Monday, September 01, 2008 French footwear store expands in Cebu, eyes young professionals
FACED with stiff competition and a decline in consumer spending, a French footwear company tries to establish a market in Cebu by offering quality products at competitive prices.
Sledgers, distributor of men’s footwear, opened last Friday its first outlet in Cebu, at the Northwing of SM City.
The shop, Sledgers’ third branch in the country, aims to cater to a growing customer base in the Philippines and to expand its market reach in Cebu. Sledgers shoes, though, can still be found at Rustan’s and selected SM department stores.
Sledgers brand manager Johanns Tan said that there is so much development going on in Cebu so the company considered the opening of SM Northwing as “a sign to move aggressively” to the province.
Alongside the expansion of their product lines with more than 100 designs every year, combined sales of Sledgers products in the country show more than a hundred percent growth in 2007.
Tan said the store has not changed its prices despite inflationary pressure and stiff competition.
“A lot of our Asian customers still go for our French brands with a price range of P9,000 to P10,000 because of the comfort
and value of the money,” Tan said.
He said that Sledgers hopes to attract young male executives, between 35 and 45 years old, with its Studio Line collection whose designs come from fashion runways in Paris.
Studio Line shoes, said Tan, feature premium leather materials with “intense focus on the product’s flexibility, proper cushioning, fit and solidity…for supreme foot comfort.”
The Studio Line is part of Sledgers’ Asian collection with prices that range from about P3,000 to nearly P6,000.
“Since the brand gained steady support in the Asian market, the company made a commitment to specifically fit Asian foot sizes. Thus, customers won’t have to worry about how they will fit in our shoes,” said Tan.
Sledgers’ other collection include Premiere Classics for formal business wear and Casuals for the easygoing lifestyle.
Sledgers shoes are sold in almost 40 countries worldwide, including 11 nations in Asia. It is locally distributed by Kenrich International, which distributes other international brands, including Columbia Sportswear and The North Face. (NRC)
