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It retails its products through exclusive Provogue stores and by opening shop-in shop outlets in national chain stores and multi-brand outlets. Provogue wants to make the change more visible to its target consumer — the youth.
And it was great fun, especially working with Saif, Dabboo and Anaita. Provogue wears a new attitude Last updated on: I am very curious to see the reactions to the campaign when its released this summer. How Sachin continues to score big ‘He comes out with so many novel ideas’ With Goyal gone, can Etihad use Jet to fulfil dreams?
Vora says, “While some players in the same industry have overspent in trying to strengthen its retail right from the start, Provogue has not gone overboard with any of its moves and provgue consistently concentrated on brand-building. But now the campaign is about to hot up.
To move into smaller towns that have its catchment audience for less than three of its stores, it will tie-up with franchisees. So I lit up each sequence that would best describe the adjective and Saif was being his cool self. T he focus on nurturing the brand has helped Provogue strengthen its position. Naturally, when this idea was shared with Saif, it got him charged up and excited, and he performed like the actor par excellence that he is. Provogue, the company, suffered too.
The company has, however, been quick to correct its course by reducing the size of the new exclusive stores. Provogue seems to have perfected the art in not letting the brand ambassador become larger than the brand and refreshing the brand by changing the ambassadors from time to time,” says Nikhil Vora, managing director, IDFC-SSKI.
This is apart from the brand’s presence in multibrand outlets.
Operating profit in the first quarter of this year was down basis points over the year-ago period. I was given complete freedom in terms of the composition, lighting and mood. The new Provogue ads will feature Saif in an enormously rugged ambience. All content information, videos, images etc belongs to their respective owners. The brand provogus the buzz as much for its new line as for ensuring that its aggressive store expansion drive matches the growth of curious consumers.
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M akani says that each letter in the word ‘change’ stands for a particular value provoggue courage, hope, attitude, next, glory and edge, respectively.
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