Launch of the biggest innovation in Formals

Launch of the biggest innovation
in Formal Shirts
From a brand known for Innovations
Arrow has brought to people, the most relevant innovations in
apparel, time and again.
• Inventor of the world’s first detachable shirt collar
• Creator of the world’s first shrink-free cotton shirt
• Introduced adjustable waist bands in trousers with Auto flex
• Functional innovations by introducing Stain free and wrinkle
free concepts to clothing
After Autopress, Travel
series, Handmade shirt,
The Great White Shirt,
Presidents collection &
Autoflex trousers, comes the
Biggest Innovation…
On 2nd October 2013
Arrow launched the biggest innovation in shirts,
for the first time ever.
Introducing
from
A shirt with no stitches!
A truly amazing shirt that is being
launched for the FIRST TIME
EVER!
 NO STITCHES
 100% TRUE WRINKLE FREE
 NO PUCKERING on seams
 PREMIUM 2 PLY fabric
 EXCLUSIVITY & UNIQUENESS
Limited edition offering, with only
100 shirts made in a day.
Launch Plan
When
Launched on : 2nd Oct
Where
PHASE I : Mumbai, Delhi , Bangalore, Ahmedabad & Kolkata
Arrow Stores; Shoppers Stop doors; Myntra.com
What
Launched with a high impact 360º Marketing campaign
(24th Sep to 5th Oct)
Launched with a high impact 360º Marketing campaign
SUPERLUXE: THE STITCHLESS SHIRT
MASS MEDIA
IN DAILIES
BRAND
WEBSITE +
MYNTRA
PR EVENT
RETAIL
EXPERIENCE
Select Arrow
Stores &
Shoppers Stop
ARISTOCRACY
(ARROW’S LOYALTY
BASE)
Launch Media Event on
24th Sep’13 at Arrow Linking
Road store, Mumbai.
SuperLuxe worn for the first
time by Arjun Rampal.
Front page + Inside page
coverage in Bombay Times,
Delhi Times and Bangalore
Times on 26th Sept
Coverage across other Print &
TV channels as well.
Coverage in Bombay Times, Bangalore Times
& Delhi Times
Arjun Rampal tweets on 24th Sept saying
“ Became the first man to wear a stitch less shirt. Yes a shirt
without a stitch breakthrough in innovation. Really fab shirt”
Full Page jacket
on 2nd Oct’13 in
Times Of India
6 insertions within
10 days across
leading dailies in
launch markets
Engagement with Arrow Aristocracy members
Special Preview for Aristocracy
members on 27th Sep’13
Preview event in 4 cities for
Aristocracy members to
Pre-book their order before
everyone else.
Online engagement
www.arrowlife.com
Tweet contest started on
23rd Sept. Live tweeting of
launch event and unveiling
by Arjun Rampal
This was followed by lead
generation and driving
interested people to Arrow stores
and Myntra.com
Store window to create a retail experience
Large needles pierced into a sphere to build on the concept of ‘No Stitch’
In store communication
Teasers : 25th Sept – 1st Oct
Launch: 2nd Oct
Stand alone display unit at stores
Engaging Retail Experience
Innovation wall showcasing other formal shirts built on innovation
Audio Visual to play in the stores
An exclusive packaging
Product booklets as handouts to customers
Arrow brand page on Myntra.com,
exclusive online retail partners
Product sale started first on
Myntra.com on 1st Oct night.
Reached out to Myntra.com
customer base through Online
Banners, Emailers and Booklets
sent to them.
Reached out to Shoppers Stop customers
• Teaser & Launch Emailers + SMS to First Citizen members
• Posters displayed at focal points at the store.
• Prominent SOH for high visibility
Complete the customer experience
Arrow Toll Free No.
1800-1800-1851
For any further information on the product and its availability,
customers can call the toll- free number.
The results: Lead generation from Tweets
•
•
•
•
Overall Tweets (From 20th Sep to 30th Sep)- 1957
Use of #NoMoreStitches in 1957 tweets
Total participation ON the website (and not through Twitter) – 139
Leads generated
– Campaign period(24th Sept - 8th Oct) - 562
– Post campaign period (9th Oct - 7th Nov) - 351
Tweets generated
900
800
700
600
500
400
300
200
100
0
23rd Sept
24th Sept
25th Sept
26th Sept
27th Sept
The results: Lead generation from online
engagement
Pre-booking form on
the website generated
about 1000 customer
contacts
The results: Consumer Speak
Business results
• 500+ SUPERLUXE sold on 2nd Oct
• 500 pcs sold through cash on advance
• 82% sell thru of SUPERLUXE within 75 days
• Overall formals category grew by 18% from Oct-Dec 2013
• 51% contribution of HVM (High value merchandise: Rs.2000+)
in formal shirts between Oct – Dec 2013 vis-à-vis
39% in Oct-Dec 2012
Thank you.