NEWSLETTER - Perry Ellis Licensee Site

SPRING
2015
NE WSLE T TER
A D V ER TISIN G
PERRY ELLIS L AUNCHES SPRING 2015 CAMPAIGN
FA SHI O N SH O W
PERRY ELLIS FALL 2015 C OLLEC TION
On February 12th, we presented the Perry Ellis Fall 2015 collection at Metropolitan West as part of New York Fashion Week.
Nearly 400 guests attended, including top editors from Details, Esquire, Essential Homme, GQ, Maxim, Men’s Fitness, Men’s
Health, OUT, The Wall Street Journal, The New York Times, The Los Angeles Times, T, The New York Times Style Magazine, WSJ,
and WWD. Additionally, the following influencers and celebrities attended: Joe Jonas (actor), Victor Cruz (NY Giant), Joshua
Sasse (actor), Murray Bartlett (actor), and Nick Wooster (influencer.)
In addition, we received placements across top media outlets such as WWD, New York Magazine, New York Post, GQ.com,
Forbes.com, CBSNews.com, FoxNews.com, LA Times, NewYorkTimes.com, OUT.com, WashingtonPost.com, to highlight a few.
Perry Ellis launches the latest installment of the Very Perry brand campaign with new spring images. The campaign feature
the first collection from Creative Director, Michael Maccari. His collection incorporates elements of nontraditional style
and surprising fabrics, as well as performance-inspired sportswear. The spring campaign continues to focus on a model
interacting with himself, to showcase the versatile, multi-faceted nature of Perry Ellis apparel.
The Perry Ellis Spring 2015 advertising campaign appears in Men’s Health, GQ, T Magazine, Esquire, Fast Company, ESPN,
and OUT. To further support the campaign, outdoor media appeared in key markets across the US and Canada, including NY,
LA, Dallas, Toronto, Montreal, and Vancouver. Lastly, For a full 360º consumer immersion, the brand ran media on WWD.com,
Esquire.com and ESPN.com.
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In total, we received 142 press placements, resulting in 25.3 million impressions for the Perry Ellis brand. We also saw the
substantial increases in social media followers and fans, which can be attributed to show activity. We had a 15% increase in
Instagram followers and a 23% increase in Twitter followers.
Congratulations to Michael Maccari and the entire team who contributed to such an incredible collection.
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ED IT O RI A L
NY PRESS E VENT
•
• The
2015
collect
PERRY
ELLIS
LEG ACY
VIDEO
The Spring
2015Spring
collection
was
on three
rolling
displayed ondisplayed
three rolling
racks,
organized
by runway
organized by
runway order
and ord
design story.
design story.
•
•
Mannequins
were
dresse
Mannequins were dressed with
key
pieces
from
the
runw
key pieces from the runway
collection, arranged in a
collection, arranged in a line to
represent the catwalk
represent the catwalk
•
HE RITA G E
• The two enclosed showr
The two enclosed showrooms
displayed summer produ
displayed summer
product
and
licensee pieces
licensee pieces
In October, we debuted our legacy video which provides a retrospective of the incredible work and influence of Perry Ellis, the
designer. The designer’s influence on the American fashion industry has been called “a huge turning point”, as he introduced a
new vision to a market which was dominated by more traditional men’s clothing.
Following the fashion show in September, we invited editors to view the Spring 2015 collection. Michael Maccari walked them
through the collection and highlighted layering, special fabrics, and his main influences. Additional items for summer, as well
as licensed product were on display within the showroom for editors to view. Immediately following the preview we received
sample requests from GQ, Men’s Health, and Maxim for upcoming spring style stories and an opportunity for a profile of
Michael Maccari in an issue of OUT Magazine. Editors were thrilled to meet Michael Maccari and have him walk them through
his first collection for Perry Ellis!
