RUOSH luxury shoes - The perfect example of forward integration
While flipping towards the daily newspaper Times of India (TOI) I came across a print ad for a newly launched shoe brand called RUOSH. This brand is the first from the house of Sara Suole Pvt Ltd. This luxury shoe brand is a Bangalore-based company and has been in the Indian shoe market for almost a decade.
It started as a seller (distributor) of luxury shoe brands like ESPRIT, Kenneth Cole, Louis Philippe, and a few more. Sara Suole Pvt Ltd decided to enter the Indian shoe market with its own brand with a decade of experience behind its back. If you analyze, the company did the right thing by coming up with an in-house brand. Some might feel they are a late entrant on the flip side some might feel it's the right time to enter as the Indian retail scenario is changing rapidly (thanks to the eCommerce boom). At present, the brand is being sold via both formats i.e traditional retail outlets as well as online eCommerce shopping portals like Amazon.in, Jabong, Flipkart, etc.
The brand is positioned as an expert in leather shoes with a value proposition on its quality and design. Currently, the brand is running a campaign which to some marketers will be termed bold. The communication used in its ad says "Pity, we don't make shoes for women". With a tagline like this, the brand is putting itself at a risk to attain short-term gain. The risk is of creating an entry barrier for itself to enter into women's shoe category in near future. Though the ad communicates its message clearly with elegance. In terms of pricing, RUOSH is priced a bit on the higher side at around INR 4500 + to compete with its counterparts like Red Tape, Woodland, Kenneth Cole, etc.