Arrow, a part of Phillips -Van Heusen Corporation, USA, will be launching its new ad campaign for Spring Summers collection by next month. "The creatives would be done by Alok Nanda Company and it would be primarily print ads," said Janak Dave, Business Head Arrow.
The company has also recently launched a campaign based on the new product innovation that has been carried out by the brand. Arrow has launched the new line of clothes with a new feature - self-adjustable collars. Other innovative features that have been offered by Arrow include, adjustable trousers, unstainable shirts, double layered collars and box pleat at the back of the shirt.
The print ad for this set of new features has broken and the company has taken a triple approach to communicate. Dave said, "We are using three primary ways to communicate -using mass media, visual merchandising and direct mailers. We believe that these three ways can effectively help in the brand's growth." Alok Nanda Company is doing the creative for the advertisement and Media Edge is handling the media."
With the new innovation, the company is planning to sell 5,000 shirts in the first quarter. Also there are plans to expand the BeSpoke services, wherein the customer has the option to design clothes as to his specifications, to trousers as well. Dave said, "This services have worked very well for us in shirts and therefore we plan to extend this to trousers too."
The adjustable shirt line is crafted in superfine two-ply cotton, and is available across a range of subtle colours: White, Blue, Beige, Grey and Yellow. The line is available in all exclusive stores of Arrow across the country and is priced at Rs. 1395/- onwards. The seven different types of collars available include classic button down collar, Hamilton Collars, Semi cutaway Collar, German Street shirt makers, Cutaway Collar, among others.