Founded in London’s East End by Morris Cooper in 1908, Lee Cooper is the original British denim brand with an international appeal and a loyal fan base in over 100 countries worldwide.Known for its apparel and jeanswear collections, Lee Cooper was introduced as a footwear brand in India by M&B Footwear in the year 1995.
Indian journey
Best known for its apparel and jeanswear collections, Lee Cooper was introduced as a footwear brand in India by M&B Footwear in the year 1995. The footwear collection is available for both men and women, targeting the upwardly mobile and independent Indian consumer. Lee Cooper Shoes are available through more than 2,500 plus sale points, including all leading footwear and departmental stores. With a total turnover of more than Rs. 150 crore, the brand’s year on year growth is 30 per cent.
Market positioning and target group
The brand Lee Cooper fits well in all available market types and pocket sizes. It has a range of products in its repertoire that are affordable and suit the premium and mid-premium segments. The brand’s current product catalogue is majorly composed of medium and high premium ranges, and their focus is to make affordable products and make it available for the mass consumer.
The brand has gained an edge in highly competitive markets through its commitment to quality and comfort without burning a hole in the pocket and without compromising on the quality standards. Each product at Lee Cooper, whether mid-range or high-end, goes through stringent product development and manufacturing processes, which is rare to find with their competitors in such market dynamics.
Brand positioning
Lee Cooper is positioned equally for men as well as women between the age group of 18 and 35. In addition, the brand boasts of 40 licensee partners internationally and it is sold in over 100 countries worldwide.
The Lee Cooper customer is approachable, relaxed and has a laid-back attitude towards life. They like well-cut, hardwearing clothing from a reliable brand which can transcend seasons.
With the changing fashion and evolving trends, the aspirations of the customers are changing over the years.
Product portfolio and price range
Apart from traditional casual and formal range, the brand offers a plethora of options to choose from. The price range varies from Rs. 1,599 to Rs. 3,499 for men’s footwear. The most popular price band is Rs. 2,499 to Rs. 2,999 and the most saleable products include formal shoes and boots.
Location
The brand has been able to build a vast network of distribution covering every nook and corner of India. Brands marketed by M&B Footwear are sold in over 2,000 Lee Cooper stores across India, including some of the top large format retail stores, such as Shoppers Stop, Lifestyle, Westside, Reliance, Central and Big Bazaar.
Marketing strategy
The brand believes in building awareness among the masses. It intends to assure the customers about the product quality and unique styling, creating a sense of brand loyalty.
Growth plans
At Lee Cooper, the management plans to grow footprints in online as well as offline channels, such as through digital campaigns, e-commerce websites as well as through print media.
