India Beach Fashion Week is the perfect partner for Crocs: Deepak Chhabra, MD, Crocs
The fourth edition of India Beach Fashion Week (IBFW), Asia's premier resort-wear fashion event, will be a “Croc walk” for fashion lovers this year. A stylish and experiential destination fashion week, the event will have associate sponsor Crocs showcasing its new collection by Bollywood biggies. In an exclusive interview with EE, Deepak Chhabra discusses Crocs’ association with IBFW, their spring-summer collection and the change in the brand’s placement in the market.
Q- What is your reason for association with India Beach Fashion Week?
We at Crocs feel IBFW is the perfect platform to showcase the new product categories that we are launching this season. Since IBFW is a platform for fashion extravaganza and will focus on beach and resort wear along with footwear choices for discerning Indian travellers. Getting our brand associated with such a platform garners the perfect target audience for us. We are targeting to launch our brand in every category and that will be reflected in our collection this year.
Q- Which events have you been associated with in the past?
As of now, the biggest event we have partnered with is the forthcoming India Beach fashion Week. Before this we have been doing local promotional events like store openings, with the biggest one being Crocs opening a store at T2 at Mumbai Airport. Another big one, being our exclusive store in Calangute , Goa. We did not think twice before partnering with IBFW. However we are looking forward to partnering with big fashion labels in the future.
Q- How do you plan to utilise this association with the platform?
IBFW 2017 will be a platform for us to launch our 2017 Spring-Summer collection. We will also be showcasing our new venture of Wedges, Boots, and flats for women and Boots and Casual shoes for men. All this put together we are prepared for an action packed event in March. Further we are planning to associate the brand with Lakme and Amazon Fashion Week.
Q- Are you creating any Crocs specific experiential zones at the fashion week?
We have curated large spaces for experiential marketing of our product at the event. We believe ours is a touch and feel product, hence we will have designers and people from our team to help the consumer have a better understanding of Crocs. Designers will make people understand all the aspects of our product line.
Q- Will there be any celebrities endorsing the brand?
We have Drew Barrymore and John Cena on board with the brand from April. At the India beach fashion week all the shows will see Bollywood Biggies as showstoppers. We won’t be disclosing the names yet, but we can promise a star studded show this year with Crocs.
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