This action might not be possible to undo. Are you sure you want to continue?
Arrow is one of the leading premium readymade brands in India. This international brand has a rich history dating back to 1851. Globally Arrow brand belonged to Cluett Peabody & Company, Inc, but in 2004 it was acquired by Phillips-Van Heusen Corporation in a $70 million deal. In India, the brand is manufactured and marketed by Arvind Brands.
At Arrow, the roots are firmly established as a fashion leader in men¶s apparel. However, today Arrow has been transformed into Gentleman lifestyle brand with a broad assortment of men¶s, women¶s, and children¶s apparel and apparel related products available in over 90 countries worldwide. At Arrow, through research and development, everyone is constantly addressing the changing needs and desires of the consumer, resulting in brand awareness and consumer loyalty. The success of Arrow can be attributed to the brand¶s rich heritage and the company¶s attention to detail over the years. Arrow, a Gentleman icon, for over 150 years. Arrow, predominantly a shirt brand, came to India in 1993. The brand which was known for its American heritage was an instant success in India too. This premium brand thrives on the international image and Arvind nurtured this brand by making the brand exclusive. The brand is expensive and has excellent quality and finish. Arrow is famous for its ultra- formal shirts. Consumers like to show-off the brand and the famous Arrow brand mark near the cuff. The brand promotes itself using print media. Arrow currently runs 62 stores (Exclusive Brand Outlets & Exclusive Store on Purchase) in India and is geared up to expand its stores by opening 45 more stores pan-India. These outlets will be a combination of both franchised and company-owned outlets.
THE ARROW COLLAR MAN
The Arrow Collar Man was the name given to the various male models who appeared in advertisements for shirts and detachable shirt collars manufactured by Cluett Peabody & Company of Troy, New York. The original campaign ran from 1905-31 though the company continued to refer to men in its ads and its consumers as "Arrow men" much later. The Arrow Collar ads were a collaborative production of New York ad agency Calkins and Holden; Cluett, Peabody advertising director Charles Connolly; and commercial illustrator J. C. Leyendecker. Leyendecker's model was his live-in companion, a Canadian named Charles Beach. Hundreds of printed advertisements were produced from 1907 to 1931 featuring the Arrow Collar Man. The fictional Arrow collar man became an icon and by 1920 received fan mail. President Theodore Roosevelt referred to him as a "superb portrait of the common man". He inspired a Broadway musical Helen of Troy in 1923.
Arrow Collar ad by J. C. Leyendecker
The 1850s was a period of great fashion consciousness in the United States of America. Befitting their status and standing, men of society were called upon to wear formal attire much of the time. To distinguish them from one another stylists spent enormous amounts of time designing new cuts and accessories. It was easy to see that future beckoned those with vision and craft. Arrow was born in this moment of history, searching for that one idea that would distinguish it from all others. In the year of its launch it created the detachable collar. This world¶s first, marked the company as one with a fine future. The no-compromise policy it followed endeared it to people of wealth. It soon became an iconic brand. As a symbol of American quality, Arrow was awarded a bronze medal in 1876, struck by the US Mint. It was no coincidence that the year marked one century of American independence. By 1910 white shirts with high standing collars had become the only acceptable office attire. It would seem impossible, but Arrow actually had more than 400 collar designs to choose from. When World War II ended, soldiers wanted to return to an easier code of dress. It was left to Arrow to develop the shrink-free cotton shirt. Impressed with its ingenuity, Broadway paid it tribute in a song titled µMy Arrow Collar Man.¶ The next two decades were marked by the rise of Hollywood. Stars like Cary Grant epitomised the new relaxed elegance and brands like Arrow evolved formal shirts that were soft to the touch and flowing in their contours. At the same time, Arrow developed the Ivy League collection to match the progression of the emerging Wall Street wizards. The brand had moved so high in esteem that it actually formed part of the wardrobe of John F. Kennedy, America¶s 35th President. The Woodstock generation of the 1970s returned to the classical fold ± a trend heralded by the Great Gatsby. By the 1980s and the 1990s there was a distinct laid-back attitude. Disco shirts had come and gone; the fitness mania had swept the world; pinstripes, the jaspe effect, jacquards, birdseye, basket weaves and piques had all made their mark. The sporty look had become the flavour of the season. Arrow unshackled itself and arrived at the party in a new line called Arrow Sport.
Arrow collars are being sold everywhere from Cuba and Puerto Rico to Scandinavia and Holland. 1905: The Arrow Collar Man ± Charles Connolly. the advertising manager for Cluett.Leyendecker to create a new image for Arrow. . 1912: International ± The international demand for Arrow collars begins with an order from Mexico.C.. Soon. New York. Peabody & Co. Peabody and Company hires a fashion illustrator J. the originators of the business of Cluett. where Maullin and Blanchard. start a small business. The Arrow Collar Man is born.1851: The Early Years ± It all begins in a one-room workshop in the town of Troy.
. but reopen their office immediately.1923: Broadway Musical ± The Arrow Collar Man becomes a subject of a Broadway musical. 1930: Sportswear ± Arrow introduces loose-fitting shirts with open collars and straight-cut bottoms. shorts and tennis shirts complete the sportswear look. restocking form Arrow Canadian factory. Slacks. 1940 Agents bombed ± Arrow agents for Great Britain are bombed during the London blitz of 1940. 4 million Arrow collars are being manufactured every week. By the mid 1920¶s.
