Arrow

05. ARROW REBUILDING A BRAND

In FASHION PROMOTION class: Working and contributing equally as a

team, the challenge was to rebuild a brand that has lost its presence in the fashion industry. ARROW being a prime example, having researched its DNA/history, we managed to revamp the brand by designing a new logo, lookbook, packaging, shirts, website and social media platform.

77

WHO IS ARROW ?

HISTORY It all began in 1820, when Hannah Montague came up with the detachable collars. It was not until 1851 when Ebenezer Brown began manufacturing collars. It eventually lead to the introduction of the ARROW brand in 1885 as a pioneer in men’s fashion. The ARROW collarman was then introduced at the turn of the 20th century and quickly became the symbol of the idealized American man.

TODAY What started 3 centuries ago, became an international brand exposed to over 100 countries. Arrow has developed into a classic brand with excellent quality. However, ARROW has been out of touch and lost its presence within the menswear market.

79

ARROW CURRENT

STATE OF BUSINESS OPERATION

CURRENT CONSUMER & MARKET SHARE The urban elite gentleman who stresses the expression of personality and pursue freedom of life. When choosing clothes, they always pay more attention on style and quality.

ARROW: 960 million market shares. Together with other heritage brands of PVH Copr. they have generated around $1.7 billion in revenue in 2015.

DISTRIBUTION/RETAIL/WHOLESALE Distribution of ARROW in the U.S currently holds 2 segments: Wholesale and retail.

Wholesale: Sold through department stores, speciality stores, mass market and off price retailers ( in stores and online ) through selected wholesale partners.

PVH markets ARROWs products directly to the consumers through its Van Heusen retail stores.

81

ARROW SWOT

ANALYSIS

STRENGTHS

MAIN COMPETITORS

- Rich heritage

- Limited resources

- First to introduce detachable collars

- No E-commerce on official website

- Wide range of colors for products

- Lack of distinctive design - No presence on social media

JACK VICTOR

-Only sold through department stores

OPPORTUNITIES

THREATS

- Create more exposure

- Confusions of 2 ARROW websites

- Create interactive experience with consumers

- Brand switching is high among consumers

- Reconstruct official website -Introduce a style guide for men

-Consumers seeking for other style -Competition in the market segment

One of the best known fashion house in the world.

Today, the brand represents the purest example of lifestyle dressing.

Leading North American manufacturer specializsing in men clothing.

Elegant silhouette create modern aesthetic.

WEAKNESSES

HUGO BOSS German luxury fashion houseknown for its impeccable tailoring with minimalist lines and cutting edge aesthetic.

ARROW

THOMAS PINK RALPH LAUREN What started 2 years ago, is now known as traditional British classic style with an urban and modern aesthetic.

83

ARROW MARKET

RESEARCH

CONSUMER TREND & CUSTOMER VALUES More into quality and not quantity. They only make few purchases but the products last a long period of time. Consumer have an awareness of brands and favor labels that he considers to be of high quality. He is more interested in fashion than most people he knows.

Values: Durability, comfort, fashion forward, trendy, customization and individuality.

SIZE OF MARKET & SECTOR INFO Men’s U.S retail sales reached $60.8 billion in 2013. The global apparel market is valued at $3 trillion. The menswear industry is valued at $402 billion. The retail value of luxury goods market is $339.4 billion. Men’s dress shirt market is a $3 billion industry.

Top 10 menswear designers include: Jeffery Rudes, PLAC, HVRMINN, Lucio Castro, Private Policy, Matiere, Dervaux, Palmiers du Mal, David Hart and Greg Lauren.

85

ARROW PROPOSAL CONSUMER ENGAGEMENT STRATEGIES: SOCIAL MEDIA

CONSUMER ENGAGEMENT STRATEGIES: TRADITIONAL

87

ARROW DEMOGRAPHICS VALS: INNOVATORS Age: Gender: Race: Family: Marital Status: Education: Income: Employment: Ethnicity

25 - 35 Male

Asian, mix, hispanic, white, black Close knit family

In a committed relationship Master degree

$65,000 - $150,000

Full time employment

VALS: EXPERIENCERS

Are confident enough to experiment

Are spontaneous

Have international exposure

Seek variety and excitement

Are future oriented

Their energy finds outlets in sports, exercise, social activities and outdoor recreation

Are most receptive to new ideas and technologies Have the widest variety of interests and activities Always taking in information

Spend comparatively high proportion on their income on fashion Purchases reflect the emphasis that they place on looking good and having ‘’’cool’’ stuff

Open

89

ARROW LOGO

PRODUCT UPDATES

UPDATES

ARROW

BEFORE Brand appeal reflects a youthfulness and optimisim that embodies the American spirit.

The new logo is redesigned to reflect on modern ideas and innovation. The bold serif typeface highlights the quality and heritage of the brand.

NOW

91

ARROW PRODUCT

UPDATES

DISTRIBUTION PLATFORM

ARROW

FLAGSHIP NY flagship store will be relaunched in NYC. It will establish the new image of ARROW.

RETAIL Products will be sold through Nordstrom. A great platform to reach out to different kind of consumers.

ONLINE Online store is main focus of ARROW. It will offer international shopping.

93

ARROW DISTRIBUTION

pLATFORM

TIMELINE AND DELIVERABLES

ARROW

95

ARROW RETAILSTORE

EXPERIENCE

Create an up close and more personal experience between ARROW and the consumers.

No longer having to be redirected to another site, ARROW will offer style guides, products and lookbooks.

97

ARROW FINANCIALS CURRENT STATE ARROW is under the portion of the heritage brand in PVH Corp. ARROW together with other heritage brands of PVH Corp has generated about $1.7 billion in revenue during 2015.

ESTIMATION OF REBRANDING & POTENTIAL REVENUE COSTS ARROW’s acquisition value in 2004: $70,539 Estimated annual revenue in 2004: $17,635.75 2% growth rate after acquisition for 2015: $194,334.95 6% growth rate after re-branding 2016: $205,995.0417

99