Arrow takes on festive season with innovative shirts

As the festive season warms up, brands are leaving no stone unturned to attract customers. With this intent, Arrow has introduced an array of innovative shirts, especially for this season.

Colorful festive

offerings

The latest from its stable is the ‘Superluxe: The Stitchless Shirt’. This limited edition shirt has been created without any stitch. Typically, a shirt is made with different pieces of fabrics sewn together. This leads to creases on the seams. The superluxe technology that makes this feasible adopts eco-friendly high polymer thermo fuse adhesive material on the seams. The product is engineered without a single visible stitch and the seams are fused eliminating the problem of creases and puckering on seams of shoulders, sides, collar or the placket.

Meanwhile, the brand has also launched an exclusive range of suits and blazers for the festival season. These include bandhgalas, suits and blazers with rich fabrics. In addition, a range of festive collection shirts are on offer. It comes in rich fabrics and colours. The shades are dark for they work best during festivals and occasions. “These have already been launched in stores,” says Rishi Vasudev, COO, Arrow.
Arrow has also come up with suede blazers for winters. It’s in a range of colours like copper, tomato red, yellow, dark blue. “This is one of the biggest trends and is doing well at our stores,” adds Vasudev.

Expectations from the festival season

The festive season is very important for all apparel brands. Keeping this in mind, Arrow has pepped up its marketing and sales promos. Talking about consumer expectations, Vasudev says, “Consumers always look for something new and different. Typically, they spend more due to weddings and festivals during this time.” However, he feels the customer is changing as they don’t want to dress up in a predictable way even for festivals. Wearing a kurta pajama for a Diwali function is not a given anymore. Rather, wearing a suit or a blazer has become common especially in the north and the west.

The brand is currently being retailed through over 150 exclusive stores and more than 400 multi brand outlets. It is also present in over 400 key accounts and large format stores across India. In fact, Arrow has been opening stores aggressively. In the last six months, they opened about 20 stores. “We have opened a flagship in Mumbai’s Linking Road, which is one of our most important markets. Expansion plans are huge for this year,” says Vasudev.

Product and store expansion plans

Arrow New York a sub brand of Arrow, launched two years back, has also been accepted well by consumers. It offers formal shirts in slim fits. The sub brand is expected to contribute to the overall sales during the festive season giving it further push. Arrow New York’s festive collection comprises of blazers and tuxedos in stylish designs.

Arrow’s shirts are full of innovations, and they stand out because of their designs and colours. “We have multiple innovations. For example, there is the ‘handmade shirt’, which is single tailor stitched end to end. This ensures craftsmanship and quality,” says Vasudev. Similarly, they have launched ‘Puraido’ a wrinkle free shirt made with Japanese technology. It’s being launched for the first time in India this Autumn/Winter. Another innovation is the travel series and the great white shirt. “There is an innovation wall in the flagship store where one can see the new things this season,” sums up Vasudev.