Arrow, a brand with 167 years of legacy, was launched in India in 1993 by Arvind Fashion Limited. Today, it has over 200 exclusive brand stores in the country, and is available in over 1,000 multi-brand outlets.
In an email interview with IMAGES Business of Fashion, Arrow CEO, Suman Saha said, “The brand has to grow in double digits, that’s the main goal. As we scale, the focus will also be on transforming the brand for the post-Covid consumer and re-establishing it as a contemporary brand without taking away its heritage value.”
Excerpts from the interview…
Tell us about your long standing connection with India.
Arrow has been with Arvind Fashion Limited from the very beginning. As a global brand we have been aligned with the ABG group so we continue to have an association with them in addition to the Arrow licensing that we have. We try to bring all our global practices to India.
What’s your marketing strategy for India for 2023?
Our main goal is making sure the brand grows in double digits. As we scale, the focus is also on transforming the brand for the post-Covid consumer and re-establishing it as a contemporary brand without taking away its heritage value. Moving forward, brands will have to take charge of the consumer experience. That is where the macro indicators are heading so creating more controlled brand spaces will be of prime importance.
How different is Gen Z when it comes to formal dressing?
Across the country, there is an increasing need to have a versatile and stylish wardrobe beyond professional wear. A more casual approach to work wear is immensely popular among the younger generations, who are looking for classic, elegant, and premium alternatives to formal wear. Arrow’s sportswear segment is the perfect answer for this. The range works exceptionally well for work as well as for social occasions. Our sportswear range includes sports luxe shirts and smartly engineered polos among others that perfectly elevate an everyday look.
The sportswear category is growing exponentially. Every season we introduce innovative new ranges within this segment to match the preferences and demands of our customers.
What are the latest trends for Arrow?
Arrow has been known for its core collection which is formal wear, a display of suits and blazers for a long time now. However, over the years, Arrow has spread out to cover many other occasions by constantly keeping up with fashion trends and coming up with collections that would cater to all the consumers in the menswear sector. Additionally, the Arrow New York Collection is also taking over the market with its contemporary clothes offered to consumers.
So, while these collections are a phase of undergoing a rapid growth trajectory in the market, the standard collection has always had a captive audience to them.
Sporty look and sporty casual wear is actually a new genre of style that has been trending for quite a while now. It’s the perfect balance between sporty fashion and leisure wear. In addition to this, there is a very recent trend in high-street fashion; the combination of edgy streetwear and high-fashion clothing. Additionally, there are predefined formals that have taken a shift like shackets, sweatshirts, and polos which is very versatile and caters to all the audiences in the menswear category.
How many stores/outlets does Arrow plan to add in 2023?
It is safe to say we plan on opening 50+ plus stores in FY 23-24.
Where do you see Arrow in India, 5 years from now?
From a futuristic point of view, we see Arrow having a stronger footprint physically and digitally along with great brand connections.