New licensees to join the Arrow family include France. vivid colours and rich new patterns. Indonesia and Pakistan.¶ 1968: New Patterns ± Arrow¶s popular white shirts are replaced by boldly striped shirts with white collars.1952: Loaf Life ± It¶s the decade of µI Love Lucy¶ and µGunsmoke¶. µwill put romance into a fella¶s loaf life. a 1952 Arrow shirts ad declares. . Men get to kick back and shed their suits for bold sports shirts and slacks. Ecuador. 1972: New bonds ± Cluett Peabody International is formed. µSuch gorgeous plumage¶.
1980s: Expansion ± 1980 is a banner year internationally for Arrow. Hong Kong. the Middle East and Australia. Singapore. Egypt and Korea. South Africa. the label extends into Yugoslavia. India. By the end of the decade international affiliates include Portugal. Through licensing agreements. 1990s: Global Wardrobe ± American clothes become the global wardrobe. Brazil. .
New York. Arrow was the growth leader with a sales growth of 18%. A peek into its might is a stunning story in numbers: the top five emerging countries of the world. Started in a small. If a brand has then spanned 150 years it would have nearly fully covered that part of modern history following the advent of steam locomotion. for instance. while delivering quality products.70 billion (Rs.50 billion (Rs. in the Premium Menswear market. stands poised to draw maximum advantage2. Arrow has always been a leader when it comes to product innovation and perfection in garmenting. The brand continues to focus on its core markets. It currently accounts for 45% of the Rs. The men¶s apparel industry alone is expected to boom at 14.Nothing represents the changing face of time more accurately than clothes. key departmental stores and leading multibrand outlets. one of the leading premium readymade brands in India. 89.90% between 2008 and 2010. 358. is an attempt to build an unmatched retail experience for the consumer. With a robust distribution spread among flagship stores. contribute US$ 74. it would have hardly seemed probable that one day this tiny operation would span 90 countries and lead a veritable revolution in men¶s apparel ± a segment that¶s the biggest money-spinner in the entire garment industry. During the year. By 2012. in 1851. this market is expected to notch up revenues of US$ 94.ARROW IN INDIA Market . 453. Arrow has multiple 'firsts' to its credit such as Bespoke.000 crore (US$ 18.50 billion) business that garments in India generate. If this growth is stirring then the figures for the Indian garment sector are truly extraordinary. Recent Developments . In this heady scenario. Over the last decade.80%. The company-owned stores in major high streets and malls.600 crore) growing at 4.In 2008-09. by far the highest in the segment affected the most by the economic downturn. . Arrow gained leadership in the departmental store segment. Arrow. The year also saw the opening of the Company flag ship store at Connaught Place in Delhi. Arrow is present in over 30 cities and Class I towns across the country.560 crore) to world business clocking an impressive compounded growth of 6%. one-room workshop in Troy.
07 ± for instance. It was focused on the young sophisticate. Arvind has been betting big on Arrow in the international market. The offer gave discounts ranging from 100% to 25% and created a small stampede. Billings on that one day touched 30% of the month¶s average sales. Topping 777 was the µRace against Time¶ offer. In 2007. His preferences in other aspects of life are no less ordinary. The photo sort profiling shows him to be a person who never has to try too hard to achieve and his choices have timeless appeal.07. double layered collars. 77. For just that one day. 7777. box pleat at the back of a shirt and the adjustable collars. Arrow created the µcrossover look. . Egypt. Keeping their profile in mind. 777 and suits starting at Rs. Nepal and Kenya. The departmental store format is highly evolved in West Asia and offers the brand opportunities to be present across several doors. An important aspect of Arrow¶s success is the authority it can lend to its communications. Promotions ± Traditionally. male. Arrow is also retailed through several departmental stores in West Asia. It unleashed a countrywide print campaign stressing the new positioning. The brand adopted a new tagline: µWhen You Know¶. unstainable shirts. aged 25 to 35 years. out-of-the-box thinking is manifest in its retail promotions as well. revealed its exclusive 777 scheme. The target segment was identified as SEC A. This quick-on-its-feet. Having a large retail presence in India. Arrow recognised the emergence of a new breed of young employees. These were the trailblazers of the BPO and ITES industries. whose discerning taste leads him to choose Arrow. shirts at Rs. The brand. the Maldives. There was a need to reach out to the Indian youth market. as an acknowledged leader. This has won the brand a large number of friends and followers.¶ The styling merged two worlds and held an instant appeal for this audience. Its 7th July 2007 offer ± a take on the calendar date of 07. Arrow was popular among the established business classes. designed for the shortest day of the year. Arrow is present in 30 Lulu stores and 55 Max stores (from the Landmark group).adjustable trousers. has therefore taken it upon itself to show people how formal attire is correctly worn. all its merchandise was available in denominations of 7: accessories at Rs. Arvind also operates five exclusive Arrow showrooms in West Asia.
