Business of Fashion - - Contents -

Ar­row’s legacy be­gan with the per­fect white shirt in­tro­duced in 1851 for white col­lar pro­fes­sion­als, es­tab­lish­ing a cor­ner­stone in the Amer­i­can men’s dress shirt busi­ness. Ar­row’s main brand values are her­itage, ex­per­tise, pro­fes­sional and un­der­stated. Con­tin­u­ing a rich his­tory of in­no­va­tion with sen­si­tiv­ity to­wards its rich her­itage, the brand has em­bossed marks of ex­cel­lence as an icon of style and so­phis­ti­ca­tion in the In­dian mar­ket.

Fo­cus Cus­tomers

Ar­row for­mals is clas­sic, tai­lored work wear fo­cus­ing on a rel­a­tively ma­ture, loyal cus­tomer who seeks pre­mium, time­less and clas­sic prod­ucts. Ar­row New York fo­cuses on young tai­lored work wear, with a twist of fash­ion, with leaner fits for the new, young re­cruit. Ar­row Sport is mod­ern Amer­i­can sportswear of­fer­ing all con­sumers un­der­stated and ca­sual fash­ion lines.

Win­ter Wear

While shirts are at the core of the brand, Ar­row also of­fers a wide range of op­tions in win­ter wear in­clud­ing, sweaters, sweat­shirts and jack­ets.

Prod­uct Ex­pan­sion Plans

The brand is com­ing up with an ex­cit­ing win­ter wear range, with a spe­cial fo­cus on jack­ets, in AW’18. It is also cel­e­brat­ing 25 years of Ar­row in In­dia in the forth­com­ing Fall Win­ter and is geared up to show­case a prod­uct line which will nicely re­flect the brand’s her­itage.

Key Mar­kets & Re­tail Pres­ence

North is a rel­a­tively stronger mar­ket for Ar­row, al­though it is grow­ing in other re­gions of In­dia at a healthy rate too. Cur­rently, Ar­row has 212 EBOs, and is present in 580 MBOs and 210 LFSs.

Ex­pan­sion Plans

Cur­rently, Ar­row is try­ing to ex­pand and re­in­force its pres­ence in the tier -II and -III mar­kets of the coun­try.

On­line Re­tail

Ar­row has a ro­bust on­line pres­ence. About 11 per­cent rev­enue of the brand was from the on­line chan­nel last year, which is grow­ing at an as­tound­ing rate of 70 per­cent year-on-year

KEY INFOGRAPHICS>>Name of the com­pany:Arvind Fash­ions Ltd.>>Year of launch: 1993 >>Head­quar­ter: Bengaluru,Kar­nataka

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