ARROW CASE STUDY

why did NET SALES VOLUME of brand ARROW increased at a very high
rate from the year 2010
There could be several factors that contributed to the increase in net sales
volume of the Arrow brand from the year 2010. The case study does not
provide specific data or reasons for this increase, but here are some
possible factors:

1. Brand revitalization and reinforcement: As mentioned in the case

study, Arrow had embarked on a brand revitalization and brand
reinforcement strategy around the same time period. This included
rebranding, product innovation, marketing campaigns, and
distribution expansion. These efforts could have helped to increase
brand awareness, attract new customers, and boost sales.
2. Economic growth: The Indian economy was experiencing strong
growth during the early 2010s, which could have led to increased
consumer spending on discretionary items such as clothing. This
economic growth could have created a more favorable market
environment for Arrow and other premium brands.
3. Competitive advantage: Arrow's reputation as a premium shirt brand
with a long history of quality and craftsmanship could have given it a
competitive advantage in the market. As more Indian consumers
became interested in high-quality, stylish clothing, Arrow could have
benefited from its brand heritage and reputation.
4. Online retail growth: The rise of online retail in India could have also
contributed to Arrow's sales growth. As the brand expanded its
distribution network to include online retailers, it could have reached
new customers who were not previously familiar with the brand.

It is important to note that these are only possible factors that could have
contributed to Arrow's sales growth, and without specific data or analysis, it
is difficult to determine the exact reasons for the increase in net sales
volume.