Fashionable. made especially for the man who desires comfort and style ± both in the board room and out of it. Arrow paid tribute to it in its after-hours collection. sporty look making the fashion statement today. Arrow developed the trendy. . sartorial tastes have gradually veered towards the informal with the young. but today it is all done in the Bangalore head office by an elite team of skilled designers. cuts and washes were rolled out and struck an instant chord with the audience. revitalised each season. sports et al. The turn of the century saw the market getting even more youthful with a discernible bias towards health and physical fitness. formal workplace and evening wear comprising shirts. is a lifestyle brand offering an extensive range of formal. trousers and jackets. simply put. sweaters and accessories besides shirts. Over the years. The immense success of the Sports collection can be gauged from the fact that it now comprises nearly 25% of Arrow¶s turnover. relaxed and fashion wear ± and its sub-variants such as relaxed luxury. T-shirts. V-shaped bodies were increasingly getting in vogue. The seeds sown by this range were reincarnated in 2000 as Arrow Sport.THE PRODUCTS Arrow. Arrow continues to develop a range each season that picks colours and styles from the fashion capitals of the world and lays them for its consumers in this country. This exceptional collection. slim-fit µUrban¶ range to cater to these young needs. In recognising this trend. casual chic. Initially the garments were designed by the Italian designer Renato Grande. sweaters and jackets in a range of fabrics. now embraces even Tshirts. urban. trousers.
1851 & President¶s collection are Arrow¶s signature ranges that define comfort and style. Kennedy collection ± This collection is inspired by the personal dressing style of the American legend John F. White Label ± Synonymous with timeless elegance.Arrow¶s collection comprises of: 1851 & President¶s collection ± Made from superfine 100% cotton fabric. This is a collection that truly meets the modern gentleman¶s sense of individuality and style. 100% cotton and 100% wrinkle-free. Kennedy. with detailing like Mother of Pearl buttons. Autopress ± The next level of shirts as Arrow states it. . Fabrics are sourced from the finest mills around the world and are stitched to exceptional sartorial standards. Every garment in the Kennedy collection lives upto the hallowed name it bears. Arrow¶s premium formal-wear range combines stylish cuts and subtle designs.
Blue Label ± This is an exclusive range of formal work-wear in an array of colours and sharp styles. cufflinks. All suits and jackets are internationally styled with details like hand-stitched lapels and fashionably cut side vents that add a touch of elegance to these slim-cut suits. Arrow sports celebrates the coming together of a casual attitude Arrow¶s signature style. classic and sports style. 2010 . Accessories ± A range of finely crafted accessories including bags. Urban ± Slim fits and sharp cuts give Arrow Urban a fashionable yet elegant form. boxers and vests in premium. The highlights of SS ¶10 were ± finely crafted apparel in shades of red purple and green. belts. Suits ± Arrow¶s Italian suits are made from fine blends of silk. Women¶s wear ± A mix of trendy ensembles and classic must-haves. Sport ± Elegant leisure-wear made from washed and structured fabrics. metropolitan lifestyle. Innerwear ± Includes a range of briefs. This collection is specially made to fit a fast-paced. ties and wallets The Arrow Spring-Summer collection. cashmere and wool.
Arrow has weathered the competition through keeping pace with the latest styles and technology. The brand has been duly recognised for these efforts.ACHIEVEMENTS Arrow¶s continued success has emanated from its unrelenting adherence to quality. 2002 and 2003 ± it was conferred the Most Admired Menswear Shirt Brand by Images Fashion Awards (IFA) ± and acknowledged as the Most Admired Menswear Fashion Brand at CENTRAL in 2008/09. Unstainables. Most recently Arrow was selected as a Superbrand in India for the year 2009-10. It can hardly be a surprise to know that Arrow is often called µThe Voice of Authority¶ that has defined the way men¶s dressing has evolved over the years. was a trailblazing stain-repellent fabric used for the first time in shirts and trousers in India. The company has several sartorially inspiring firsts to its credit: Ultimos the country¶s lightest. premium values and exclusivity. wrinkle-free chinos was introduced when the market was still stuffed with heavy stiff fabrics. In addition if stripes. Superbrands and Most Admired Menswear Fashion Brand . With readymade brands entering the country in droves. washed formals and linens became fashion statements in corridors of power it was in great measure to the fact that Arrow pioneered their introduction. Arrow. even while continuing to inspire brand loyalty. For three consecutive years ± 2001. the brand also created adjustable waist band trousers and shirt collars as well as 2-ply fabrics with state-of-the-art finishes.
founding commander of the British SAS. 3. For I agree with you that there is a natural aristocracy among men. The natural aristocracy I consider as the most precious gift of nature for the instruction. µMembers¶.Thomas Jefferson Aristocracy is a Greek word where Aristo means excellent. they can be redeemed for any merchandise at a store as discount against the bill value.ARROW ARISTOCRACY We believe. that every man with the right attitude and talents. a person has to make a minimum purchase of Rs. The grounds of this are virtue and talents. Once 500 points are accumulated. the trusts. this loyalty program by Arrow has a database of more than 72.. . as did the ancient Greeks. who originated the word ³aristocracy´. During the membership period a person receives µpoints¶ linked to the value of purchases made. and to the membership tier. Benefits: Arrow aristocracy is a mobile-based program which means one need not bring any card along Points equal to 10% value of Enrollment purchase Instant update via SMS Earns points up to 9+20% Special offers on personal occasions . ± Lt Col David Sterling. To enroll into this program. . regardless of birth and riches has a capacity in his own lifetime of reaching that status in its true sense.000 at any of the exclusive Arrow stores. and government of society. and Kratos stands for power..000 customers or as the organisation faithfully calls them. The membership is valid for a period of 1 year and the same is automatically renewed by another year once a second purchase is made during the first year of the membership. A word well suited and picked out for Arrow customers.
