THE MARKET Over the course of not one but three centuries, the Arrow brand has consistently

offered a rich reflection of authentic American fashion. Boasting 160 years of rich history and experience Arrow has remained steady amid continual shifts of the market and has evolved into an international brand licensed in 55 countries. With a broad assortment of mens, womens, and childrens apparel and apparel-related products, Arrow uses its deep heritage, superior quality, and original designs to offer customers a refined and relevant product. With its origins in a oneroom workshop in Troy, New York, Arrow now is a wholly owned subsidiary of PVH Corp., with executive offices in New York City and Bridgewater, New Jersey. Targeting the updated classical consumer Arrow remains true to its roots, drawing inspiration from the past to create an updated and appealing look. ACHIEVEMENTS Founded in 1851 Arrow is currently celebrating its 160th anniversary of selling superiorquality apparel. As the number-two bestselling dress shirt brand in the United States, Arrow commands extraordinary brand recognition for its commitment to produce fashionable yet functional apparel. The first Arrow collection under PVH Europe launches at retail in fall 2011, exclusively offering mens dress

shirts that illustrate the brands distinct American heritage. Extremely innovative in its time, Arrow consistently ranks in the top 50 in consumer brand awareness in the United States. HISTORY In 1820 Mrs. Hannah Montague from her home in Troy, New York, created the first detachable collar. Shortly after, Ebenezer Brown recognized the profit possibilities in the detachable collar industry and began manufacturing collars in the back of his general store in Troy. This modest beginning would lead to the emergence of the Arrow brand as a leader in mens fashion. By the turn of the century, Cluett, Peabody & Company owned the Arrow trademark, and Frederick Peabody turned Arrow into a household name. In 1905, Cluett, Peabody and Company hired commercial artist Joseph Christian

Leyendecker, who created the famous Arrow Collar Man, quickly establishing Arrow as a fashionable and authentic American lifestyle brand. Boasting 322 Saturday Evening Post covers, J. C. Leyendeckers easily identifiable style was the height of sophistication. The Arrow Collar Man influenced the standard for which men would be measured for the next 20 years. The impact of Leyendeckers illustrations translated into an immediate demand for Arrow collars. Each month brought forth a new collar style, resulting in more than 400 collar styles by 1920, which appeared in advertisements throughout the country. As the inspiration of a Broadway musical and recipient of fan mail and marriage proposals, the Arrow Collar Man can be considered the first recognizable icon of the idealized American male, symbolizing solidarity and dignity. With the dramatic transformation in mens fashion following World War I, however, men preferred and grew accustomed to soft and attached collars, leaving the detachable collar and the Arrow Collar Man highly obsolete. Despite a downturn in the use of detachable collars after the Great War, Arrows factories employed 6,000 people during the early 1920s and sales surpassed the $32 million mark. In response to a change in style, Arrow introduced Trump in the late 1920s as the brands first dress shirt, and within several years had introduced dress shirts in a variety of colors and stripes. Further, to control

the shrinkage of cotton fabric, in 1928 Arrow developed a patented process called sanforizing, which relaxes yarns in the fabric. By the 1930s Arrow successfully entered the sportswear market. In the following decade, dress shirts were loose fitting, and sport shirts were designed in bright colors and floral patterns. Throughout the years, Arrow has continued to respond to shifting fashion trends. As the stability of the 1950s gave way to the turbulent 1960s, Arrow replaced its conventional white dress shirt with colorful, more flamboyant designs. By 1968, less than half of Arrow shirts sold were solid white. During the 1970s and 1980s, Arrow redesigned its line, appealing to the renewed conservatism of the young, urban professional with a resurgence of classic tailoring and natural fibers, as well as the synthetic fabrics, tapering darts, and oversized collars of the disco-inspired look. The downswing in the dress shirt market during the 1990s has abated as the millennium brought renewed interest to this

