It is 2022 and nearly every single commodity or service that exists is up for sale on the internet. It is indeed the age of online shopping. From groceries to jewelry, you can shop for everything online. One just needs to search for it, a thousand options and hundreds of sellers are available right in front of your phone screen.
It’s just a matter of clicks and items in your wish list are delivered within the span of 10 minutes to 2-3 days. All this is rightly termed e-commerce and we can’t emphasize enough the fact that the world has gone completely online and there is no stopping buy.
More and more people are joining the world of daily online e-commerce transactions thanks to the rising cases of the COVID-19 pandemic which brought the whole world under a single web internet. A truly astonishing number of people each year connect to online e-commerce websites and we can’t believe the numbers we see.
In the years 2020 and 2021, more than two billion individuals made purchases online, and if we go on to add up all the data together, we’ll find that more than one-fourth of the world’s population has access to a minimum of one or more e-commerce shopping sites and platforms.
But have you ever wondered what people buy on these platforms? No, it is not only limited to electronics or clothing, the list is long. It is evident that online apps deliver very basic needs such as groceries and toiletries at doorsteps, and offline purchases have tremendously decreased.
But what is the proportion? Since a lot of the public still believes in shopping for their stuff offline, we cannot conclude that the online market is the real boss. We are here to decode the data with the help of reliable sources and surveys available on the internet let us see. Online shopping saves money, saves time, is exciting, and is revolutionizing the way a consumer’s psychology acts.
So, E-commerce companies have always been a great option for online purchasing since the introduction of digitization. Many consumers never even consider a day without purchasing from an online retailer of goods. Surveys and researches say that by the end of 2050, more than half the population of the world would be buying and selling online. So we are heading towards the ultimate digitization.
Both owners and consumers may take advantage of online transaction facilities due to the transformative effects of digitization and widespread public access to the internet. People can select whatever daily-use item they want, including kitchen and household appliances. Let us see what is sold the most and least, online.
1. Clothing & Apparel
Different Clothing and E-commerce Sites
Among the majority of people shopping online, most of them prefer buying clothes. The reason being they get access to a vast variety of clothing and apparel options from which they can choose. This is way more than the limited stock shown to them in a physical shop or store.
They get to choose the color, range, fabric, design, brand, occasion, etc. easily. Plus most of the online shopping sites provide free shipping and exchange too which might not be possible in the marketplace.
The above graph shows the global apparel market size revenue in billion US dollar
2. Footwear & Shoes
Various Footwear and Shoes E-commerce Sites
Regarding shopping for footwear online, surveys say that around 58-60% of people choose to buy their shoes online. Earlier due to size issues people chose to stay limited to physical stores for their footwear.
But with companies introducing standard footwear sizes online, most of them have shifted to online shopping. Needless to mention, they get access to a lot more options in the online mode, and easy exchanges and returns add to the facility hence adding to the no. of online shoppers.
The above graph shows the global e-commerce shoe segment with its revenue in billion US dollars as per the data published by Statista
3. Electronics & Gadgets
Various E-commerce Sites for Electronics and Gadgets
Almost 90% of the people who use online shopping have once in a lifetime bought an electronic appliance, gadget or device, or device online, according to recent surveys. Great offers, discounts, and deals are mostly available online which might be absent in a physical store.
Because electronics are quite expensive, people always want to save on them. Hence they prefer buying it online. From phones to laptops and TV to fridges, online shopping sites are a hot market for electronics.
4. Games & Toys
Different Toys and Games E-commerce Sites
With the popularity of Disney, Star Wars Dora, etc., games and toys have become one of the most sold items on the online market. Hamleys, Shumee, Toy Cart, Toy Champs, etc. are some of the most famous brands selling toys online.
With the increase in the no of millennial parents, the no of parents who buy games and toys online has drastically increased. Not to forget the PlayStations such as Xbox, PS 5, Oculus, etc. are always trending online and more and more people buy them.
The above graph shows the reasons why customers prefer online shopping in place of offline shopping as per the data shared by community2business.com
5. Veterinary & Pet Items
Pet products are in great demand online. Be it pedigree, dog harness, dog belt, or dog healthcare items, people prefer buying them online to avoid the hassles of the offline market. Often the product they are looking for might not be available offline, so people are more interested in buying them online where they have great options and varieties. Around 35% of the online sales account for veterinary and pet items.
6. Stationery
Stationery items rule the world of online shopping sites. From books to pens to crayons to planners, everything stationery is sold in huge quantities every day, on online shopping sites. While you may not find the one book that you’re looking for in the city’s biggest library, you will surely find it online.
There are many unique pieces available online. From students to office-going people, everyone likes to shop their stationery online because they also get to save a big deal on it.
7. Hand & Power Tools
Gone are the days when power tools were only found to be with plumbers or mechanics. Today, the skill of repairing a leaking tap or joining a circuit box is mandatory for us all as they come under basic skills. Be it a wrench, a screwdriver, a hammer, or a drill, you may end up needing them anytime.
Hence the market for hand and power tools has grown considerably. Around 25% of online shoppers shop for them online as they come with a warranty and guarantee as well which is not common in the physical tools market.
8. Tupperware
Tupperware sales are rising day by day as offices, workplaces and schools have fully resumed post the pandemic period. People prefer buying Tupperware online because of the durability and lifetime warranty that comes with it.
Lunch boxes, bottles, containers, etc. are the favorite choices of people when it comes to buying Tupperware online. Every day thousands of Tupperware are sold in huge quantities online.
9. Furniture
Various E-commerce Sites for Furniture
The hassle of buying furniture from a physical store is way too much. There are concerns about the wood quality, durability of the furniture, etc. To avoid all this, around 30 to 40 percent of people prefer buying them online.
Furniture sales have risen drastically post the pandemic. People buy all sorts of furniture starting from rugs, recliners, and beds to sofas, etc. Sometimes there are offers of free mattresses etc. along with beds, sofas, etc. which makes it a lucrative deal for the customer.
The above graph shows the online shopping categories worldwide for 2022 in US billion dollars as per the data shared by Statista
10. Sports Products
Lately, the online sports market has been in great profit as people search for sets used by popular players which is not generally available in the market. Not only does online shopping save time but some of the people who shop online for sports products say that they typically get it at cheaper prices as compared to the market. And added benefits include certified products, free repair, etc.
The world of e-commerce or online shopping is booming! We are quite sure you too shop online. Have you shopped from the above-mentioned products offline? Every day we come across products that might not be easily found in the market. So, online shopping sites are our resort.
The above-mentioned products which dominate the online market are mostly daily-use products and it is a delight to have all of them under the same platform over the internet.
