ARROW – BRAND REVITALIZATION FOR TODAY’s CUSTOMERS

Submitted by: Maitri Joshi (C028)

Submitted to: Dr. Rajan Saxena

When a brand has been around for about 170 years globally and completed 26 years in India, it is
nothing but bound to face the maturity and decline as a brand in the market. Referred to as a brand
that was used by our father’s generation, it requires change its positioning as well as consideration.
Though it tried to do the same in 2018 when it came up with a campaign ‘Best is Yet to Come’ which
targets the retired corporate male leaders who still have a drive to make a difference to the world.

Arrow is still positioned as a premium offering in professional and smart casual men’s wear segment.

It can be revitalized under four brand offerings:

1) Arrow Heritage: This segment is for businessmen who take pride in their father’s work and
the legacy of the family that they are carrying forward.

Offering: Premium designed suits and shirts with personalization (thread work of initials)

Buyer Persona:
Age: 27-60
Occupation: Businessmen (mostly Family business), senior and top management leaders
Personality: Powerful Leaders, Ambitious, Ego-driven, family oriented

2) Arrow Women: For all these years, Arrow has not ventured into women’s wear. With
women now making up 15% of the service sector workforce in India, it is about time to
introduce women’s formal wear to beat the likes of Park Avenue, Allen Solly etc.

Offering: Premium shirts, skirts and suits for working women who are visionaries and
leaders

Buyer Persona:
Age: 24-45
Occupation: Businesswomen, women working as leads and managers in corporates,
students
Personality: Power seekers, have an image to carry, Ambitious leaders

3) Arrow Everyday: In today’s India where even in IT industry, casual clothing is on the rise, and
we see men spending a good chunk on apparels apart from formal wear, it only makes sense
for a brand like Arrow to venture into something goes with this trend.

Offering: Arrow Everyday brings to you the best of smart casual and casual wear with
vibrant range of colours and options which suited for every occasion.

Buyer Persona:
Age: 20-45
Occupation: Students, new joiners, mid management people, young leaders, small scale
businessmen
 Personality: Statement makers, attention getters, like to differentiate themselves, good
lifestyle seekers

4) Arrow Influencer: In the age of Instagram and Twitters of the world, when individuality
precedes group think and when personal branding is valued more that the stereotyped
judgements that the world makes of a person, this segment- Arrow influencers - is for the
solo players: Artists, Musicians, Photographers, Sports Person, Dancers. It’s for those who
buy apparels above and beyond just professional or smart casual wear.

Offering: Shirts and T-shirts that are more coloured and designed to showcase individuality
and send out a bold message about the buyer’s personality

Buyer Persona:
Age: 18-40
Occupation: Premium Influencers on social media, travellers, musicians, artists etc.
Personality: Bold, new-age thinking, individualistic, charming, influencers