Arrow is a brand which targets formal wear and is known as a premium shirts brand. Shirts by Arrow are loved in the corporate circle and it is the trademark of corporate wear. Arrow originates from the PVH corporation which is more commonly known as the Phillips Van Heusen corporation.
Strengths in the SWOT Analysis of Arrow :
“Best in class” Quality: Arrow shirts are renowned for their quality. This gives them a competitive advantage over the competitors since the brand image in the minds of the consumer is high.
Premium Brand Image: Arrow has a strong brand image in the minds of the consumer because of the quality of products, the popularity of the brand; also high ranked corporates choose Arrow which makes it a desirable brand for many.
Brand equity and awareness: Because of Arrow’s strong brand image, the brand equity is really high which also helps in increasing awareness about the brand. This also enhances the market reach of Arrow.
Global Presence: Arrow is present in over 55 countries and is renowned shirt brand for the professionals. Thus increases the reach, widens the customer base and rules out the disadvantage of being over-dependent on a single market.
Good Branding: Arrow has done good branding and advertising with TVC and print ads. This ensures that Arrow remains a popular brand.
Weakness in the SWOT Analysis of Arrow :
Limited market share: There is intense competition in the apparel industry from Indian as well as Multinational companies. This restricts Arrow to a limited market share.
Low Brand Loyalty: Due to the emergence of e-commerce and modern retail, there are multiple options for the customer today. This reduces the brand loyalty for a particular brand.
Low customer engagement and loyalty programs: Arrow does not indulge in customer engagement or loyalty programs. This also reduces the brand loyalty since other brand resort to such options.
Opportunity in the SWOT Analysis of Arrow :
Growing Indian Market: Arrow should try to encapsulate the opportunities created by the growing Indian market, especially the young professionals.
Tie-ups with offices and corporates: Arrow should also look forward to tie-up with offices and corporates in order to increase its popularity amongst the young professionals as well as increase its revenues.
Improving standard of living: Customers are upgrading themselves, they have become brand conscious. Also, the standard of living has improved as more people prefer premium brands.
Increase global penetration: Arrow should also look forward to increasing its global penetration especially in the emerging market where the standard of living is rising.
Threat in the SWOT Analysis of Arrow :
Increasing competition: E-commerce and mobile shopping has allowed various new brands to enter the market easily, increasing the already intense competition.
Price War: Comparing prices have become easy these days and hence companies are fighting each other over price. This is not a good sign for the industry as a whole.
Decreasing Switching Cost: Due to price wars and lack of product differentiation, switching cost for the customer has decreased a lot.
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