Swot Analysis Of Arrow Brand

Cluett Peabody & Co., USA, the parent company of the Arrow brand started operations in 1820. Arrow is known for its perfect white shirt first introduced in 1851 especially for the white collar professionals. It created a legacy thereafter in the American men’s shirt business and the Great White Shirt is still the brand’s flagship product. Philipe Van Heusane bought the brand from Cluett in 2004.
In India, Arrow is a licensed brand of Ahmedabad based Arvind Ltd which is a major player in the Indian apparel industry. In India, Arrow initially leveraged on the American heritage using the tagline ‘The authentic American’. Arrow from the beginning maintained a very premium brand image and hence consumers liked to show off the brand. Arrow’s classic

"Younger people saw it as their father's or uncle's brand - very expensive and inaccessible”. This was an eye opener for the company. With more young consumers becoming fashion oriented and office wear becoming more casual, the company realized that a revamp was needed.
Hence in 2008, Arrow repositioned itself as a lifestyle brand targeted at the young new-age customer. Targeted at Sec A Male in age group 25-35 years, Arrow established its new position in the market through heavy print advertising and also adopted the new tagline ‘When You Know’. It created four sub brands namely Arrow Classic, Arrow Urban, Arrow Premium and Arrow Sport.
Presently, Arrow continues as a lifestyle brand known for its quality and finish in the Indian market. It is targeted at the growing segment of young urban middle class or upper middle class male. Due to rising incomes, the standard of living has improved and the new age customers are more brand conscious. However with many brands in the market Arrow faces stiff competition from brands like ColorPlus, Zodiac, Park Avenue and Van Heusen.
Product Mix
• Formal

It holds a premium brand image and has huge brand equity. It represents values such as freedom, self-expression, adventure and style.
Future Strategies
• Company has recently expanded its distribution network reaching out to customers in the tier 2 and tier 3 cities.
• Fashion Innovation: Arrow goes Stitch less. It recently launched a new collection of stitch less shirts by the name SuperLuxe.

Keller’s Brand Equity Model for Arrow

Salience: Who are you?
• A premium lifestyle apparel brand
• Targeted at Sec A Male in age group 25-35 years
• Present only in metros & urban cities with exclusive outlets or in multi brand retail stores
Meaning: What are you?
Performance:
• Clothes made from the highest quality fabrics
• Known for its quality and finish in the Indian market
Imagery
• It holds a premium brand image and has huge brand equity
• Arrow is known for its perfect white shirt first introduced in 1851 especially for the white collar professionals
• It created a legacy thereafter in the American men’s shirt business and the Great White Shirt is still the brand’s flagship product
Response: What about you?