FAQs
What is the largest retail category?
The largest retail category can have a debatable answer. Currently, the largest retail category is apparel.
What categories are most frequently bought through e-commerce?
The most frequently bought e-commerce categories are toys and hobbies, food and beverages, equipment and supplies, etc.
What are product categories in marketing?
The product categories in marketing stand for a group of products all sharing similar properties.
What do people purchases most online?
People mostly purchase casual and daily usable items online. These items can widely be divided into multiple categories such as fashion, electronics, books, sports, etc.
It is super easy to recognise brands. In fact, it is the sole reason why some companies are known as brands. The fact that they are easily recognisable, makes them a big brand. Companies try hard with all sorts to establish themselves as a brand but I kid you not, few of them are actually able to build an empire. Thousands of companies, all around the world survive and die every day, it is just a certain mix of vision and action which makes some of them the success that they seem from a distance.
The cream of the cream is the one that tends to become a super identifiable brand. One of the most identified companies in the world is Nike. The swoosh logo is something that you just cannot ignore, you know it instantly when you see it.
There is a lot of work that has gone behind this brand building. All that work is worth it when we see the current valuation of the company. But here is a trend that we can see in the company. The famous shoe brand is trying to get more surface area in the life of a customer. There are speculations about Nike going to enter the luxury home segment. This article talks about the same. We will check if the news is true and if it is true, then to what extent. Let us get right into this,
We will start off with the topic of branding. Every company in some sense or the other tries to create a persona of a brand. A brand is the perceived perception of a company in people’s minds which helps boost loyalty. Let us define branding in a more formal way and see where the shoe mogul Nike stands in the definition.
Branding refers to the process and all the actions taken thereof in order to create a familiar and trustworthy image of a company. It is creating a strong, valuable and positive perception of a company in the mind of a consumer.
Apart from all the actions and services that the company tries to give to its consumers, There are many more elements that constitute the brand building. Those elements include Logo, statement, design throughout the customer journey, and a reliable omnipresent theme.
People might ask about the function of good branding, which is a legit question. Branding works in creating a persona of the company that stands apart from the rest. This creates an identifiable difference in the market which leads to more people recognising the company. The end goal of which is obviously to increase sales. Thus, branding is a silent salesman.
A Brief About Nike
The company behind the world-famous swoosh logo probably needs no introduction but we will do it for the uninformed. Nike is a sports brand, which specialises in all sorts of sports equipment. The most famous product among all the products is the shoes. They are probably the most famous and most sold shoes ever. The branding of this company is robust and is probably not going to go anywhere in the future.
This sportswear brand takes the branding of its products very seriously. One of the most iconic moments that is often lauded in this company was the partnership with Michael Jordan. The Basketball federation, or the NBA, cancelled the use of Nike shoes (Air Jordans) in the game and imposed a fine of some thousand dollars on it. Guess what Nike did afterwards, they paid the fine imposed on the shoes. This incident advertised the shoes even more and today Air Jordans are the most sold shoes ever. This is one of the many stories which prove the efforts that Nike did for establishing itself as a brand.
They also manage the demand and supply of their goods in such a manner that if you get a pair of shoes, it will feel like a victory for you. They have the hottest sneakers and the company makes it hard to get hands-on with the product from time to time, to induce further demand for the product.
People like to buy things that are not available, this is a good mantra that the brand follows. Making their top products move through shelves is a great demand puller. It pulls the demand by making products harder to find, which in turn makes people want them more. Following this strategy of infusing demand, the sportswear brand has been able to set aspirations of surpassing even the top brands like Louis Vuitton and Gucci.
There is more than just that, Nike is now setting the bar of aspirations higher than ever. They are trying to get out of the line from their product and want to experiment with new forms of market. Keeping in mind the huge demand with which the company operates, increasing market breadth seems to be a good option.
“It’s not like people aren’t spending money on high-priced items,” Business Insider retail analyst Cooper Smith told Complex in a conversation. “It’s just that their preferences for lifestyle and their preferences for fashion are changing.”
In simpler terms, people are willing to pay a premium for things that they really want. If a company can fit into this sweet little spot, where people want their product to great extent, it can earn greater revenue. Apple does it, Nike is the most recurring example in this space. With this advantage, they can also try to be more than just a sportswear brand, they can enter into new and new markets.
Nike can take great advantage of its already built market. It can cross-sell more than just shoes and sports equipment. According to some reports, it is planning to do that sometime. Nike is probably planning to be a fashion house. Let us see what it means to be a fashion house first.
What is a Fashion House?
Fashion is probably the most misunderstood term all over the world. Some people call it art, or a personality statement. Some just dismiss it saying it is a waste of time and money. This problem has always persisted up until now, some call it art and others just dismiss it as something temporary. Whatever may be the verdict of the customers all over the world, it is quite true that companies earn a lot of money from the fashion world. So what does it mean when someone identifies a company as a fashion house?
A fashion house is a one-stop destination for all things fashion. As the name suggests, it is a house of fashion. You can find whatever you need to, in a store of a brand which is identified as a fashion house. It has shoes, apparel and accessories of all sorts. It is a dream for many companies to include a lot of products in their product list. Not everyone can pull this off.
Nike is taking the benefit of its huge fan base. The perception of Nike is no doubt the quality and the pricing that they offer. It already has a lot of shoes and sports materials. They range from being inexpensive to some of the most expensive shoes of all time.
There is Air Monarch is a common Nike that can be seen everywhere and the range goes to HyperAdapt 1.0, which are probably the most expensive shoes from this sports brand. Standing at this intersection of works, Nike can really take advantage of their pedestal. They can go on and then maybe become a fashion house for sure.
Nike’s Plan to Become a Fashion House
Nike has, over the years, managed to create a brand of its name. The famous swoosh logo is now easily recognisable all over the world and this makes this company stand really unique in position.
As of now, there were some speculations about Nike moving to become a more full-fledged fashion house. The company as of now is focusing mainly on shoes and all sorts of sportswear, equipment etc. but watching its current valuation and the amount of influence it has on all over the market can be a big reason for the company moving to become a fashion house. Here we will see how the shoe business has been working over something and what Nike’s relations have been like with the market in which it operates. Starting off with Foot Locker, a marketplace for fashion products.
Nike is Foot Locker’s biggest brand partner. Also, Foot Locker is also one of Nike’s biggest wholesalers. They both have been surviving and thriving on each other’s shoulders. Now the situation has changed and we will be seeing something over here in their relationship.
Foot Locker Store
As we all know that Nike is known to create a vacuum of demand. It simply means that Nike stops the supply of its most demanded shoes to increase and induce more demand, which has not been good for Foot Locker. Foot Locker has recently mentioned that they have lost about a quarter of its market value since the shoewear brand has cut supplies of its most demanded footwear.
