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 HISTORY & TIMELINE
 1851 - Maulin & Blanchard, start the business of 'Cluett, Peabody &
Co.' in a one room workshop.

 1905 - The Arrow Collar Man is Born.

 1912 - International Demand for Arrow Collars begins, starting from

Mexico.

 1923 - The Arrow Collar Man becomes the subject of a Broadway

Musical.

 1930 - Arrow introduces the Sportswear Look.

 HISTORY & TIMELINE
 1940 - Arrow agents are bombed due to London Blitz.

 1952 - Arrow ads “Such gorgeous Plumage”.

 1968 - New patterns include bold stripes and white collars.

 1971 – Cluett Peabody International is formed.

 1980 – The Label extends to various countries.

 1990 – American Wardrobe becomes global clothing.

 AWARDS & RECOGNITIONS

 IIFA Images Fashion Awards: Most Admired Shirt Brand in

2002-2003, 2003-2004, 2004-2005.


Central: Best Men's Formal Wear Brand in 2007-2008.

 Shopper's Stop: Best Brand in Men's Classic Brand in 2008-

2009.

 Superbrand India: Best Brand in 2009-2010.

 PRODUCT MIX
 Shirts: Formal, President's Collection, Autopress,
Urban, Detachable collar, Stripes, Blue Label.
 Trousers: Formal & Casual.
 Suits: Formal & Casual.
 Sportswear: Jackets, Pullovers, T-Shirts.
 Women's Wear: Formal & Casual.
 Innerwear: Undergarments.
 Accessories: Belts, Bags, Cufflinks, Ties, Wallets.
 PRICING

 Charges a premium price over its to its clothing

line.

 Discounting Strategies such as 777, Race

against Time Offer.
 PROMOTION

'When You Know' as the new Tagline.

777, Race against time offer.

Spreading Awareness amongst Aristocratic
Members.

Membership Schemes.

Communication by WOM, Telecalls, emails,
newsletters, Details about new collection.

Custom Made Shirts.

Discounts at Select Showrooms.
 CELEBRITY ENDORSERS
 Cary Grant.

 John F. Kennedy.

 Woodstock Generation.
 BRAND PERSONALITY

Brand personality is the way a brand speaks and
behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve
differentiation.


High Quality.


Premium Service.


Variety in Clothing line.
 BRAND POSITION
 It is a Premium brand

Arrow
 DIFFERENTIATION STRATEGY
 Superior Quality
 Product Variety: Disco shirts, sportswear,
Pinstripes etc.
 Detachable Collars.
 Bespoke Customized Clothing Solution.
 Adjustable waist bands in trousers.
 Wrinkle Free, Stain Free, Super Crease
Trousers.
 BRAND SELLING PROPOSITION
 Expertise and elegance sum up the core value
of the brand.

 Minimum celebrity endorsers.

 Touching all sectors of the population.

 New Tagline : “When You Know”.

 Trend Setters.
 FACTS YOU DIDN’T KNOW
 John F. Kennedy wore Arrow Shirts.
 Arrow is the only brand to have a Broadway Musical.
 Adjustable waist bands in trousers were introduced by Arrow.
 The detachable collars of 1851 were Arrow Innovation.
 Arrow was awarded Bronze Medal, struck by U.S Mint on its
100th Independence Day celebrations.
 Arrow High Standing Collars were the only allowed attire in
Offices across USA for a very long time.
 All the Arrow garments are designed by one Italian Designer.
 Wrinkle-free, Stain-free, Super Crease trousers have been
introduced by Arrow.
THANK YOU !!!