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Perry Ellis Brand Newsletter
•
• Spring 2015 Runway Sh
Spring 2015accessories
Runway Show
were display
accessoriesthe
were
displayed
on key
shelf
highlighting
the shelf highlighting
key pieces
from the collection
includ
from the collection
including
the and
backpacks,
eyewear
The video, which provides a glimpse into Perry Ellis the man and details his work as a designer, is told through his friends
and colleagues, including Steven Kolb, Richard Haines, Patricia Paster, Fern Mallis and other notable names. The video also
includes a detailed timeline, documenting such milestones as his Council of Fashion Designers of America (CFDA) Fashion
Award in 1981 and his tenure as president of the CFDA from 1984 to 1986. The video was featured on nowfashion.com and has
since been picked up by additional media outlets, and will continue to roll out into our social media channels.
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Perry Ellis Brand Newsletter
5
Opening Pictures
RE TA IL
LI C EN SIN G
IN T ERN ATI O N A L
VERY PERRY BEST SELLERS
PAR AMOUNT APPAREL
PERRY ELLIS STORE O PENINGS
At retail, Perry Ellis Collection continues to have improved sell thru % making our inventory more productive. Our sales to date
have been driven by long sleeve wovens and suitings. These categories are up from last year in most of our accounts. Prints
continue to perform, along with mini checks and thin stripes. Part of our success was due to our increase in our non-iron wovens.
Our suiting is also performing very well across all accounts, driven by our pants. Mini neats and small tonal prints are the
current best sellers.
Paramount Apparel International (PAi) was started in 1929
by a pair of brothers and remains a family-owned company
today. Since its humble beginnings as a cap manufacturer,
PAi has grown to become an apparel, headwear, and
accessories designer and manufacturer for a broad spectrum
of companies, including private labels and licensed goods.
With such vast capabilities, Paramount Apparel is one of
the top design and manufacturing companies in the United
States.
Outerwear and long sleeve knits were also bright spots. Our faux leather outerwear performed great and the wool and stretch
outerwear pieces performed as well. In long sleeve knits, the dressy full zip cardigan and vest styles performed well and we see
the opportunity for expansion in this category next year. Our sweater business didn’t perform as well as we would have hoped
for this season, overall sweaters across all brands underperformed and we were no exception. We look forward to building
upon the categories where we had the most success.
Early reads on spring have been very positive. We shipped linen early to warmer climate stores and we have already sold out
in some. It seems our customers cannot get enough white linen. Our transitional group is also performing well, lead by our
woven category. Our best sellers are a mini dot print, as well as an ombre plaid. At Macy’s, we shipped our Father’s Day polo
to warmer weather stores and the results are great! The oxford collar polo with performance features is the best seller with
double digit sell thru %. Our Travel Luxe program continues to be a big push - we have added performance features with noniron shirts, wrinkle free pants, wicking in short sleeve knits, and washable suiting. This started to roll out in Fall, but will build
to a big presence in 2015.
We just wrapped up Fall market and the line was very well received. Our retail partners are planning us up for next year and
are focusing on our long sleeve wovens, suiting, long sleeve knits, and outerwear. Everyone was very pleased with the product
offering and they continue to feel that Perry Ellis has a clearly defined Very Perry lane!
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Best sellers currently for FW14 are driving caps, knit beanies,
and leather gloves. Interesting trends in men’s headwear
include the ‘refined lumberjack’ look, which is gaining
momentum in the American market. Men seem to gravitate
toward more sophisticated headwear. A movement toward
vintage, handcrafted and bespoke pieces has brought some
notable changes to current men’s headwear choices. Changes
include wider and flat brimmed fedoras, flat bill snap back
caps are appearing in refined fabrics such as leathers and
wools, and the slouchy beanie style is being adopted by more
men as a casual element when the rest of their ensemble is is
a bit more tailored.
Perry Ellis has strengthened its presence in Guatemala with
the opening of their first store in Guatemala City at Arkadia
Mall. Zbeda Group is also working on opening a second
store in Portales Mall, also in Guatemala City during the first
quarter of 2015.
