Published by MBA Skool Team, Last Updated: December 09, 2018
Marketing Strategy of Arrow analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Arrow marketing mix, help the brand succeed.
Arrow marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Arrow Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Arrow Product Strategy:
The product strategy and mix in Arrow marketing strategy can be explained as follows:
Arrow is one of the most prominent and popular & well known shirt & apparel brand in the world. Arrow has its business spread all across the world The brand prominently is diversified into 5 verticals of
- Arrow New York
- Arrow Woman
- Arrow Sports
- Arrow Blue Jeans Company
The brand has expanded its marketing mix product portfolio covering Shirts, T-shirts, Jeans, Blazers and Suits, Trousers, Jackets, Tops and Tees and Skirts. The latest range of fashion accessories that they have ventured into is Footwear. Arrow’s main attraction is the formal range of shirts under Arrow vertical which is its classic white and formal shirts. Arrow travelers’ shirts are easy picks for casual purposes while the designs like apple cut, slim fit and French placket shirts are an instant hit.
Image: company website
Arrow Price/Pricing Strategy:
Below is the pricing strategy in Arrow marketing strategy:
Arrow has always been competitive as far its pricing policy is concerned.
The competitors for Arrow include Van-Heusen, Allan Solly, Park Avenue, Louis Phillipe, Zodiac and the similarly positioned brands and premium suiting and shirting tailoring houses. Arrow shirts are positioned for the premium and mid segment market which is fraught with tough competition from premium local labels as well as the international brands. The pricing power of the companies in this segment is low as most of them price their products similarly and competitively. The segment has very high frequency of brand switching and it is difficult to reign over customer loyalty though Arrow still commands a premium due to the brand image and quality products.
Arrow Place & Distribution Strategy:
Following is the distribution strategy in the Arrow marketing mix:
The Arrow products are mostly sold through its standalone stores as well as in the modern retail stores located inside malls. The brand will not be seen inside normal retail outlets as it has its positioning done to attract premium professionals and office goers who desire to be styled formally yet eloquently. So the location of Arrow stores are also in upscale streets and downtown areas of the urban cities.
Also it has tie-ups with different ecommerce platforms selling clothing as well as maintains its own website for the same.
Arrow Promotion & Advertising Strategy:
The promotional and advertising strategy in the Arrow marketing strategy is as follows:
The brand has been well-known in the past to style celebrities and icons who have been seen on the covers of many illustrious magazines. It has mostly resorted to the promotion done by its store visitors about the brand’s collection and quality through word of mouth. The target audience of 24-49 years old is done through brand ambassadors like Arjun Rampal and Ayushmann Khurrana in India who had unveiled the Arrow Superluxe Stich-less Shirt and India’s first Smart-Shirt respectively. The promotion and branding strategies of Arrow also include giving discounts and bundled offers spanning different product segments and tying up with ecommerce websites who promote the brand. It has also styled actors in movies which further strengthen the brand recall in the minds of the customers. With the help of the latest campaign “Best Is Yet To Come” and the past campaigns and television commercials, the Arrow brand has been able to keep itself on its toes in a market where countless brands fight for survival everyday. Hence this completes the marketing mix of Arrow shirts.
About Arrow Shirts:
The need of an upstate New York lady to clean her husband’s shirt collar without the need to laundry the entire shirt and keep it crisp was the reason which gave birth to detachable collar industry in 1850’s. In 1885 Arrow Shirt Company was set up by William H. Titus and his partner which subsequently went through many different hands and finally under Cluett, Peabody and Co. in 1899. Since then the Arrow brand has shaped and reshaped the American menswear culture with its own range of shirts, collars, handkerchiefs, cravats and pyjamas and underwear’s for men and boys. The brand moved over form crafting only white shirts in the 60’s to include a range of colorful designs catering to the floral and flamboyance of the urban and the youth while preserving its true authentic American style. In 2004, the Philips-Van Heusen Corporation (now PVH Corp.) bought the Cluett, Peabody and Co. along with The Arrow Shirts. Present in 109 countries with 357 standalone stores worldwide, the brand’s look and appeal reflect a youthful style that embodies an American spirit. It was ranked #3 best selling branded men’s woven shirt in U.S. department and chain stores.
It has many innovations like the stain-free shirt, wrinkle-free shirt, 4-in-1 shirt etc. to its credit.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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