Despite the challenges of their day-to-day existence, the people of Pakistan are style savvy, to say the least. With a penchant for designer-clothing, expensive automobiles, branded lawns, and multinational food-chains, we have to admit that our urban centres exude affluence! Be it sunshades, watches, cell phones or apparels each one of us strives hard to outshine the other in fashion and style…but hardly paying any attention to one’s shoes!!
Generally, shoes and footwear do not find a place on our check-list while catching the final glimpse of ourselves in the mirror before heading out for a wedding, birthday or any other social or professional get-together. Interestingly, those few who care about matching or contrasting shoes with what they wear are considered too vain. This is an exemplary anomaly of a third-world society where households in general have to manage their expenses to meet their fashion needs. Since we, as people, are no exception to this rule, we don’t worry too much about our shoes.
On the flip side we have among ourselves some ‘British blazers’ who judge their interlocutor as much from the mannerism he or she exhibits as his or her shoes. Given the way things are, if first impression were actually the last impression, 90% of us would grow averse to each other following their first interaction, owing to our careless attitude towards our footwear. Thank God, as a nation we are in it together, like so many other things good, bad, or ugly.
Those who realize that fashion and style without a taste for footwear is incomplete, commonly choose Pakistan’s best brand in boots and heels i.e. Bata! The simple reason behind this simple choice is even simpler: Bata offers style and quality at a price which are dynamically designed to suit the varying needs and aspirations of its diversified clientele. This is how Bata has successfully evolved itself into every Pakistani’s brand by serving every segment of the society transcending socio-economic divides, gender types, and even generation gaps. No wonder, today Bata is a true market leader, when it comes to footwear.
Fully aware of its role as Pakistan’s largest footwear brand, Bata knows its responsibility. So with a view to enrich and enhance the people’s preferences and attitudes regarding footwear, by challenging the mind blocks, Bata has decided to demonstrate how wearing the right pair of shoes is imperative to make your style statement complete. To do this, Bata plans to get together the glitterati of Pakistan’s corporate and showbiz circles under one roof to celebrate an evening of fashion and style.
Aptly titled as ‘The Showcase’ the show will feature innovatively choreographed ramp walk comprising Pakistan’s select fashion models sporting the latest line by Bata and an intelligently devised case study for each one of Bata’s brand products. Being the first of its kind event in the history of Pakistan’s fashion industry the show will set new precedents for Bata’s competitors and it is hoped that in emulating the concept, its rivals will manage to match the standard of excellence and class in terms of execution. Given what they have done in recent past while copying the concept of Bata City (Bata’s flagship stores at upscale market locations in all the major cities of Pakistan) Bata can only wish the Competitor good luck…given the way you are guys, Bata’s safe anyways
Being a show beyond mere show off, the Showcase will emphasize and rationalize the idea of wearing the best shoes to match your apparels and the occasion. Moreover, the show will exhibit how Bata offers boots and heels solutions for all ages and genders in their daily lives. After all Bata’s range of
shoes includes:
Ambassador: hand-stitched, finest leather, stylish formal shoes for men particularly young executives and entrepreneurs.
Comfit: A completely comfortable footwear solution to take good care of your feet.
Bubblegummers: trendy shoes for kids 1-9 years who want to have all the fun in life
Marie Claire: stay the way you’re but look elegantly feminine!
Leena: all the colours of her youth…chic designs for teens and beyond
North Star: You’re creative, you’re dynamic, you’re cool…for the young lifestyle is North Star
Weinbrenner: Strongly built for your outdoor needs…casual shoes for those who love their freedom!
And before we discuss Power, the sports shoe range by Bata, we must face the reality. It’s true and we are proud of it that through its exports of high-quality sports goods and sportswear, Pakistan is represented at all international events of sports including soccer, cricket, hockey and even motor sports.
However, when it comes to sports shoes Pakistan is conspicuous by its absence. Without lamenting the myopic vision of the sports goods manufacturers or finding faults with the export promotion policies at the government level, Bata has committed to set things right by taking personal initiative. It aspires to power up the sports fields around the globe with Power, Bata’s brand of high-quality sports shoes. Bata will use the Showcase to present its case and commitment in this regard by promoting Power, in a powerfully creative way.
Bata’s claim to fame lies in the special place it occupies in hearts of its consumers. By selling them high quality, comfortable, stylish and purpose-built products, at affordable prices over the decades, Bata has evolved itself into a household name across the length and breadth of Pakistan. On a personal note, the scribe, like countless other fellow Pakistanis, grew up wearing Bata to school and even today Bata slippers and formal shoes are part of the wardrobe (if one can be claimed in the first place!!!).
The timeless promotional slogans ‘pehlay Bata phir school’ trickily translated into ‘first to Bata then to school’ are etched in the memory of the generation belonging to the 80s and 90s when the state-run PTV aired these commercials that announced the summer vacations were over, inspiring the parents to buy the kids Bata school shoes before they resumed school.
Interestingly, the excitement of having a new pair of Bata school shoes somehow lessened the distress of returning to the drab routine of school life. This is one very fine example of crafty advertising which is all about touching base with the customer, (highlighting need and inspiring action). By doing so Bata successfully managed to gain and retain a competitive edge over its competitors, which has been achieved with such an impact that even today Bata remains unchallenged.
Speaking of its competitors who are locally owned and founded, Bata has been very lucky to have these, as such. They promote themselves as international brands by making a copy (read a bad copy) of foreign material and content in a manner which is not only alien to the target audience but most of the times absolutely out of tune with their daily lives, hence of little or no consequence, at all.
In sharp contrast, Bata in spite of its international brand status and global presence derives inspiration, for its concepts of its publicity campaigns for brand promotion in the local market environs, from the very colours, verve and energy of the local culture to communicate with its local consumers, relying on local locations and local talent in a manner which is very loudly and proudly local so emphatically effective, in all respects. No wonders, today Bata is one of the strongest Brand Ids in Pakistan, much to the envy of its competitors.
As a big brand, it appears, Bata can’t help dreaming big. The Showcase is part of this daydreaming process which is mandatory for being Bata! So, everyone onboard, either directly or indirectly, is keeping one’s fingers crossed for the success of the show which will go a long way to give the fashion industry a new direction to explore the realm of footwear fashion…and this style savvy nation of ours a new sense of showing off their shoes, right thing at the right time! Good luck to our very own Bata!
