When a functional product becomes a fashion accessory as well, we tend to relate it to shoes and bags. But Zippo is in a league if its own. It is first and foremost a lighter, but is actually a status symbol across the world. Established in 1932, the American company has become synonymous with craftsmanship, reliability, and an unmistakable touch of class. Zippo's famed windproof lighters have transcended mere functionality to become cultural artifacts, cherished across generations. In an exclusive interview with Lucas Johnson, Associate Vice President, Zippo Global Marketing, Indian Retailer gained insights into the company's enduring legacy, strategies, market presence, and plans for expansion in the vibrant Indian market.

Navigating Transitions

Zippo has been making waves in the Indian market, albeit discreetly. Lucas sheds light on the company's recent endeavors, stating, "Zippo is in a transitional period in the Indian market. We've recently named a second distributor to cover a broader geography and different distribution channels."

Despite the challenges posed by the global economic landscape and the upcoming elections in India, Lucas remains optimistic about its position in the premium product and gifting space. He expressed his confidence in the holiday and wedding season, stating, "We think we're positioned extremely well as a premium product and gift. With a new distributor in place, we anticipate significant growth, especially during the Christmas and wedding season."

Artistry in Flame

Zippo's attention to design trends sets it apart in the market. Lucas discusses the meticulous process behind their designs, saying, "We look at global trends in colorways, design aesthetics, and styles. Our small team collaborates with various resources to anticipate trends for the next several months, tailoring designs to regional preferences like in India."

Reflecting the influence of traditional glamorous Indian fashion, Zippo aims to incorporate these elements into upcoming lighter designs. As Lucas puts it, "Zippo lighters serve as a pseudo-fashion brand, allowing consumers to showcase their personality and style. We've been paying attention to the glamorous, traditional Indian style, and you'll soon see those influences in our forthcoming designs."

Recently, during Diwali season, the brand launched an uber chic line-up of seven unique and minimalistic designs in vibrant and eye-catching patterns. Each design stood out for its bold, intricate patterns in red, gold, black and steel grey colors, accompanied by the Slim® windproof lighter.

Lucas adds, “Following the relaunch of the Zippo brand in India, we are excited to integrate Zippo into Indian haute couture. We are truly inspired by Indian art and believe it is at the helm of many fashion trends today. With its huge influence across the globe, Zippo sees this as a perfect design integration, which is also culturally relevant. We are additionally looking at an upcoming series that will have iconic monuments of India engraved on the lighters, and we are thrilled to bring this cross-cultural synergy to life.”

When it comes to competition, Zippo sees itself in two lights. Functionally, it competes with other lighters globally, but as an accessory, it competes with fashion items. Lucas states, "We're not just a functional device; we're a functional accessory. We compete not just on a functional level but for consumers' dollars against other strong brands."

Balancing Acts

The discussion shifts to the dynamics between e-commerce and brick-and-mortar stores. Lucas emphasizes the symbiotic relationship between the two, stating, "For Zippo, it's both. Strong brands have a strong brick-and-mortar presence. Consumers seek both experiences – the tactile engagement in physical stores and the convenience of shopping from home."

In India, Zippo has been navigating both realms, with a focus on e-commerce due to challenging times during the pandemic. However, as economic conditions improve, Zippo plans to expand its brick-and-mortar presence. Lucas reveals, "We continue to grow our brick-and-mortar presence. Coming out of the pandemic, we'll see changes, more employees in India, and stronger partnerships with retailers."

A Glimpse into the Future

Looking ahead, Zippo plans to explore inbound licensing in India, incorporating other brands' designs on its lighters. Lucas notes, "You will continue to see more of that specific to the Indian market." Additionally, Zippo is actively pursuing outbound licensing on a global scale to augment its product range.

As Zippo gears up for a brighter future in the country, the alignment between the brand and the aspirational spirit of the Indian market remains a key driving force. Lucas concludes, "There's a lot of alignment here. With the Spark, a new beginning campaign, we've captured the essence of aspiration that resonates with the younger population in India. It aligns perfectly with the Zippo spirit."

Zippo's journey in the Indian market reflects a commitment to innovation, adaptability, and an understanding of diverse consumer preferences. As they navigate the dynamic landscape, the iconic brand continues to illuminate the path ahead, embodying the timeless spirit of their iconic lighters.