Top Story

e4m_logo.png

Home >> Marketing >> Article

Can Arrow translate customer preference to brand personality?

05-April-2004
Font Size   16
Share
Can Arrow translate customer preference to brand personality?

Today’s menfolk can be segregated into four segments when it comes to their clothing requirements. The need to stand apart, to blend in, to look young & vibrant and the need to look that you have arrived in life. These findings have come from a survey undertaken by Quantum market research for Arrow, a premium menswear brand under Arvind Brands Ltd, to understand customer behaviour.

The existing lines within the Arrow brand as well as the forthcoming ones will keep these in mind.

Also, the study has highlighted the importance of branding and, therefore, Arrow Sport, a line within the brand, will receive as much attention as the premium segment.

Speaking to FE, Arrow brand manager Rini Dutta said the study has given the necessary direction and the steps to be taken in the coming five years. “The study was undertaken in January-February this year and the need was to understand what the customers’ dressing habits were and also where do we stand in the mind of the customer,” said Ms Dutta.

Ms Dutta said the four need tastes which have come out of the focus group discussion as well as the one-on-ones reflected that men are also equally aware of their dressing needs.

The study also emphasised that Arrow Sport, the sporting line launched two years ago, needs equal support as the premium segment. The Arrow segment, which aims at catering to the need to look young and vibrant, will be driven as a separate brand identity albeit within the gambit of the mother brand, which is the Arrow brand. Thus to drive the brand, the company is looking to associate Arrow Sport with various sports events, a move which Ms Dutta says will draw the right synergy.

Similarly, other lines have also got clear demarcations as to which segments they will cater to. Ms Dutta said America’s Premium is for men who need to stand apart, America’s Classic line is targeted at those who want to blend in and Urban is for those who want to announce that they have arrived in life.

Ms Dutta said the forthcoming collections will be very sharp and have a focus keeping in mind the requirements of the various segments. “Diwali, for example, is the time for family gatherings and meetings, therefore the line will have shades or colours which stand out, thus giving it a distinct identity,” she added.

Henceforth, efforts will also be made to enable customers to make a statement through aspects like collars, cuffs, shades and the cut of the shirt, Ms Dutta said.

Tags

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

India has become the diabetes capital of the world, with prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040

Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla- Norway’s number one confectionery brand, has been launched and localized by MTR Foods in India