PRESENTATION ON ARROW (ACCESSORIES)

BY- PARUL JAISWAL

INTRODUCTION
Arvind Mills, the flagship company of the Lalbhai Group, is a producer of composite manufacturer of textiles. Its headquarters is in Ahmedabad, Gujarat, India. It was started in 1931. It operates in Business of Textile, yarn and Garments.

The Arvind mills limited The Arvind products limited Arvind brands limited

Arvind brands limited is further divided into: Arvind fashions limited Arvind clothing limited Arvind products limited is a subsidiary of The Arvind Mills Limited Arvind Ltd was incorporated in the year 1931 as Arvind Mills Ltd by three brothers Kasturbhai, Narottambhai and Chimanbhai

ABOUT ARROW
Arrow came to India in 1993. Arrow has different departments like product department, designing department, supply-chain department, retail department and sourcing department. The brand was expensive and had the quality and finish. CUSTOMISED DISTRIBUTION AT ARVINDEBOS, MBOS, EOPS, KAS, Export, Mega Mart Arrow Collarman

ARROWS OFFERINGS1. 2. 3. 4. 5. ARROW FORMAL SHIRTS AND TROUSERS(40%) ARROW NEW YORK (15%) ARROW ACCESSORIES(3%) ARROW WOMEN (37%) ARROW SUITS(5%)

Arrow had established itself in the market not because of its campaigns but because of the quality, premiumness and exclusivity.

OBJECTIVES
To study the operations and process of Arrow. PROJECT OBJECTIVE The objective is to compare and analyse the competitive brands of accessories and to draw the conclusion which brand is doing good in the market and also to understand the consumers psychographics.

METHODOLOGY
To Study the merchandise mix of competitors. Competitor's Product analysis and details Competitor's customer analysis positioning of competitors in customers mind for price, variety , quality , display , stock availability and staff interface. Study was conducted for all the brands for given parameters: Merchandise width Merchandise depth Visual Merchandising Packaging Promotions

LOUIS PHILLIPE
TIES OPTIONS PER PRICE POINT
10
33 24 1500-1999 2000-2499 14 2500-2999 19 999-1499

>3000

Maximum no. of options in the range of 999/- to 1499/-. Fastest selling price range 1499/- and 1999/-. Mostly pastel shades with floral structured designs

LOUIS PHILLIPE

NO.OF CUFFLINKS OPTIONS PER PRICE POINT

29

7 35

<1000 1000-1499

29

2000-2499 >3499

1499/- is the fastest selling range. Maximum options in the range of 999/- to 1499/-.

NO.OF BELTS PER PRICE POINT

Fastest selling price points are 899/- and 999/-. 70% options are in the range of 799/- to 999/-. Most of the belts are reversible. Crest logo etched on the buckles

LOUIS PHILLIPE
SOCKS PER PRICE POINT

Fastest selling price points are 129/- and 139/-. More than 50%options between 99/- to 149/-.

LOUIS PHILLIPHE
KERCHIEFS Pack of 3 is available. Kerchiefs of price point 299/- are self designs of size 51cm x 51cm. Crest embroidery on the kerchiefs. SETS Cufflinks+ tie MRP 2999/-. Tie + kerchief+ cufflinks- MRP 3999/-. VISUAL MERCHANDISING AND PACKAGING The display units used for accessories are basically floor units for belts and ties, cufflinks are displayed in niches at the billing desk. The packaging for expensive ties, belts, and cufflinks are different. The expensive ties(7 fold ties) are packed in boxes with the same fabric cover on top. Not much focus on accessory visuals in the store. No focus on promotions for accessories.

VAN HUESEN
NO. OF TIE OPTIONS PER PRICE POINT

Fastest selling price points are 1299/- and 1499/-. Maximum options in the range of 1199/- to 1499/-.

BELTS PER PRICE POINT

Fastest moving price points are 799/- and 899/-. 50% options 30mm width(799/-) and 50% options 35mm width(899/-). Van Heusen etching on the buckles.

CUFFLINKS PER PRICE POINT

Fastest selling price points is 1499/-. Cufflinks with stones and steel are fast moving

SOCKS
99/- and 129/- are fast moving price points.
Ankle length sports socks at 249/-. 60% formal and 40% casual.

KERCHIEFS
Offering a pack of 3.
Other than white and pastel shades ,blue and black kerchiefs are available.

