Retail panacea for Provogue

By Prasanth Menon - 28 May, 2012


Provogue is a fashion and lifestyle retail business company owned by Provogue India, a public company listed on the Bombay and National Stock Exchange. Provogue was developed and launched in 1998 as a menswear fashion range and is now available through its chain of exclusive brand outlets called ‘Provogue Studio’ at 140 locations which provides a unique retail environment for customers. It is also retailed through selective stores in the country and leading departmental stores like Shoppers Stop, Lifestyle, Globus, Westside, Central to name a few. Provogue’s products are made available through more than 350 doors across 73 cities pan-India.

The company operates out of its corporate headquarters in Mumbai, branch offices in various cities in India and international office in Hong Kong. It has 2 factories—one in Daman (UT) and the other in Baddi, Himachal Pradesh.

Provogue procures clothing and accessories from its parent company and third-party vendors. The inven tories sell through their chain of stores. The company does bulk breaking, following which, retail-specific packaging is done. The prices are dynamic in this industry, so specific packaging units engage in retail-specific packaging.

Price is a crucial aspect and the company had to address it diligently. For instance, during the MRP pro duct pur chases, they had to address dynamic price change that is taken care at the time of making the purchase order. Also, during the goods receipts, the number of line item was very high that was addressed through scanning barcode—either they enter the quantity or by scanning that many times.

Considering the company had outlets across the country, it engaged in state-wise localization. Furthemore, the replenishment of the products had to be vendor-specific, so this factor had to be addressed too.


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