Principles for Fashion Marketing: Analysis of Fashion Brand - Provogue

Under Guidance of: Mr. Sushil Raturi FMS Dept., NIFT Mumbai Research & Compiled by: Anurodh Agnihotri Bhavik Gandhi Namrata Momaya Prachi Jain Sameera Baig Soumya Mishra (M/FMS/08/05) (M/FMS/08/10) (M/FMS/08/15) (M/FMS/08/20) (M/FMS/08/25) (M/FMS/08/30)

Contents
Introduction ..................................................................................................................................... 3 Target Customer.............................................................................................................................. 5 Positioning ...................................................................................................................................... 6 Product Mix .................................................................................................................................... 6 Price Range ..................................................................................................................................... 7 Distribution ..................................................................................................................................... 8 Promotion........................................................................................................................................ 8

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Introduction
The Provogue brand continues to build its strong emotional connection with its customers. The Provogue’s understanding of what India’s contemporary fashion consumer want and need has led to the development of in iconic brand, which continues to be our key differentiator in India’s fashion and lifestyle market. Provogue always strives to scale up its brand equity through effective brand positioning, extension of products, expansion of markets and an enhanced store experience. Having successfully established itself as the brand of choice for youthful fashion conscious customers, it is now working to keep these customers for life and to win the hearts of new consumers entering the market for the first time. Provogue is very proud of our brand ambassadors, who are icons in their fields and who represent the energy, youth and dreams of new India. Provogue fashions have an enduring appeal across apparel and accessories and continue to strategically develop and expand the merchandise collections. From a menswear brand, Provogue evolved in to contemporary fashion house for men, women and the home. Provogue has got three division:

Provogue is available through 228 outlets in 66 cities across the country. 124 own stores are now open and are proud of our shop-in-shop partners who have dedicated space to the Provogue brand. These partners are the leading department stores and specialty fashion formats in India. The Provogue will continue to roll-out new stores and penetrate more markets to keep ahead of the new consumption surge that is sweeping the nation and reaching into the smaller towns. If there is a demand for fashion, Provogue aims to be there first and to win the hearts and minds of every brand conscious consumer no matter where they live. Provogue also carefully monitor the performance of the existing shops and are on a continued quest to upgrade our environments and ranges to meet the needs of every local community. Shopping at Provogue is not just about buying new clothes – want it to be an experience. Something to remember … in an inspiring atmosphere that reflects what’s great about new India and the dreams all share. Store designs and layouts are evolving to reflect a new lifestyle. Provogue is excited to be a part of any new shopping center that it believes will serve customers. The new large format stores from 5,000 to 10,000 square feet truly capture the spirit of Provogue and celebrate being an Indian brand in India at this time in the history.

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Prozone-Liberty is in high gear preparing for launch of the first mall in FY 2010. Construction at Aurangabad is well advanced and teams are well entrenched in the process of completing India’s first regional shopping centre in a Tier 2 city. With a local catchment area of over 2 million inhabitants, a world class retail and entertainment concept will offer a large catchment area in the State of Maharashtra a chance to enjoy a shopping experience never before seen in this country – an experience the whole family can enjoy time and time again.

2008 saw the launch of our first two Promart stores in Ahmedabad and Indore. The success of the concept has inspired us to rollout stores in other cities and we have begun to implement our scale up plans. Promart offers the consumer a chance to own valued brands at discounted prices year round. The Promart concept is a seamless offprice department store housing India’s finest brands in fashion and lifestyle. Promart is a new environment for customers who “need a bargain” or “want a bargain” without comprising on the shopping experience. The store is designed to work for retailers needing a reliable, trusted outlet for off-price merchandise and to inspire customers to share in the promise of new India. Promart stores now house more than 100 brands and labels and offer a wide range of merchandise in men’s, women’s and children’s wear as well as home furnishings and accessories. Each Promart store is a minimum of 50,000 square feet designed to offer a modern and rewarding shopping experience every visit. A dynamic mix of events, activities and promotions will enhance and maintain high footfalls.