Opening Pictures
Perry Ellis has also entered Paraguay with the opening
of their first store in Asuncion at Shopping Villamorra. In
addition, Albrook Mall in Panama City has welcomed Perry
Ellis with the opening of their new store. Albrook has the most
traffic of any mall in the region and the sales numbers to
date reflect the desirability and demand for the brand in this
market. Zbeda Group is also working on additional stores
during the first quarter of 2015, and have plans to open a
minimum of one more store per year till 2017 in each country.
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M ERRY P ERRY
S O CI A L M ED I A
WINTER WISHES GIF TING
#FRIENDSGIVING #MERRY PERRY
Perry Ellis hosted a #Friendsgiving contest on Facebook during Thanksgiving to encourage fans to share and refer the contest
to their friends. By referring three friends, users were automatically entered to win one of three $100 gift cards. We also
promoted the contest via all of our other social channels including Instagram and Twitter. In total, we received over 550 entries,
over 145 referrals and almost 900 unique visitors to the page in the three days that the contest ran..
In the spirit of the holiday season, the NY Human Resource team partnered up with New York Cares to bring joy to some of
New York City’s less-fortunate children and teens with donations of gifts. For the second year in row we had an outstanding
rate of participation to touch the hearts of several young children and teens. In total, our employee volunteers were able to
fulfill 50 Winter Wishes for children ranging in age from 5 to 16 years old. Among the gifts sent out to a neighboring community
center were top of the line bikes, skateboards, scooters, easy bake ovens, dolls, designer sneakers and shoes, headphones, and
the list continues.
During the holiday season, Perry Ellis ran our ‘12 Days of #MerryPerry’ contest on Facebook, where we invited fans and followers
to submit their inspirational holiday memories for a chance to win great prizes. Over the twelve days that the contest was run,
we received almost 600 entries and over 3000 visitors to our contest page. We promoted the contest across all social channels,
with Facebook and Twitter ads, as well as dedicated email blasts. All of these efforts combined were effective in driving users
to our site. We are currently planning for our next promotion on Valentine’s Day and look forward to sharing.
We would like to send out a very warm thank you to our employees who volunteered– with earnest kindness, to satisfy the
Winter Wishes of New York City’s less-fortunate children including:
Alesia Sullivan-Zaionz
Anne Marie Breen
Ashley Rice
Billy Cornejo
Bradley Arkin
Carissa Rosato
Dana Mannarino
Dar-Jong Lin
Donna Hromyak
Erica Feldenkreis
Francesca Fiore
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George Bojsa
James Ha
Jean Boor
Jeanette Maltese
Jessica Schlageter
Jessie Mandel
Johnnie Pittman
Joshua Schwartz
Jully-Alma Taveras
Kristina Pizzanelli
Lamarr Brown
Lamont Holland
Lenka Olivier
Leslie Carey
Lisa Brody
Megan Gilpin
Melissa Yap
Michael Maccari
Michelle Ritorto
Monica Kuo
Nathan Running
Nicole Dalvano
Nicole Tenorio
Pamela Fields
Priscilla Catapano
Randy Kabot
Rosina Singh
Samantha Spagnola
Sarah Garramone
Scott Miller
Sharmistha Nath
Tatyana Krupnik
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M EE T & G REE T
BR ADLE Y ARKIN
E XECUTIVE V P OF GLOBAL SOURCING
Along with embracing a “passion for fashion,” Executive VP of Global Sourcing
Bradley Arkin is one of Perry Ellis’ most intriguing associates. Bradley is an engaging
conversationalist who’s proficient in five languages, visited 55 countries and cooked a
vegetarian dinner for Tony Blair that was effusively praised by the British prime minister
himself. None of these experiences have been the result of some grand plan. Things just
sort of fall into place for Arkin, an avid devotee of meditation.
