dennis...
interesting notion the parallels with sunbeam...
the inherent value and good will in a recognized,
respected brand name should never be underestimated,
nor its potential to reemerge discounted. these are tenets
long standing in all streams of commerce.
when arrow shirts changed ad agencies in '79 having been
at Y&R for the 48 years precedent, the retail market was just
beginning its love affair with designer jeans: it wasn't long before
there were designer everythings. arrow wanted to gain market
share with the 18-34 student/young urban professional/hip & affluent
up & coming boomers typically shopping for designer labels.
the challenge---->how to glamorize, without sullying, the arrow collar of j.c. leyendecker, and of cole porter fame. the zenith paradigm, in many ways....
cutting to the chase, the tag line became " arrow. the first great
designer label worn by half the men in america." the models were young. the photographer was bruce weber. the first ad was a gate-fold
off the cover of time magazine, over father's day. that was the beginning anyway.
i look forward as well, dennis & robert, to hearing from the new helmsman, and hearing about the strategy which will reinstate zenith. |
