REINFORCEMENT
Presented by group 4:
-Anushi Mandelecha
-Kriti Maheshwari
-Nikhil Patil
-Sanjana Sheth
-Sweena Sareen
INTRODUCTION
Arrow was taken over in 1885 by Cluett, Peabody and
Co.
Arrow was owned by PVH Corporations, USA, based in
New York.
In India, the Arrow brand was licensed to Arvind Mills Ltd.
Internationally in 1993, although the presence of the
brand was felt only from 1999.
Arrow was also ranked as the #2 best-selling men's
dress shirt and the #5 best-selling branded men's woven
sport shirt in U.S. department and chain stores in 2013.
1993
-Arrow
bought in
India
1996-2006
-Local tailors
were preferred
-Readymade
was new
concept
2008
-Arrow
repositioned as
My Dads
Brand
-Focus on
lifestyle
2010-2015
-Competition
from
international
brands: Louis
Philippe, Van
Heusen, Allen
Solly, Park
Avenue
Analysis of
Positioning
Strategies
Concept of Self
Personality of
Target Segment
Customers
ARROW
Truly American
Workplace Fashion
Comfort with
Elegance
Casual
Association
ACTUAL SELF
IMAGE
THINKERS
LOUIS
PHILLIPE
European Fashion
Premium Luxury
Status-conscious
Sophisticated
SOCIAL SELF
IMAGE
ACHIEVERS
VAN
HEUSEN
Americas top
brand
High Quality
Stylish
Affordable
IDEAL SELF
IMAGE
NOVELTYSEEKERS
Brand
Average
Rating
Arrow
2.53
Louis Phillippe
2.12
Van Heusen
2.18
Price
High value for money
Place
High rating for easy availability of Arrow
Promotion
RECOMMENDATIONS
Marketing communication
points)
Signature line
Address shortcomings
Stay Relevant, Stay fresh
Trend Spotting
R&D
Color issues
Developing Signature Line
- Fashion Shows
- Talent Shows
- Movies
- Other suitable events
New Brand
Low Involvement
High Involvement
Build trials/early
adoption rapidly
Build awareness
rapidly
Build brand
traits/
considerations
THANK
YOU