SIGNAL Brand Book

then & now page 9

He & she page 12

YOU CAN COUNT ON US page 17

Structure & Delivery page 20

MORE TO COME page 27

PLEASED TO MEET YOU page 30

AND IN SO MANY WORDS page 35

Page 6

Page 7

then & now about us

Our story starts in 1967 with the establishment of SIGNAL. Back then the vision was to create well crafted leisurewear for both men and women - with a specific focus on designing the perfect pair of trousers.

Many things have changed since 1967, but the vision remains the same.

We still aim to produce refined and functional garments suitable for everyday use and modern day life.

We are proud to have grown our business outside the borders of Denmark and SIGNALs collections can now be found all around the world.

Our Headquarter is situated in the breathtaking North of Zealand close to sea and green forests - while still being only half an hour away from the pulse of central Copenhagen.

Behind SIGNAL are a group of dedicated people united in the appreciation of the heritage of our past, but with a firm look directed at future horizons.

Page 8

Page 9

Kullaberg in Sweden

Page 10

Page 11

HE & SHE OUR FOLLOWERS

SIGNAL is for strong people who don’t need to change their style every season and who loves the fact that they in our collections will always find long lasting items for their wardrobe.

Both our male and female followers believe in enjoying life to it’s fullest, and want their style to express this. Their approach to dressing is unpretentious and they favor clothes that are modern whilst still being comfortable.

They are excited about their work and value time off with family and friends. Their lifestyle demands a wardrobe that will unite a busy worklife with an equally busy and active spare time, and this is why they will always turn to us.

Page 12

Page 13

Liseleje in Denmark

Page 14

Page 15

YOU CAN COUNT ON US OUR DESIGN DNA

We build upon the classic Scandinavian design tradition with a focus on clean cuts and crafted details.

We constantly work on refining the heritage of SIGNAL, whilst reworking current trends into great new classics.

Our desire is to create sporty casual designs with a long lifespan – both in terms of style and quality.

We put great effort into designing clothes, that does not go out of style over night, and which will go the distance from enjoying the last rays of summer overlooking the sea – to a stroll down the busiest street of any large city in the world.

IN A SIGNAL COLLECTION YOU WILL ALWAYS FIND THESE SIGNATURE STYLES:

Neutral and classic colours side by side with inspiring seasonal shades.

Reinvented garments based on our classic stripes.

Refined basic styles in a variety of colours.

Charactaristic knitted sweaters.

Functional outerwear.

Perfectly fitted trousers.

Page 16

Page 17

Esrum lake in Denmark

Page 18

Page 19

Structure & Delivery

A PLACE IN THE SUN

OUR collection

OUR MARKET POSITION

Signal offers 4 main collections a year with 10 colour stories/delivery capsules on a monthly basis. A collection contains between 40-80 styles.

Higher

Each capsule contains

Approximately 15-25 styles split between basic, core and profile items Carefully selected campaign products Competitive price structure in each category Promotion outfits/looks - key looks from the delivery

Open To Buy (OTB)

Tommy Hilfiger Gant State of art Ilse Jacobsen NZA Masai Boomerang Sebago Signal Fransa Cream Cottonfield b.young Bison Esprit Morgan

Ralph Lauren Marc O´Polo Mos Mosh Inwear Part Two Noa Noa Jack & Jones Saint Tropez H&M

Hugo Boss Tiger of Sweden CLOSED Filippa K Mads Nørgaard Bruuns Bazaar Sand Zara Matinique Samsøe Samsøe Cos

Classic

Updated

Advanced

A reliable brand must be able to offer both pre-order as well as re-order and in-season purchase possibilities.

In addition to our N.O.S (Never out of Stock) program we create a number of core styles with each collection. These are styles which are carefully selected as stock keeping products to fulfil retailer needs for seasonal replenishment.

Lower

Page 20

Page 21

SIGNAL is not aimed at a specific age.

Instead we believe our collections to be relevant across generations.

Page 22

Page 23

MEDIUM IN PRICE BUT NOT IN PRODUCT OUR PRICE STRUCTURE

We offer costumers 4 annual collections each divided into 10 colour-coordinated capsules

Page 24

Basic

core

profile

25%

50%

25%

99-399 Dkk

499-799 Dkk

899 - Dkk

Page 25

MORE TO COME OUR UNIQUE POSITION

The strength of the SIGNAL concept is the combination of the large choice we offer and our focus on creating quality products at affordable prices.

