Market

Nothing represents the changing face of time more accurately than clothes. If a brand has then spanned 150 years it would have nearly fully covered that part of modern history following the advent of steam locomotion. Standing proud of this distinction is Arrow. Started in a small, oneroom workshop in Troy, New York, in 1851, it would have hardly seemed probable that one day this tiny operation would span 90 countries and lead a veritable revolution in mens apparel a segment thats the biggest money-spinner in the entire garment industry. A peek into its might is a stunning story in numbers: the top five emerging countries of the world, for instance, contribute US$ 74.70 billion (Rs. 358,560 crore) to world business clocking an impressive compounded growth of 6%. By 2012, this market is expected to notch up revenues of US$ 94.50 billion (Rs. 453,600 crore) growing at 4.80% (Source: just-style.com). If this growth is stirring then the figures for the Indian garment sector are truly extraordinary. The mens apparel industry alone is expected to boom at 14.90% between 2008 and 2010 (Source: juststyle.com). It currently accounts for 45% of the Rs. 89,000 crore (US$ 18.50 billion) business that garments in India generate. In this heady scenario, Arrow, one of the leading premium readymade brands in India, stands poised to draw maximum advantage. Internationally, Arrow is owned by Cluett Peabody and is manufactured and marketed in India by Arvind Mills Limited. The brand continues to focus
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continuing to inspire brand loyalty. It can hardly be a surprise to know that Arrow is often called The Voice of Authority that has defined the way mens dressing has evolved over the years. The company has several sartorially inspiring firsts to its credit: Ultimos the countrys lightest, wrinkle-free chinos was introduced when the market was still stuffed with heavy stiff fabrics; Unstainables, was a trailblazing stain-repellent fabric used for the first time in shirts and trousers in India; the brand also created adjustable waist band trousers and shirt collars as well as 2-ply fabrics with state-of-the-art finishes. In addition if stripes, washed formals and linens became fashion statements in corridors of power it was in great measure due to the fact that Arrow pioneered their introduction. The brand has been duly recognised for these efforts. For three consecutive years 2001, 2002 and 2003 it was conferred the Most Admired Menswear Shirt Brand by Images Fashion Awards (IFA) and acknowledged as the Most Admired Menswear Fashion Brand at CENTRAL in 2008/09. Most recently Arrow has been awarded the Best Menswear Brand in Shoppers Stop for the year 2008/09.

History
The 1850s was a period of great fashion consciousness in the United States of America. Befitting their status and standing, men of society were called upon to wear formal attire much of the time. To distinguish them from one another stylists spent enormous amounts of time designing new cuts and accessories. It was easy to see that future beckoned those with vision and craft. Arrow was born in this moment of history, searching for that one idea that would distinguish it from all others. In the year of its on its core markets. With a robust distribution spread among flagship stores, key departmental stores and leading multibrand outlets, Arrow is present in over 30 cities and Class I towns across the country. The company-owned stores in major high streets and malls, is an attempt to build an unmatched retail experience for the consumer, while delivering quality products. While this expansion and downward penetration is strengthening its India base, the brand is looking closely at its international operations. Today, Arrows retail network has already encompassed Nepal, Sri Lanka, South Africa and several countries in the Middle East.

Achievements
Arrows continued success has emanated from its unrelenting adherence to quality, premium values and exclusivity. With readymade brands entering the country in droves, Arrow has weathered the competition through keeping pace with the latest styles and technology, even while

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launch it created the detachable collar. This worlds first, marked the company as one with a fine future. The no-compromise policy it followed endeared it to people of wealth. It soon became an iconic brand. As a symbol of American quality, Arrow was awarded a bronze medal in 1876, struck by the US Mint. It was no coincidence that the year marked one century of American independence. By 1910 white shirts with high standing collars had become the only acceptable office attire. It would seem impossible, but Arrow actually had more than 400 collar designs to choose from. When World War II ended, soldiers wanted to return to an easier code of dress. It was left to Arrow to develop the shrink-free cotton shirt. Impressed with its ingenuity, Broadway paid it tribute in a song titled My Arrow Collar Man. The next two decades were marked by the rise of Hollywood. Stars like Cary Grant epitomised the new relaxed elegance and brands like Arrow evolved formal shirts that were soft to the touch and flowing in their contours. At the same time, Arrow developed the Ivy League collection to match the progression of the emerging Wall Street wizards. The brand had moved so high in esteem that it actually formed part of the wardrobe of John F. Kennedy, Americas 35th President. The Woodstock generation of the 1970s returned to the classical fold a trend heralded by the Great Gatsby. By the 1980s and the 1990s there was a distinct laid-back attitude. Disco shirts had come and gone; the fitness mania had swept the world; pinstripes, the jaspe effect, jacquards, birdseye, basket weaves and piques had all made their mark. The sporty look had become the flavour of the season. Arrow unshackled itself and arrived at the party in a new line called Arrow Sport. The launch pad for the emergence of the Arrow of the 21st century had been laid.

