ARROW'S QUIVER SHOOTS CONTENT BOWS

The brand understands the power of marrying content with the brand ethos when it comes to its social media platforms and thus its pages/profiles focus more on creating engaging conversations with its followers to connect with them on a deeper level.

- VAISHNAVI GUPTA

Arrow as a brand has been on a path of constant growth and evolution. With the offices opening up postpandemic, there has been a rapid growth in demand as people are in need of refreshing their wardrobes. This has helped Arrow gain scale.

To help sustain and build this growth, the brand has introduced exciting product changes to establish a fresh identity of the brand. A new vector logo is now being used in its labels, communication, and signage. “The brand is on a strong momentum having registered a growth of 12-15 percent on a matured base. It is steadily shaping up to be a Rs 1000 crore brand,” said Suman Saha, CEO, Arrow.

OFFLINE PLAY

In terms of its retail presence, the brand has been steadily expanding its presence over the last few years, not just with standalone stores, but also within multi-brand outlets and department stores. It currently has over 212 exclusive stores across India and is available in over 1000 multi-brand outlets in around 109 cities. For its offline retail format, Arrow always targets its presence at both malls and high streets. “Our specific approach towards targeting ‘which’ malls and high streets to enter heavily depends upon finding the target consumers at these locations and then focusing on presenting the brand in the best way possible to the local population,” stated Saha.