The members are also sent a brand catalogue before the next season¶s collection is launched displaying the collection in exotic locations of South Africa with a lifestyle feel. Members at all three tiers. The purpose of an Exclusive Members Preview is to give a privilege to the patrons of Arrow to avail discounts before the sale is publically announced. Irrespective to the tier enrolled into. Before the start of any End Of Season Sale (EOSS) there is an Exclusive Members Preview held especially for the Aristocracy members for which the members are invited 2-3 weeks ahead of time by telecalling and e-mails. for the first purchase.pdf . Tier Cumulative Purchase Value Blue Silver Gold 3000-9999 10000-19999 Above 20000 3% 3% 3% Nil 100% 200% 3% 6% 9% Earned Points Tier Bonus Total Points Arrow Aristocracy is an exclusive club for our privileged customers. About 5 per cent of Arrow's advertising budget (8 per cent of the brand's revenue) is earmarked for catalogues.com/images/Arrow_SS10_Catalogue. From earning on purchases to previewing our sales and home delivery of alterations. The tier enrolled is linked to the value of purchase made.com Arrow tries very well to keep associated with its customers. Each catalogue costs Arrow around Rs 250-350. They are wished by the Arrow customer care desk on their birthdays and anniversaries. Silver and Gold get access to a whole array of services and benefits.arrowlife.There are three membership tiers: Gold. Silver and Blue. and then regular reminders are sent to them via SMSs. including cost of production and handling charges and is available for the members in both e-copy and hard copy format. The soft copy can be found at: http://www. we leave no stone unturned in making our loyal patrons feel like royalty. www. This approach is unique in India.arrowlife. the points earned are linked to the tier one belongs to. one will earn points equal to 10% of the purchase value. Thereafter.Blue.
have a much higher shelf life than newspaper ads. They also have multiple viewership and are discussed. Arrow Aristocracy today has evolved to a new and much popular dimension ± social networking. Arrow Aristocracy on Facebook .Catalogues take over free coffee-table space and as people tend to keep them. It has a group on facebook where the members can view the latest happenings in and by Arrow. The prices and code numbers are deliberately kept out of the catalogue as Arrow wants its customers µto romance with the product¶.
as to if they µonly' gave a 4 8. Around 90% of unhappy customers will not buy again from a brand that disappointed them A 5% reduction in the customer defection rate can increase profits by 25% to 80% Satisfying and retaining current customers is 3 to 10 times cheaper than acquiring new customers An average brand loses between 10 and 30% of its customers each year 92% of all customer interactions happen via the phone 85% of consumers are dissatisfied with their phone experience .Customer Loyalty: Some Facts A brand¶s 80% of the revenue is made up by the 20% of its customers (the loyal ones) A good customer experience is told to 8 other people A bad customer experience is told to 22 other people It takes 10 good experiences to make up for one bad one 70% buying experiences are based on how the customer feels they are being treated A typical brand receive around 65% of its business from existing customers 7 out of 10 customers who switch to a competitor do so because of poor service Customers who rate a brand 5 on a scale from 1 to 5 are six times more likely to buy from that brand again.
Arrow was awarded a bronze medal. struck by the US mint as a symbol of American quality In the early 1900s when shirts with high standing collars were the only acceptable office attire.ARROW: SOME FACTS John F. the international market accounts for around six per cent of Arrow¶s total turnover (the brand clocked Rs 170 crore last year). Arvind also has the licence to retail Arrow in South Africa and will start distribution in September. Kennedy wore Arrow shirts Arrow is the only brand to have a song in a Broadway musical ± My Arrow collared man ± named after it The adjustable waist bands in trousers were introduced by Arrow The detachable collars of 1851 were an Arrow innovation At the US 100 th Independence Day celebrations. Arvind hopes Arrow¶s international business will rise to 10 per cent this financial year. . Arrow had on offer more than 400 collar designs All Arrow garments are styled by an Italian designer Wrinkle-free. stain-free and super crease trousers have all been introduced by Arrow Currently.
Also.It has been learnt from customer¶s experiences that an Arrow shirt lasts for around 5 years and some have even lasted for 7 years if the wash care instructions are properly followed. the quality promise. is the major strength that Arrow has. A short lived advertisement campaign would prove to be beneficial in such a case. Holdinga high prestige on the minds of its target audience the strengths of Arrow are: A history of more than 150 years Has stuck to its quality first promise Still maintains an exclusive status in customers¶ minds Always bringing new innovations in the market (Anti-wrinkle. with the improvement in per capita income and a fast paced westernisation of India lifestyle brands have a good future here. stain resistance) One of India¶s first lifestyle brands Lower prices of Anti-wrinkle range than the competitors Soon to start retailing in South Africa Weaknesses ± Like most of the brands catering to a niche market Arrow also has developed certain weaknesses in India in the process of appealing to its target audience. In this endeavour they get exposed the trends in fashion and are then attracted towards adapting to it.ARROW: SWOT ANALYSIS Strengths . This. . Some of the weaknesses of Arrow are: Low top-of-the-mind recall in the market Relies heavily on word of mouth marketing Passive marketer in terms of using television as a medium Opportunities ± Day by day people are moving into cities looking for better standards of living. The main problem here is that they do not understand what Arrow stands for. The younger population might conceive Arrow wrongly as µtoo expensive¶.
