Provogue, originally an apparel and accessories brand has always been seen as different from the rest of the pack of brands. Provogue's current brand statement"Live Mad" projects the ultra bindas attitude of its Target audience and reflects its cool brand imagery. To substantiate its credentials, Provogue's distinctive merchandise has created a definite niche in the minds of its consumers.
Footwear being the most natural progression for a brand having an extensive presence in apparel, M&B took on the challenge of managing this category under an exclusive Licensing arrangement.
Couple of seasons into footwear, the alignment has been bang on!! Provogue's footwear collection developed and promoted by M&B is seen as a category leader in fashion formals and casual fashion.