The product is Elevator Shoes. Helps one look taller discreetly by 3.5 inches. Urbane Indian is core customer, usually from metros and tier-1 cities.
Customers wear them to office, weddings, on a date or party. Basically whenever they are conscious about their outlook and confidence level, they would like to wear hike. Even we are coming up with Sport shoes, so that during gym hours also they feel equally confident.
The product will be designed by a boutique fashion designer team working with top management very closely and developed at a confidential production house in India only. End product will cost about $15-20.
We would like to sell this product with 1-2 merchandises like a waist belt and wallet and a shoe care kit (leather to be replaced by Vegan material).
We want to position the brand at mid premium level. The content will have confidence, style and sensitivity at the core.