This has led to negligible switching costs for customers and hence experimentation has increased. Following this most of the international brands have landed in the markets today promising to be better than the others. Increasing competition in the lifestyle market Reliance on word of mouth marketing (one bad experience is told to ten others) .Increasing rate of urbanisation of India Increasing preference of lifestyle brands by the population Increasing percentage of working women class Threats . Hence the market has today become very competitive where each and every brand is introducing sub-brands to cater to different niches.It is said that Indian market has a great potential for foreign brands.
founder of the $1. by allowing the individual to publicly associate themselves with the brand. entrepreneurial start-up brands to incorporate a lifestyle ethos at the heart of their philosophy. but rather for what they represent.. The loyal customers purchase lifestyle brands not for what they are (their functional utility). a Quiksilver t-shirt isn't just a piece of clothing. The Arrow Autopress shirts: wrinkle-free) or benefits such as performance and achievement. based on their background (e. Individuals each have their own sense of self. and are therefore truly relevant to their audience. Rather. nationality. The unique ability to transcend the product-only customer relationship is achieved because lifestyle brands don't sell functional benefits (e.). states that his brand "sells the look and attitude of hard-core surfers. It's a powerful symbol of surf culture. While it is easier for the more nimble.4 billion-a-year surfwear brand Quiksilver. They are more purposeful and meaningful than just being a commodity because they exist in culture on all levels. They don't try too hard to be fun. Bob McKnight. but only enter categories where it makes sense for them to meet the real needs of their audience. subculture. but they do keep fun at the core of their business. A successful lifestyle brand speaks to the core identity of its customers. Successful lifestyle brands are relevant brands.g.." This brand philosophy is comparable to that of the iconic brand Starbucks. The coffee giant has successfully transformed a simple coffee beverage into a high-end espresso drink that millions across the globe are willing to pay a premium price for1. . but they have to make a serious commitment to understanding and ultimately satisfying the needs of the 21st-century player. larger. ethnicity. Lifestyle brands bring freedom to the player in all of us because they exist dynamically in real time in multiple places. A lifestyle brand provides a powerful supplement to this core identity. E. etc.g.Lifestyle Brand A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing. more established global brands can do this too.g. social class. This representation transcends the product and adds significant value to these goods. they sell the emotional attachment to the desirable lifestyle and multiple core values inherent in this lifestyle. Relevant brands do not overextend their brand offer.
which is highly desired by the target audience of young and middle-aged adults who want an escape from their normal everyday lives. This identity is delivered through the self-expressive benefits of the brand. self-expression. Hence it gives an ability to command a premium price for apparel that private label department store brands sell at half the price. Arrow presents to its customers an unmatched lifestyle experience. What sets lifestyle brands apart from even the most successful brands is their ability to give customers an identity. empowerment. creativity. From Visual Merchandising (VM) to customer services everything has an exclusive status tagged to it. .The values include freedom. and more. These values drive loyalty because they meet the deep-rooted emotional needs of consumers. Las Vegas doesn't sell gambling or entertainment. independence. It sells freedom and a "what happens here. Consider the successful branding for the city of Las Vegas. By delivering both self-expressive and emotional benefits. lifestyle brands make their common apparel goods more meaningful and valuable. stays here" attitude. which include the highly coveted identities and personality traits linked to the lifestyles.
Coca-Cola." they should be held in the same esteem. skateboarding. own a unique position in the mind of consumers.Feel of an Arrow store Active lifestyle brand. . Active lifestyle brands transcend the product-only customer relationship and have developed emotional and long-term bonds with an entire generation of young consumers.Arrow Sport Active lifestyle brands. the widely popular apparel brands associated with the lifestyle of active sports such as surfing. and other universally known "mega-brands. They represent the attractive lifestyle and values linked to active sports. While these brands don't receive the same respect and adulation from the marketing community as Apple. and snowboarding.
A lifestyle brand has to evolve with its customers. Or more specifically. these brands offer excellent lessons for brand builders outside the youth market who want to take advantage of consumers' ever-increasing desire for lifestyle-oriented brands and brands that deliver self-expressive benefits. Go Green theme for SS µ10 . under this theme all the shopping bags used were made out of 100% recyclable paper and ways of going green was explained by visual merchandising. The success of a brand is not determined by how many people are aware of it. Each season Arrow launches its collection with a new theme. If one digs deeper then it is learnt that many adults admit that they connect with active lifestyle brands on an emotional level and use them to express their aspirations of individuality and non-conformance as a lifestyle." In this respect.In particular. a brand's success is determined by its ability to move consumers from rational purchase behaviour. but how positive they feel about it. active lifestyle brands are on par with today's most successful brands. The theme for SS ¶10 (Spring-Summer 2010) was GO GREEN. "I'm buying this specific brand over competitors simply because I love it. It has to take decisions and change itself as the customers are doing. An effort by Arrow to protect the environment. "I'm buying this good or service because it delivers these functional benefits" to.