VISUAL MERCHANDISING AND PACKAGING The display for accessories is basically a dedicated wall unit
for all the categories. The brand focuses on visual merchandising for accessories, however no promotions.

PARK AVENUE
NO.OF TIES PER PRICE POINT

Fastest moving price is 1199/- followed by 1399/- and 799/-. More than 60% options are in the range of 999/- to 1499/-.

NO.OF CUFFLINKS PER PRICE POINT

Maximum option in price point of 1099/-. Brass cufflinks gold plated.

BELTS OPTION PER PRICE POINT

849/- price point is 30mm width. 949/- price point is 35mm width

KERCHIEF 119/- plain cotton kerchief. 100s%mercerized cotton. Pack of 3. 119/- is the fastest moving price point. Also available loose for Rs 39 per pc. SOCKS 100% formal VISUAL MERCHANDISING The display for wall units is basically the waterfall units. The display for ties in store other than EBOs is basically a separate PARK AVENUE waterfall stand. Colour blocking technique followed all across for tie display. Cufflinks and kerchief are displayed on wall niches. A catalogue for accessory promotions available. A product manual on mens styling which also includes accessory kept in the store for customers reference.

ZODIAC
NO. OF TIES PER PRICE POINT

Fastest selling price point 899/-. 80% options are in the range of 800. 899/-and 999/- are self tipped ties. Colour wise breakup -75% ties are blue ,black and red, 10%solids. 15% orange ,pink and yellow. A range of ties within collections as accordion ties. A tie combination catalogue for promotion.

NO. OF CUFFLINKS PER PRICE POINT

1249/- Fastest selling price point. In EBOs maximum options are in 1999 range. In MBOs more options are available in 1249

BELTS Average selling price for belts is 999/-. Average sale 40-50 belts per month. SOCKS 102/- synthetic blend socks, sanitized. 139/- lycra blend, sanitized. A pack of 5 also available at MRP 409/-. 100% formal. KERCHIEF 119/- plain kerchiefs. 129/-kerchief with initials, fast moving, average selling price. 249/- Egyptian cotton kerchief. VISUAL MERCHANDISING AND PROMOTION Only brand with special focus on accessories. Only brand with catalogue for styling and combination of ties. The brand does in store display for promoting the accessory range. A wall unit and a floor unit for tie display. The display technique used by the brand are common to all the stores across India.

ARROW
NO.OF TIES OPTIONS PER PRICE POINT

Maximum no. of options available in the range of 799/- to 999/-. Maximum selling price point 999/-.

BELTS OPTIONS PER PRICE POINT

Maximum no. of options available in the range of 599/- to 699/-. Maximum selling price point 799/-.

CUFFLINKS OPTIONS PER PRICE POINT

80% of options are in the range of 799/- and 899/-. Maximum selling price point is 799/-.

SOCKS OPTIONS PER PRICE POINT

60% of the options in normal category. Maximum selling price point is 149/-.

KERCHIEF Both the price points have equal no. of options. Maximum selling price point 199/-.

VISUAL MERCHANDISING AND PACKAGING The display units used for most of the categories are wall units. No in store visuals for accessory display or promotions. No separate packaging for expensive better quality merchandise. No special highlights for accessory display and promotion.

FINDINGS
The merchandise width in terms of product category offered is more or less similar across brands. In terms of merchandise depth, Van Heusen and Zodiac offer a good depth in terms of variety and good merchandise support as well. Louis Philippe positioned as an upper crust brand, focus is more on maintaining exclusivity, and for accessories too .The Ties are mostly fashion Ties in pastel shades. Also the brand cashes upon the crest logo in accessories too. Van Heusen- positioned as a corporate wear brand has extended itself across various accessory categories. The merchandise designs and styles are more basics and regular; however in terms of variety VH is better than LP.

Accessories still not fully under the purview of in store promotions and advertising for any of the brands. Zodiac- the only brand to focus on accessory promotions in the form of catalogues. Zodiac have a set of accordion Ties- which are never out of stock categories in ties; i.e these styles are available throughout the year. Zodiac the only brand to have a common display across all stores for accessories. Allen Solly and Color plus lie in the casual and semi casual category, even accessories too reflect the same. The average selling price of LP is the highest for most of the categories, followed by VH, Park Avenue and other brands. The replenishment cycle for most of the brands is every 15days.With few additional new styles sent every 2 month.

