Arrow was introduced by Arvind Fashions Limited in 1993 as India’s first international menswear brand. Synonymous with sophistication and quality, the brand quickly established itself as a pioneer in bringing global fashion to India. Today, the brand remains a cornerstone brand within Arvind Fashions Limited, continuing to set benchmarks in the menswear segment with its commitment to superior quality and innovative design.
In a freewheeling chat with IMAGES Business of Fashion, Anand Aiyer, CEO of Arrow delves into its history, target audience, market presence, and the latest offerings from Arrow.
Excerpts from the chat…
Target Audience
Arrow targets affluent Indian men who appreciate premium menswear and aspire to international fashion standards. It engages with its consumers through innovative products like auto-flex trousers and wrinkle-resistant shirts. The brand also has strategic partnerships with celebrities including Hrithik Roshan and provides enhanced retail experiences and omnichannel strategies that offer seamless shopping experiences to its customers.
Market Presence
Arrow boasts a widespread retail presence across India with over 200 exclusive brand outlets and availability in more than 1000 multi-brand outlets. It has established a robust footprint in 109 cities nationwide. This extensive network ensures that Arrow reaches a diverse audience of fashion-conscious individuals seeking quality and sophistication.
“The brand’s strategic expansion reflects its enduring commitment to delivering premium menswear and maintaining a strong connection with customers across urban and semi-urban markets throughout the country,” says Aiyer.
Latest Offerings
Arrow unveiled its 1851 Heritage Collection on June 16, 2024, at an event held in Mumbai in collaboration with GQ. Brand ambassador Hritik Roshan highlighted the launch as the showstopper with his charismatic presence at the event. Drawing inspiration from authenticity, originality, and intricate detail, the collection features meticulously crafted garments that exemplify masterful design.
Strategic Expansion
Arrow has been at the forefront of advancing fabrics and clothing technology, introducing innovations such as sustainable materials, performance-enhancing textiles, and specialised fabric blends. These developments cater to evolving consumer preferences for comfort, durability, and environmental sustainability, setting new standards in the industry.
Emphasising customer-centric strategies, the company has enhanced retail experiences through integrated omnichannel approaches. This includes leveraging digital platforms for personalised shopping experiences, loyalty programs, and data-driven insights to tailor offerings and interactions. Such initiatives not only improve customer satisfaction but also strengthen brand loyalty and engagement.
Recognising the growth potential beyond metropolitan areas, Arrow has strategically expanded its footprint into Tier II cities and other emerging markets. This expansion is supported by robust distribution networks and localised marketing efforts that resonate with regional consumer preferences. By tapping into new demographics and geographical markets, the company has successfully broadened its market reach and strengthened its competitive position.
Notable Shifts in Menswear in the Last 5-10 Years
- Increased preference for innovative and functional clothing
According to Aiyer, modern consumers are increasingly prioritising functionality and convenience in their clothing choices. Fabrics engineered to be wrinkle-resistant or easy-care have gained popularity due to their practical benefits. These fabrics allow garments to maintain a crisp appearance throughout the day. This trend reflects a broader preference for clothing that offers both style and functionality in everyday wear.
2. Growing demand for premium and international menswear brands
Consumers are increasingly seeking premium and international menswear brands which are often associated with superior quality, craftsmanship, and a distinct sense of style. The growing affluence and fashion awareness among consumers have fuelled this demand, as individuals seek to express their style with clothing that reflects global fashion trends and standards. Brands like Arrow capitalise on this trend by offering a range of sophisticated apparel that resonates with the aspirational lifestyle of modern men.
3. Shift towards omnichannel shopping experiences
The rise of omnichannel shopping experiences signifies a shift in consumer behaviour towards seamless and integrated retail environments. Consumers now expect a cohesive shopping journey that allows them to interact with brands across multiple channels—online, mobile, and physical stores—in a unified manner. This shift is driven by the convenience and flexibility it offers, allowing customers to browse, purchase, and even return items through their preferred channels. Arrow is adapting to this trend by enhancing its digital presence, offering robust e-commerce platforms, and integrating technologies like augmented reality for virtual try-ons. This omnichannel approach not only enhances the shopping experience but also strengthens brand engagement and customer loyalty by meeting the evolving expectations of today’s tech-savvy and discerning consumers.
Future of Menswear in India
The future of menswear retail in India is promising, says Aiyer. According to him, innovation will drive the sector forward, with advancements in fabric technology, sustainable practices, and personalised shopping experiences.
Brands are increasingly leveraging digital platforms and data analytics to understand and engage with consumers better, offering seamless shopping experiences both online and offline. “The future outlook for menswear retail in India is optimistic, driven by innovation, technology integration, and a deep understanding of consumer trends and preferences,” he says.
| Premium Menswear Market in India
The premium menswear market in India is thriving due to several driving forces, according to Aiyer. Increasing Disposable Incomes: Urban consumers have more disposable income, boosting demand for high-quality apparel. Affluence and Fashion Trends: Growing wealth has led to greater interest in international fashion trends and styles. Urban Expansion and Modernisation: As cities grow and modernise, there is a shift towards clothing that reflects status and global fashion sensibilities. Target Demographic: Young professionals and affluent individuals seek sophisticated, well-crafted garments. Market Competition: The market is competitive, with both established players and emerging brands focusing on quality, innovation, and customer satisfaction. Dynamic and Expanding Niche: The premium menswear segment in India is poised for continued growth due to evolving consumer preferences and economic conditions. |
Premium Menswear Market: Growth Forecast
Over the next five years, the premium menswear market in India is expected to experience significant growth driven by factors such as rising disposable incomes, urbanisation leading to lifestyle changes, and a growing preference among consumers for high-quality and stylish apparel. The integration of omnichannel retail strategies, advancements in technology in retail operations, and increasing consumer awareness of sustainable fashion practices are anticipated to fuel this expansion. “The penetration into Tier II and III cities, coupled with the influence of global fashion trends and competitive dynamics within the market, will contribute to a vibrant and evolving landscape for premium menswear brands operating in India,” says Aiyer.
Emerging Trends in Premium Menswear
- Personalised and Unique Clothing Experiences
Consumers are increasingly seeking unique and personalised experiences in their clothing choices. Premium menswear brands are responding by offering customization options such as made-to-measure services, personalised monogramming, and bespoke tailoring. This trend not only enhances the exclusivity of the product but also caters to individual preferences and fit requirements, thereby enhancing customer satisfaction and loyalty.
2. Integration of Advanced Technologies
Beyond basic functionality, premium menswear is incorporating advanced technologies into their designs. This includes innovations like smart fabrics that offer benefits such as moisture-wicking properties, temperature regulation, and wrinkle resistance. Additionally, garments are being designed with practical tech features such as hidden pockets for gadgets, RFID protection for security, and even UV protection in fabrics. These technological advancements not only enhance comfort and utility but also appeal to tech-savvy consumers looking for functional yet stylish apparel.
3. Strategic Collaborations
Collaborations between premium menswear brands and fashion designers, artists, or influencers are becoming increasingly prevalent. These partnerships result in limited-edition collections that blend the craftsmanship and heritage of the brand with contemporary design sensibilities and cultural influences. By leveraging the creative expertise and unique aesthetics of collaborators, brands can attract a wider audience, particularly younger demographics who value trendy and aspirational fashion choices. Such collaborations also foster brand differentiation and create buzz within the fashion community, driving brand relevance and desirability.