Foot Locker said that no single vendor — Nike is its largest supplier — would account for more than 60% of the chain’s total purchases this year, down from 70% in fiscal 2021 and 75% in the year earlier.
The move of Nike to shorten its supplies is not a new thing, it has always existed and retailers are always worried about the demand that the company pulls toward itself. This method or strategy of Nike helps it to control more of its pricing and to become more profitable. This is good for the brand image on a larger level and it makes the company a price maker.
Another reason for Nike to follow the same strategy is that it enables it to sell more via its designed applications and websites. Selling through its own built ways, helps the company to increase sales and thus forge better relations with the customers. This is one reason why Nike tries to sell most shoes on its own and well-built network of distribution channels.
Nike Retail Store
Luxury adviser Mario Ortelli estimates that for multi-billion-dollar luxury brands, direct-to-consumer channels account for more than 90% of sales, on average. For Nike, the share is nearing 40% and could reach 60% by 2025.
It is for sure that Nike will continue to focus on the shoes, which are the star product for the sportswear company. On the other hand, the company is eyeing other opportunities to grow its product line. They want to be more than just a sportswear brand, it is speculated that they want to become a full-fledged fashion house.
In the shoe department, they will always be a fashion retailer as their mainstream work. There will be plenty of limited edition pieces in the future also that will increase the brand value for the company. An increased brand value will foster more partnerships and collaborations with established fashion and luxury houses. Nike has upscaled itself by partnering with luxury fashion brands like Louis Vuitton, Dior, Supreme and Off White.
Nike Collaboration with Supreme and Louis Vuitton
In a recent report, some have also speculated that Nike is also looking forward to buying some established names in other industries as well. For example, it is reported that Nike is eyeing a brand named ‘Peloton’, which is a brand operating in the luxury home fitness space.
Peloton
Foot Locker, which we mentioned earlier has to look out for something to fill the gap that has been created as the Nike inventory has shrunk. This track will take some hard work off Foot Locker as they are the biggest wholesaler for Nike. The other aspect of the problem can be that Foot Locker has an opportunity to shift to another domain. The retailer is getting exclusive access to Reebok’s basketball footwear.
From controlling the demand for their most selling shoes to eyeing companies that are into other luxury products segments, Nike can be seen planning to go more into the luxury segment.
Getting on the ride to maintain its brand value and spreading its wings in all directions of products, it will be good if this fashion retail goes full throttle in the fashion line. Nike has already made one smart move. The current challenge for the company now is to make a more theatrical shift towards becoming a fashion and/or luxury house.
A fashion house is a company that operates its products in a fashion line. A luxury fashion house is a fashion company that operates in the somewhat same segment of fashion products like shoes, bags and accessories etc. However, a luxury fashion house’s products are expensive and are designed for people who want to make a fashion statement and do not mind paying extra for that. There are many benefits of becoming a luxury fashion house, here we list some of them,
More products
A brand that offers the functions of a luxury fashion house, has a lot more products than a brand that is focused on one product line. This helps customers to get more products under one roof, it helps ease the weight of shopping for the customers. As customers go through each aisle of products, the chances of buying more products increase and thus, the profitability.
Previous Goodwill
Brands that are already established have some goodwill attached to themselves. For example, if Apple associates itself with a sound company like ‘Beats by Dre’, then their goodwill will be transferred to the company too. This is one example of how previous goodwill can be transferred to other participating companies and their products. As the goodwill is transferred, revenue is multiplied. In the luxury segment, if someone can transfer their old value to a new venture, it can be a great deal maker for the company.
Trust
This is an extension of the above point. Goodwill when transferred, also transfers the trust that the brand has built in the past. When this happens, when new products work with the same old trusting partnership, it increases customer loyalty. The more a consumer is loyal, the more the business he/she will create for the business.
Conclusion
Nike has always maintained its image as a sportswear brand in the eyes of the public. The swoosh logo is a super identifiable image from the brand, making it different and distinguishable from other brands. The “Just Do It” tagline fits the goal with which the company operates.
Every branding activity just falls in place as the company manages its stock and creates trends. It is very apt to say that Nike is the torchbearer for the sneakerhead culture in and around the world. With this much power to hone, and a future full of opportunities, Nike can be more than just a sportswear brand.
Nike can be a luxury fashion house if it capitalises on the right resources. As per the reports and watchers, the brand has been controlling the supply of its most rated shoes and thus increasing revenue. The company is also said to be eyeing other brands that deal in luxury home items. For example, Peloton, which is a luxury home fitness company, deals in fitness equipment. Nike can take advantage of its current position and leverage from the place where it now stands. The benefits of becoming a fashion house are immense.
An already established brand can benefit from becoming a luxury fashion house, as it will generate more revenue, and there will be benefits and multiplication of goodwill and trust. Nike sits at a leveraged position and can take advantage of that, if done correctly, it will surpass many famous luxury houses.
FAQs
Who is the fashion designer for Nike?
Tinker Hatfield is one of the most popular designers for Nike.
Is Nike turning into a luxury brand?
Yes, with the recent collaborations of the sneaker brand with Louis Vuitton and controlling the supply and demand of its popular sneakers it seems like Nike is becoming the next luxury fashion house.
Would you wear a counterfeited shoe, if nobody else around you can tell if that is fake or not? The answer may vary as it is a very subjective thing. However, we can note that most people will say yes. The reason is simple. Brands are super expensive and if you want to look trendy and all cool, then you might want to consider counterfeited stuff. A counterfeit good is relatively highly cheaper than the original. Not only this, but the fake product will also look exactly the same as the original product, making it more likely to be bought.
I bet you have already seen counterfeits or fakes of originals, even for once in your life. They are quite everywhere. You can find ‘Air Jordans’ at a price of a cake, a ‘G-shock’ bad copy at about four dollars and Adidas apparel at a local market. All of these are obviously fake or counterfeited to look almost exactly the same. The quality? not at all the same. This article is about the unseen black market of counterfeits at the global level. Read on to know how and why their business is booming and how you can not fall for them.
“Almost all absurdity of conduct arises from the imitation of those whom we cannot resemble.” ― Samuel Johnson
Counterfeited goods are goods that are not original. They look the same and has all the features but are fake. The hype for fashion brands is so much all around the world. This hype has led to people trying to tap into the market with copies of the original. The fakes look the same with no guarantee of quality.
Not to mention, counterfeiting is a crime and has legal consequences. Most of the time, a counterfeit uses the very mechanism that a consumer uses to buy original brands. They use the brand name, logo or a phrase that only the real and original company uses to fool customers. For example, the famous “Just do it” phrase of the sportswear brand Nike is hugely counterfeited to lure people into buying fakes.