COMPETITIVE POSTIONING ACROSS CATEGORIES

Price range in cufflinks across competition The positioning of Arrow is much below its competitors. The average selling price of most of the competitors being above 999/-, and for Arrow and Allen Solly its 799/-.

5000 4000 3000 2000 2000 1000 1499 Max Min

999

1199

1199

Average 899 1099

0
Louis Phillipe Van Heusen Allen Solly Color Plus Park Avenue Zodiac Arrow

Price range in ties across categories

The price range of Arrow is much below its most potential competitors. The maximum prices of Louis philippe ,Van heusen and Zodiac is above 2499/- . The average selling price of arrow is much below its main competitors in Ties.

Price range in Belts across competition

The price range of all the competitors is almost similar. The price range of colorplus is much high vis a vis competitors.

Price range in Kerchiefs across competition Average selling price of Louis Philippe is highest followed by Arrow. Most preferred range for kerchief is 129/- to 149/-.

Price range in Socks across competition Average selling price of Arrow in socks is much higher than its competitors.

CUSTOMER PHYSOGRAPHICS
FINDINGS BASED ON
1. BRAND CONCIOUSNESS OF CUSTOMERS (IN TERMS OF %,YEARLY INCOME,AGE) Unorganised sector still grabbing the major chuck of accessory market, leaves only 60% of the customers being brand conscious for accessories. Brand conscious is related to the reliability factor in terms of quality. Brand conscious is more in case of leather products, watches, eye wear etc. Higher the income, more is the brand consciousness . Maximum brand conscious is the age of 35+, when a person is settled completely.

BASED ON FREQUENCY OF PURCHASE Accessories are still a occasion wear for the customers, with maximum customers purchasing accessories during marriage seasons or for official purpose. Most of the Ties, Cufflinks purchase are during the marriage season. BASED ON PURCHSE INFLUENCING FACTORS Customers rated quality as the most influencing factor for accessory purchase, followed by brand name. Display and packaging were almost rated at equal platform, still being the purchase category for an impulse category like accessories.

BASED ON PURPOSE OF PURCHASE 70% of the purchase is for self purpose while 30% for gifting, which increases during marriage times and occasions like valentine. Most customers prefer Cufflink +Tie set for gifting purpose, followed by Tie+ Kerchief+ cufflink set.

 2.BRAND POSITIONING IN CUSTOMERS MIND (IN TERMS OF PRICE, VARIETY, DISPLAY) Colorplus is rated highest for pricing, followed by Louis Philippe. Arrow and Van Heusen were rated as high priced while, rest of the brand being reasonable priced. Van Heusen is rated as highest in terms of variety, followed by Zodiac. Arrow and Park Avenue are rated between good to average. Most of the brands were rated good to average in terms of display. All the brands being almost at the same rating for display .

IN TERMS OF QUALITY, AVAILABILITY OF STOCK, STAFF INTERFACE

Louis Philippe and Van Heusen are rated highest for quality, both the brands have the highest recall for accessories. Arrow, Park Avenue and Zodiac were rated between good to average. Van Heusen, Louis Philippe and Zodiac are rated good for availability of stock, followed by Arrow and Park Avenue. Allen Solly are also rated good for stock availability Staff interface was one factor which customer seek for in accessories . Louis Philippe, Van Heusen and Zodiac were rated good in terms of staff interface. Arrow, Park Avenue, Allen Solly and Colorplus rated as average.

KEY FINDINGS AND OBSERVATIONS

Customers still not very brand conscious for accessories except for the customers who are flaunting the brand matters. Brand consciousness of the customer increases with the income and age; that is increased awareness. Branding of the product is more important in case of products like Belts, Wallets, Sunglasses etc. For products like Ties ,Cufflinks, Kerchiefs and Socks, brand consciousness is relatively less. Brand recall for accessories is highest for LP and VH. Customers are not very price conscious when purchasing accessories, the purchase is driven mostly by the look and feel.

 Most of the customers purchase accessory occasionally or seasonally. Quality is rated as the most important factor driving accessory purchase Peers and the staff are influencing factors when purpose is more marriage purpose. Sets are mostly preferred for gifting or when purchase is for marriage purpose. Gift sets mostly preferred for are Tie+ Cufflink and Tie+ Cufflink+ Kerchief. Most of the purchase is for self purpose, only 30% for gifting. Since 10% are female customers purchasing for gifting purpose, assistance from the staff is required. Accessory being an impulse category, availability of stock is the main driving factor.

