Capturing the attention of Gen Z and millennial shoppers requires more than just fashionable products—it calls for brands to connect with their lifestyle, values, and digital habits. Across India’s footwear and accessories landscape, footwear brands are deploying creative, targeted strategies that blend storytelling, innovation, and purpose to resonate with this younger, hyper-aware generation.
IMAGES Business of Fashion brings you a comprehensive list:
Liberty Shoes Limited has effectively connected with Gen Z and millennial audiences by combining trend-focused product innovation with high-impact campaigns such as #ForeverSneakers and the emotionally engaging Mera Joota Hindustani These efforts reflect a deep understanding of younger consumers’ values, style sensibilities, and cultural context.
To deepen this engagement, the brand has launched youth-centric sneaker sub-brands like Leap7x, which fuse performance, streetwear aesthetics, and accessible pricing. These collections are tailored to meet the rising demand for versatile, fashion-forward sneakers that align with modern, youth-driven lifestyles.
“A major factor behind this success is Liberty’s strong internal merchandising team, which keeps a close eye on both global and domestic fashion movements to keep the brand ahead of the curve. This is further reinforced by an in-house design studio capable of quickly conceptualising and bringing new styles to market, enabling Liberty to stay agile and responsive to the fast-changing preferences of its target audience,” explains Anupam Bansal, Executive Director, Liberty Shoes Ltd.
Woodland has been focusing on making the brand more relatable for young customers. “We use digital marketing, outdoor lifestyle content extensively to connect with younger shoppers. We also offer hybrid designs that work for both everyday and active use,” says Anil Sunkara, CEO, Woodland.
Campus Activewear doesn’t see Gen Z and millennials as just consumers—they consider them co-creators of culture.
“Their choices go beyond style and function; they’re driven by purpose, identity, and self-expression. For them, fashion isn’t transactional—it’s deeply personal. That’s the belief at the core of our philosophy: Move Your Way. Move Your Way isn’t just a campaign—it’s a mindset. It captures a generation constantly evolving—moving not just physically, but emotionally, socially, and creatively. They’re unafraid to express who they are and what they stand for. As a brand, our role is to celebrate that journey—through footwear that reflects their individuality and keeps pace with their lives,” says Nikhil Aggarwal, CEO & Whole Time Director, Campus Activewear Ltd.
“Our strategy is built on access, agility, and aspiration. Great footwear shouldn’t come at a premium. With our strong in-house manufacturing ecosystem, we’re able to go from concept to shelf in just 60–90 days. This speed allows us to respond to cultural moments as they happen—not after. What sets us apart isn’t just execution—it’s intention. We’re not chasing trends; we’re curating them for India’s youth, blending global aesthetics with local relevance in every drop,” he further adds.
RedTape’s brand strategy is to engage Gen Z and millennial shoppers focuses on delivering high-quality products at the best possible prices, ensuring value without compromising on style or durability.
“We leverage technological advancements across design, sourcing, and digital platforms to stay ahead of trends and connect with younger consumers where they are most active. Through data-driven insights, we tailor our offerings and experiences to meet their evolving preferences, while maintaining transparency and authenticity—values that deeply resonate with these generations. By combining affordability, innovation, and relevance, we build lasting connections with Gen Z and millennial customers,” says Shuja Mirza, CEO, RedTape.
Condor Footwear (India) Ltd. has built on a youth-focused approach, developing newer brands like Labella and Insoft, crafted specifically for the style-driven preferences of Gen Z and millennial consumers.
“Our design language is closely aligned with global fashion trends, while our pricing strategy ensures these products remain accessible,” says Dipak Adnani, Managing Director, Condor Footwear.
The brand leverages influencer-led campaigns and maintains a strong presence on platforms like Instagram and YouTube, delivering seasonal collections that resonate with the mindset of today’s youth — expressive, confident, and always evolving.
Paragon Footwear is focused on digital-first marketing, collaborating with influencers and leveraging platforms like Instagram Reels, YouTube Shorts, and WhatsApp Channels to speak their language.
Sachin Joseph, Executive VP – Marketing and IT, Paragon Footwear highlights the brand’s commitment to staying relevant among young, fashion-forward buyers saying, “With youth-centric brands like Eeken and Stimulus, Paragon is offering trendy designs at accessible prices. These brands cater specifically to younger audiences through athleisure aesthetics and affordability.”
Rosso Brunello has taken a more immersive route. “Tapping into Gen Z and millennial shoppers requires a thoughtful blend of cultural relevance, digital fluency, and value alignment,” says Sahil Malik, Managing Director, Rosso Brunello.
He emphasises that young consumers are not just buying a product—they’re buying into a brand that reflects their identity. “For us, storytelling that resonates, influencer and creator collaborations, and community-driven engagement have been crucial,” he says, explaining how Rosso Brunello is building a deeper emotional connection with its consumers.
Duke too is equally invested in digital engagement. “We focus on offering fashion-forward, athleisure-inspired, and comfort-driven collections that resonate with the lifestyles of Gen Z and millennials,” notes Komal Kumar Jain, Chairman, Duke Fashions Ltd. The brand has ramped up its influencer collaborations and introduced limited-edition drops to maintain excitement and drive loyalty among younger consumers.
Rare’Z by Rare Rabbit feels authenticity and experience are key.
“Our approach to engaging Gen Z and millennial shoppers is built on a mix of bold design, authentic storytelling, and interactive experiences,” states Pulkit Verma, Chief Business Officer, The House of Rare.
The brand uses Instagram to create a vibrant brand community, blending behind-the-scenes content with user-generated stories. “Our immersive stores bring the digital-first approach into the physical realm, offering style, innovation, and a sense of belonging,” Verma explains.
Xtep India, meanwhile, taps into the mindset of youth constantly in motion. “We use digital-first storytelling, exclusive drops, and collaborations that reflect hustle culture and creative ambition,” says Vijay Chowdhary, Founder & CEO, Xtep India.
The brand connects through personas like ‘The Aspiring Creator and The Rising Student’, representing the duality of ambition and authenticity that defines Gen Z.
Yoho takes a research-driven approach to connect with young shoppers.
“We engage in continuous research and feedback to tailor products that resonate with their lifestyle,” Prateek Singhal, Co-Founder, Yoho spells out. Innovations like Blinc—India’s first hands-free sneaker—speak to their demand for comfort and novelty. “Through digital campaigns and pop-up events, we’re not just selling shoes, we’re creating experiences Gen Z wants to be part of,” he concludes.