A market analysis is a documented examination of a market that is used to enlighten a business¶s preparation activities surrounding decisions of inventory. switchovers while buying apparel suited to their lifestyles and now have found a brand that fulfils all their apparel demands. purchases of capital equipment. locality. is aimed at appealing to. assortment. females. Target Audiences are set to focus on different groups: Adults. They follow the adage µlike father. what they want. It is essential to become familiar with the target market. These are the people from the urban sector of our society and don¶t mind paying a premium for their desired clothes. etc. The target Group for Arrow is successful professionals around the age of 28+. behaviours. usually in an advertising campaign. A target audience can be people of a certain age group. etc. like son¶ and recommend Arrow to their next generation. They are the ones who. Without knowing the target audience. (ex: teenagers. and to improve daily operations and many other aspects. marital status. why they want it.TARGET GROUP A target group. facility expansion. They are the ones who easily associate themselves with the Arrow heritage and have a trust on the brand. and dislikes. work force expansion/contraction. and Arrow delivers it! . To them quality. To better become acquainted with the ins and outs of the designated target market legend a market analysis must be completed. dissatisfactions. saw their bosses wearing a shirt with an µA¶ logo near the cuffs and made it a point to one day wear the same shirt. a company's advertising and the selling efforts can become difficult and very expensive. promotional activities. These are the people who have experienced their share of satisfactions. or target audience is the primary group of people that. likes. Markets differ in size. geographic scale. since one cannot accommodate everyone¶s preferences. gender.) Discovering the appropriate target market(s) to market a product or service to is one of the most important stages involved with market research. teens and children. purchase. when younger. They know. and in the different types of merchandise sold and because of the many variations included in a market it is essential. single people. comfort and appeal supersedes the price. types of communities. to know exactly whom we are marketing to and the specific fondness of that market. their habits. delights.
Offers to increase influence Buy when required Details about member previews and new collection e-mails. GROUP CHARACTERSTICS COMMUNICATION MODE NEEDS Aristocracy members with 3 or more walk-ins in one year Aristocracy members with 2 or less walk-ins in one year Aristocracy members in the gold tier and no walk-in in one year Existing customers.ARROW: TARGET GROPUP IDENTIFICATION & ANALYSIS ± Target group identification is the process of determining groups of people who have similar perceptions for Arrow and therefore similar needs for information and communication. hard-copy catalogues Buy only 1 or 2 garments per visit. privileged access to special offer/scheme Good stickiness. good word of mouth marketers Feeling of privilege Telecall and e-mails. word of mouth . capable Brand¶s facts and of becoming influencers latest happenings e-mails and newsletters. don¶t know the programme¶s value Details of the programme Face to face by the store staff Prospective customers Satisfies the demographic characteristics for Arrow & on a look-out for a good brand Information about Arrow and its offerings Print media. but not Aristocracy members High brand stickiness.
If the comfort is extremely great then you can pay a premium for that. A brand maybe the best in the world.CUSTOMER REVIEW Name: Dhinakaran P Q: Where do you live? A: HSR layout. It should have that WOW factor in it. In the last 2 years I must have spent at least Rs. . Q: How long have you been wearing Arrow? A: It has been 7 years now. if you have a brand that is unknown but is comfortable then it is good. 80 thousand on Arrow. Then somewhere there is definitely some value for me. Q: What role does a brand play in defining a man¶s attitude? A: A brand will play a role definitely in making you feel comfortable. Q: Why do you like to wear an Arrow garment? A: First of all the shirts are a perfect stitch for me. Q: What role does your wife play in influencing your sense of dressing? A: I only pick out my clothes. Q: Who do you have in your family? Does your wife work somewhere? A: My wife is a housewife and I have a kid. but if it is uncomfortable then it makes no sense. Q: Where do you work? A: I work for Airtel. On the other hand.
for my wedding I must have gifted at least 10 shirts to 10 different people. Q: What are the most important things that you recall when you think of Arrow? A: The most important thing is the fabric. I have 7-8 of them. . Pants. I haven¶t ever seen even 1 stitch ripping. Most of my rack. The ones that I have bought are completely Arrow. Then I bought a shirt to try. is Arrow only. Even the president collection which is worth around Rs 7 thousand. Since then I haven¶t bought any other shirt than Arrow. Their pants are extremely comfortable and I don¶t need to iron them. In shirts I think Arrow has the best collection. It was Rs 200-250 more than what I usually pay. after 2 years they start looking old and dull. During my wedding I bought at least 15-20 shirts and all of them I gifted. you don¶t offer much variety so I go for Blackberrys. I always buy it and I also recommend it to others. around 98%. Q: Have you gifted Arrow products? A: Yea. Q: Did someone suggest it to you when you made your first purchase? What motivated you towards it? A: There was a sale going on and I was browsing through it and trying to find something in my budget. People in my office call me Arrow-Man.Q: When did you first buy an Arrow garment? Would you remember how your first experience was? A: I remember when I first bought an Arrow shirt I paid a much higher premium than what I used to pay for getting shirts stitched or an economical shirt. but I don¶t find it in these shirts. The rest 2% might be the ones gifted or something like that. Q: How many compliments have you got on any Arrow garment? Do you remember any incident? A: Most of the people say that it is good. Other branded items. I don¶t think Arrow has that quality of pants. Most of my shirts till today I don¶t feel like throwing them away because they look new even though they are 3-4 years old. The shirts are well stitched and it is the fitting that gives me values for money. With stitches I haven¶t had even 1 problem. Usually when you brush on the collars you see small bubbles forming. It is good. Even the collars don¶t have any problems.