luxury, urban, casual chic, sports et al. The brand features the entire repertoire of shirts, trousers, blazers and suits each distinguished by their impeccable finish and the very exclusive Arrow attention to detail. Over the years, sartorial tastes have gradually veered towards the informal with the young, sporty look making the fashion statement today. In recognising this trend, Arrow paid tribute to it in its after-hours collection, made especially for the man who desires comfort and style both in the board room and out of it. The seeds sown by this range were reincarnated in 2000 as Arrow Sport. This exceptional collection, revitalised each season, now embraces even T-shirts, sweaters and accessories besides shirts, trousers and jackets. The immense success of the Sports collection can be gauged from the fact that it now comprises nearly 25% of Arrows turnover. The turn of the century saw the market getting even more youthful with a discernible bias towards health and physical fitness. V-shaped bodies were increasingly getting in vogue. Arrow developed the trendy, slim-fit Urban range to cater to these young needs. Fashionable, formal workplace and evening wear comprising shirts, trousers, T-shirts, sweaters and jackets in a range of fabrics, cuts and washes were rolled out and struck an instant chord with the audience. Arrow continues to develop a range each season that picks colours and styles from the fashion capitals of the world and lays them for its consumers in this country. Creating garments and matching them with specially developed fabric is the role Renato Grande discharges for Arrow. This Italian legend is the lead designer and has been singularly responsible for delivering great styles, extraordinary weaves, superb finishes and novel washes.

leader, has therefore taken it upon itself to show people how formal attire is correctly worn. This has won the brand a large number of friends and followers. In 2007, Arrow recognised the emergence of a new breed of young employees. These were the trailblazers of the BPO and ITES industries. Keeping their profile in mind, Arrow created the crossover look. The styling merged two worlds and held an instant appeal for this audience. This quick-on-its-feet, out-of-the-box thinking is manifest in its retail promotions as well. Its 7th July 2007 offer a take on the calendar date of 07.07.07 for instance, revealed its exclusive 777 scheme. For just that one day, all its merchandise was available in denominations of 7: accessories at Rs. 77, shirts at Rs. 777 and suits starting at Rs. 7777. Topping 777 was the Race against Time offer, designed for the shortest day of the year. The offer gave discounts ranging from 100% to 25% and created a small stampede. Billings on that one day touched 30% of the months average sales.

Brand Values
Expertise, timeless elegance and pedigree sum up the core values of the brand. Arrow stands for everlasting classiness, unperturbed by fads and trends which come and go. Brand communication from advertising to the retail experience and every other consumer touch point including the website reflects the unifying philosophy of the brand: When you know.

Recent Developments
In 2004, Arrow did something no one had even considered before. In selected showrooms it allowed customers to design their own shirts including choosing their size, collar, placket, cuff, sleeve, monogram and the delivery destination. This unique initiative was called the Bespoke Customised Clothing Solution. To its already extensive range of clothing, Arrow has added a host of mens leather accessories including wallets, bags and folders and an entire portfolio of ties, belts, socks and cufflinks. If ever a mens brand was all-inclusive, it was Arrow.

www.arrowlife.com
Things you didnt know about

Arrow
John F. Kennedy wore Arrow shirts Arrow is the only brand to have a song in a Broadway musical My Arrow collared man named after it The adjustable waist bands in trousers were introduced by Arrow The detachable collars of 1851 were an Arrow innovation At the US 100th Independence Day celebrations, Arrow was awarded a bronze medal, struck by the US mint as a symbol of American quality In the early 1900s when shirts with high standing collars were the only acceptable office attire, Arrow had on offer more than 400 collar designs All Arrow garments are styled by an Italian designer Wrinkle-free, stain-free and super crease trousers have all been introduced by Arrow

Promotion
Traditionally, Arrow was popular among the established business classes. There was a need to reach out to the Indian youth market. The brand adopted a new tagline: When You Know. The target segment was identified as SEC A, male, aged 25 to 35 years. It unleashed a countrywide print campaign stressing the new positioning. It was focused on the young sophisticate, whose discerning taste leads him to choose Arrow. His preferences in other aspects of life are no less ordinary. The photo sort profiling shows him to be a person who never has to try too hard to achieve and his choices have timeless appeal. An important aspect of Arrows success is the authority it can lend to its communications. The brand, as an acknowledged

Product
Arrow, simply put, is a lifestyle brand offering an extensive range of formal, relaxed and fashion wear and its sub-variants such as relaxed

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