ARROW shirts Ivy shirt from the success of seeing a male shirt brand　sports news

ARROW shirts from the brand success in man
shirt shirt dress as men, must account for a single product in an important place in men , shirt sales in recent years h地域as increased every year. Consumers are no longer satisfied with only a few shirts, but to demand for different occasions, wearing different styles of clothing, with different styles of shirts, even through a shirt with a jacket to show with a different style, so Shirts demand is increasing rapidly. From this, we see men shirts tremendous business opportunities in the market, how to make the brand the opportunities in this rapidly growing and successful, we can from the century-old brand – arrow shirt to get some notice of the development process.
arrow shirt was born in the 1840 , after several years of development to the 1900 become a very famous brand, it is even an integral part of American history, has kept the vitality in the sales rankings Shirts always highest in the standings before the few. We are now known as the “white collar” to bring the word is derived from the male image of the arrow shirts [1]. arrow from the following success factors for a glimpse or two aspects.
one form of advertising
arrow shape the success of its advertising and image are inseparable, “the arrow of men” (Arrow Man) is the United States the early 20th century one of the most successful brand image , but also a recognized fashion image of men, some women would have called him as a real person who exists in reality written by love letters. “The arrow of men” ads are created by the illustrator JCLeyendecker, he sketched out his brushes with a high nose, robust, energetic, with a purely innocent young eyes the image of [2], this image seems to be what turn of the century the United States on behalf of the young generation, they are restless enthusiasm, confidence frank, bold vision and courage and innovation, they are in a highly competitive society acquired a separate character, not easily agree with the views of others.
In addition to the success of advertising images, arrow shirts are very unique product advertising. Each arrow is a carefully designed shirt, suit and tie are required as appropriate to match the shirt collar, the collar is designed to be the finishing touch. Each collar has a very in place designed to function from style to comfort, even for some very intimate beautifully designed collar name, making consumers impressed, but also make these shirts seem to have a life led, as if the Council words, which convey a strong inherent appeal of the brand. Figure 1 is called the 1923 launch of the new “CHASE” (can be translated into the chase, the pursuit). In its ads will prompt the customer, in order to get the best wear results, suitable for and what kind of coat with, for what time, occasion wear, with what kind of bow tie, tie. Sometimes even after the consumers to buy shirt comes with a guide dressed in a booklet, showing the designer intentions and good service to customers in the purchase of the shirt also has a designer dress proposal is for consumers convenient.
Second, brand culture
arrow brand of cultural expression at the time the American way of life. Early 20th century American and Western society is experiencing a revolution, the United States as young people abandon the noble past “self-restraint,” “self-restraint” concept. They oppose the secular stereotypes, emphasizing individual self-expression; against traditional moral values, the pursuit of freedom, and concern for self-improvement and self-development [3].
arrow shirts in subtle as a part of this revolution, representing the masculine image of full strength, meaning it exists already more than the shirt as a consumer of the material itself, through which those who pass the dress code potential information: through its own struggle and efforts to achieve success with social influence. This subversion of the traditional European image of man, by the grace of noble blood, the typical male into male American workplace. arrow shaped by advertising and brand image of all men at that time to meet the characteristics of American popular culture, making the arrow shirts rapid popularity and has become an undercurrent to promote this change, “American white-collar men” (American white-collar man ) and “the arrow of men” (Arrow Man) has become synonymous.
III
product design and technology is well known, arrow arrow detachable shirt collar was formerly, when the arrow has been designed for the collar is very thoughtful, Figure 2, a 1970 advertisement stated that there the following information: the enterprise after the leading part of the collar will not Kabo Zi; collar stiff, but the edges will not chafe the skin; collar surface and brought back in a tie for the space set aside to facilitate the rolling line; led the design of precise angle collar place; durable and firm, soft and elastic fabrics; washing can also be durable.
arrow shirts convey in the design of such a precise and pragmatic, practical design, and then just happens to coincide with American popular culture. As a matter of fact arrow shirts have been changes in society to improve their own design concepts, technology and fabrics.
arrow detachable collar is in line with the initial save, the birth of the idea of ??easy to clean, so taking per day can be worn on different occasions, clean shirt. With the stiff shirt collar into a conservative synonymous with the era of U.S. consumption in pursuit of comfort as the goal of hedonism to replace the previous diligence doctrine, arrow began to launch a soft and comfortable shirt collar, and gradually reduce the detachable collar share of production, and ultimately become only the production of the whole shirt, and the arrow changes in a timely manner was a great success.
In the past the entire 20th century, arrow side of history as a mirror, reflects the context of popular culture and textile technological progress. The fabric as an example. 1930 as the war ended, the era of Hollywood, shirts more comfortable and suitable for movement, the white fabric has changed the previous pattern, stripes and rich colors. To the 1960 hippie culture, the rise of Asian culture, white shirt sales declined rapidly, accounting for only less than half the market sales. 1970 with the “hippie chic”, “punk style” and the prevalence of street culture, the use of color developed to the till. People thinking has fundamentally changed, abandoned the traditional classic clothing, prints everywhere, men wardrobe stocked with a variety of colors of shirts, arrow dubbed themselves “the white colored shirt company.” Woven fabric material also followed the development of science and technology continue to improve, 1950 nylon woven into the shirt fabric, 1980 widely used in mercerized cotton fabric, 1990 production of iron-free cotton shirts [5].
IV Revelation
our history of the development in the arrow, the company has always focused on lifestyle, the way they dress and new technologies, and in their own branding and product design will close the three financial into each of a shirt, advertising, brand culture, design and technology not exist in isolation, they interact and work together as arrow shirt enduring power.
arrow of the development is not smooth sailing. Arrow from the start, the predecessor of 1827 has been in the production of shirt collar, until the 1880 the company began to change in product strategy, brand rage, because people hearts to meet the demand at that time, the pursuit of fashion and the pursuit of new lifestyles. Contemporary Chinese society has undergone great changes, to seize the hearts of consumers in this era of lifestyle changes in demand and product planning, identify the positioning of product design, just change the design style is clearly not enough, the image of the product Application of new technologies to facilitate people life and work hard will achieve real success.