SUGGESTIONS AND RECOMMENDATIONS

The price range to be modified so as to bring in consistency in pricing across all the categories. Pricing to be modified so as to cater to different channels of distribution and thereby increase the penetration of arrow accessories in the market. Merchandise width to be extended to include sets and portfolio bags so that it would add to the brand portfolio and also increase the sales. Kerchiefs pack of 7, Silver cufflinks and 7 fold Ties should be added, new to the merchandise depth. Pack of 3 and 5 should be added in the socks category as packages sell well in the multi brand outlets.

SUGGESTED VISUAL MERCHANDISING AND PACKAGING

A modified waterfall display was suggested and color blocking needs to be done. A display technique was suggested for the stores so as to attract customers. In store self talking signage about the various accessory tips, like the legacy of 7 fold ties or various kind of stripes should be kept in the stores. Products can be tagged with the write ups talking about various accessory care and styling tips. Efforts need to made to promote Arrow as a wardrobe brand in the in the store posters and images

 An accessory styling manual can be made so as to increase the customer knowledge on accessory dressing tips. Accessories can be used as gift item for regular members such that a Tie winder or a Cufflink box of four pairs can be gifted on accumulation of points or a minimum purchase. Accessory sales can be increased with the increased sale of suits. Staff should try push the sale of accessories through shirts and trousers purchase like pushing the belts purchase with trousers. An effort should be taken to make accessories the interest creating category, which would further help in driving sales.

LEARNINGS
SUPER PREMIUM BRANDS
GANT NAUTICA ELLE ARROW US POLO I ZOD

PREMIUM BRANDS
MASS PREMIMUM

EX CALIBUR FLYING MACHINE

DISTRIBUTION
EBOs-Exclusive Brands outlets MBOs- Multi Brand Outlets EOPs-Executive Outright Purchase KAs- Key Accounts Exports(5% to 10%) Mega mart Arrow is also called The Arrow Collar man

SECTIONS UNDER ARROW IN INDIA

ARROW FORMAL SHIRTS AND TROUSERS-Weightage 40% Head Merchandiser- Sayeda Begham ARROW SUITS- Weightage 5% Head Merchandiser-Sumukhi Mathurand ARROW NEW YORK-Weightage 15% Head merchandiser-Dhananjay Singh ARROW ACCESSORIES-Weightage 3% Head merchandiser- Vaibhav Biyani ARROW WOMEN-Weightage 37% Head merchandiser-Sweta Deshmukh

DIFFERENT DEPARTMENTS
DESIGNING TEAM-has a set of designers who are responsible for desiging the products for the coming season almost a year before. PRODUCT TEAM-consist of a set ofmerchandisers for each section of arrow category which co-ordinates with the design team and does the further development. RETAIL TEAM-team coordinates with the product team as well as has a connection different outlet of Arrow . SOURCING TEAM-sourcing team sources different fabrics. SUPPLY CHAIN TEAM-coordinates with other departments and sends the product to the relevant store

ROAD SHOW ACTIVITIES

Road Shows are formal Buyer-Vendor meet where : Vendors display their products and merchandise range Buyers evaluate the range Buyers give confirmed orders and feedback on the gaps in the range.

MARKET SURVEY VISTING SWATCH CENTRE FRONT END- AT THE FLOOR MAINTAINING FILES LIKE- A4, SWATCH AND DEVELOPMENT

ARROW FORMAL ENTIRE RANGE OF FOOTWEAR

Accessories include shoes, ties, socks, cufflinks , belts, wallets & Handkerchiefs .

Ties & Socks Wall TIES : Separate the ties as follows : plain, stripes & patterns. Start with plain ties arranging from light to dark, then hang striped ties arranging the same from light to dark and patterned ties come next arranged from light to dark.

SOCKS : Separate the ties as follows : plain & patterns. Start with plain socks arranging from light to dark and then the patterned socks from light to dark

Accessory Wall
Cross Merchandising in the niches

Shoe displayed in the niche with Other accessories attracts attention

TYPES OF FORMAL SHOE

Image of Formal Shoe with laces

Image of Formal shoe without laces

Image of Formal shoe without laces

Image of Formal shoe with Zip

Accessory Wall
The complete wall

TYPES OF CASUAL SHOE

Image of Casual Shoe without Lace

Image of Casual Shoe without Lace

Image of Casual Shoe with laces

Image of Casual Shoe with laces

THANK YOU