Knock Off of Nike Airforce One
Brands such as Adidas are also not lagged behind in this, they are copied too. Fake producers or manufacturers try to steal the very authenticity of a brand and in doing that deceive people with fakes.
In Fact, the most copied brands are those brands whose market value is high. For instance, the most counterfeited brands are – Nike, Louis Vuitton, Gucci, Rolex and Prada. All these brands have the best goodwill in this world.
Counterfeiting, as mentioned before, is a fraudulent imitation (a forgery) of a trusted brand and product, and it is considered a serious crime. Under U.S. federal law, criminal counterfeiting offences can be punished for life (in the prison) and up to $30,000,000 can be asked to pay in fines. Counterfeiting can also be prosecuted as a felony (acquisition or concealment) in most states in the United States.
Why Do People Buy Counterfeits?
There can be many reasons why people buy counterfeits. However, there can be many common and obvious reasons for people buying counterfeited products, the list surprisingly does not end here only. Among all the reasons that are common let us discuss every reason why they do this. Let us dive into why this type of industry is booming without any sort of recessions,
Cheaper in price
This one is an obvious reason. People tend to turn towards products that are fake because they are much cheaper. They are much cheaper than the relative original products. For example, a counterfeit bag can be purchased for 12 dollars while the original branded bag may cost as much as $500 dollars. This huge price gap makes brand lovers move to a counterfeited product and thus this keeps the industry of fakes moving.
Latest trends
We live in a world that is changing at a super rapid pace. Not only technology is becoming obsolete fast, but fashion also is not behind in this race. You jump on to one trend and voila! There is another trend waiting to happen. The fashion world has also turned into a hyper changing world. Everywhere you go you see fashion trends, be it on print media, social media and whatnot.
Making a fashion statement every time you go outside can be hazardous to your pocket. This is not a bad trait or a bad thing. Everyone is just trying to look cool and stay on the trend that’s running elsewhere. Sometimes this pressure to stay in the trend can lead a person to buy first copy products. It is easier on the pocket and makes you the centre of attention instantly.
Ignorance at work
In this modern era, where we jump to a website for even small little things, it is normal to fall for fakes. Anybody can sell anything online, without much of a hassle. Sometimes what happens is that people buy products online believing that they are buying an original.
Many times, they are sold counterfeited or knockoff products that can lead to a damaging effect on the original brand name. While people buy it in ignorance, the revenue generated by these deceptive businesses is often quite huge.
A famous example can be taken off Amazon. Anyone can sell anything on Amazon without much pre-requisite. This has taken hostage the hopes of many online shoppers and now they only believe the brand’s original website.
Types of Counterfeits
Any product that steals the charisma of a reputed brand is a counterfeit. However, when it comes to the legal aspect of counterfeiting, the definition has many types and turns. We are trying to discuss some of them here.
Piracy
Piracy is the most common type of counterfeiting that involves people obtaining copies of the original work, and that is done without the maker’s permission. They copy it from the internet, or they download it from somewhere (If that is a digital asset).
Piracy is a big problem for all artists in and around the globe. Music can be made freely available easily and that too without the artist’s permission. It is the same with sneakers, same with clothing and all sorts of accessories.
There are many laws to protect it like one that says – Making unauthorised copies of copyrighted music recordings is against the law and may subject you to civil and criminal liability. A civil lawsuit could hold you responsible for thousands of dollars in damages. Criminal charges may leave you with a felony record, accompanied by up to five years of jail time and fines up to $250,000 (Title 17, United States Code, Sections 501 and 506).
Trade Secret Infringement
A trade secret, as the name suggests is a set of rules or checkmarks that a company follows internally for its products. The secret formula for Coca-Cola, which is locked in a vault, is an example of a trade secret that is a formula or recipe.
Coca-Cola secret vault
Usually, patent infringement and trade secret infringement go hand in hand and they happen together. If that secret of a brand is made public then, it will have a catastrophic impact on the brand value of that corporation.
Patent Infringement
This law is broken when someone breaks the rules of someone’s patent. A patent can be defined as a contract that excludes or stops others from making, using, or selling an original invention by the patent holder for some years. If someone does anything against that patent, that is known as patent infringement and is liable for punishment or penalty as the law suggests. However, it is to be noted that patents are territorial in nature.
So that means, if a patent is registered in the United States, then anyone in the United States is prohibited from disobeying the patent. However, elsewhere in the whole world, the invention can be exploited to any extent in their country where the patent is not registered.
The Market Size of the Counterfeit Industry
The industry’s scale of counterfeited goods is as big as the fashion industry itself, if not bigger than that. The hype of fashion and trendy wear is so much and thus they invite fakes from every nook and corner of industries.
According to the International Anti Counterfeiting Collision (IACC), the total market value of all the counterfeiting sold products all over the world, was 1.5 trillion dollars in the year 2015. This is a huge old number and we can only assume how much in magnitude it is growing and at what pace.
If we talk about scaling the counterfeit industry at the global level, the numbers will be shocking. The global counterfeiting industry is literally expected to hit the $4.2 trillion mark by 2022. Moreover, with these skyrocketing numbers, fashion industry losses are also skyrocketing.
The fashion industry according to reports lost about 50 billion in 2020 alone, due to the sale of fake products. Clothing, as we note later on in this article, appears to be the most counterfeited product in the market. They are followed by the products in the cosmetic industry, personal care, watches and jewellery, luggage and luxury handbags.
The growing importance of intellectual property rights in knowledge-based economies has generated concerns about the potential adverse effects of counterfeiting and piracy on governments, rights holders and consumers. Footwear is the most counterfeited category amongst all.
A recent OECD study on counterfeiting and piracy (in 2008) attempted to quantify the scale of the effects due to these illicit activities. This study focused on the infringement, through counterfeiting and piracy, of trademarks, copyrights, patents and design rights, to the extent that they involved physical products.
Counterfeiting is not a small business but is a very big and scalable business. It can be stretched to any point if not checked and regulated. In the Fiscal Year 2020, the Department of Homeland Security seized over 26,000 shipments of counterfeit goods valued at over $1.3 billion at U.S. borders. This is just random news of one locality but globally the counterfeiting industry is so huge. Not just on the producing side but as well on the consumption side. The trends of growth in the global counterfeit market are led by consumer demand and then an equivalent supply comes out of the blue.
Total Value of Seized Counterfeit in 2016 by Industry
What is the Effect of Counterfeiting Products on Luxury Brands?
