FULFILLING SARTORIAL NEEDS

Arrow, a brand with 167 years of legacy, was launched in India in 1993 by Arvind Fashion Limited. Today, it has over 200 exclusive brand stores in the country, and is available in over 1000 multibrand outlets. In an email interview with Images Business of Fashion, the brand’s CEO, Suman Saha said, The brand has to grow in double digits, that’s the main goal. As we scale, the focus will also be on transforming the brand for the postCovid consumer and re-establishing it as a contemporary brand without taking away its heritage value.” Excerpts of the interview.

Please tell us about your long standing connection with India

Arrow has been with Arvind Fashion Limited from the very beginning. In terms of Arrow as a brand globally, it has been aligned with the ABG group so we continue to have an association with them in addition to the Arrow licensing that we have. We try to bring the global practices to India and have Indian learning put to use. The efforts on the brand’s side is to have a premium elegant menswear brand both globally and here in India, hence the new retail identity reflects the spirit of being in the premium elegant space.

Shed some light on your marketing strategy for India for 2023.

The brand has to grow in double digits, that’s the main goal. As we scale, the focus will also be on transforming the brand for the post-Covid consumer and re-establishing it as a contemporary brand without taking away its heritage value. Moving forward, brands will have to take charge of the consumer experience. That is where the macro indicators are heading so creating more controlled brand spaces will be of prime importance.