Revamp to make Provogue a youth brand

This story first appeared in DNA Money edition on  Saturday, January 12, 2013.

Premium apparel maker Provogue is aggressively revamping its business. To start with, the look and feel of its 130-odd outlets will get a global appeal in the next 6-8 months.

“With times and targeted consumers changing, Provogue reached a tipping point between heritage and destiny. Thus, the ongoing revamp became inevitable,” said Timothy Eynon, business head of Provogue, a 12-year-old brand.

Focus is now on consumers in their late 20s. “We are not a teen brand nor an ‘old’ brand. Our positioning is very clear, that of a youth brand that offers innovative and stylish products for the target audience,” said Eynon.

The eagle and ‘double P’ that are part of the Provogue logo will give way to a prominently displayed ‘Provogue’ on all apparel, accessories and other product categories to be launched soon.

For instance, Provogue is set to launch new categories of apparel, men’s inner wear and premium accessories like belts and bagsfor women.

Provogue will also soft-launch an e-commerce platform next month. The company is targeting to double its store count by adding 100-odd company-owned or company-operated outlets over the next five years. With 15 franchisee outlets at present, the number is likely to swell to 300 by 2020.
For fiscal 2013, the company is targeting Rs650 crore in revenue with equal contributions expected from its domestic and export verticals.

While domestic sales have been showing higher growth, the company expects the revamp, new collections and new product categories to increase the growth rate in exports, going forward.
Eynon said 25 stores in landmark shopping malls and high streets have already been given a makeover, in terms of design, colours, lighting and amenities like trial rooms. New collections and accessories for men and women are in the pipeline.

Consequently, sales at these outlets are up 25%, driven by Provogue’s famed innovative products, technologically superior fabrics and strong colours, he said.

“The revamp will take two years (or four seasons, as they say in the fashion apparel industry) to start showing results,” he said.