A Fashion merchandising

assignment | MFMI
VISIT PLANNING
The planning about the visit
included choosing the area, the
store and to generate questions
and points upon which we would
inquire.
THE STORE
We chose the Arrow store at CG
Road for study of products, price,
promotion and visual
merchandising.
o Brand
o Target Market..
o Place.
o Product Line.
o Monthly Stocks..
o Price Range
o Visual Merchandising.
o Promotion..
About the brand and respective positioning
The customer target segment in the market
The locality of the store visited and history
Assortments and different merchandise available in stores
Monthly sales and inventory
Of merchandise available at the store
Overall ambience of the store and visual display
Advertisement and Promotional offers


THE BRAND
When Arrow shirts first came to India in 1993, they were introduced
as classic dress shirts that were to be worn only on very special
occasions and were among the most expensive in the country.
"The stores had the look and hushed reverence of a library," says
Rishi Vasudev, COO of Arvind Lifestyle Brands, of which Arrow is a
part. "Each shirt had its own shelf; that's how exclusive it was.

Introduction in 1885, by Cluett, ARROW brand has been a
cornerstone in the American men's dress shirt business,
defining authentic American style.
TARGET MARKET
Arrow is phenomenal as a brand to study Market Targeting. Arrow
has time to time changed its market positioning in order to maximize
profits. In the Indian market the brand has Indianized and
repositioned itself.
Arrow realised that its forbidding, formal look had alienated the
new, emerging market of young consumers. Hence, a very quick
revamp was needed.
Arrow has expanded its range to include sporty casuals, T-
shirts, shorts, sweaters and jackets, and an offshoot of its formal
line, now re-positioned as work wear for professionals.
The strategy worked - Since 2007, the company has grown at a
38% compounded annual rate
Classification of target market
Age group- the average age of customers (as evinced
from its loyalty programme) has dropped to 31 years
from the early 40s
Gender In comparison to women, men are frequent
shoppers.
Need middle income group, business class, corporates.
The place of our store visit was CG Road in Ahmedabad which
boasts of various high end brands that have presence in the
city.
Arrow Store at:
CG Road, Ahmedabad
Type: Brand Showroom
PLACE
There are in total 15 stores in
Ahmedabad. The marketing
research was carried out and
restricted to Ahmedabad, in order
to have a clear idea of the
effectiveness of marketing of
various merchandise so far in the
locality.

Style and Trends
Play of geometrics and colors (Bold, complex and vivid)
Self prints
Ikat motifs
Some of the arrow icons include :
I. The great white shirt
II. The travel series
III. Autoflex
IV. Superluxe shirt
V. Byrant chinos
VI. Boston elite
VII. Puraido shirt
Arrow Mens has assorted its merchandise into three major
segments:
NEW YORK
FORMALS
SPORTS


Arrow Womens has assorted its merchandise into two major
segments:
Smarts
Casuals

PRODUCT LINE
PRODUCT LINE
NEW YORK: Semiformal and latest trend driven
assortment. Prints and textures.
PRODUCT LINE
FORMALS: High end formals: Strict formals and semi formal.
Target to get the new office goers.
Auto press Shirts in
checks go perfectly
well with printed ties
White shirts in
premium fabrics,
patterns and
finishes from the
brand that
launched the
Great White
Shirt launched
in the 1800s
Unconventional Formals with the neon
accent in the collar and stylized
detailing that catches the eye
Comes with wrinkle-free finish, UV protection,
adjustable waistband, tapered fit and shirt
indicator
PRODUCT LINE
SPORTS: Pure casuals and semi leisure and semi-casual work
wear and related accessories.
PRICE RANGE: In the store
Mens wear clothing
Formal Club Wear Sports
Range
Assortments :
Price Range
:
Rs. 1299/- onwards
Rs.1599/- onwards
Rs. 1499/- onwards
Product
Assortments
:
Shirts, Pants, Blazers, Polo T-shirts, Casual-wear, Party wear,
Body-tailored garments, Slim fits, wallets, shoes, socks, covers,
card holders, belts (Rs.1299 to Rs.1399), cravats, handkerchiefs
(Rs.349 for 3), ties, scarves, suspenders (Rs 999 to Rs. 1599),
cuffing
PRODUCT LINE
WOMENS: Monochromes, Pastels and Florals.
Womens wear clothing
Range
Assortments :
Price Range
:
Rs. 799/- onwards Rs. 1299/- onwards
Product
Assortments
:
Tops, shirts and dresses
Smarts Prints and casuals
PRICE RANGE: AT THE STORE
VISUAL MERCHANDISING
The visual-merchandising
is setup and looked after
by a hired professional who
assorts the products and
creates particular look of
the interior and other visual
displays every month.

The store is well lighted
and lights are further used
in enhancing the look
specially at night.

Props like posters, books,
wooden toys etc. are used.
Promotion
An invitation to exclusivity ; arrow aristocracy : exclusive membership
Silver tier : 10,000 to 20,000. Points 5% of the total bill
Gold Tier : 20,000 and above . Points 7% of the total bill
Blue tier : 3,000 to 10,000, Points 3% of total bill
Regular updates and communication on offers and promotions
Special offer on birthday and anniversary


WHAT SELLS MORE? WHEN?
In an average there are about 50 to 60 foot falls per day
out of which about five to ten percent turn into sales.
According to the store operator generally mens wear
sells more and slowly womens wear also has started
catching up.
The footfalls increase during festivals such as Diwali a
major festival in the state and off course during sales!

Our suggestions
Opening more stores in Ahmedabad.
More promotion and advertisement for womens wear.
Limited collection in the store
The store could become visually more attractive
Disinterested and ill prepared staff
Contributors
Vaibhav Store Operator at Arrow Showroom at CG Road
www.pvh.com

Bhavika Nischal
Dinesh Kumar
Pulkit Kelaneya
Neha Chowdhry
Sapna Chaudhary
Yasmin Sheikh
Vitika Mehta

MFM I (2014-2016) NIFT Gandhinagar