Arrow - Revitalizing a World Brand

We are just back from the 5th International Arrow Global Conference, held this year in Puerto Rico, with Licensees representing over 90 national markets in attendance. Our role, as it has been since the first gathering five years ago, is to manage and keep the brand communication focused.

Arrow is a truly global brand now offered in over 90 countries around the world through a network of licensees - many of whom are manufacturers. In fact, in the early 1950's, Arrow was the world's fifth most recognized brand, up there with Coke, Kodak, and Ford. Arrow, however, never made the transition to television... and gradually lost its focus and discipline. By 1997, when the Cluett Peabody Company was bought out of bankruptcy by its current owners, the brand had over 300 labels in circulation world wide, and no direction.

Lead by the President of Cluett International, Ian Ross, a man well known in Canadian retail circles, and his colleagues out of New York, a new brand vision was created to simplify and rationalize the brand's presence to three distinct labels: Premium, Classics, and Sport. This strategy was built around an explicitly nostalgic American lifestyle positioning, designed to support the growth of the shirt line, and, most importantly, extension of the brand into other aspects of fashion and associated lifestyle accessories.

All of the American manufacturing facilities have now been closed, and the Cluett Company has been transformed into a pure brand marketing entity. Working with The Bureaux out of the UK, and Design Vision, Cluett supports licensees with marketing collaterals in print and video, as well as with trend reporting both at the annual conference and during the year. Cluett also monitors closely, region by region the growth potential and opportunities, as well as the success of their existing licensees.

The resultant business model is both successful and unique. Cluett delivers disciplined and consistent marketing materials. The licensees interpret the brand in terms of merchandise and retailing strategies in the local markets. The resultant offering varies from market to market. Recent research points to a strong brand value to price ranking in its diverse markets.

The challenge remains to carve away market share from the larger monolithic competitors, while continuing to build preference over local brands. We will keep you posted on progress.

Design Vision- Positioning our clients for the future

Delivering strategic differentation is our job. Now in our 15th year, Design Vision continues to work with leading clients in mass consumer retail assisting them to take advantage of opportunity today, while helping position them for the future.

134 Peter St., Suite 401, Toronto, ON, M5V 2H2
(416) 260-2923       1-888-466-2587       general@designvision.com

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