exceptional value. To improve in-store product offerings, Arrow Europe retail stores will feature in-store display iPads to allow customers the option to browse merchandise digitally. PROMOTION Arrow promotes its products through innovative point-ofsale displays, magazine and newspaper advertisements, fixture design, and in-store presentations. Together with its retail partners Arrow develops on a regional and international basis promotional events tailored specifically for the customers. Past ad campaigns include sponsorship of the Masters golf tournament in the 1960s, the At Work / At Play campaign in 1994, the We Are Ellis Island campaign of 2007, and most recently Arrow advertisements appearance in Shanghais Metro Transit System. Arrow also employs social networking sites such as Facebook to generate increased brand awareness. BRAND VALUES Arrow is committed to manufacturing a quality product that is fashionable and affordable. The success of the Arrow brand can be attributed to its name recognition and attention to detail. Through research and development, Arrow focuses on the needs of the consumer, resulting in high brand awareness and customer loyalty. Arrows heritage, confidence, and diversity represent that which is the American spirit. The brands look and appeal reflect a youthfulness and optimism that embody the American experience. The Arrow brand represents conviction, dedication, and accomplishment in all of its apparel and related products. As a result, Arrow remains in the forefront of the mens apparel industry.

green

f ocus

A  rrow teamed up with a wildlife conservation organizations elephant reintroduction program in Thailand to help sponsor the release of elephants. A  rrow partnered with Save Ellis Island Inc. and the National Park Service to restore presently deteriorating buildings on Ellis Island

THE PRODUCT For 160 years the Arrow brand has delivered a broad assortment of apparel that embodies classic American fashion. With a complete portfolio offering dress shirts, neckwear, sportswear, and accessories, Arrow aims to satisfy each specific market segment. The first Arrow collection under PVH Europe launching at retail in fall 2011 features a three-tier mens dress shirt collection comprising the classic, casual, and contemporary. Each unique collection is reinterpreted for the modern world. The collection offers shirts that are distinctly refined, structured, and tailored for comfort but with a liberated attitude. Each tier, defined by unique fabric and fit, brands a lifestyle. Arrows authentic global presence is committed to providing quality apparel products that embody the heritage of the company and deliver superior quality to consumers. RECENT DEVELOPMENTS To herald the introduction of the newly refined collection under PVH Europe, Josh Duhamel, an all-American actor and former model, is featured as the modern Arrow Collar Man. Alongside Duhamel, supermodel Bar Refaeli is featured in the fall 2011 campaign. In addition, Arrow designed a limited-edition collection of mens shirts in 2010 exclusively for Urban Outfitters, featuring three vintage styles. The brand name has also been licensed to produce eyewear to both the U.S. and Canadian markets, offering consumers a durable product at an

market segment. In 2004 PhillipsVan Heusen acquired Arrow, refreshing the brand and leading to many new and pivotal partnerships and campaigns. Arrow has forged a remarkable record since its humble beginning; with the advent of the 21st century, Arrow continues to be regarded as a leader in American mens fashion.

THINGS YOU DIDNT KNOW ABOUT arrow

m A t the height of the detachable collar craze, the well-dressed man had charts denoting the appropriate collar to wear at every time of the day and for every occasion. m A range of celebrities singer Tony Bennett, musicians Willie Nelson and J o h n n y C a s h , m a g i c i a n Da v i d Copperfield, model Fabio, football star Joe Namath, basketball star David Robinson, and tennis champion Jim Courier have all promoted the Arrow brand over the years. m Arrow created collars of unique sizes for the famous 3.35-foot-tall Tom Thumb (11"x1" collar) and for a giant Russian man (27.5"x5"), which was the largest collar ever produced for actual wear.

1851
A small collar company begins manufacturing collars, later giving rise to Arrow

1885
Albert Coon conceived the Arrow Trademark, although the mark was not actually registered with the US trademark office until 1900

1905
Cluett, Peabody & Co. hire J.C. Leyendecker, a commercial artist, to create the famous Arrow Collar Man

1918
Business was booming, and the companys line of collars expand to over 400 different styles

1928
Sanforized, a patented shrinking process, is developed by Sanford L. Cluett to relax the yarns in the fabric

1941
Arrow converts the worlds largest shirt factory for war efforts, producing gas masks

1945
Arrow advertised the largest collar ever produced for Russian giant, measuring 27.5x5

1953
Arrow creates the Arrow International division to handle its growing business outside the USA

1973
Arrow launches Brigade, the first true fitted shirt

1975
Broadway Joe signs up with Arrow to promote the Joe Namath product line

1991
Arrow is licensed in 22 countries

2011
Newly developed, PVH Europe relaunches Arrow at PITTI IMMAGINE in Florence, Italy.

00

00