DISTRIBUTION CHANNEL

Provogue – Readymade
Garments

Anukriti
Pradip
Beckes
Distribution_Channel _Flow 2
ABOUT PROVOGUE
 Provogue is an Indian company incorporated on
November 11, 1997 as Acme Clothing Private
Limited.
 The brand Provogue was launched in March 1998
 It is currently one of the biggest retail apparel
brands in India.
 vision

Provogue will evolve into a retail-centric group of

branded businesses focused on customer needs

Distribution_Channel _Flow 3
MAIN COMPETITORS
 Allen Solly,
 Color Plus,
 Docker’s and
 Levis

Distribution_Channel _Flow 4
PROVOGUE
 Strives to scale up its brand equity through effective brand positioning,
extension of products, expansion of markets and an enhanced store experience.

 Brand of choice for youthful fashion conscious customers, now working to keep
these customers for life and to win the hearts of new consumers entering the
market for the first time.

 Provogue fashions have an enduring appeal across apparel and accessories and
continues to strategically develop and expand the merchandise collections.

 From a menswear brand, Provogue evolved in to contemporary fashion house

for men, women and the home.

Distribution_Channel _Flow 5
MARKET POSITIONING
 Provogue (India) Limited is in the business of
designing, manufacturing and selling of
branded ready to wear garments(menswear
and womenswear) and other accessories
under the brand ’Provogue’ which has been
positioned as a fashion label in the Indian
market.
 Over these years Provogue has been
consistent in its communication and has
never diluted the positioning

Distribution_Channel _Flow 6
MARKETING STRATEGY
• ACME’s strategy for popularising the Provogue brand included high
profile ground events and retailing through selective stores which
covered national chain stores like Shoppers’ Stop, multi brand outlets
and company exclusive studios

• The lack of a product range was made up by an aggressive advertising

campaign strategy which was backed by series of fashion shows across
the country

• The uniqueness of the fashion shows were that only women were
invited, which generated curiosity and excitement and the customer
was ready to accept the madness.

• Provogue first found space in Multi-brand outlets (MBOs) and

progressed to be present in 120 MBOs by the end of 1999 and there on
a distribution network was established across 30 A and B class cities

Distribution_Channel _Flow 7
FUTURE PLANS
• The retail expansion across the country for Provogue will
be two pronged.
• The company also plans to tap the potential in mini metros
through formats of studios which are of 500 square feet in size.
• The company plans to have 72 studios all over the country
in the next five years from the present 32 studios.
• ACME is also targetting Middle East as it first overseas
destination with Dubai being selected as the first market.
• The plans envisages setting up studios of 1000, 2000 and 3000
square feet in the Middle East in the next five years.
• From the Middle East, the Provogue brand will be taken to
countries like Sri Lanka, Bangladesh, Hong Kong and Singapore.

Distribution_Channel _Flow 8
PROVOGUE NETWORK

Distribution_Channel _Flow 9
MORE FACTS
 Provogue is a Mumbai based Indian company incorporated on
November 11, 1997 as Acme Clothing Private Limited.

 The brand Provogue was launched in March 1998 and is currently one

of the biggest retail apparel brands in India based in Mumbai. 

 As of March 31, 2009, Provogue fashions and accessories were

available across 126 Provogue stores and 110 shop-in shops

Distribution_Channel _Flow 10
RANGE OF PRODUCTS

Party black Shirts Jackets

Sweaters T-Shirts
Denim Track Pants
Cargos
Casual Trousers Formal T-shirts

Inner wear Party Tops

Formal Trousers Cargos

Casual Shirts Sweaters

Printed Shirts

Distribution_Channel _Flow 11
Distribution_Channel _Flow 12
PRODUCT MIX…
 Men’s wear
 Polynosic Shirts Formal Shirts Linen Shirts
 Party black Shirts Printed Shirts Jackets
 Sweaters T-Shirts Casual Shirts
 Denim Track Pants Formal Trousers
 Casual Trousers Cargos Inner wear

 Women
 Formal Tops Party Tops Formal Jackets
 Casual T-shirts Formal T-shirts Sweaters
 Denim Formal Trousers Cargos

