BY-KUMAR

Brand History
 Incorporated as Acme Clothing in 1997 by
Nikhil Chaturvedi as main promoter.
 The Company launched the fashion brand
`Provogue' in March 1998.
 The Company started its first manufacturing
facility at Daman on April 7, 2003.
 Entered into hospitality business by opening a
lounge under the brand name Provogue Lounge.
 In the short span of 13 years, it got more than 15
award in various prospective.
 Brand Profile
 Product line - Men’s,Women’s,Accessories,Men’s
innerwear, foot wear.
 Fabric -Polynosic
,silk,modal,polyester,viscose,linen,cotton,jersey,
fleece,georgette,satin etc
 Price range –(175 – 3995) (shower gel – leather
jacket)
 USP – Polynosic
 No of Outlets - 60 outlets 110 shop in shop store
in 19 cities
 Turn over – RS 3860.584 million for year 2009
 BRAND PERSONALITY
 Modern – Updated, Clean
 Minimalistic - Believe in modern world
 Moto – Creating new
 SEGMENT - SHIRTS
 Assortments – Full Sleeve Semi formals
Full Sleeve Casuals
Short Sleeve Casuals
Party wear full sleeve
 KEY FEATURE - SHIRTS
 Fabric - Polynosic,
Cotton,Poplin,Voile,Silk,Linen
 Color - Marine Blue,Red,Voilet,White,
yellow etc
 Silhouette - Straight fit, Slim fit
 CLIENT PROFILE
 Target Customer - Middle , Upper-middle
class
 Age group - 18 to 35 years
 Sex - Male & Female
 Economic Status - Middle income group
 Social Status – Businessman , Student,
Professionals, Executives and people aware
of current & emerging fashion trends.
 SWOT ANALYSIS
Strength
 Prime location - 40 out lets in main metro
cities.
 Celebrity add campaign - Through Celebrity
(John,Fardeen,Saif,Hiritik ,Bipasa Basu) as
ambassador to boost sale .
 E-Branding – Promotion through internet.
 Lovely range of colors- orange, navy blue,
lemon yellow and aqua green.
 Weakness

 Lack of showrooms in mini-metros -

Provogue has no retail outlets in mini metro
cities like Jodhpur.
 Opportunities

 Wide market - Provogue can expand its

network aggressively in various cities to widen
its market.
 No Provision for kids wear - Although Provogue
has captured market for men and women, it
has not focus on the kids segment yet.
 Franchising & licensing - Provogue can use
techniques of franchising & licensing to enter
new markets and gain new customers.
 Threat

 Competition - Competition in the main

markets is increasing, and putting pressures
on volumes. So the brand has to be smart in
every step.
(Value for Money)
Thank you
Pp PROVOUGE
(Redefining Fashion)

By - Kumar