SIGNAL is not aimed at a specific age. Instead we believe our collections to be relevant across generations.

The simplicity of our concept makes it easy to costumize for each new market without loosing its core. And our generous way of creating value throughout the value chain from production to costumer makes our business model very attractive.

We trust the Scandinavian way to be relevant to the rest of the world, and we look forward to exporting our unique version of the Scandinavian look to even more markets in the future.

Page 26

Page 27

Bellevue beach in Denmark

Page 28

Page 29

PLEASED TO MEET YOU OUR VOICE

We know clothes.

And we understand that each human being is unique.

We are happy to share all the options our products offer, as well as our vast knowledge of craftmanship, quality and care.

We are always interested in meeting our customers and excited to see how people use our garments.

Staying in touch is an important part of what we do, and essential to the future of our products.

Page 30

Page 31

SIGNAL is for strong people who don’t need to change their style every season and who loves the fact that they in our collections will always find long lasting items for their wardrobe.

Page 32

Page 33

AND IN SO MANY WORDS OUR 5 BRAND VALUES

GENUINE Because we are real, sincere and generous SCANDINAVIAN Because we express the spirit of this freedom-loving and democratic spot on earth through clean aesthetic design at affordable prices COMFORTABLE Because our garments are well fitted, casual and easy-to-wear FUNCTIONAL Because we put effort into designing clothes that work in real life, with only the most clever and necessary details. To us functionality is also about long lasting designs and numerous styling possibilities in each and every style REFINED Because for us it is all about quality, craft and attention to detail

Page 34

Page 35

Page 36

Page 37

contact HEAD OFFICE / EXPORT Sct. Pederstræde 2,1.

DK 8800 Viborg Customer Service: +45 86 62 20 29 Email: cs@signal-clothing.com

GENUINE

EXPORT SWEDEN

SCANDINAVIAN

Signal Sweden Gamla Almedalsvängen 35 S- 41263 Göteborg Customer Service: +46 (0) 20-662000 Email: cs@signal-clothing.com NORWAY

COMFORTABLE

Signal Norway Agent: Mariell Wærenskjold Jutulveien 4 N-0852 Oslo Customer Service: +47 980 76 008 Email: mawindigoas@hotmail.com FINLAND

FUNCTIONAL REFINED

GERMANY HEAD OFFICE MEN Freiraum / by regtrade Haus C, Raum 158-160 Münchener Ring 2 D-04435 Schkeuditz / Leipzig Customer Service: +49 34 204 31460 Email: Forster@freiraum.trade NORTH MEN / WOMEN Handelsvertreter Roger Seegers Dreienkamp 25 D-28790 Schwanewede Customer Service: +49 17 090 95481 Email: Roger.Seeger@t-online.de SOUTH WOMEN Modeagentur Steffen Wagner Jägerstrasse 8 D-85283 Wolnzach Customer Service: +49 83 359 1010 EAST WOMEN Agentur Jäger MMC -Haus C, Raum 162 Münchener Ring 2 D-04435 Schkeuditz Customer Service: +49 179 125 8071 Email: kj@agentur-jaeger.de

Hitrade OY - Signal Finland Haapakiitäjä 16 FIN-70900 Toivala Customer Service +358 50 548 0071 Email: henri.raikkonen@hitrade.fi

WEST WOMEN Modeagentur Sandra Fisch Blumenstrasse 5 D-63110 Rodgau Customer Service: +49 61 964 84151 Email: Sandra.fisch@codafine.de

IRELAND

THE NEDERLANDS

Glamour Boutique, Mary Hudson-Ryan 26 Main Street, Enniscorthy Ire-County Wexford Y2 IE Customer Service:+353 872 954 347 Email: maryhudsonryan6@gmail.com

DK Connections Agency Pieter Braaijweg 67 NL-1114 AJ Amsterdam - Duivendrecht Customer Service: 0031 2066 94301 Email: DK.CONNECTIONS@PLANET.NL CANADA Studio Mode Import 225 Chabanel Ouest, # 620 - Suite 400 Can - QC H2N 2C9 Montréal Customer Service: +1 514 843 8385 Fax: +1 514 843 7268 Email: jocelyne_carlin@studiomode.com

Page 38

we know clothes

www.facebook.com/signalclothingdk www.pinterest.com/signaldk/ www.signal-clothing.com/