As India was closing in on a year of fashion highs with the introduction of global brands, mega luxurious shopping centres and a market hungry to take their style quotient many notches higher, Onitsuka Tiger, the Japanese lifestyle brand, was relishing the prospect. In a telling move, the Head of Onitsuka Tiger (since joining the parent company ASICS in 2011), Ryoji Shoda, made his debut visit to the country, to both savour Onitsuka Tiger’s ongoing success in India as well as to chart the course ahead.
Under Shoda’s leadership, Onitsuka Tiger’s achieved remarkable milestones. The first and, perhaps, most significant being the brand’s transformation from a sportswear label to a globally acclaimed high-fashion brand. Then, the many iterations of the signature Mexico 66 to make it a universal hit—age and gender no bar. A noteworthy collaboration with Japanese manga series Astro Boy, and blowout immersive experiences at the Champs-Élysées in Paris and Tokyo, to celebrate 75 years of Onitsuka Tiger were happy additions. All of this besides putting the brand into the closets of everyone from Prince Williams to Hailey Bieber and establishing it as a mainstay on the Milan Fashion Week runway. The most exciting innovations, however, are yet to come and India now has a front row seat to the action.
How did you help take Onitsuka Tiger from being a sportswear label to a premium lifestyle brand?
Ryoji Shoda: Our brand was always known as a sportswear brand to our customers the world over. So, for them to have really been able to see the shift, we first took part in various fashion shows and decided our products will not be available in multiple stores or spaces that stock other brands. Instead, we opted for exclusive stores and that automatically started changing perceptions.
You speak about fashion shows. How has Onitsuka Tiger benefited from being on the line-up at Milan Fashion Week?
RS: We wanted to actually appeal to a universal audience. We also wanted to prove that besides being a Japanese brand, we are at the same time a global brand. So, we wanted to have the right balance of Japanese craftsmanship and technology, along with a European fashion sensibility that can appeal to various customers. And that's why Onitsuka Tiger’s launch at Milan Fashion Week was something which was very important for us. If we had done it only in Japan, I don't think we would have got as big a response or success as we got from Milan. Plus, after taking part in Milan Fashion Week, we are recognised as one of the top 10 brands in the line-up having maximum impact and appeal on the runway.
How have you seen the Indian market take to Onitsuka Tiger?
RS: The Indian customer is becoming increasingly aware of fashion, and it translates into their fashion sense. What they actually expect from a Japanese brand is comfort and technology. And in our case, since we’ve established ourselves in India unlike many other Japanese brands—they are aware of that as well as being able to see our success in Europe and across the globe in the fashion world. I think that combination is something that has been and is going to be very attractive to India.
In Japan, Onitsuka Tiger’s premium line Nippon Made is very successful. Do you see the same result in India since the collection is available here?
RS: The reaction of the Indian customer has been very good. When I’d visited the stores here, the feedback I got was that Indian customers are willing to pay a premium because of the quality and craftsmanship of a product as well as the fact that it’s made and manufactured in our own factory plant in Japan. I think they appreciate that it’s a heritage brand. That is our strength and it’s something the Indian consumer appreciates.
What about ready-to-wear clothing that one sees in stores? How’s that doing in India?
RS: Since our clothing has become more high-end and fashion forward, there have been many takers in Japan, Europe and the world. Now we feel India is going to be a market which will develop in the near future. Another surprising one for us here is that our kids’ segment does very well and that’s also something we’ll be focusing on.
It’s been 75 years of Onitsuka Tiger. What have been your biggest milestones while being at the brand?
RS: First, I think in 2002 when we did the rebranding and revival. We positioned ourselves as a fashion brand. I think that was a big, big milestone. Another one was when we decided that we would not be opting for multi brand stores or any wholesale offerings, which other brands were doing at the time. It’s a strategy that has been very advantageous for us. Another factor is that the customers are willing to buy a product, even without any discount. That means that they are appreciating and recognising the quality of the product and the story behind it.
What are your plans for both India and the world moving forward?
RS: We have not actually decided yet. It could be anything; something new. New could mean so many things that’s not just limited to selling products. We might even think of making a movie. We want to be disruptive and keep innovating and challenging the market.