 Accessories
 Perfume Belts Wallets
 Handkerchiefs Socks Eye Wear
 Ties Caps Shoes

Distribution_Channel _Flow 13
PRICE…
 Product Price
 1395
 Tailored Shirt
 1395
 Smart Shirt
 1295
 Fashion Shirt
 1195
 Printed Casual Shirt
 1295
 Round neck Sweater
 3995
 Party wear Jacket
 3995
 Formal Jacket
 2895
 Winter Jacket

Distribution_Channel _Flow 14
PRICE….
 3995
 Pure leather Jacket
 1595
 Hooded Jacket
 895
 Mens Club wear T-shirt
 895
 Mens Fashion T-Shirt
 795
 Mens Stripped T- Shirt
 695
 Mens Party T-Shirt
 695
 Mens Smart Casual
 1695
 Denim Ruf & Tuf
 1995
 Denim Stretch
 1895
 Denim Cross notch
 1995
 Denim Stylish

Distribution_Channel _Flow 15
PROMOTION….
 During the year, we have invested intelligently to align the
brand with some of the best events associated with Indian youth
including the sponsorship of several of the year's most successful
Bollywood movie releases.
 Provogue also continues a strong print advertising campaign in
the broadsheet press, fashion, business and lifestyle publications
and magazines. A fresh approach to advertising was initiated
recently by advertising in the in-flight magazines of Jet Airways
& Indian Airlines.
 Cricket is almost a religion in India. And what better way to
relate to our customers than to connect with this game.
Provogue sponsored outdoor advertising for the India-Sri Lanka
Test
 Series which was held across the country, which not only
ensured total coverage of the stadium audience but also
garnered maximum television coverage at no extra cost.

Distribution_Channel _Flow 16
FACTORS AFFECTING CHANNEL
DESIGN …..
 Market Factor
 Producer Factor
 Product Factor
 Production capacity - 900,000 pieces per annum of
trousers and shirts .
 Reach – 64 centers in 31 cities. Available in pyramid,
shoppers stop , life style ,central etc
 Export through acquisition of acme
 Into forward and backward integration
 800 – 2000 square feet store space concept. Mega
tore concept of 5000 to 7000 square feet .
 Believes in direct distribution
Distribution_Channel _Flow 17
 DISTRIBUTION
 The hierarchy of the Provogue related to distribution is
 Provogue has its manufacturing facility in Daman, which has a large
warehouse.

Store Manager

Area Sales Manager

Regional Sales Manager

Sales Head

Assistant Merchandiser

Distribution_Channel _Flow 18
 EXPLANATION….
 Each Provogue Studio has enough space to keep
the stock in order to cope up with the demand.
 There are large Provogue Studio which can store
enough merchandise, which can support other
Provogue Studio. Whenever the stock is required
the Store Manager informs, Area Sales Manager
and Merchandiser, so that they replenish the
stock from other Provogue Studio immediately
and later on through Ware houses.
 Provogue has its manufacturing facility in
Daman, which has a large warehouse.

Distribution_Channel _Flow 19
GENERALISED MODEL- MUMBAI
BASED APPAREL SHOP
 Purchasing from wholesaler and direct distributer, from the wholesale
market.
 Some distributors of different manufacturing companies/units come to
them for order.
 First owner purchases clothes in meters from the cloth wholesaler 
manufacturer & distributer
 Cloth wholesalers are either importers of cloth or manufacturers of cloth
they sell it 2 owner by keeping up their margin
 Then owner make t-shirts shirts pants as per requirement.

 Then owner appoint agents to market product by giving them samples in

wholesale market n retail market
 Owner manufacture n market product by the name they want.
 Another thing is outsource the work . take d orders from the market
about their profit requirement varies from 10%%-500%.
Distribution_Channel _Flow 20
DISTRIBUTION FLOW
Cloth
Dealer-

Manufac
turer

Wholesa
ler
Distribu
ter

Retailer

Distribution_Channel _Flow 21
TRADITIONAL DISTRIBUTION
CHANNELS
PRODUCER OF GOODS/SERVICES

WHOLESALERS DISTRIBUTOR

AGENTS

RETAILER RETAILER RESELLER

CONSUMERS
Distribution_Channel _Flow 22
THANK YOU