“I never had a clue what I wanted to be growing up,” says Arkin, who played piano from
9 to 29. “Other than the fact that I just wanted to be happy.” Arkin’s existence began in Miami Beach, where his parents met at
the legendary Fontainebleau Miami Hotel’s swimming pool. By age 11 he had a coin collection that covered 117 countries and
imbued its owner with a formidable grasp of geography. While attending a friend’s Bar Mitzvah in Miami Beach, Arkin met an
interesting brother/sister duo named Oscar and Fanny Feldenkreis. He became fast friends with the Feldenkreis kids whose
father, George Feldenkreis, is PEI’s founder.
After earning an architecture degree from the University of Miami, Arkin joined Arkin Construction, his father’s business. “My
first job taught me that construction bored the heck out of me, and that my main goal was to find a job that made me feel happy
and productive,” Arkin says. Like manna from heaven, a solution came after he traveled to Singapore and other Asian locales
in 1987, to rendezvous with a friend who’d relocated to the continent. “I was gobsmacked by the experience!” Arkin marvels. I
totally, firmly believe in reincarnation, and I couldn’t believe how totally comfortable I felt with smells, the food, the people, the
sights -- the whole thing. “After I returned to Miami, I got progressively homesick for Asia! I marched into my dad’s office and
informed him that I was returning to Asia to look for a job.” Arkin had been dreading that encounter with Stanley Arkin, who
also served as a four-term Miami Beach commissioner. So Bradley Arkin “was quite surprised when his response was: `Good
idea. Do it!’”
“The thing is to always view these things as great learning experiences.”
A couple of months later, Arkin bumped into Oscar and George Feldenkreis in a Miami mall. “I asked them if they knew of
anyone who would hire someone like myself,” Arkin recalls. George Feldenkreis invited Arkin to lunch in a mall restaurant. The
date, July 4, 1987, is permanently filed away in Arkin’s brain. “I sat down and ten minutes into the lunch, he blurts out, `I am
going to hire you, train you and send you to Hong Kong to live!’ My dream come true!” Arkin says, astonishment still in his voice
28 years later. “I ran home, woke my dad up from a nap and said, `I got a job, starts on Monday, moving to Asia!’” Arkin said
his goodbyes and eagerly set off for Hong Kong. “I was shadowing Oscar, because I knew nothing about the business. He kept
telling me, `Don’t ask me any questions -- I’m busy!’ Arkin laughs. “So I’d approach Oscar’s assistant and he’d say, `Don’t ask
her any questions -- she’s busy!’” After getting the lay of the land, Arkin opened offices in China, Vietnam, Bangladesh and
Indonesia. “I’m proud of the fact that I have been able to work and function in so many different countries and cultures,” Arkin
says. “I’m able to navigate anywhere I go and communicate and develop business.”
A constant in Arkin’s life has been his friendship with the Feldenkreis family. He was with them in Miami Beach during the skilled
cook’s culinary encounter with Tony Blair. And George Feldenkreis’ teasing about Arkin’s rapping ability led to a challenge
Arkin will never forget. Diddy was present, “he was intrigued, and asked me to rap,” Arkin remembers. “I refused to do it, until
he finally yelled, ‘BRAD, JUST DO IT, MAN!’ I think he still has nightmares from it!” A New York City resident nowadays, Arkin
speaks and reads Spanish, Hindi, Arabic, Mandarin Chinese and French and devotes eight hours a week to language lessons,
when not identifying garments, designers and garment mills for PEI worldwide. “You have to have the garment gene to be in
this business, you have to have a passion for fashion,” Arkins says of nearly three decades in the apparel industry. “There is a
tremendous amount of pressure in this business, coupled with a lot of big personalities. There are always fires to put out and
disasters that happen, but you cannot let it get you down or make you feel defeated.
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FIND US ON
PERRY ELLIS INTERNATIONAL CONTRIBUTORS
Matt Cronin, Dar-Jong Lin, Veronica Muller, Carissa Rosato, Melissa Worth, Laura Tuzzo,
Bradley Arkin, Melissa Yap, Paramount Apparel International, Zbeda Group