This is obvious to note that when a counterfeit is sold in the market and someone purchases it, the loss is borne by the original brand. The original brand whose products are being counterfeited has to bear the loss of revenue due to the fake product. Each and every sale of this type further and further decreases the profitability of brands.
Sales Losses due to Counterfeit Goods
We can easily see from the above graph that the most counterfeited products are in the clothing industry. The reason can be easily ascertained in a manner that “clothing” is the most visible item of attire. So people love to buy these products that are noticed easily without further (and forceful) flaunting. The second most counterfeited item lies on the face of pharmaceuticals all over the world. All these cause losses of real cash for globally reputed brands.
What’s in the Logo? (The logo game)
Fake vs Original Nike
A logo is the main point of identification, it is the first thing that people notice. It also works as a differentiating factor from other products. Thus, it acts as a quality stamp for a product or service or even experience.
Honestly, it’s all about the logo. A famous logo helps connect instantly with the values that the brand follows. It is a super important thing to be working at because it is the first impression. It is literally the first impression that customers get of the brand. If it is bad, it will lead to a bad impression and if it is thoughtfully made then it will lead to a good first impression.
A first good impression then can lead to a customer walking in your store and then most probably buying something from you. It’s memorable, acts as a separator, and even customers expect it.
Business people or entrepreneurs spend a good amount of time and money on making designs for their brands. They know how crucial they are in building a brand image out there in the public. All the things have to be taken care of while making a brand logo, be it the size of the logo, the story it tells, the colour it wears and much more.
Speaking of counterfeited goods, a logo is their main attraction. The quality might not match with the real original product but the logo is mostly a work of fine art. People buy it for that specific purpose only, they just want to look good from a distance. No one checks the quality of a product, the logo is the only thing that shines and can communicate fashion trends.
After-Effects of Counterfeiting
Once you buy a fake product and show it off to your circle of friends, the story doesn’t end here. There are many after-effects to it. The most common and easily seen effects that can affect you are listed here –
Stealing taxes
The counterfeit product not only costs some bucks to the company or to you, but it also costs the city where you reside. Why do you ask? Because counterfeiting people don’t pay taxes. Tax comes from products that are rightfully made and supplied, it comes from legit sources and legit manufacturing. All these aspects are not present in the fake market, so it is clear stealing of taxes.
It’s Illegal
This point has been seen over and over again in previous paragraphs, that it is illegal to manufacture fake products and it is also illegal to buy and promote fake products. It hurts the company that puts in all the original efforts to make and market the products. This hurts the creative process and literally every process (Unique to itself) that the company goes through to get the product on to customers.
Health Hazardous
Again, any fake good or product of any sort can be hazardous to your health. As we saw in the above graph, the pharmaceutical industry is the second most counterfeited industry. This raises concerns about which medicines are real and what are fakes. If chosen wrong, they can be bad for your health. So, a small discount can go a long way in deteriorating your health.
Brand’s Response to Counterfeiting
In the year 2017, top sportswear brand Nike thought of selling its products (shoes and clothing mostly) via Amazon. They were determined to cut off the fake products being peddled over Amazon. Soon after, they had to cut off the strategy and they began to pull out all their ties with Amazon. The reason was again “fake counterfeits”.
Amazon even tried to filter out all the fake names but it didn’t work. Even after delisting, the fake stores popped up again on the website with another name. Due to the high magnitude of fakes in the Amazon market, Nike’s originals were even badly rated.
Since then, Nike has been investing in customer relationships with direct connection to them and thus on brick and mortar stores. Nike has been investing in creating new store formats, such as a 68,000 square foot flagship store in New York.
Nike Store
Nike’s response denotes what the brands are doing in this regard. While they can’t shut each and every counterfeit producing entity, what they can do is educate their customers. That is what brands are doing, they are trying to reach out to customers directly. They are investing in brick and mortar stores, maintaining their websites like there is no tomorrow etcetera.
All these tricks are working too, they are able to capture quality customers. Now, people who want to buy originals know where to get them. The most trusted way to buy any genuine product still remains the brand’s website and its brick and mortar stores. This is the way out, to educate customers.
Another way is to track every item the brand produces, all its appearances and where they live at the moment. To note everything also includes leveraging new solutions, like the blockchain. Louis Vuitton is working closely with Microsoft and ConsenSys to create the Aura Ledger, which will closely trace the origins of their luxury products.
The industry’s size of counterfeited or first copy products is as big as the fashion industry itself, if not bigger than that. The hype of fashion and trendy wear is so much and thus they invite fakes from every nook and corner of industries.
The game of counterfeits is run by the fashion trends and the people who will go to any length to hop on every trend wave. Any fashion that changes rapidly is known as fast fashion. In this ever-changing world, fast fashion is the keyword in any fashion industry across the globe.
The hype around these topics and the urge to look good at any cost are setting the fuel for counterfeit markets. The price of these fakes have eventually to be paid by originals and the middlemen who manufacture these products get to earn some real quick cash. However, some believe that these counterfeits are free marketing for the originals but the big picture tells a different story.
Nike’s are the most copied brand and this establishes some curiosity to try out the real originals. Whatever is the conclusion on the counterfeiting industry, we know that it is fishy in quite every sense. Henceforth, when you want to buy some trend-setting products, go to the store directly or shop from their official website.
FAQ
How big is the counterfeit industry?
The counterfeit industry is worth more than $500 billion.
Which country imports the most counterfeit goods?
China is the biggest exporter of counterfeit goods with on the top with estimated half-a-trillion dollar worldwide imports of counterfeit and pirated goods.
What is the most counterfeited brand?
Rolex is one of the most counterfeited brands in the world.
With sales being announced every now and then, Puma has been growing in popularity as well as reliability. Not just the quality quotient, but also the brand value has made Puma one of the most renowned sports athleisure brands in the world.
The online, as well as the offline market, has been flourishing for more than seven decades now. Originally, the license was obtained for producing textiles and footwear only. The brand grew through leaps and bounds to include apparel, accessories, and sports equipment in the catalog.
The incorporation of Puma was heavily disputed. The actual company, that is, Dassler Brothers Shoe Factory split in 1948 into Puma and Adidas. Both the brothers took hold of one brand each.
As a listed company, Puma came to be known in the year 1986 under Frankfurt Stock Exchange. In 2017, the employment count exceeded 13,000 (spread across 120 countries).
In 2019, Puma’s revenue touched the milestone of 5.5 billion Euros. It is shared between Artemis and Kering for 29 and 16 percent respectively. The current CEO of Puma is Bjorn Gulden. He is a Norwegian experiences man, who was appointed eight years ago, in 2013. There is a well-knit advisory board as well, to ensure the best performance.
