Arrow Shirts

Parent Company Phillipe Van Heusan

Category Premium

Sector Clothing

Tagline/ Slogan The Finest Shirt You'll Ever Put On; Authentic American style

USP Quality and finish. Arrow is famous for its ultra- formal shirts.

STP

Segment People who want to be in vogue and formal dressing as a lifestyle

Target Group Urban males from the middle and upper-middle class

Positioning

Arrow customer continues to represent great values such as

freedom, adventure, individual expression, and style through out the

world

SWOT Analysis

Strength

1. Excellent Products in terms of Quality and the market reach

2. It has a Premium Brand Image

3. Huge Brand Equity and Awareness of the brand

4. Arrow is licensed in over 55 countries and offers clothing for men,

women and children

5. Good branding and advertising through TVC and print ads

Weakness

1. Tough competition means limited market share

2. Due to many options to customer, brand loyalty is less and brand

switching is high

Opportunity

1.The Dealer Base is small - thus it is easier to build an emotional

connection with the customers

2.Customers are upgrading themselves, as the standard of living

improves more people are now preferring branded and premium

shirts

3. Global penetration with tie-ups would be beneficial

4. Tie-ups with offices, corporate etc

Threats

1.Huge competition with many new brands in market

2.Less switching cost for the consumers because of price wars and

less differentiation