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Target Customer
Provogue's product portfolio is designed to express a lifestyle statement and consists of a wide range of products for customers in the age group of 20 to 40 years old.

The Provogue merchandize is available at Provogue Studio, Promart, & various Multi Brand Outlet like Shopper’s Stop, Lifestyle, Westside, Globus, Pantaloon, Central, India Bulls & Brand Factory. The Provogue studio has its foot print not only in tier 1 cities but also in tier 11 cities, which is strength for Provogue brand. Very few fashion brand has such kind of coverage in India. Thus the target customer of Provogue are not only tier 1 cities but also people from tier 11 cities.

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Positioning
Provogue always strives to scale up its brand equity through effective brand positioning, extension of products, expansion of markets and an enhanced store experience. Having successfully established itself as the brand of choice for youthful fashion conscious customers, we are now working to keep these customers for life and to win the hearts of new consumers entering the market for the first time. Provogue fashions have an enduring appeal across apparel and accessories and Provogue continues to strategically develop and expand the merchandise collections. From a menswear brand, Provogue evolved in to contemporary fashion house for men, women and the home.

Product Mix
Men’s wear Formal Shirts Printed Shirts T-Shirts Track Pants Cargos Women’s Wear Party Tops Formal T-shirts Formal Trousers Accessories Belts Socks Caps

Polynosic Shirts Party black Shirts Sweaters Denim Casual Trousers , Formal Tops Casual T-shirts Denim

Linen Shirts Jackets Casual Shirts Formal Trousers Inner wear

Formal Jackets Sweaters Cargos

Perfume Handkerchiefs Ties

Wallets Eye Wear Shoes

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Price Range
Product Tailored Shirt Smart Shirt Fashion Shirt Printed Casual Shirt Round neck Sweater Party wear Jacket Formal Jacket Winter Jacket Pure leather Jacket Hooded Jacket Men’s Club wear T-shirt Men’s Fashion T-Shirt Men’s Stripped T- Shirt Men’s Party T-Shirt Men’s Smart Casual Denim Ruf & Tuf Denim Stretch Denim Cross notch Denim Stylish Cool Denim Couture Denim Formal Trouser Women Denim Bag- Wash Messenger Bag- Canvas Gym Bag Casual Shoes with laces Black Formal Shoes Eyewear – Brown Eyewear – Shades Eyewear- Smart Caps Fragrance – Men Fragrance – Women Shower Gel Price 1395 1395 1295 1195 1295 3995 3995 2895 3995 1595 895 895 795 695 695 1695 1995 1895 1995 1995 1995 1295 1695 1495 1195 995 1685 1785 2295 1695 1495 375 225 225 175

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Distribution
The hierarchy of the Provogue related to distribution is: Store Manager – Area Sales Manager – Regional Sales Manager – Sales Head – Assistant Merchandiser. Each Provogue Studio has enough space to keep the stock in order to cope up with the demand. There are large Provogue Studio which can store enough merchandise, which can support other Provogue Studio. Whenever the stock is required the Store Manager informs, Area Sales Manager and Merchandiser, so that they replenish the stock from other Provogue Studio immediately and later on through Ware houses. Provogue has its manufacturing facility in Daman, which has a large warehouse.

Promotion
During the year, we have invested intelligently to align the brand with some of the best events associated with Indian youth including the sponsorship of several of the year's most successful Bollywood movie releases. Provogue also continues a strong print advertising campaign in the broadsheet press, fashion, business and lifestyle publications and magazines. A fresh approach to advertising was initiated recently by advertising in the in-flight magazines of Jet Airways & Indian Airlines. Cricket is almost a religion in India. And what better way to relate to our customers than to connect with this game. Provogue sponsored outdoor advertising for the India-Sri Lanka Test Series which was held across the country, which not only ensured total coverage of the stadium audience but also garnered maximum television coverage at no extra cost. Saif Ali Khan, Esha Deol & Upen Patel are the brand ambassadors for Provogue Men, Provogue Women and Provogue Accessories.

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