It came into existence way back in 1967. Though a lot of brands believe in using updated logos, Puma has stuck to the same for decades at a stretch.
The name designated for the same is “Jumping Puma Cat” (implies agility, strength, endurance, and peace). It might be surprising that to know that there is a 20-year gap between the company’s birth and the logo’s incorporation.
The Puma Yacht
Puma Yacht in Ocean Race
Yes, you heard it right. Puma is known for indulging in unique activities. In order to maintain the legacy, the brand came up with a sailing yacht for itself. It is not just for endorsements, neither is it a marketing gimmick. The yacht represents Puma in yacht races around the globe, furthering the competitive spirit in every possible way.
The association of Puma with sports stars has also been incredible. Did you know that the legendary soccer player Pele wore Puma while participating in most of the victorious world cups? This lesser-known fact about this extraordinary brand is true to its core. The tally of world cups won by the tournament’s (second one) best player is capped at a whopping three World Cup championships.
Firsts: Technology Used by Puma
Puma Vulcanization Technique
The advanced vulcanization production technique is considered to be the brainchild of Puma as this brand was the first in the world to apply the same to the shoe-making industry. The process is simple – the shoe sole is bonded with the shoe shaft for better grip. It is also worth mentioning that Puma sponsored 1 FC Herzogenaurach football team as its sponsoring debut in 1948 itself.
Puma’s Ferrari Contract
Puma F1 Ferrari Contract
Now, what association does Puma have with Ferrari? It has something to do with sponsorship, like other leads controlled by Puma. The renowned Formula One team Scuderia Ferrari has Puma as its official supplier. Not only this, the contract signed between them will last for years, leading to a deeper friendship. The related endorsements are countless.
Which companies are the strong competitors of Puma?
Adidas is known to be one of the strongest rivals. Other sports athleisure brands like Nike also provide tough competition. Though the brands have their own unique consumer family, numerous comparisons are published from time to time. Puma is best known for its sports products and branded accessories, including clothes and sports gear.
What is the etymology of the Puma brand?
Puma was initially known as Ruda since the owner was Rudolf Dassler. This was the case when Adidas was not known as a separate entity. It is interesting to know that Adidas has also been derived from the owner’s (brother) name Adolf Dassler.
Is Puma’s customer care support reliable?
Yes. Puma has stood by its consumers during the pandemic as well. The supply chain was also modified to help out all the new and old customers. The online market, as well as multi-level marketing supply chains, served the purpose well.
Where are Puma headquarters situated?
The headquarters of Puma is situated in Southern Germany. Since the incorporation took place there, Puma has had deep associations with the German city and it is also considered the “home town”.
Comfortable and stylish is the easiest way to describe the tremendous popularity of sneakers.
Sneakers took the internet by storm when top models and other Hollywood celebrities began wearing them. Puma, Adidas, and Nike were cult favorites. Airport looks were graced with eye-catching white sneakers which took the internet by storm.
In India also the footwear market was hugely dominated by these international brands only. Celebrities and models wore them all the time. But, as far as the common public is concerned, they seemed like a luxury they can’t afford.
But now made in India footwear brands are attracting more and more customers. Also, since these are locally made, they are easier on the pockets.
If you are looking for some cool Made in India Footwear brands, here we have a complete list for the same.
CEO & Founder: Afsar Zaidi Co-Owner: Hritik Roshan
Turnover: 200 crores
If you want to look super dashing like Hrithik Roshan, you might want to check out HRX. CEO and co-founder Afzar Zaidi along with brand ambassador and co-founder Hrithik Roshan have won hearts with their brand.
HRX deals in everything related to fitness and sports. Their great quality shoes are stylish and attractive. Whether it’s your causal OOTD or an outing scenario, adding these cool sneakers instantly elevates the look..
What’s striking about the brand is its price range. Their sneakers start from as low as 800 and can go up to 4000 so you can decide what you want.
Known for their strength, Woodland shoes have been here forever. This one of those old and charming sneaker brands made in India that you can trust.
Woodland motto is making tough shoes that last long.
Correct marketing strategies, as well as excellent craftsmanship, have taken the brand to amazing heights. If you need shoes that fit just right and support your feet on stones and difficult roads, this is what you should choose.
Woodland
RedChief
Founder: Manoj Gyanchandani Turnover: 324 crores
Red Chief is another sneaker brand made in India that’s been in the market for a long time. With Vicky Kaushal as the brand ambassador, Red Chief has upped its advertising game. Founded by Manoj Gyanchandi, Red Chief has grown to become a trusted brand among men.
Initially, they made formal shoes but now they’ve expanded their range to casual sneakers which are being loved by Indians.
Lakhani
Founder: K.C. Lakhani Turnover: 100-500 crores
Lakhani suffered a major setback due to the domination of international brands. But under Mayank Lakhani’s supervision, the brand got back onto its feet.
Lakhani makes shoes for everyone. You can find anything from traditional ‘chappals’ to sports shoes and formal shoes.
They’ve captured the Indian market by providing them what they really want, stylish, low-cost footwear that lasts long.
Paragon is the sneaker brand made in India that we used to associate with sliders and flip-flops only but they’ve grown immensely with time.
Yes, they make cool sneakers now. These sneakers can up your styling game on many levels. Colorful prints or formal black, they’ve got it all.
Sko
Founder: Nishant Kanodia
SKO is another sneaker brand that delivers top-class quality. This brand is more on the costlier side with sneakers ranging between 4000-6000. But they do not compromise on quality.
They choose trendy but neutral colors to make shoes blend in with the outfit. These are one of those shoes that are set right with whatever you wear them with.
FAQ
Is Adidas shoes made in India?
Major brand like Adidas, Reebok, Nike, Puma and Fila already manufacture their shoes in India.
Is Red Chief Indian brand?
Yes, Red chief is an Indian footwear brand that markets leather footwear.
Who is the owner of Red Chief?
Manoj Gyanchandani is the owner of Red Chief.
Conclusion
If you are someone who’s very particular about shoes, this is one of the sneaker brands made in India that you should try.
These were the top sneaker brands made in India that you can try. All of them trendy and worth your money. Also, it’s time you go ‘Vocal for Local’.
Footwear has always been considered an object of fashion. But people do not realize that feet form the foundation of your body. The foot is the 2nd most complex organ of the body after the brain and shoe is the most important piece of clothing. It is believed that Healthy Footwear is one of the most important parts of your Healthy Lifestyle apart from exercise, healthy food, sleep, and stress management.
Von Wellx Germany has been designed with the idea to create a footwear brand that focuses on fulfilling all the functions of the feet and footwear and still looked good.
