Arrow

Demand for premium products aimed at high-income consumers remains a key driver of sales growth

The urban lifestyle shirt label from Arvind Fashions targets a bigger slice of the market outside the metros

The American apparel brand is banking on its newly launched smart shirt to gain deeper inroads into the Rs 3,45,000 crore Indian apparel market and climb the brand charts in the country.The menswear market accounts for 37 per cent of the total apparel market and is estimated at Rs 1,32,000 crores; shirts account for Rs 40,000 crore according to market research firm, Wazir. This is a market that is growing faster than most other segments too and hence attracting a large number of brands. J Suresh, managing director and CEO of Arvind Lifestyle Brands which is the official licensee for the Arrow brand in India says the company is testing waters and expects five per cent sales from the new innovation.Given the wide choice that consumers have today, brands are eager to find ways to differentiate themselves and find a way to increase repeat purchases. Arrow believes that the answer lies in the smart shirt which has a digital feature that if enabled can help the wearer connect with select soc