American men's wear brand, Arrow, a part of Arvind Fashions, has roped in Bollywood star Hrithik Roshan as its brand ambassador for a new campaign ‘On Top of the World’ across digital platforms and print media. The campaign has been conceptualized by WYP Creatives and shot by director and photographer, Tejal Patni. It aims to explore the brand’s strategy of ‘metro drive’ and ‘glamorization.’
Fashion sales fell nearly 70 per cent during the months of April and May. However, with lockdown easing across the country, brands like Arrow are gearing up to make the most of the resurgence in consumption. The brand has recovered 60 per cent of sales and expects to achieve 100 per cent business normalcy by early next year. On the retail front, before the lockdown Arrow set up 25 new concept-stores. It plans to open 20 more stores by December this year.
As Shailesh Chaturvedi, Managing Director and CEO, PVH Brands at Arvind, the rise of work-from-home culture will accelerate the need for relaxed fashion in India Hence, fashion players should take the lead by understanding new consumer needs and adapt quickly, The company is seeing a surge in demand for polo T-shirts, trendy track pants, and open shoes.