Best in class (definitely). The design and fabric keeps changing. There are different varieties of clothes coming in now. Intelligent. The customer service has been great. It was a good experience. . but he did bring that piece for me. Formal. He did not know who I am if I am a regular customer or not. He made me wait for some time. how have you seen us change? A: When I first bought my shirt then at that time it was a little expensive for me because my earning was not that good. He did not know who I am. In my office there are three more people who buy only Arrow. Heritage. Gentleman. Comfort. where would he live. (I don¶t believe in American or anything for that matter. Mature. Quality. They usually buy during sale but it doesn¶t matter. Relaxed. VH. Park Avenue. Evolved (Definitely! You people have spent so much time in understanding so you know what do you talk about). where would he work. I don¶t know how delighted I am. All I believe in is quality). Impression-making. Corporate-dressing Q: Since you have been with the brand for a certain period. They used to buy LP. but still he sent one guy by auto. Q: If Arrow were a man.(Says that usually nobody lifts up your cuffs to look at the Arrow logo. Q: Which of the following words do you associate with us? A: Expert. I think it was a world-class experience. what kind of a person would he be? As in age. his lifestyle attitude etc? A: He will definitely be a good entrepreneur because as long as it is a good thing the person will also be good. Around 30-35 years of age. I needed a size 30 pant and it wasn¶t in that store so that guy called up the other store and sent a guy over there. If somebody notices it then it is ok) Q: Do you generally wear formals in office? A: I only wear formals to office. Successful (the measure of success can¶t be measured. Mon-Fri it is compulsory formals. Classic. I don¶t have it and you can go to the other store. He could¶ve said to me that sir I¶m helpless. The last time I went to a store this guy treated me very good. JM. but still for just one pant he took that pain. but now they have chucked everything out. It is the respect that they have for the brand).
When we question that last time also something like this happen then the tele-caller gives stupid responses like this time it won¶t happen. It seems like you¶re doing something just for the sake of doing it. The club members just see some pictures and throw it out. When you say that sale is only for members then members only should get the discount and nobody else should get it. I think that the membership rewards also are extremely rubbish. Then why do you need a membership for that. but you then see that everyone takes it. When I went in the last time I said to the guys there that you opened the shop at 9 am and 10 am I¶m here. This is only related to the membership experience and is nowhere related to the brand. I don¶t think till today I have earned more than 300 points. I say close this membership. If I use my HSBC Platinum card for every Rs 150 it gives me points and 2 points are equivalent to Rs 2. but I don¶t think anywhere this feedback is taken. but they replied that no sir the HO ordered to give it to everyone. I said to move to a different shop because I don¶t like your suits. This time for my brother¶s marriage I said no for Arrow. What is the need for it? Yes you are sending me letters. I don¶t think you have good collection in suits. In that case don¶t say that the sale is only for members. but how does it matter to me? I¶m not a fan of receiving books and then throwing them. Not even one sale was for members. Every time this is a problem since I became a member. My credit card gives me better experience of points. Probably if you go on first and second day of the sale you see the entire stock getting changed. shirts you have an excellent collection no doubt about that. I don¶t find any other value-add other than that. I think that by the time I retire I¶ll have around 1000 points. Also when the sale starts you see the entire stock getting changed.Q: Any other feedback that you would like to add. I have been observing and all this time I have been giving my feedback. The Aristocracy membership is really pathetic because everything they call and say that there will be a sale only for members. . My spend on suits is like 5% of my entire spend. but every time they purposely call and say that sir these 2 days it is only for members and after that it will be open. but what is the need for it? Ok you have given me the value-add that someone is concerned about me being a part of their organisation. I went to Indiranagar store and there also the same thing was happening. All I¶m saying is that you said something and you are not honouring it. You are sending me books and stuff.
Credit cards also do that. Those 10 people will have different intentions to take.Customer coming in or not coming in is immaterial. You are just fooling around. See. but then how do you bring value-add to your customer? Shopper¶s Stop also has got this and I¶m a member of lifestyle also. This is exactly what is happening. I¶m also in branding. So on one hand you have made business and you have also ensured that the customer thinks that someone cares for him. So what do you do? You have 10 people who are very loyal. What is it that you are trying to do? Somebody is not coming so you are trying to make him come. but they follow it then. it may come from where it is stitched. if not same then somewhere near to this they give. All I¶m saying is that if a customer is buying something worth Rs 100 then you give him Rs 5 as reward. Are you saying that you don¶t have even that margin? In garment industry a company operates at least at a 200% margin. For every purchase you make. That also the customer will appreciate. then what is the value-add that you bring in? If you have to do this then you should better scrap this Aristocracy. If not this time then the next time they definitely will take. You may not bring any value-add to your customer. They also send me notices like this. So out of 10 2 may come. In the store you are selling the same shirt for Rs 1200. If you want to be unique. You should not bother for it if you can¶t. I guess there is just some stupid fellow sitting there and thinking that if others are doing then I also have to do it. If they give me better convenience then I¶ll switch to them. so can¶t you give your customer 5%? Somewhere you will have to reward. You just open it for all. The same shirt I can get for Rs 200. If everybody starts to switch then what have you achieved? . I¶ll buy it today because I feel privileged. In fact brands are there that offer the same quality. You whole objective is that ok we are starting a sale and before we open it to all we will open it for 2 days specially our members. All this you want to do is just for the sake of doing it and make the customer µbakra¶. It may not come from such a glorified store. if your product is highly above average. but you see that they are not spending. otherwise over a period of time some companies will come. All that it conveys is that you are treating the members better. I am only commenting only on membership. but in the end what happens? He comes for Rs 2 and he makes business for Rs 10. They guys who stitch shirts in the Arrow factory I know them. I know a lot of people who do it. I don¶t find a single reason why I should come. so how do you increase their spend? You give them some offer. they give points and for points you get rewards. This makes the members think that instead of buying it tomorrow.
