``With Rockport, we are aiming to be one of the largest brands in the Rs 800 crore premium apparel market, as well as in the million-pairs a year premium footwear market, which is four times bigger than premium sportswear market,'' says Manish Dawar, Rockport country manager, Reebok India Company. ``Given its larger portfolio, Rockport has the potential to overtake Reebok in long term.''

Rockport is a $500 million global brand, owned by $ 3.5 billion Reebok International. Unlike Reebok's sporty image and bold branding, Rockport adopts subtle branding and addresses formal wear needs of more mature consumers.

Though in the US Rockport is a separate legal entity, in India it is being introduced as a division of Reebok India with a non-competing portfolio. Thus, marketing, sales and finance resources will be shared with Reebok India.

The showroom strategy: Beginning with 10 exclusive franchised outlets - four in Delhi, two in Mumbai and one each in Bangalore, Jaipur, Patna and Hyderabad - Rockport eventually aims at building a network of 35 stores in the next two years. In some instances, however, exclusive space can be created for the Rockport brand within the existing Reebok outlets.

While a typical Reebok store occupies an area of 600 square feet, the Rockport showroom will have a space of between 700 and 800 square feet, involving an investment of around Rs 1,000-Rs 1,500 per square feet.

Rockport's standardised decor of metal, wood and blue-coloured carpets and furniture - being managed by architect Dhruv Prashar who set up Reebok India's outlets - will be complemented by a trained frontline staff in grey-and-blue Rockport uniform. Their selling pitch would centre on subtle details like asking the customer to experience the feel of the garment, cross-stitched and thermo-fused buttons; patented Hydro-shield technology for waterproof leather shoes, and offering of sports shoe technology in formal footwear etc.

Loosen up your shoes: Rockport also plans to develop properties for Rockport Concept stores, as distinct from showrooms, to provide consumers an unmistakable experience distinct from the normal Rockport showrooms. Says Dawar, ``In six months we plan to set up Concept stores which would provide free facilities like foot massaging, mineral water, comfort tea, books on walking and reflexology and related exploration.''

In the US, Rockport has a score of reflexologists at Rockport's Reflexology Centres who give consumers free reflexology treatment on weekends. Since, in India these services are offered by doctors, who can't be expected to sit at Concept stores, Rockport is still to finalise the concept services to be offered at these stores.

Communicating comfort: The launch print ad, handled by creative agency O&M, will break on January 10, 2000, and will adopt the platform of comfort. The black and white ad will focus on the human body ``which longs for comfort that is provided by Rockport with its innovatively designed products''. ``The brand promise is that we're passionate about comfort,'' says Dawar. ``In terms of brand image, Rockport shoes are the Mercedez Benz of walking shoes.''

For the first three months, only 200 cc ads will feature in leading dailies to be followed by media presence in a plethora of magazines.

Rockport will also leverage Reebok's exclusive database of around 7,000 members; and tie up with American Express for direct mailers to card members.Rockport is also kicking off a subtle public relations campaign to highlight the fact that the brand is favourite among celebrities like Bill Clinton, George Bush, Dalai Lama, Nelson Mandela, Richard Gere and nearly half of Hollywood.

Riding the range: Rockport is introducing three product categories in India:

-- The Rugged Range consisting of outdoor shoes, parallels and accessories. Shoes are priced at a range of Rs 2,090-Rs 5,490; shirts start from Rs 899; trousers Rs 999-Rs 2,000; bags Rs 1,000; caps Rs 399.-The Relaxed Range covers casual shoes and apparel, with shoes priced between Rs 2,000-Rs 3,500; shirts (Rs 799); and trousers (Rs 999 onwards).

-- The Refined Range consists of patented Dressport range, which combines the comfort of sports shoes and elegance of leather shoes, and target officewear.

Initially, the range is being imported but Rockport has shortlisted three companies for the local manufacturing of leather uppers: Lotus Bawa in Jalandhar, Drish Shoes in Panchkula and ISM, a 100 per cent EOU, in Noida.