Mr. Sushil Raturi
Akansha Choudhary M/FMS/08/03 Ashish Singh M/FMS/08/08 Kanika Srivastava M/FMS/08/13 Pooja Jaiswal M/FMS/08/18 Rajat Abrol M/FMS/08/23 Sevesh Ranjan M/FMS/08/28 Watan Gupta M/FMS/08/35
National Institute of Fashion Technology
Fashion Retail Management
To analyze a fashion brand and study it from the following aspects:-
POSITIONING TARGET CUSTOMER PRODUCT MIX PRICING DISTRIBUTION PROMOTION
Arrow is a brand for people who admire and seek to reflect the youthfulness, industriousness, optimism, and freedoms that are the American Experience. It's a brand that represents America's magnanimity and diversity, celebrating its iconic creations and rich heritage. The Arrow Company is committed to providing quality apparel products that are fashionable and afford value to our consumers. At Arrow, our roots are firmly established as a fashion leader in men's apparel. However, today Arrow has been transformed into an American 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. The success of Arrow can be attributed to the brand's rich heritage and the company's attention to detail over the years. The Arrow lifestyle is truly American in its attitude, but is a brand that is global in its scope and application. Arrow embodies a new awareness of style, one that is sensitive to a traditional vogue, yet also adopts the vibrancy and the diverse expressions inherent in cultural trends.
1851… A history of excellence
Arrow's rich past is a reflection of the American fashion over the course of not one, but three centuries. From a one-room workshop in Troy, NY in 1851 to an international corporation with distribution in more than 90 countries, it is too fine a heritage to be forgotten. After more than 150 years, we salute all that has gone before us - the rise of "soft dressing", the fall of the detachable collar, the birth of the sport shirt and the influence of military uniforms. National Institute of Fashion Technology Page 2
Fashion Retail Management We witness the birth of sports - and with it, sportswear. Through the eyes of the Arrow Collar Man, we see exactly how fashion reflects and soothes the times we live through. The classic and unmistakable style of Arrow can be seen today in a rapidly growing range of apparel and apparel-related products. The success behind the welldesigned merchandise is a direct result of the cohesive image and strong identity that is steadfastly maintained. All Arrow licensed products utilize our consistent packaging and labelling to provide instant recognition at retail. This makes each licensed item a strong standalone product plus a marketable component of the entire Arrow collection. The licensing agreement allows a licensee to use the Arrow Brand and Arrow Brand names and identifiers on all licensed products and related promotions. Phillips-Van Heusen Corporation provides artwork, colour palettes, lifestyle photography, long-term trend intelligence, and detail regarding the use of labels and associated trademarks in a comprehensive Brand Manual. Arrow is synonymous with credibility, it represent quality and fashion worldwide.
Arrow - the premium men’s wear brand has come to be recognised as the leader in men’s fashion. Having conquered the American market, The Arrow Company, a division of Cluett Peabody & Co. Inc., USA entered India in 1993. Since then, the brand has gained immense popularity in India and is the most sought after premium shirt for the savvy, fashion conscious Indian men. ARROW, the premium menswear brand, today launched Bespoke, a service that offers custom-made shirts to its customers. This gives the customers the freedom to design their own shirts and is a "unique initiative" undertaken by any apparel...