Ashish Jain, the Founder of Von Wellx Germany, brought German technology to India and founded Iatric Industries in 2016 to deliver comfortable and medically-fit footwear. In around 4 years, the company has spread its wings to Sri Lanka, Dubai, and Qatar markets and is growing at 50 percent year-on-year.
Read this article to know about Von Wellx Germany, it’s products, how it was started, growth, startup challenges, Founder and future plans.
Von Wellx Germany is a footwear brand based on Internationally Patented German Technology – 5 Zones By Dr.Mauch across Men’s and Women’s Category. The company works with the vision to make people aware of the importance/functions of feet and healthy footwear and provide them the healthiest footwear without compromising on fashion.
It helps to provide the people relief from heel, feet, knee, back, and posture issues. Healthy Shoes helps avoid future foot, knee, back, and posture problems for you and energizes your feet for all-day activity without any tiredness, relieving your current issues.
“We have been seeing a very high number of people troubled with above problems since the early ’30s in their life. Technically bad footwear and not being able to stimulate your feet properly which earlier used to happen due to barefoot walking are major reasons for the same. It is extremely important to use footwear which helps your feet perform the original static, dynamic, and reflex functions of your feet so that you live a healthy life for a longer time. If you do not wake up now, you will suffer later.”, says Ashish Jain, CEO and Director of Von Wellx Germany – India.
Von Wellx Germany has been designed so that you can fulfill your foot functions as part of your normal lifestyle only. Dr.Mauch aptly calls it “The Gym in your Shoe.”
It shifting its entire shoe production of around 3 million pairs annually from China to India, with an initial investment of Rs. 110 crores. Thus, a new manufacturing unit will be set up in UP through a collaboration with Latric Industries Pvt Ltd.
India is the second-largest footwear producer in the world, with footwear production accounting for approximately 9 per cent of the global annual production – 22 billion pairs as compared to China, which produces over 60 per cent of the global production.
Footwear exports from India have grown at a CAGR of 20 per cent in Indian Rupee terms during the last five years. In absolute terms, footwear exports from India have risen from Rs. 71.5 billion in FY10 to Rs. 180.0 billion in FY15.
Industry – Premium Footwear (Leather and Non-Leather)
Target market size – Rs. 4,000 Crores
Target market share – 12%
Footwear Market Size – Rs. 40,000 crores
Next Five Years – CAGR of 11 %
Also ,we need to understand that the Healthy Footwear Category (Closest to Comfort Category) is a novel category that is in a blue field stage right now.
It is true that, the choice of footwear, both for men and women in India is always dominated by the fashion of the season. However recently, comfort has been the determining factor for the consumers in buying footwear. Going forward, comfort and health are going to be the first and most important criteria for consumer decision, especially beyond the age of 30 years.
It has been noted that the consumers especially after the 1st pregnancy of women and after crossing 30 years in men encounter more foot and body related problems and look for comfort and health as the topmost criteria.
The demography and changing buying behavior are triggering enhanced demand from the existing pie. Rising disposable incomes and new entrants into the workforce, especially women are pushing the domestic demand on the upside.
Women’s footwear constitutes only a 30 per cent market share currently. But the growth rate of this segment is double than of the men’s segment. Where the men’s footwear market has registered a 10 per cent CAGR growth rate in the last fiscal, it is 20 percent for the women’s segment. Also, it has increased the per capita consumption from 1.6 to 2.4 in the last 5 years.
So overall, there is a major transition to healthy and comfort category footwear in the coming years.
He is an IIM Alum. Post his studies, Ashish joined his 4 decade old family business of footwear that exports products to around 48 countries. After entering the business, Ashish researched the footwear market in India and was intrigued to find out why people were reluctant to understand why they needed good footwear.
“Healthy footwear adds to a healthy body” he says.
“We started by manufacturing in China to meet the supply chain of the Asian and Middle East countries. However, to further leverage the supply chain and boost the manufacturing set up we made a way to India further corroborating the Prime Minister’s speech for Atmanirbhar Bharat,” Ashish tells
Von Wellx – How was it started
The team made the following observations after their research into the area of footwear-
Footwear has always been considered an object of Fashion. But people do not realize that feet form the foundation of your body. Thus care is not taken for your feet and in choosing your footwear. APMA study found that 77% of Americans say they have experienced foot pain. Women are more vulnerable to foot problems and typically experience four times as many problems as men.
Secondly, people did not understand that the type of problems like heel, pain, knee, back and posture problems that they have today is dependent on your feet and footwear as the structure of the building is on the foundation.
Thirdly, most of the footwear designed today do not take care of the natural functions (static, dynamic, and reflex) of the feet, shock absorption function (Like Shock Absorbers of Cars, etc), and technical specs required but only focus on looks and fashion.
Fourthly, that people do not have the expertise to understand the technical correctness of the shoe.
Lastly, people nowadays are paying great attention to maintaining a healthy lifestyle, but do not understand that a healthy shoe is one of the most important cogs in the wheel of a healthy lifestyle.
This led to the birth of the idea to create a footwear brand that focused on fulfilling all the functions of the feet and footwear and still looked good. They researched the best technologies available in this field and zeroed in on Dr. Walter Mauch’s 5 Zones based on the science of reflexology which took care of all the problems.
5 Zones Technology is patented and sold in over 80 countries across the globe and has over 100 million happy customers. They tested these shoes on a study group of 1,000 people across various states of India and noticed their results over 3 months. The results of the study were phenomenal and corroborated with the international results of this brand over the last 30 years.
The people who were under this study kept on coming back to ask for more 5 Zones shoes. From there on, it was a straight call to collaborate with this Brand and they decided to collaborate for India, Middle East, and some other Asian Countries. After rigorous multiple meetings with the German Company in Germany and Italy, Iatric Industries Pvt. Ltd. signed the exclusive contract for 20 years.
In earlier times, we used to walk barefoot a lot (8000 steps or more) daily on soft surfaces like grass, etc. which naturally stimulated nerve endings in feet and kept feet, knees, and back healthy by performing the static, dynamic and reflex functions of the feet. But now in reality, we walk less than 3000 steps daily on hard surfaces with wrong footwear that provide no stimulation, have hard soles & do not support the feet well. This destroys the natural connection of the feet with the body.
Dr. Med Walter Mauch, a very renowned German doctor for orthopedics, chirotherapy, sports medicine, and naturopathy developed this internationally patented 5 Zones based on the science of reflexology to solve these problems. The feet have nerve endings of all the organs of the body.
