BE AUTHENTIC. ARENA ICONS SINCE 1973.
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1 SS 19
2 CONCEPT. Icons is the arena heritage line dedicated to streetwear, offering a contemporary take on the styles bearing the iconic team stripe that brought success to the brand even outside the world of swimming. BE AUTHENTIC. ARENA ICONS SINCE
3 CONSUMER TARGET. Icons is aimed at year-olds. CONSUMER PURCHASING DRIVERS year-olds love the trends of the 70s, 80s and 90s, and they re fascinated by brands that have a story to tell. They like to stand out, to feel unique. They choose outfits in keeping with their style. Icons makes a return to the styles in arena s iconic range, giving fits and colours a more modern slant. That s why it s perfect for this target. REASONS TO BELIEVE IN ARENA ICONS. A return to the past is also trending in the streetwear and sportswear markets. Icons is an authentic line with a heritage stretching back over 40 years, giving it massive potential for success in this scenario. The SS19 collection was designed to reflect a current trend and to respond to the tastes of young customers. Icons will only be distributed to selected premium stores that match the special Icons profile. The launch of the line will be supported and enhanced by a specifically designed marketing plan. 2 3
4 PRODUCT OVERVIEW. SIZING SYSTEM A CM BODY MEASURES A Height B Breast WOMAN B C D C D Waist Hips SIZE RANGE F USA/ UK I D AUS XS S M L XL XXL XS S M L XL XXL XS S M L XL XXL XS S M L XL XXL A CM BODY MEASURES A Height B Chest B C C Waist D Hips MAN D SIZE RANGE F S M L XL XXL 3XL USA/ UK S M L XL XXL 3XL I S M L XL XXL 3XL D S M L XL XXL 3XL AUS
5 WOMAN W T-SHIRT TEAM W BRA TOP TEAM red wine - cool grey red wine Classic sleveless cropped top with tight fit. Made with comforable stretch fabric, it is styled with the arena team stripe on the sides and the arena vintage logo patch at center front. A fashionable easy-tomatch piece of clothing. Fabric: Polyester - Elastane Fabric Composition: 89% Polyester, 11% Elastane 351 lily yellow - white lily yellow red wine - cool grey red wine Contemporary oversized cropped fit embellished with the team stripe on the sleeves and arena vintage logo patch on the chest. The result is a stylish piece of clothing with a favorable fit on every figure lily yellow - white lily yellow red wine - cool grey red wine A must-have in every woman s closet: taken from the classic 70s arena archive and improved with comfortable slim fit. The design is completed by the arena vintage logo patch on the chest and contrasting team stripe down the sleeves. 921 sea rose - white sea rose Fabric: Cotton Jersey Fabric Composition: 100% Cotton W TANK TOP TEAM W CORINNE TEAM 921 sea rose - white sea rose Fabric: Cotton Jersey Fabric Composition: 100% Cotton 351 lily yellow - white lily yellow red wine - cool grey red wine An iconic tank top reinterpreted with the arena team stripe that runs along the side seams and the arena vintage logo patch on the chest. This 100% cotton jersey top has a relaxed fit for a contemporary athletic look. 921 sea rose - white sea rose Fabric: Cotton Jersey Fabric Composition: 100% Cotton 7
6 WOMAN W LORELLA TEAM red wine - cool grey - red wine black - white - black army - white - army roy - white - roy Tight fitting shorts with slight high rise elastic waistband and internal drawcord for adjustable fit. Its design is detailed by the arena vintage logo patch and the iconic team stripe on both legs to assure visibility. A distinctive item for the modern woman. Fabric: Polyester - Elastane Fabric Composition: 89% Polyester, 11% Elastane W CAROLINE TEAM red wine - cool grey - red wine black - white - black army - white - army roy - white - roy Comfort and style find their greatest expression in these pants: vintage tights with bottom stirrup, slight high rise elastic waistband with internal drawcord for adjustable fit. The arena vintage logo patch and the iconic team stripe on each leg will assure noticeability. Fabric: Polyester - Elastane Fabric Composition: 89% Polyester, 11% Elastane W JAZZPANT TEAM red wine - cool grey - red wine black - white - black army - white - army Iconic tights with flared silhouette. Made of comfortable 4-way stretch fabric, it fits perfectly on the waist. The arena team stripe runs along the sides from hip to hem and gives a distinctive look. The design is completed by the arena vintage logo patch. Fabric: Polyester - Elastane Fabric Composition: 89% Polyester, 11% Elastane 8 9
7 WOMAN W RELAX IV TEAM JACKET 351 lily yellow - white lily yellow red wine - cool grey red wine The 70s classic design is combined with a contemporary bomber fit, resulting in a garment for women who dress to impress. Relax IV jacket shows the iconic arena team stripe down the sleeves, the arena vintage logo patch on the chest and distinctive color contrasting details on the collar, zipper and bottom hem. Two pockets complete the item for comfortable use. Fabric: Knitted Polyester Fabric Composition: 100% Polyester W RELAX IV TEAM PANT 351 lily yellow - white - red wine - cool grey lily yellow red wine In this track pant, the unique style of a classic design meets feminine, loose fit for a contemporary urban piece. Made of knitted polyester, this item is finished with the iconic team stripe on both legs and the arena vintage logo patch on the left for an ultimate eye-catching result. Two pockets and a waistband drawcord complete the garment for better comfort and wearability. Fabric: Knitted Polyester Fabric Composition: 100% Polyester W 7/8 TEAM PANT 351 lily yellow - white lily yellow red wine - cool grey - red wine Polyester tricot 7/8 pants characterized by a slim fit and double zippers at bottom hem. It features side pockets and an external waistband drawcord for a snug fit. This feminine pant is embellished by the arena team stripe on the sides and the arena vintage logo patch is placed just below the left pocket. 10 Fabric: Knitted Polyester Fabric Composition: 100% Polyester 11
