Marketing Mix Of Arrow and 4Ps (Updated 2023)

The Marketing mix of Arrow analyses the 4Ps of Arrow’s marketing mix strategy, which includes the Product, Price, Place, and Promotion of Arrow. It is an American brand for premium clothing, the foundation for which started in 1851, but the proper introduction of the brand in the market happened in 1885. Ebenezer Brown began the brand; it started with detachable collars & kept on innovating to offer an authentic American style of clothing. The brand is spread across 555 countries around the globe and provides clothing for men, women, and children.

With rising competition in the apparel industry, where new brands keep coming, it gets difficult to maintain your market share. In the premium clothing segment, Arrow also faces competition from international brands like Blackberry, Louis Philippe, Park Avenue, etc. And to stay in the market, the survival strategy of the team and the brand is essential.

About Arrow

• Type: Apparel brand
• Industry: Fashion
• Founded: 1851
• Founders: Morris Kalisch and David Meyer
• Headquarters: Greensboro, North Carolina, United States
• Area served: Worldwide
• Current CEO: Matthew J. McCauley
• Number of employees: 10,000+
• Major products: Dress shirts, sportswear, and accessories for men and women

Arrow Product Strategy

The clothing line, which Arrow provides broadly, can be categorized as follows:

• Arrow Formals
• Arrow New York
• Arrow Sport
• Arrow woman

Out of these brands, the USP of Arrow is a men’s formal shirt of premium range. Some of the famous iconic shirts by Arrow are the white shirts, which established a legacy for white-collar professionals. Another one is the Superluxe shirt, which is 100% wrinkle-free with no visible stitches, giving a flawless look. The travel series of shirts from Arrow is to make sure they serve as easy picks for those who travel a lot. Their designs, like apple cut, slim fit, and regular fit, ensure all customer requirements are met.

The Product Mix of Arrow in 2023 is as follows (Source)

1. Men’s Clothing: Dress Shirts: Arrow is well-known for its classic dress shirts, available in various fits, styles, and colors. Casual Shirts: The brand offers a range of casual shirts, including button-downs, polo shirts, and more. Trousers and Pants: Arrow provides a selection of formal and informal trousers, slacks, and chinos. Suits and Blazers: Arrow’s collection includes tailored suits, blazers, and formalwear. Ties and Accessories: Complementing its shirts and suits, Arrow offers a variety of ties, cufflinks, and other accessories.
2. Women’s Clothing: Blouses and Tops: Arrow offers a range of blouses and tops for women, including both formal and casual styles. Skirts and Pants: Women can find a selection of skirts, trousers, and pants in various cuts and designs. Dresses: The brand features dresses suitable for office wear and special occasions. Accessories: Arrow provides women’s accessories like scarves, belts, and jewelry.
3. Uniforms and Corporate Apparel: Arrow is known for its expertise in producing uniforms and corporate apparel for businesses and organizations. This includes customized solutions for various industries, including hospitality, healthcare, and more.
4. Casual Wear: Besides formal attire, Arrow offers casual wear for both men and women, including T-shirts, casual shirts, and casual pants.
5. Kids’ Clothing: Arrow often has a range of children’s clothing, including shirts, pants, and school uniforms.
6. Outerwear: Arrow may include outerwear items such as jackets, blazers, and coats in its product mix, suitable for various seasons.
7. Footwear: Some Arrow collections may feature footwear options like formal shoes, loafers, and casual footwear for men and women.
8. Accessories: Arrow offers a selection of accessories, including belts, wallets, and neckwear for both men and women.

Arrow Place Strategy

Arrow’s shirts are known for their quality and finish. Urban areas, residing upper middle class and elite class are the target groups for the brand. People who desire to have a formal lifestyle, like business executives and working professionals, are the people who love brands like Arrow, and the brand also values such customers by delivering excellent products, thereby meeting the expectations of the customer.

Thus, the marketing mix of Arrow is generally found present in premium outlets only. It cannot be found at any typical retail outlet. Many malls will have exclusive dedicated Arrow showrooms. Similarly, modern retail chains will have a specific section dedicated to Arrow Shirts. Because of the popularity of the products, they are sold in huge numbers online as well.

