Kerry Parker is a zero waste project that uses solely vegan and cruelty free materials to manufacture its collection. Its collection emanates the wild and carefree vibe akin to that of our underlying muse: young women who want the best of everything at their own terms. The brand currently operates entirely on an online model, maintaining a direct one-to-one relationship with its consumers internationally. In an interaction with S&A’s N Bobo Meitei, Arpita Sarin, Creative Director of the brand said, Kerry Parker is a zero waste project that uses solely vegan and cruelty free materials to manufacture its collection.

How the idea of Kerry Parker shoe was born or what was the inspiration?
The Kerry Parker collection emanates the wild and carefree vibe akin to that of our underlying muse: young women who want the best of everything at their own terms. That blended with some of the prettiest phenomenons and heavenly forms of nature is what you will see on our canvas. For the latest footwear pieces in ‘The Cocktail Collection’ we bring out our vivacious and fun side and explore everything from soft hues to holographics with copious dozes of carnations.

What distinct elements describe the brand’s values?
Kerry Parker amalgamates the pace of high street with the precision of luxury. It’s not your usual luxury for less brand. The very basis of what we do is built on the groundwork of sustainable and ethical fashion. Kerry Parker is a zero waste project that uses solely vegan and cruelty free materials to manufacture its collection. A plethora of customization possibilities for anything and everything helps us blend pret and haute couture into a segment that ensures a greater level of customer involvement. I feel that alone sets the young label apart from its closest competitors.

What age group are you targeting and in what regions of the country have you witnessed robust demand?
11-31 is the age group that we currently direct our products towards. Metropolitans such as Delhi, Mumbai and Kolkata see a good demand. Internationally, the United States and Spain perform very well.

Give us an overview of the brand’s product line and which products are doing well in the market?
Kerry Parker is all about quirky, dramatic and extravagant accessories, footwear and apparel. It brings you a range of handcrafted chunky heels, embellished fishnets, Victorian gloves, tulle socks, curve defining belts, princessy silhouettes and much more. Each piece is a statement in itself. Some of our best performing pieces have to be the intricately detailed fishnets, gloves, and heels.

Kindly discuss the brand’s retail strategy. Does the brand have offline strategy as well?
The brand currently operates entirely on an online model, maintaining a direct one-to-one relationship with its consumers internationally. Our products are presently available to purchase on the official website and our Etsy store

What challenges do you often encounter in the industry? What measures would you like the government to introduce?
Owing to the handmade nature, mass production without compromising customer involvement is a challenge we are set to conquer in the coming year. Another threat is over saturation. With every other seller stuffing China- produced imports down the throats of prospects, sticking to ones niche is the best that can be done. Honestly, introduction is not the issue, but execution is. For instance, the advent of GST regulations screams for fluidity in return credits.

How hopeful are you about the Indian footwear market and what growth figure are you expecting?
From a demographic point of view, the ever emerging upper middle class, in addition to the consistency of the demonstration effect, opens a plethora of opportunities in the Indian market scene. Going by our growth charts till date, a rate of 20% should be a fair ascent to expect.

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