Homegrown sneaker brand ZEESH began as a humble pop-up kiosk in Bangalore’s Orion Mall in 2019. The positive response to its unique designs and high-quality products propelled it to become one of the few homegrown brands to secure a store placement at Phoenix Market City, Bangalore, in 2021.
ZEESH stands out in the footwear industry by leveraging its 30-year experience as private-label manufacturers for renowned European luxury brands. The brand translates this expertise into superior quality for Indian consumers, using the same premium materials and technologies in its products. Notably, it is the only Indian sneaker brand to exclusively utilise genuine leather (Nappa and Saffiano) in its designs, eliminating any PU or faux leather options. Additionally, ZEESH is the frontrunner in offering complete sneaker customisation, both online and in-store, through its innovative e-commerce platform. The brand’s manufacturing background also grants it a price advantage compared to competitors.
ZEESH offers premium leather sneakers priced between Rs. 4,000 and Rs. 9,000. Its limited-edition and racing series collections are consistently top sellers. The brand currently boasts 55-60 SKUs across sneakers, travel gear, and accessories.
Target Audience
ZEESH targets a broad demographic, ranging from 13 to 50 years old. We actively engage with our customers through events, special offers, and an exclusive membership program called Zsociety. This program allows loyal customers to gain access to exclusive product previews and special offers.
New Emerging Categories
ZEESH has observed a significant shift in consumer behavior regarding footwear choices. Traditionally, sneakers were reserved for casual wear or athletic activities. Today, we see a growing trend of sneaker adoption for everyday work attire, signifying a move away from formal footwear and towards a more versatile and comfortable approach.
Product Development
The design approach for ZEESH footwear blends minimalist aesthetics with European flair, incorporating a touch of modernity for a timeless yet contemporary appeal. Clean lines, subtle details, and high-quality materials are hallmarks of the brand, resulting in footwear that is both elegant and sophisticated, while remaining functional and versatile.
Innovation & Technology
Innovation with a focus on sustainability is a core principle in our footwear design. We prioritise the use of sustainable leather in every sneaker, while also introducing unique materials like carbon fiber leather, inspired by racing, which offers water-repellent and oil-resistant properties. These features enhance durability and functionality, aligning with ZEESH’s commitment to both quality craftsmanship and environmental responsibility.
Consumer Behaviour
In recent years, there’s been a global surge in consumer preference for sneakers due to their comfort and all-day wearability. ZEESH has adapted to this trend by introducing new colourways and focusing on designing comfortable, lightweight sneakers. The brand closely monitors these evolving preferences to ensure its footwear remains aligned with the brand identity while adapting to global market shifts. Notably, the rise of online shopping has also been a key adaptation for ZEESH. Some notable consumption trends include:
- Experiential Retail: Consumers seek engaging and personalized shopping experiences, which ZEESH’s physical stores can provide.
- Sustainability Focus: Consumers are increasingly environmentally conscious, and ZEESH’s commitment to sustainability resonates with this trend.
- Digitalization and E-commerce: The rise of online shopping allows ZEESH to expand its reach and enhance the customer experience through its user-friendly platform.
Brand Strategies
ZEESH currently operates a flagship store at Bangalore’s Phoenix Marketcity mall. It is actively expanding and plans to launch signature stores in key Indian metropolitan cities in the coming months. The brand uses an Omnichannel approach towards retail.
ZEESH’s online presence focuses on establishing a strong domestic e-commerce presence, with a future vision of expanding to global e-commerce marketplaces. Its offline strategy involves experience centres and signature stores in key urban areas, complemented by customisation kiosks strategically placed in malls across India.
It utilises e-commerce and digital platforms to enhance the customer experience by offering features like detailed product descriptions, high-quality visuals, and a user-friendly online customization platform.
Marketing Strategy
ZEESH’s marketing strategy focuses on influencer marketing, celebrity endorsements, collaborations with other brands, and events with specific communities like supercar clubs and sneakerhead groups. Its goal is to cultivate a vibrant community around the ZEESH brand and its products.
Innovation & Technology
The future of footwear retail in India is shaped by aligning with global trends, offering fashionable and sustainable sneakers that prioritise comfort and durability. Consumers are increasingly environmentally conscious and seek stylish, eco-friendly options. This trend will drive innovation in the coming years.
ZEESH prioritises three key technologies: sustainable leather production, end-to-end customisation, and comfort features like high-cushioned footbeds and lightweight EVA soles. These technologies enhance the sustainability and comfort of our footwear, ensuring all-day wearability.
Expansion Plans
ZEESH’s vision is to be the leading provider of handcrafted luxury leather sneakers and accessories in India, offering the best possible products at competitive prices. The brand will continuously innovate and adapt to changing consumer preferences through ongoing research and development, designer collaborations, and a commitment to ethical and sustainable practices.
It plans to enter Western and Middle Eastern markets as e-commerce marketplaces due to the high demand for leather goods there. As manufacturers, they have a solid price advantage over the competition.
ZEESH also recognises the significance of Tier II and beyond cities for overall growth. Consumers in these regions tend to be less brand-conscious and more receptive to trying new, homegrown brands like ZEESH. To effectively penetrate Tier II markets, it plans to adopt a franchise model. This approach allows for faster expansion while leveraging local expertise and investment.
The brand’s goal is to become a Rs 500 crore brand within the next five years.
Sustainability
Sustainability is a core principle for ZEESH, reflected in material selection and manufacturing processes.
Ethical Sourcing: Leather is obtained as a byproduct, ensuring no animals are harmed.
LWG Tanneries: ZEESH partners with gold-rated LWG tanneries that prioritize environmentally conscious practices and minimize chemical use.
Sustainable Materials: Throughout manufacturing, ZEESH utilizes eco-friendly, easily decomposable materials to reduce their environmental footprint.
