- Value creating partnership with customers and suppliers:
Provogue aims at creating mutually value adding partnerships. Provogue also aims at reducing the system costs, improve service levels, and offers new products and services through innovative techniques.
Provogue has an efficient supply chain management which ensures the smooth flow of goods from the manufacturers to the ultimate consumer. A well oiled supply chain helps the manufacturer to deliver the goods in time.
- Celebrity advertising campaigns:
Provogue has a mark for itself position wise, distribution wise and promotes the brand through innovative advertising. Provogue had hit the market in 1999 with an advertising campaign featuring model John Abraham who went onto become a super model on the fashion circuit. After that Provogue signed film star Fardeen Khan as a brand ambassador.
- Prime Locations:
Provogue has set up 40 showrooms mainly in the countries metro cities.
- Well defined customer segment and lovely range of colors:
Provogue has targeted to a well defined customer service. It has clothing fro office to party wear for men and women. It has colours like orange, navy blue, lemon yellow and aqua green.
- No Provision for kids wear:
Although Provogue has captured market for men and women, it has not focus on the kids segment yet.
- Lack of showrooms in mini-metros:
Provogue has no retail outlets in mini metro cities like Jodhpur.
- Wide market:
Provogue which currently has 40 showrooms and 110 shop-in-shops across the country and plans to expand its network aggressively in the near future. It also plans to open more exclusive showrooms in various cities to widen its market. The company also plans to increase its products range.
Provogue can use techniques of franchising to enter new markets and gain new customers.
- Strategic Alliance:
Provogue, the high profile apparel brand that created a niche for itself through celebrity advertising campaigns is looking forward for a strategic partner after its launch. Through this, it can strengthen the prospects of the company thereby, capturing new markets and expanding operations.
Competition in the main markets is increasing, and putting pressures on volumes. The competitors include Raymond’s, Color Plus, Allen Solly and others. Apart from fighting competition with the big brands, Provogue has to deal with opposition in the form of large format retailers such as Shopper’s stop, Globus, Wills Lifestyle etc. Provogue is posing stiff competition with Park Avenue, and Arrow for shelf space.
Another threat is the industry specific risk that any company in the fashion business will have, that of predicting trends properly and accurately and moving in line with the market.