8 UNISEX SKIPPER TEAM white - white - black black - white - black roy - white - roy This packable iconic windbreaker is styled with the arena team stripe that runs from the shoulders along the arms and the arena vintage logo patch at the front. It features an adjustable hood, two back slits to improve breathability and double side zipped pockets. Fabric: Polyamide Fabric Composition: 100% Polyamide - 3XL 12 13
9 MAN M TANK TOP TEAM 341 tangerine - white tangerine 401 red - white red Classic fitted sleveless tee featuring the arena team stripe on the sides and the arena vintage logo patch on the chest. The result is a comfortable and stylish piece of clothing. Fabric: Cotton Jersey Fabric Composition: 100% Cotton Sizes: S - M - L - XL - XXL - 3XL M T-SHIRT TEAM 341 tangerine - white tangerine 401 red - white red A basic t-shirt designed to become a style manifesto: taken from the classic 70s arena archive and improved with comfortable slim fit. The item features the arena vintage logo patch on the chest and contrasting team stripe down the sleeves for a cutting-edge style. Fabric: Cotton Jersey Fabric Composition: 100% Cotton Sizes: S - M - L - XL - XXL - 3XL M LONG SLEEVE SHIRT TEAM 341 tangerine - white tangerine 401 red - white red Dropped shoulder long sleeve tee inspired by the arena archive. Cut from 100% fresh cotton jersey, this fitted sporting tee is trimmed with the arena team stripe along the sleeves and the arena vintage logo patch at front right. 14 Fabric: Cotton Jersey Fabric Composition: 100% Cotton Sizes: S - M - L - XL - XXL - 3XL 15
10 MAN M RELAX IV TEAM JACKET 341 tangerine - white tangerine The everlasting style of our classic 70s Relax IV jacket is ready to hit the road again! Our unique, sporty design is enhance by the iconic team stripe down the sleeves, the arena vintage logo patch and the contrasting white details: collar, zipper and bottom herm. Two pockets on the side complete the article for better comfort. 401 red - white red The everlasting style of our classic 70s Relax IV jacket is ready to hit the road again! Our unique, sporty design is enhanced by the iconic team stripe down the sleeves, the arena vintage logo patch and the contrasting white details: collar, zipper and bottom hem. Two pockets on the side complete the article for better comfort. Fabric: Knitted Polyester Fabric Composition: 100% Polyester Sizes: S - M - L - XL - XXL - 3XL M RELAX IV TEAM PANT 341 tangerine - white tangerine 401 red - white red Classic 70s design combined with modern slim fit for a timeless piece of clothing. In knitted polyester, this item is made unique by arena vintage logo patch below the left pocket and the eyecatching team stripe on both legs. Two pockets and a waistband drawcord complete the garment for better comfort and wearability. Fabric: Knitted Polyester Fabric Composition: 100% Polyester Sizes: S - M - L - XL - XXL - 3XL M SPLIT SIDE TEAM PANT 341 tangerine - white tangerine 401 red - white red A sporty track pant with snap buttons all the way down the sides for easy put on /take off. Made of knitted polyester, it features the iconic arena team stripe on both legs and the arena vintage logo patch below the left pocket. Straight cut for comfortable fit. 16 Fabric: Knitted Polyester Fabric Composition: 100% Polyester Sizes: S - M - L - XL - XXL - 3XL 17
11 SS19 MARKETING PLAN. PR Media Days Seeding Product Placement DIGITAL Instagram Influencer Campaign Online Advertising Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Repost >> Jul. Aug. SS19 COLLECTION AVAILABLE ON THE MARKET PR MEDIA DAYS. SS19 Icons Collection will be presented on media days. SEEDING. Fashion stylists, influencers, fashion media and lifestyle magazines will be involved. PRODUCT PLACEMENT. Products will be included in photoshoots for fashion magazines through a series of media push activities. DIGITAL INSTAGRAM INFLUENCER CAMPAIGN. Tactical investments for an influencer campaign will be made. The influencers will be appropriately selected, with at least 300K followers each and a European reputation. They will help the collection reach the right target through a series of stories and posts on their social channels. arena will also repost them on its own profiles. Potential reach: 7 million. ONLINE ADVERTISING. Display, pay-per-click and social media ads will make the range visible to an additional 1 million in-target users. ARENA ICONS MICROSITE. An update to enhance the Urban and Streetwear themed Icons Collection microsite will be released by adding the SS19 collection. arena Icons Microsite RETAIL In-store visibility Online visibility Website update RETAIL IN-STORE VISIBILITY. A POS toolkit will be available (both finalized items and artworks). ONLINE VISIBILITY. A digital toolkit to support Icons online sales worldwide will be available
12 IN-STORE VISIBILITY EXAMPLE OF WALL DISPLAY SET-UP CABINET LOGO MAN WOMAN Description: Made in white laminated wood, with one side open. Size_Logo: 52(H)X42(W)X42(D)cm Size_Man: 42(H)X42(W)X42(D)cm Size_Woman: 42(H)X42(W)X42(D)cm DOUBLE-SIDED SHELF TALKER EXAMPLE OF GONDOLA DISPLAY SET-UP Front Back Description: Made in 4 colour printed forex, with 2 standing supports. Size: 30(H)X42(W)X12(D)cm CUBE EXAMPLE OF SHOP WINDOW SET-UP Front Back Description: Made in printed cardboard, matte plastic coated. Size: 28(H)X28(W)X28(D)cm 20 21
13 arenawaterinstinct.com
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