Pro Vogue

vision Provogue will evolve into a retail-centric group of branded businesses focused on customer needs.

About Provogue • Provogue is an Indian company incorporated on November 11, 1997 as Acme Clothing Private Limited. • The brand Provogue was launched in March 1998 • It is currently one of the biggest retail apparel brands in India.

Main Competitors • • • •

Allen Solly, Color Plus, Docker’s and Levis

Market Positioning • Provogue (India) Limited is in the business of designing, manufacturing and selling of branded ready to wear garments(menswear and womenswear) and other accessories under the brand ’Provogue’ which has been positioned as a fashion label in the Indian market. • Over these years Provogue has been consistent in its communication and has never diluted the positioning

Marketing Strategy • ACME’s strategy for popularising the Provogue brand included high profile ground events and retailing through selective stores which covered national chain stores like Shoppers’ Stop, multi brand outlets and company exclusive studios • The lack of a product range was made up by an aggressive advertising campaign strategy which was backed by series of fashion shows across the country • The uniqueness of the fashion shows were that only women were invited, which generated curiosity and excitement and the customer was ready to accept the madness • Provogue first found space in Multi-brand outlets (MBOs) and progressed to be present in 120 MBOs by the end of 1999 and there on a distribution network was established across 30 A and B class cities • Before making a foray into a region, Provogue organised fashion shows to generate interest levels and then the product was rolled out for the public

Brand Image • Personalities like John Abraham, Hrithik Roshan, Fardeen Khan and the current brand ambassador Saif Ali Khan have given considerable brand image to Provogue. • For the image positioning, the company has launched Provogue Lounge bar, a studio which doubles up as a Lounge bar at night

Future Plans • The retail expansion across the country for Provogue will be two pronged. • The company also plans to tap the potential in mini metros through formats of studios which are of 500 square feet in size. • The company plans to have 72 studios all over the country in the next five years from the present 32 studios. • ACME is also targetting Middle East as it first overseas destination with Dubai being selected as the first market. • The plans envisages setting up studios of 1000, 2000 and 3000 square feet in the Middle East in the next five years. • From the Middle East, the Provogue brand will be taken to countries like Sri Lanka, Bangladesh, Hong Kong and Singapore.

Provogue – Shirts Range • Price [ INR ]:1495 Colors:RED, DK.BLUE, BROWN, SEE-GREEN Sizes:S:M:L:XL Description: STYLE:GLINT P7320

• Price [ INR ]:1595 Colors:GREY Sizes:S:M:L:XL Description:STYLE:STRINGSP7319

• Price [ INR ]:1395Colors:PURPLE, BLACK, GREY Sizes:S:M:L:XL Description:STYLE:TREATP7420

• Price [ INR ]:1595Colors:NAVY Sizes:S:M:L:XL Description: STYLE:MAGNETIC P7318

• Price [ INR ]:1395Colors:BLACK, BROWN Sizes:S:M:L:XL Description: STYLE:SHINE P7396

• Price [ INR ]:1395Colors:MAROON, BLACK Sizes:S:M:L:XL Description:STYLE:CELEBRATION P7421

• Price [ INR ]:1395Colors:LIME, PINK, SKY, LEMON & MUSTARD. Sizes:S:M:L:XL Description: STYLE:RAP P7373

• Price [ INR ]:1595Colors:PINK & BLUE. Sizes:S:M:L:XL Description: STYLE:FLUTE P7277

• Price [ INR ]:1695 Colors:BLACK Sizes:S:Ml:L:XL Description: STYLE:CHARISMATIC P7322

Provogue- Bottoms • Price [ INR ]:1195Colors:OFF WHITE Sizes:28, 30, 32, 34, 36, 38 Description: LIGHTPAIROFJEANS SMART CASUAL AND FORMAL LOOK

Price – Rs. 1685, Rs.1785

Provogue- Acessories • Footwear Price – Rs. 1685, Rs.1785

• Sunglasses Price – Rs. 1495, Rs. 1695, Rs. 2295

• Fragnance MENS BODYSPRAY Price [ INR ]:225 Colors:BLACK Sizes:150ML Description: SUBSTANCE DEOSPRAY

• SHOWER GELPrice [ INR ]:175 Colors:BLACK Sizes:185ML Description: SUSTANCE SHOWER GEL

Provogue- Caps • Price – Rs. 375

Provogue - Bags • WASH MESSENGERPrice [ INR ]:1495 Colors:KHAKI Sizes:F Description: P8931 CANVAS EMBROIDERED BELT

• CANVAS BAG 1Price [ INR ]:1195 Colors:BLACK,BEIGE Sizes:F Description: P8932 NUMERICAL PATCH

• GYM BAG Price [ INR ]:995 Colors: RED Sizes: F Description: P8936 CANVAS BAG