The footwear provides health benefits to the body like-
Energizes feet for 12+ hours standing (No tiredness) by Soft Massage, Muscle Relaxation
Exercises foot (Like Barefoot walking on Grass) by Increasing blood circulation
Relieves heel, knee and back pain, flat foot by providing correct support
Protects joints and muscles by absorbing the pressure coming on them
Corrects foot position and body posture by balancing muscles tension
Von Wellx – Products/Service
The company has both men’s and women’s shoes for the office, casual, party, ethnic, and wedding purposes for all age groups. They have all your needs covered. Footwear starts at Rs. 1,999 and goes up to Rs. 5,999 but most of the sandals are under Rs. 3,000.
Von Wellx footwear solve problems like-
Avoids Tired Feet after walking & standing,
Heel, Knee, and Back Pain.
Arthritis Feet pain, Diabetic Foot
Wear and tear of Knee and other joints due to shock/pressure
Von Wellx Germany footwear
Also, the shoes are technically correct due to special features like,
Special German lasts for correct foot position,
Long counters to keep the heel bone in place,
Double density shock absorb outsole,
Positive heel height/balanced soles,
Air pump system,
Anti-microbial/Anti-fungal layer,
Imported Stretch Materials for Swollen Feet,
Full-grain leather upper, lining and socks
Features of Von Wellx’s Shoes
Also they have a special Diabetic Range for preventing people from developing diabetic foot. Over 65% of Diabetic people in the US develop problems in their feet. Every 20 seconds, foot amputation occurs in the world. To avoid the same, we need to take the utmost care of our feet and footwear. Von Wellx’s Diabetes Series increases blood circulation to 5 most critical diabetes organs such as the pancreas, spleen, liver, kidneys, intestine, and improves their functioning. It also has additional features like a wide toe box, minimal stitches to avoid wounds, anti-fungal/bacterial lining, and stretch materials.
Dr. Umashankar Mohanty, President – Indian Association of Physiotherapists also said that gait and foot position is very important. If it is altered due to wrong shoe feet, knee, back pain, etc. will occur. Dr. Mohanty was very impressed with Von Wellx’s footwear and acknowledged that these shoes are scientifically developed and provide the necessary support and stimulation to avoid all these problems.
5 Zones Technology based on the science of Reflexology is internationally patented in over 80 countries. No copies can be made of the technology.
Invented by famous Dr. Walter Mauch after years of research.
More than 100 million happy customers are benefited by the same.
Uses Patented Material made in only 1 factory in Italy.
Research and Development for the product done in Germany to correct all technical problems in shoes but with special attention to Indian Fashion needs.
The first brand in India to make Healthy Shoes for a healthy lifestyle.
Von Wellx – Name, Tagline, Logo
The rationale behind the tagline was to make people realize that Healthy Shoes is one of the most important parts of your Healthy Lifestyle.
Von Wellx – Logo
The logo of the company is based on the inventor of 5 Zones – Dr.Mauch.
Von Wellx – Startup Launch
Von Wellx approached the biggest and most respected footwear retailer in the country Metro Shoes which has the best premium shoe retail network in the country. After seeing the revolutionary efficacy and effectiveness of the product, they straightforwardly decided to launch the product in their selected top stores. After seeing the results in 6 months, they decided to go ahead with a nationwide rollout in all their stores. The Year-of-Year(YoY) growth of the company is over 175%.
Internationally, they launched in UAE, Saudi Arabia, Qatar, Oman, Bahrain, Kuwait, Malaysia, and Sri Lanka through the country’s top chains like Lulu Retail, DSI Samson, etc. and the brand is performing phenomenally with over 120% YoY growth. They also export the brand from their company to parent company in Germany for their other markets in Europe, the US, etc.
The company’s top focus has been to make the first million customers try their shoes since their repeat buying customer ratio is extremely high. Once a customer wears it, it is very difficult for him/her to use another brand. The team has been employing innovative in-store branding to attract the customers along with digital marketing, traditional marketing channels, doctors conferences, exhibitions, and fitness expos.
The company has one of the highest customer retention ratios in the market and the lowest complaints ratio. The benefits that the customers feel after wearing their shoes and the quality and life of the shoe makes them want to come back to the brand automatically.
Von Wellx – Startup Challenges
The major challenge for the team is to make the customer buy the shoe for the first time. Also, some people think that it is a medical shoe and they do not need it since they do not have any problem.
These shoes are not medical shoes or just targeted at people with problems. These shoes promote good health of your feet, knees, and back so that you do not encounter the problems associated with them.
The company has tried to drive home this message by concentrating on the major customer touch-points like special in-store branding to explain it, training the salesmen with the knowledge so that they can pass it on to the consumer. They have got good results with the same. The team also ran digital campaigns and traditional marketing campaigns to drive home the message.
After a successful launch, Von Wellx is been looking to increase more awareness in the customers with opening exclusive brand outlets. Also they are increasing their distribution by adding Central stores, traditional distributors, and retailers.
The company is also bringing a special foot solution for kids in the next 6 months. They have a huge opportunity and responsibility ahead of them to create a new category of Healthy Footwear in the Indian Market. They are confident of achieving the same in the next 3 years and want all the people to lead an active and pain-free life without worrying about their feet.
It also aims to strengthen online presence through key partnerships. It is soon to launch a new range of washable footwear for the Indian market to counter the effects of COVID-19.
Von Wellx – Recognition and Achievements
The company’s biggest achievement has been the availability of the product across all prime locations at the top 100 Indian cities within a year of the launch.
They have a very high repeat customer rate and less than 0.1 % of returns/complaints which goes on to show that their customers are extremely satisfied and benefited by the product across ages, regions, etc.
Von Wellx has successfully introduced the concept of healthy footwear as a critical part of a healthy lifestyle. Additionally, they are happy to know that youngsters are loving the product as much as elders.
One of the interesting stories was when one of their customers went to her doctor, Dr. Nikhil Latey for a routine checkup. Dr. Latey, who is an Olympic doctor for the Indian team and has worked with famous stars like Mary Kom etc. noticed Von Wellx’s product and was extremely impressed with it. He got in touch with the company and advised the footwear to his patients.
Von Wellx – FAQs
Who is the owner of Von Wellx?
Casa Everz Gmbh is the owner/parent organisation of Germany-based footwear company, Von Wellx.
Who is Ashish Jain?
Ashish Jain is the Founder of Von Wellx Germany, a footwear brand based on Internationally Patented German Technology – 5 Zones By Dr.Mauch across Men’s and Women’s Category.
What is Von Wellx?
Von Wellx Germany is a footwear brand based on Internationally Patented German Technology – 5 Zones By Dr.Mauch across Men’s and Women’s Category. The company works with the vision to make people aware of the importance/functions of feet and healthy footwear and provide them the healthiest footwear without compromising on fashion.
Shubham Kumar
