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vision

Provogue will evolve into a retail-centric group of


branded businesses focused on customer needs.
About Provogue
• Provogue is an Indian company incorporated
on November 11, 1997 as Acme Clothing
Private Limited.
• The brand Provogue was launched in March
1998
• It is currently one of the biggest retail apparel
brands in India.
Main Competitors

• Allen Solly,
• Color Plus,
• Docker’s and
• Levis
Market Positioning
• Provogue (India) Limited is in the business of
designing, manufacturing and selling of branded
ready to wear garments(menswear and
womenswear) and other accessories under the
brand ’Provogue’ which has been positioned as a
fashion label in the Indian market.
• Over these years Provogue has been consistent
in its communication and has never diluted the
positioning
Marketing Strategy
• ACME’s strategy for popularising the Provogue brand included high
profile ground events and retailing through selective stores which
covered national chain stores like Shoppers’ Stop, multi brand
outlets and company exclusive studios
• The lack of a product range was made up by an aggressive
advertising campaign strategy which was backed by series of fashion
shows across the country
• The uniqueness of the fashion shows were that only women were
invited, which generated curiosity and excitement and the customer
was ready to accept the madness
• Provogue first found space in Multi-brand outlets (MBOs) and
progressed to be present in 120 MBOs by the end of 1999 and there
on a distribution network was established across 30 A and B class
cities
• Before making a foray into a region, Provogue organised fashion
shows to generate interest levels and then the product was rolled out
for the public
Brand Image
• Personalities like John Abraham, Hrithik
Roshan, Fardeen Khan and the current brand
ambassador Saif Ali Khan have given
considerable brand image to Provogue.
• For the image positioning, the company has
launched Provogue Lounge bar, a studio which
doubles up as a Lounge bar at night
Future Plans
• The retail expansion across the country for Provogue will be
two pronged.
• The company also plans to tap the potential in mini metros
through formats of studios which are of 500 square feet in
size.
• The company plans to have 72 studios all over the country in
the next five years from the present 32 studios.
• ACME is also targetting Middle East as it first overseas
destination with Dubai being selected as the first market.
• The plans envisages setting up studios of 1000, 2000 and
3000 square feet in the Middle East in the next five years.
• From the Middle East, the Provogue brand will be taken to
countries like Sri Lanka, Bangladesh, Hong Kong and
Singapore.
Provogue – Shirts Range
• Price [ INR ]:1495 Colors:RED, DK.BLUE,
BROWN, SEE-GREEN Sizes:S:M:L:XL
Description: STYLE:GLINT P7320
• Price [ INR ]:1595 Colors:GREY
Sizes:S:M:L:XL
Description:STYLE:STRINGSP7319
• Price [ INR ]:1395Colors:PURPLE, BLACK,
GREY Sizes:S:M:L:XL
Description:STYLE:TREATP7420
• Price [ INR ]:1595Colors:NAVY
Sizes:S:M:L:XL Description:
STYLE:MAGNETIC P7318
• Price [ INR ]:1395Colors:BLACK, BROWN
Sizes:S:M:L:XL Description: STYLE:SHINE
P7396
• Price [ INR ]:1395Colors:MAROON, BLACK
Sizes:S:M:L:XL
Description:STYLE:CELEBRATION P7421
• Price [ INR ]:1395Colors:LIME, PINK, SKY,
LEMON & MUSTARD. Sizes:S:M:L:XL
Description: STYLE:RAP P7373
• Price [ INR ]:1595Colors:PINK & BLUE.
Sizes:S:M:L:XL Description: STYLE:FLUTE
P7277
• Price [ INR ]:1695
Colors:BLACK Sizes:S:Ml:L:XL
Description: STYLE:CHARISMATIC P7322
Provogue- Bottoms
• Price [ INR ]:1195Colors:OFF WHITE
Sizes:28, 30, 32, 34, 36, 38
Description: LIGHTPAIROFJEANS
SMART CASUAL AND FORMAL LOOK
Price – Rs. 1685, Rs.1785

Provogue- Acessories
• Footwear
Price – Rs. 1685, Rs.1785
• Sunglasses
Price – Rs. 1495, Rs. 1695, Rs. 2295
• Fragnance
MENS BODYSPRAY Price [ INR ]:225
Colors:BLACK Sizes:150ML
Description: SUBSTANCE DEOSPRAY
• SHOWER GELPrice [ INR ]:175
Colors:BLACK Sizes:185ML
Description: SUSTANCE SHOWER GEL
Provogue- Caps
• Price – Rs. 375
Provogue - Bags
• WASH MESSENGERPrice [ INR ]:1495
Colors:KHAKI Sizes:F
Description: P8931 CANVAS EMBROIDERED
BELT
• CANVAS BAG 1Price [ INR ]:1195
Colors:BLACK,BEIGE Sizes:F
Description: P8932 NUMERICAL PATCH
• GYM BAG Price [ INR ]:995
Colors: RED Sizes: F
Description: P8936 CANVAS BAG

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