand’s secret weapon is its full control over the entire leather production process. Unlike most shoe companies that rely on third-party tanneries, ECCO owns and operates its own. This vertical integration allows the brand to deliver high-quality leather while making massive strides in sustainability.

Take ECCO’s DriTan technology, for instance, which drastically reduces water consumption in leather production—a huge deal in an industry infamous for its environmental impact. “We’ve cut down water usage significantly, and we recycle leather offcuts to minimize waste. It’s all about making great products while keeping our environmental footprint as small as possible,” Lohia says.

Challenges? Sure. But Totally Worth It.

Of course, owning tanneries and managing every part of production isn’t a walk in the park. From navigating complex import/export regulations to the challenges of running large-scale operations, ECCO faces its fair share of hurdles. But Lohia is clear that the benefits outweigh the costs.

“We’re able to maintain tight control over the quality and sustainability of our materials,” he explains. “This is what allows us to consistently deliver the kind of superior product our customers expect.”

For those who want a shoe that can keep up with their active lifestyle, ECCO has the answer. Enter the BIOM collection, which mimics the foot’s natural movement, offering flexibility, stability, and unbeatable comfort—whether you’re hiking a trail or running errands in the city. “BIOM is designed to flow with your body, ensuring your feet feel supported no matter the terrain,” says Lohia.

Sustainability That’s Not Just a Buzzword

In an era where sustainability has become the norm for consumers, ECCO doesn’t just talk the talk—they walk the walk. From energy-efficient factories to responsible sourcing of materials, ECCO is setting the bar for eco-conscious production. “It’s not enough to just make great shoes anymore,” Lohia says. “We have to do it responsibly, and that’s why we use fewer chemicals and less water, and focus on recycling as much as we can.”

ECCO’s innovation isn’t just driven by their team of designers and engineers; it’s powered by feedback from real-world customers. “We take customer insights very seriously,” says Lohia. “When they see their suggestions reflected in our new products, it creates a deeper connection and builds loyalty.”

And that’s exactly how ECCO stays ahead of the game in a competitive market—by evolving based on what people want, not just what the brand thinks looks good.

With a rich heritage of innovation, unmatched comfort, and a fierce commitment to sustainability, ECCO isn’t just another footwear brand—it’s a game changer. As they continue to carve out their niche in India, one thing is clear: ECCO is here to stay, and they’re doing it on their own terms, one sustainable, stylish step at a time.

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