American brand Arrow has introduced its latest innovation – Superluxe: The Stitchless Shirts – in Kerala. The limited edition offering, available in 10 designs, is priced at ₹5,999.
Mouli Venkataraman, Brand Director, Arrow, said that these premium range shirts use eco-friendly high polymer thermo-fuse adhesive material on the seams. This is an exclusive product offering from the company manufactured with the world’s most advanced technology.
During the test marketing in Delhi and Mumbai last year, the shirts have received overwhelming response from customers and the pilot edition was sold out fully, he said.
On the apparel industry, he said that the size of the industry is estimated at ₹2.2 lakh crore with an 18 per cent share from the organised segment. Of this, the men’s section has a share of 43 per cent. The industry is expected to grow by 30 per cent by 2017, he added.
According to Mouli, Kerala offers a good market for premium range shirts and the company would double the number of its flagship stores from six by the end of this year. There are also plans to open more exclusive outlets in shopping malls across the country, as 65 per cent of the company's business comes from malls.