BATA steps into the athleisure arena with 'Power'

BATA, the renowned footwear giant, has taken a giant leap forward by venturing beyond its traditional shoes segment into the thriving world of athleisure. In a strategic move that was first hinted at during a CNBC-TV18 interview in February, BATA is now making its presence felt in this rapidly growing category with the introduction of its brand - Power.

Athleisure, the fusion of athletic and leisurewear, has witnessed explosive growth in recent years. This versatile clothing style seamlessly blends comfort, fashion, and functionality, catering to the evolving lifestyles and preferences of consumers. BATA's foray into this segment is poised to tap into this burgeoning trend and further strengthen the company's market presence.

BATA's athleisure range under the 'Power' brand comes with an appealing starting price point of ₹799, making it accessible to a broad spectrum of consumers. This affordability factor, combined with BATA's reputation for quality, is expected to resonate well with customers seeking stylish and functional athleisure options.

Currently, the 'Power' athleisure range is available at select top BATA stores in major metropolitan areas. Additionally, BATA has made these products accessible to a wider audience through its direct-to-consumer (D2C) channels. This dual distribution strategy is aimed at maximizing the brand's reach and ensuring that consumers can easily access these products.

BATA's entry into the athleisure market holds several strategic advantages for the company:

- Optimizing Retail Assets: By diversifying its product offerings, BATA can make better use of its retail assets, attracting a broader customer base and increasing foot traffic to its stores.

- Higher Realizations: The athleisure segment often commands higher price points compared to traditional footwear. This move can result in increased revenues and potentially higher profit margins for BATA.

- Leveraging the Power Brand: The 'Power' brand already enjoys recognition and trust among consumers, primarily in the athletic footwear segment. BATA can leverage this brand equity to expand into new product categories, further broadening its market presence.

- Boosting Online Sales: The athleisure category is a natural fit for e-commerce, and BATA's D2C channels are well-positioned to capitalize on the growing demand for online shopping.