Provogue Strategy for Growyh

Provogues three-pronged strategy for growth September 20, 2003 17:17 IST Share this Ask  Users preserve a Comment What excites Nikhil Chaturvedi, managing director of the Rs 41 crore (Rs 410 million) Acme Clothing (makers of the Provogue smirch of clothing), more than than anything else? Its the dream of turning his small brand into a initiatory brand. The difference is that I want to create the largest brand in clothing, not the largest company in clothing, he says. That may reckon homogeneous a tall order for a brand of its size, that is operating in a cut-throat Rs 5,000 crore (Rs 50 billion) branded readymade menswear portion -- of which the premium casual wear segment is a most Rs 450 crore (Rs 4.50 billion). But if Chaturvedi has his way, in about seven years time, Provogue pull up stakes be a Rs 300 crore (Rs 3 billion) national life-style brand setting its sights on the international commercialise as well. Currently however, the commerce graduate from Rajasthan [ Images ] University is con centrating on ramping up productionion, product lines and expanding the network of exclusive Provogue Studios across the country. Apart from this, Chaturvedi is as well experimenting with some other way of selling his brand of clothes.

Drawing from fashion houses like Prada and Armani, which introduced the fashion lounges-by day-bar-at night concept to the world, Chaturvedi unveiled the first Provogue fuck off in central Mumbai [ Images ] in July this year. The idea? I conceive our customers should not only wear our clothes but also take the Provogue experience back with them. Experiential marketing is the biggest seller, he says. Clearly Chaturvedi is doing his best to stitch a strategy that impart help his brand stand out in a crowded market. The readymade menswear market is growing at an estimated 15 per cent annually. In fact in the early nineties the market grew as much as 30 per cent, which led to an inflow of brands like Van Heusen, Louis Philippe and Allen Solly. Raymond... If you want to get a adequate essay, order it on our website: Orderessay

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