Since its inception in 2015, Truffle Collection has seen a whopping 350% growth yearly and has captured the market well. It has surpassed many known footwear brands and is gearing up to be #1 top selling brand in the country. The brand’s Director Vijay Pal Singh Johal informs S&A, Truffle customers are fashion forward audience from all walks of life who want to stay in vogue and abreast with current style updates.

Vijay Pal Singh Johal

Truffle as a brand over the years
London-based Truffle Collection specializes in footwear for women and has created a reputation for itself by selling over 2 million pairs across the UK. Since its inception in 2015, the brand has seen a whopping 350% growth yearly and has captured the market well. It has surpassed many known footwear brands and is gearing up to be #1 top selling brand in the country. After having established itself as a premium women’s footwear brand, it has now forayed into kids’ footwear and women’s designer handbags.

Elements that best describe Truffle
Elements that best describe the brand are fashionable, chic, bold and ultra-modern. Truffle Collection is known as fast-fashion forward. It aims to provide stylish and chic style products with extensive collection of high street fashion footwear ranging from comfortable sliders to stilettos. Incorporation of new-fashioned and ultra-modern design is done as per the changing fashion industry trends.

Product portfolio and reason for launching handbags
Its extensive portfolio includes heels, wedges, sneakers, boots, sandals and flats. The brand aims to provide footwear with distinct designs, refined styles and super comfort while keeping in mind the affordability quotient. It is all set to take the handbag market by storm. So, get ready for some serious bag action as the brand launches its iconic handbags collection for up-to-the-minute women from all walks of life. The array comprises of delightful saddle bags, metallic tassels and totes, chained slings with dazzling floral appliques, solid classy hobo bags, jazzy studded boxes, trendy and super cute bucket handbags, vibrant cross-body pattern and glitzy clutches for perfect party look. The USP of this striking collection lies in its varied thoughtful geometrical shapes such as round, triangular, cuboidal, bucket and more!

Retail and promotional strategy
It’s currently working only online and hopefully by end of the year it would open physical stores.

Truffle customer
Truffle Customers are fashion forward audience from all walks of life who want to stay in vogue and abreast with current style updates.

Challenges in the market 
Customer loyalty is below disappearing in a hurry; consumers put less trust in brands and tend to switch brands a lot faster; Indian customers return much of the merchandise they purchase online; logistics is a problem in thousands of Indian towns; given the large size of the country, there are thousands of towns that are not easily accessible; overfunded competitors are driving up cost of customer acquisition. Some investors are willing to spend irrationally high amounts of money to acquire market share today. Naturally the Indian consumer is spoiled for choice.

Truffle in the next five years
It sees itself as a leading shoe brand in India and household brand for all fashionistas. The brand aims to launch its first outlet in Metro Cities by the end of 2018. It wants to provide the best experience to the customers associated with Truffle Collection and introduce trendy and futuristic designs while being affordable and comfortable. By end of year it is planning to bring in more stylish and edgy collections. Going down the line, it would be coming up with multiple categories like formals, casual, parties, travel and laptop bags.

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