Provogue goes for a makeover

After a lean period, the brand is trying to reconnect with consumers through a new line of products

Apparel retail chain Provogue’s latest print advertisement says, “You’ve changed. We’ve changed”. Indeed, it has. From glitzy advertisements that featured Bollywood stars Saif Ali Khan, Fardeen Khan and Hritik Roshan, the latest advertisement uses models to promote its new collection. But it’s not just the advertisement content that has changed. The 12-year old company is changing the look and feel of its stores by changing the colour from ‘white and red’ to a more contemporary black. It is also launching new consumer products and new fabrics ...