COLIN’S THE BRAND
IN TOUCH WORLDWIDE
WE CARE ABOUT YOU. WHAT DO YOU CARE ABOUT? 7
COLIN’S THE BRAND «We are COLIN’S and we love fashion». This is our passion and the motivation that makes us work hard and move forward day after day.
The Caring Brand We want to create, renew and support a lasting flow and a feel of freshness for our products, stores, company, partners and especially for our best friends, the customers!
We are proud of our diverse and innovative collections and we are committed to providing real value for money and up-to-date fashion. Our strongly structured ranges of casual and fashion apparel with accessories for both men and women are being sold with great success in Europe, Asia, the Middle East and in the Balkan States – mainly through our chain stores but also through carefully selected shops, independent retailers and franchisers. COLIN’S has successfully established itself as a household name among consumers and all relevant players in this industry.
A DYNAMIC AND URBAN FASHION BRAND 8
“COLIN’S IS A DYNAMIC, URBAN FASHION BRAND FAIR VALUE FOR CONSCIOUS, CARING & FREE MINDED PEOPLE.”
Colin’s follows the rules of the seven «T’s»:
• We want COLIN’S to be the world’s leading brand of casual and street wear that is sustainable, dynamic, authentic and urban. • We want COLIN’S to be a caring company, that adopts all the changes necessary to face tomorrow’s global concerns and future challenges, and always remains true to its mission and values. • We want COLIN’s to be seen as more than a regular brand – we want it to be seen as a caring brand.
TALK It’s easy to say «Let’s communicate», the hard part is accepting criticism. However, we will always reply in a positive manner. TRY We are open to innovation. TELL We have a past, a present and an interesting future and we know how to tell it, in the same way you would tell it to a friend. TRANSPARENCY We believe that it is alright to make mistakes, and that it’s better to admit them and say sorry. TRUE Our interest in the improvement of customer satisfaction is genuine. TRUST We believe in developing relationships based on trust. TEST We are not afraid of failure, but rather of immobilisation.
Mission & Philosophy Our vision is a reflection of our mission and philosophy, which provide the foundation for our corporate culture. On the quest for our vision, we depend, rely and build on three essential stakeholders that are the key to our success: our customers, our partners and our team. We want to turn our business relationships into partnerships and our partnerships into friendships. We are convinced of what we do and driven by what we aim for! Our vision, mission and philosophy are more then words. It’s the way we think and act that makes the difference!
WE BELIEVE IN DEVELOPING RELATIONSHIPS BASED ON TRUST 10
WE VALUE OUR FRIENDSHIP AND WE CARE ABOUT YOU!
COLIN’S is a family-owned clothing company that belongs to Eroglu Holding and was founded in Kumpkapi, Istanbul, in 1983 by the five Eroglu brothers. Colin’s is committed to embracing its brand principles, both in its organisation and behind the scenes of its retail operations, thereby transforming itself into a sustainable and caring company.
The company adopts all the changes necessary to face tomorrow‘s global competition and future market challenges, while remaining true to its mission and values. Although part of Eroglu Holding, the brand COLIN’S remains independent. We believe that independence fosters growth and creativity.
HOW WE GOT TO, WHO AND WHERE WE ARE 12
FLOW, FEELING OF FRESHNESS AND FASHION INNOVATION
For decades, jeans have been the bestsellers in the fashion industry – a timeless and essential basic in the wardrobes of millions of people. Our jeans production started more than 25 years ago and became the core competence of COLIN’S. A team consisting of international designers researches and creates more then 200 different jeans for men and women per season. A long and intensive process is required to create a unique pair of jeans that guarantees the highest comfort and quality.
Everything is based on a simple idea, but is followed by a lot of work and manpower – such as pattern creation, cutting, sewing, washing and quality control. No effort is considered too great in the production: Stitched together in an average of 14 minutes, some trousers spend up to seven hours being maltreated with pumice stones, sandpaper and laser beams. All goods run through intensive and tightly monitored quality testing in our own laboratories – a true heaven for jeans lovers!
A WIDE RANGE OF APPAREL 14
A TRUE HEAVEN FOR JEANS ADDICTS AND LOVERS! 16
DYNAMIC AND URBAN FASHION BRAND 18
COLIN‘S is committed to making its stores lively areas that express the brand‘s principles and welcome its customers in an original and authentic environment.
In essence, it is people who express the brand. Materials, layout, music, graphics and events are the expression of the brand’s philosophy and realism.
THE REAL FACE OF THE COMPANY 20
URBAN PLATFORMS THAT REFLECT THE AUTHENTICITY OF OUR BRAND. 22
THE COMMUNI CATION
COLIN‘S is committed to developing its own original language and strong graphics. From advertising to POP materials to its web presence and other promotional activities, Colin‘s will speak its unique, direct, community-oriented language.
Its realism and «down-to-earth» attitude will often translate into a clean sense of humour that pokes fun at people who take themselves too seriously.
THE FRIEND BRAND 24
FALL/WINTER 09/10 26
SPRING/SUMMER 2009 28
FALL/WINTER 08/09 30
COLIN’S BILLBOARDS 2008/2009 32
SEE YOU AT BREAD AND BUTTER... 34
COLIN‘S is committed to offering real value for money for fashion and up-to-date casual and jeans wear. We have a carefully selected range of apparel and accessories for both men and women diveded into fashion, fashions basics and essentials. Monitoring, managing and controlling are core activities that ensure the best possible product quality and meet the highest customer expectations. Quality is the cornerstone of our brand promise and a key to our global competitiveness.
