Footwear brand Onitsuka Tiger is hoping to gain market share in the sports footwear market by stealing it from the likes of Lacoste, Le Coq Sportif and Puma.
The brand has been gradually increasing its range, offering stockists 11 new styles for spring 13, a further two for autumn 13, and now a further eight new styles for spring 14.
Head of brand management Lisa Hogg said Onitsuka Tiger had been too niche in the past. “We want to make it clear to the consumer that we are changing and becoming more relevant but we don’t want to alienate the consumers we have,” she said.
The brand is growing its range with a mixture of new styles alongside fresh interpretations of old ones. Hogg hopes the wider range will attract new consumers and stockists and grow its market share.
The brand also has its sights set on taking spend away from footwear giants. “We would be happy to get a few per cent from Nike, Adidas and Converse, as there are some consumers that are looking for an alternative,” Hogg said.
Onitsuka Tiger will retain a strong focus on running shoes, however. “We want to keep a strong respect for our Japanese heritage,” said Hogg.