Here’s a place strategy for Arrow:

1. Retail Presence: Arrow maintains a solid retail presence with standalone stores, outlet stores, and shop-in-shop concepts in prominent shopping districts and malls. These physical stores provide customers with an immersive shopping experience and the opportunity to explore a wide range of Arrow products.
2. E-commerce: Arrow operates a robust e-commerce platform, allowing customers to shop online through its official website. This online presence extends the brand’s accessibility to a global customer base, providing the convenience of shopping from anywhere at any time.
3. Multi-brand Retailers: Arrow products are strategically placed in multi-brand retail outlets and department stores, enhancing the brand’s visibility and reach. This partnership with established retailers ensures Arrow apparel is available in various shopping destinations.
4. Corporate Sales: Arrow’s place strategy extends to corporate sales, providing customized uniforms and corporate apparel to businesses and organizations. This approach caters to the needs of companies seeking branded workwear solutions.
5. International Expansion: Arrow strategically expands its presence into international markets, targeting regions demanding formal and business attire. This global expansion approach involves opening new stores and establishing partnerships with local retailers.

Arrow Pricing Strategy

Due to the availability of various options in clothing nowadays, it gets tough to maintain brand-loyal customers, and brand switching is widespread. The major competitors for the mix of Arrow in premium clothing are brands like Park Avenue, Zodiac, Blackberry, Van Heusen, Louis Philippe, etc. Arrow uses an excellent pricing policy because of the quality of clothing and the brand value it provides.

Arrow shirts are available online and across physical stores, and the pricing varies depending on the type and design. There isn’t much difference in terms of price of its competitors. But what creates a differentiating factor is the brand image, word-of-mouth opinions about the brand, the experience, and other factors that influence a purchase decision.

Here’s an analysis of Arrow’s pricing and marketing strategy:

1. Value-Based Pricing: Arrow’s pricing strategy is rooted in value-based pricing principles. The brand emphasizes the inherent value of its products, highlighting attributes such as quality craftsmanship, timeless design, and durable materials. Prices reflect this perceived value, positioning Arrow as a reliable choice for long-lasting clothing customers.
2. Premium for Quality: Arrow’s pricing considers the premium quality of its garments. The brand sources high-quality fabrics uses meticulous tailoring techniques, and upholds strict quality control standards. This justifies the relatively higher prices attached to Arrow’s apparel compared to more mass-market competitors.
3. Consistency: Arrow maintains consistency in its pricing, aligning with its reputation as a dependable provider of classic attire. Customers can rely on the brand for reasonably stable prices across seasons, which fosters trust and brand loyalty.
4. Tiered Pricing: Arrow offers a range of products across different categories, catering to diverse customer segments. This tiered pricing approach includes options for various budgets, allowing customers to choose from entry-level pieces to premium offerings. It ensures that Arrow appeals to a broader audience while preserving its premium image.
5. Promotions and Sales: Periodically, Arrow may run promotional campaigns and sales events, offering discounts or incentives to attract price-conscious shoppers. These promotions can boost sales, clear inventory, and attract new customers.
6. Exclusive Collections: Arrow may employ a slightly higher pricing strategy for special collections or limited-edition releases. This approach capitalizes on the exclusivity and uniqueness of these collections, enticing collectors and fashion enthusiasts to invest.
7. Online Sales and Discounts: Arrow’s e-commerce platform often includes online-exclusive sales and discounts, providing an additional channel for price-conscious consumers to access the brand’s products at reduced prices.
8. Seasonal Adjustments: Arrow may adjust its pricing seasonally, reflecting changes in demand for different types of clothing. For example, seasonal sales may focus on winter coats during the winter months and summer attire during the warmer seasons.

Arrow Promotion Strategy

Initially, One of the company’s main objectives and marketing strategy was to make the brand represent values like freedom, adventure, and individual expression. They tried building emotional connections with customers through dealers and retailers in shopping malls. Arrow, hailing from the USA, was built on heritage and has a strong presence behind it. It has survived and thrived for the last 1 and a half-century, so it knows its market well.

They did tie-ups with E-commerce websites to increase market share and offered other incentives like gift vouchers and free shirts on buying a certain fixed quantity of shirts. Engaging celebrities in marketing your brand is always a good bet in the apparel industry. The same Arrow followed when it made Bollywood actor Arjun Rampal its brand ambassador, and he launched Superluxe stitchless arrow shirts. This shows the focus on brand integration with the target customer groups, primarily men between 25-45 years of age.

There are other competitor brands, which, even without a brand ambassador, are giving Arrow a tough fight in the market, so it’s a business of always staying on your toes to survive in the market world.

Some Recent Video ads and Print ads of Arrow are:

https://youtu.be/xPtO21JCR9M

Brand Arrow – Arvind Fashions

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