Esprit finds success comes from the sole
THERE can be few success stories to compare to that of Esprit Shoes and Accessories - part of the Esprit chain.
Since the company's shoe collection was launched in spring last year, millions of pairs have been sold in Hong Kong.
Eran Cohen, product development manager for shoes and accessories in the region, explained the success of the range.
''Our shoes are fun fashion shoes. They fit into the Esprit image, which is clean and attractive, with a trendy feel.
''We really fill a hole in the market. They are moderately priced for the Asian market, yet offer European sophistication and quality.'' Shoes range in price from $95 for canvas pumps to $795 for top-of-the-range leather shoes.
This season, there will be more than 80 different styles on sale, from firm favourites such as elastics and the leather loafer to the heavier styles of the grunge look.
Just like their Chinese buyers, Esprit shoes are voguish but not too extreme. As a result, they have a wide appeal.
''I have seen our loafers everywhere, from people walking in Tsim Sha Tsui to the Cultural Centre at concert time. Everyone from 15-year-old schoolgirls to the 35-year-old corporate executive buys our shoes,'' said Mr Cohen.
In the last six months, Esprit has opened three shoe and accessories stores and plans to open three more before Christmas.
Shoe shops have also been opened in Singapore, Taiwan, and Thailand, with others planned for Jakarta, Malaysia and the Philippines.
Mr Cohen predicted a 20 per cent growth in sales for this season.
and another 20 per cent rise for the spring 1994 range.
