Brune & Bareskin specialises in premium quality leather jackets, footwear, accessories and bags. With a focus on quality and craftsmanship, Brune & Bareskin continues to offer its customers a premium shopping experience and a wide range of leather goods to choose from.
In an interview with IMAGES Business of Fashion, Tabby Bhatia, Founder, Brune & Bareskin, discusses various aspects of the brand’s journey, product offerings, and future strategies.
Excerpts from the chat…
Tell us about your retail journey from inception till now.
Our retail journey at Brune & Bareskin has been an exciting evolution which began with a vision to create premium leather products that blend timeless elegance with contemporary style. From sourcing the finest materials to perfecting the art of shoemaking, we have meticulously curated every aspect of our brand.
With decades of hands-on experience in premium manufacturing, we entered the Indian market to provide unparalleled quality and excellence. Our hand patina colouring regime is the unique selling proposition (USP) of our brand, allowing us to offer bespoke leather shoes in a wide variety of rare colour shades. We provide a diverse range of styles for both men and women, garnering a loyal customer base who appreciate the attention to detail and superior craftsmanship. As we continue to grow, our goal is to consistently elevate the footwear experience in India by delivering unparalleled quality and design to our customers.
How is your brand different from others in the footwear category? What sets you apart from the competition?
We distinguish ourselves through our unique bespoke services and multicolour customisation options. We offer a personalised experience where customers can tailor their shoes to reflect their individual style preferences across categories.
What is the range of footwear products that you offer? Which is the fastest moving of these and how many SKUs do you have on offer?
We offer a diverse range of premium footwear products to cater to various preferences and styles. Our collection includes shoes, boots, loafers, juttis, and sandals crafted from high-quality materials such as leather and suede. Currently, we have over 100 SKUs available across our footwear categories, and we are continually updating our offerings to ensure customers have access to the latest trends and styles.
Which are the new emerging categories in the footwear segment at your store?
We strive to stay ahead of emerging trends and introduce new categories to cater to evolving customer preferences. Some of the new emerging categories in our store include athleisure footwear – including stylish and functional footwear, such as the new Joggers Sneaker Collection, which seamlessly transitions from the gym to everyday wear. We have also introduced lightweight footwear to cater to professionals who need to wear formal attire.
How do you approach design and development in the footwear segment?
Product development is at the core of our mission at Voganow – our e-commerce website. We create footwear and craft experiences that inspire confidence, style, and individuality. The platform is dedicated to pushing the boundaries of innovation and excellence, ensuring that every pair of shoes we offer embodies our commitment to quality and craftsmanship.
Our approach to design and development is driven by creativity, innovation, and attention to detail. We follow a systematic process that encompasses several key steps, including market research, conceptualisation, material selection, prototyping, production, testing and quality assurance and finally, launch and feedback.
What considerations go into selecting materials for footwear production, and how do you ensure the quality of your products?
We prioritise durability, comfort, and sustainability when choosing materials. Our selection of leather and textiles adheres to high standards of quality and ethical production processes. Quality assurance is a crucial part of our procedure and we rigorously test materials and finished goods to ensure they meet our performance and aesthetic standards. Every product we produce reflects our attention to detail and upholds the stellar reputation of our brand.
Can you share any innovative features or technologies incorporated into your footwear designs?
Our key innovations include cushioning technology, breathable materials, shock absorption, sustainable materials, customisation options and anti-slip technology.
Have you observed any notable shifts in consumer behaviour or preferences in recent years, and how has your business adapted to these changes?
Today’s consumers increasingly prioritise style and comfort. In response, we have diversified our designs to cater to a broader range of tastes. We leverage e-commerce and digital marketing strategies to engage with customers directly and gather real-time feedback, informing our product development and marketing efforts.
Tell us about your brand strategies.
Voganow’s strong and distinctive brand identity resonates with its target audience, encompassing key elements such as positioning the brand effectively, adopting a customer-centric approach, differentiating itself from competitors, maintaining an omnichannel presence, crafting compelling brand storytelling, engaging with its community, and driving continuous innovation.
Tell us about your market presence. Do you primarily sell through physical stores, online platforms, or a combination of both? If it’s a combination of both, please tell us about your omnichannel strategy in detail.
We currently have 3 retail stores in Delhi, Jalandhar, and Ludhiana. We operate through a combination of both physical stores and our e-commerce platform – Voganow.
Our omnichannel strategy focuses on creating a smooth and integrated shopping experience across all touchpoints. For this, we use various digital platforms and physical retail locations to provide a consistent and tailored experience. Features like unified inventory systems and personalised recommendations based on client preferences ensure that customers receive seamless service.
How do you leverage e-commerce and digital platforms to enhance the customer shopping experience?
We prioritise secure payment methods, mobile optimisation, and user-friendly interfaces to facilitate seamless online purchases. Additionally, we employ digital marketing tools like email campaigns, social media engagement, and targeted ads to connect with our clients and offer relevant content and promotions.
What is your marketing strategy, and what steps are you taking to promote the brand?
To promote our products, we rely on various channels and initiatives, including influencer partnerships, which are currently thriving.
Tell us about your target audience. How do you engage with your customers, and what strategies do you use to build brand loyalty?
Our target audience comprises discerning individuals who value quality craftsmanship, timeless style, and luxury experiences. We cater to customers who seek authenticity, sophistication, and exclusivity in their footwear choices.
To engage with our customers, we employ strategies such as personalised marketing, exceptional customer service and community engagement.
What are the technologies that will drive footwear retail in India in the future?
Technologies like augmented reality (AR), virtual reality (VR), and 3D printing are poised to significantly influence the future of footwear retail in India. AR and VR will enhance the shopping experience by allowing customers to virtually try on shoes before purchasing, enhancing convenience and reducing the need for physical store visits. Additionally, 3D printing will enable customisable and on-demand manufacturing, offering personalized footwear solutions tailored to individual preferences.
Tell us about your expansion plans and the company’s vision for future growth. How do you plan to innovate and adapt to changing consumer preferences?
With a commitment to innovation and strategic growth, we plan to enter into new geographies and markets. We believe that by staying true to our core values and striving for excellence, we can achieve sustainable growth across India and beyond.
Going ahead, will you concentrate on growing online or increasing your store count?
At Brune & Bareskin, we recognise the importance of both online and offline channels. Our strategy involves a balanced approach, leveraging the strengths of both to effectively reach and engage with our customers.
Are there any noticeable consumption and consumer trends that make the outlook for the retail sector look promising?
India’s consumption patterns indicate a shift towards more upscale and environmentally friendly products, along with a growing preference for experiential shopping. These trends signal a bright future for the retail industry, focused on innovation and customer-centric products.
The combination of technology and sustainability will probably be the next big development in the footwear industry. We predict a sharp increase in demand for wearable technology, customised design experiences that reflect unique preferences and ideals, and eco-friendly footwear solutions.
