The Hindu Business Line : Arrow now makes a mark with women

ANOTHER menswear brand is getting into womenswear. Arrow, the formalwear brand sold by Arvind Clothing in India, is launching a line of Western formal and workwear for women. The other brand to do so was Madura Garments' Allen Solly a few years ago.

Speaking to Business Line, Mr Janak Dave, Business Head-Arrow, Arvind Brands, claimed this was the first time pure formals for women were being introduced in India. Other brands that have ventured into Western womenswear are a mix of formal and casual, he said.

"There's a growing need for good formalwear for women as they are going up the corporate ladder. No brand is attacking this need. Arrow understands formal much better than any other company, the ethics and etiquette of corporate culture perfectly, as it's a formalwear brand," he said.

Arrow has been selling formals for women in France, the Netherlands and Singapore. To test the Indian market, the company got 120 highly-placed women executives in the corporate world to try out its clothes and based on their observations, came up with a clutch of fits to suit Indian figures. "Fit is very important in a women's segment, which is why we went to these lengths," he said. The target segment is 25-35 years old, he said.

The range comprises structured shirts in solid, stripes, floral prints and embroidery and trousers.

The shirts' prices begin at Rs 795 and the trousers' from Rs 1,095. The company will look at bringing in jackets and accessories in the next season (spring-summer), Mr Dave said.

Arrow will use direct mail as part of its advertising campaign for womenswear. Apart from that, it is launching a print campaign in magazines, daily newspapers and outdoors. The focus is on Delhi, Mumbai and Bangalore, after which Chennai will come into the field of vision, Mr Dave said.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Indian TV Summit debates efficacy of rating system

IIPM to organise retail meet

US-based Sawkar Family in talks with Indian cos to market wine

Small business set to power PC market, says AMI study

Arrow now makes a mark with women

Havell's India to merge Crabtree with itself

Unibic Biscuits launches brand in North