Polite. If I get better value there then I will switch. You keep on travelling by them and they give you additional baggage options.When you are creating this kind of a membership scheme then there should definitely be a value-add to it or don¶t give value at all. If you say reward then it should mean reward. sending me notices then it is all good. points to the Arrow logo near the cuffs). successful. Take Wangs or any other telecom company. If they can give me some kind of a benefit then why can¶t you? In that sense it is not worth anything. Airlines companies give rewards. She was unable to come today. range. If you go to a gold shop then he won¶t offer you a membership because the margin is low. excellent no doubt about that. Q: Where do you work? A: I work for a Chinese company. advices his son to buy Arrow too. but here it is higher. The rewards they offer is great. Q: Where does your wife work? A: My wife works as a teacher in Delhi Public School. There the margin is less. experienced I normally wear only Arrow shirts. Q: What role does a brand play in defining a man¶s attitude? A: A brand does play a role (asks his son to join in) (Starts telling about his son) . economic. He¶ll say that whatever is the best price that I offer you. wonderful colours. Retention is a very big thing for them. even abroad also you wouldn¶t get as good a shirt as Arrow was giving. I¶m getting something that other aren¶t´. The moment you take out value then I may not come only to buy quality. But what is the value-add that I get? If it is only for me then its fine. There I¶m buying a Rs 3000 ticket and here also I¶m paying Rs 3000 for a shirt. but you are offering it to everybody. jovial nature. Name: Ck Subramanaim In his 50s . It should be something like ³WOW. Maybe if I browse more in the market then I may find something better. There is no ethics in this. If you are personally inviting me. See at that time the quality was the best. wearing an Arrow shirt and jeans. I¶ve not worn this since I had to come here (laughs.
Some of the colours that we like don¶t have our sizes (problem stated by both father & son). Also I used to travel a lot and I found your shirts wearable in those cases. Achiever. Aggressive (to an extent). Impression-making. Smart. Lifestyle. Q: Which of the following words do you associate with us? A: Quality. you don¶t have enough sizes in that one. Formal. I was working for an MNC so attire was very important. Comfort. Trust. The price was around Rs 600-650. It was a wonderful experience. Then I started to visit then shop whenever I needed. I have almost all your shirts in double-colours. See like the shirt that guy has picked up. Since 24 years I was in Mumbai. Successful. . My son and wife have been living here since 5 years now. When I first bought an Arrow shirt I remember there was an offer going on µBuy 1 shirt. Best in class. the double-coloured one. Corporate dressing Q: Since you have been with the brand for a certain period. Q: Did someone suggest it to you when you made your first purchase? What motivated you towards it? A: I went into this shop in Mumbai in Chembur where they were selling formal Arrow shirts. International. get 5 free¶. There is a problem in sizes. how have you seen us change? A: You have more colours now. It has been just 1 year since I moved to Bangalore. They are much more vibrant now. I did my schooling from Bishop Cotton School and did my management from Bajaj in Mumbai and have been working there since. Q: Have you gifted Arrow products? A: Yea surely! I asked my son to start wearing Arrow too. Mature. Pioneer. Evolved.Q: When did you first buy an Arrow garment? Would you remember how your first experience was? A: I bought it for Diwali in Mumbai. Variety. Gentleman. Right now he wears it to his college.
what kind of a person would he be? As in age. where would he work. We are intelligent and we have arrived. You should start promoting the Indian brand much louder than currently. his lifestyle attitude etc? A: I think he should be Indian. I think even when you campaign then you should start looking at the Indian Ideal because Indians have arrived internationally. I am sure we are far better than them. See it is going to be only India and China 5 years from now. I find that Arrow campaigns using International models. The age should be around 30-35. no doubt about that. I think they should start showing Indian models. Indians are being looked up today in Europe and UK.Q: If Arrow were a man. . where would he live.
It takes years to develop firm roots in the market .OUR LEARNINGS The following is the outcome of our study of Arrow¶s: The first thing to do with every business is to identify the objectives and the target customers A business should stick to its core competencies in order to keep itself differentiated In our pursuit of understanding the marketing strategy adopted by Arrow we acquired a thorough understanding of Customer Loyalty Word Of Mouth (WOM) marketing when handled properly is a very strong marketing communication tool Customers¶ feedbacks should be analysed by keeping in mind the sub-conscious thought process in order to get the best understanding Brand building is not a one day job.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.