In addition to our own production capabilities, we also source products from all over the world, always ensuring that the highest standards are met by our suppliers. COLIN’S relies on its successful team, years of experience, and an efficient and sustainable production process.
HIGH QUALITY ISN‘T IMPORTANT – IT‘S EVERYTHING 36
SUSTAINABLE BEHAVIOUR, REAL WORLD ISSUES AND FAIRNESS 38
SUSTAINABLE PRODUCTION PROCESS 40
THE TEAM Our core team lives and works in the Turkish metropolis, Istanbul – a multicultural melting pot that provides the optimal conditions to inspire our creativity. We live, work and create in an open-minded and friendly environment. Our respect for everyone in our team is the basis for the positive atmosphere in COLIN’S. Our multinational team members support each other in picking up trends from all over the world. Our sales team is in constant contact with our customers and conveys their messages to the product development teams. Our designers discuss the latest developments with our buyers and the buyers always talk to our sourcing network all over the world. The mission of the logistics team is to make “it” happen. Our customer service team members are entitled to share everything about the customers with the rest of the team with the
aim of creating a better understanding of their expectations and providing better service for them. We rely and build on this atmosphere and on every single member of COLIN’S in order to achieve our goals. We, at Colin’s, first implement our 7 T’s principle in our work places. Our caring attitude towards every one of us and friendly relationships are fundamental to our philosophy, corporate culture and success. We have always set our goals far above the average in order to achieve the best possible results. These goals can only be achieved if we work towards them with passion and as a team.
WE WORK TOWARDS THEM WITH PASSION AND AS A TEAM 42
IN TOUCH WORLDWIDE
THE CARING, HONEST, COMMUNITY-ORIENTED, VALUE-DRIVEN IDENTITY OF COLIN’S IS REFLECTED THROUGH OUR STORES, PRODUCTS, COMMUNICATION AND PR. WE CARE ABOUT YOU! WHAT DO YOU CARE ABOUT?
As a global player in the fashion industry, COLIN’S takes its responsibilities very seriously. Our «caring» attitude is expressed through the unique and authentic friendships with our customers and our community, and through our original, friendly, welcoming stores all over the world.
WE CARE ABOUT YOU! WHAT DO YOU CARE ABOUT? 44
Ukraine (Regional Office) Ivana Bazepa 34 B Kiev Ukraine
TURKEY (Headquarter) Erk Pazarlama ve giyim san. tic. A.S. zafer MH. Cinar Sk. No: 2 34520 Yenibosna, Istanbul Turkey
Tel: 380 44 537 22 87 Fax: 380 44 537 22 89
Tel: +90 212 552 12 12 Fax: +90 212 451 06 60 Email email@example.com www.colinsjeans.com
GERMANY (Regional Office) Sachsenstr. 22 68775 Ketsch Germany
RUSSIA (Regional Office) 142784 MOSKOW moskovskaya oblast, leninskiy rayon, Der.Rumyansevo Biznes senrt RUMYANSEVO Blok A, podez 1-2, etazh 5
Tel: 06202 - 97 848 41 Fax: 06202 - 97 848 69
Tel: +74 95 933 84 69
IT & LOGISTICS With a presence in over 35 countries, our IT & logistics operation provides an insight into the efficiency of the whole group, dealing with over 30M units per year, incoming and outgoing. But we’re not resting on our laurels, as a ‘right time’ policy drives us to improve our service constantly. POINT OF SALES East Europe and Balkans: 52 Shops, 2.114 m² Turkey: 133 Shops, 43.525 m² Turkic Republics: 38 Shops, 7.424 m² Africa: 17 Shops, 3.224 m² Far East: 1 Shop, 750 m² Ukraine: 73 Shops, 12.560 m² Russia: 191 Shops, 37.085 m² Germany: 150 Multibrand Stores Customers, 1 Shop, 1000 m²
FROM TURKEY IN TO THE WORLD 46
The COLIN’s logo is easily recognisable in almost any size. Nevertheless, it should not be scaled down too much. We recommend a minimum size of 3mm height and 3mm width, in order to maintain readability. Spacing in reference to a possible sub-line (subtitle) ought to be approximately 1/3 of the logo’s height. The size of the sub-line must be 1/6 of the COLIN’S height. Sub-lines or subtitles are to be written in Helvetica Bold and to be aligned with the N line.
The COLIN’S logo must appear with space around it that is clear of any graphic, photographic or illustrative elements. The guideline for white space around the logo is as follows: Top and bottom spacing: 150% of logo’s height; Left & right spacing: Size of a letter’s width.
HOW TO USE COLIN’S - THE LOGO 48
COLIN`S COLIN`S ERK Pazarlama ve Giyim San. Tic. A.S. Zafer Mh. Cinar Sk. No: 2 34520 Yenibosna, Istanbul - Turkey CONCEPT & DESIGN
Tel +90 (212) 5521212 Fax +90 (212) 4510660 Email firstname.lastname@example.org www.colinsjeans.com
Rawcut Creative Studio GmbH www.rawcut.ch
WE CREATE YOU LOVE... 54
GOOD BYE... 55
Brand Book for Colin's