colin's brand book

COLIN`S BRANDBOOK

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WE CARE ABOUT YOU. WHAT DO YOU CARE ABOUT?

CONTENT

[08] COLIN’S THE BRAND

[12] THE COMPANY

[14] THE JEANS

[20] THE STORES

[24] THE COMMUNICATION

[36] PRODUCTION

[42] THE TEAM

[44] IN TOUCH WORLDWIDE

[48] STYLEGUIDE

[54] IMPRINT

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A DYNAMIC AND URBAN FASHION BRAND

COLIN’STHE

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.

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 ap-

parel 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.

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 espe-

cially for our best friends, the customers!

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“COLIN’S IS A DYNAMIC, URBAN FASHION BRAND

FAIR VALUE FOR CONSCIOUS, CARING & FREE MINDED PEOPLE.”

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WE BELIEVE IN DEVELOPING RELATIONSHIPS BASED ON TRUST

Vision

• 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.

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 stake-

holders that are the key to our success: our customers, our part-

ners 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!

Colin’s follows the rules of the seven «T’s»:

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.

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WE VALUE OUR FRIENDSHIP ANDWE CARE ABOUT YOU!

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HOW WE GOT TO, WHO AND WHERE WE ARE

THECOMPANY

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 be-

hind the scenes of its retail operations, thereby transforming itself

into a sustainable and caring company.

The company adopts all the changes necessary to face tomor-

row‘s global competition and future market challenges, while re-

maining true to its mission and values. Although part of Eroglu

Holding, the brand COLIN’S remains independent. We be-

lieve that independence fosters growth and creativity.

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FLOW, FEELING OF FRESHNESS AND FASHION INNOVATION

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THE JEANS

A WIDE RANGE OF APPAREL

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 be-

came 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 in-

tensive 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!

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A TRUE HEAVEN FOR JEANS ADDICTS AND LOVERS!

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DYNAMIC AND URBAN FASHION BRAND

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THE STORES

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

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URBAN PLATFORMS THAT REFLECT THE AUTHENTICITY OF OUR BRAND.

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COLIN‘S is committed to developing its own original lan-

guage and strong graphics. From advertising to POP materi-

als 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 trans-

late into a clean sense of humour that pokes fun at people

who take themselves too seriously.

THE FRIEND BRAND

THECOMMUNI

CATION

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FALL/WINTER 09/10

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SPRING/SUMMER 2009

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FALL/WINTER 08/09

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COLIN’S BILLBOARDS 2008/2009

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SEE YOU AT BREAD AND BUTTER...

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PRODUCTION

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

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SUSTAINABLE BEHAVIOUR, REAL WORLD ISSUES AND FAIRNESS

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SUSTAINABLE PRODUCTION PROCESS

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THETEAM

Our core team lives and works in the Turkish metropolis,

Istanbul – a multicultural melting pot that provides the op-

timal conditions to inspire our creativity.

We live, work and create in an open-minded and friendly environ-

ment. 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 eve-

rything 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 mem-

ber 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

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IN TOUCHWORLDWIDE

THE CARING, HONEST, COMMUNITY-ORIENTED,

VALUE-DRIVEN IDENTITY OF COLIN’S IS REFLECTED

THROUGH OUR STORES, PRODUCTS, COMMUNICA-

TION AND PR. WE CARE ABOUT YOU! WHAT DO YOU

CARE ABOUT?

As a global player in the fashion industry, COLIN’S takes its re-

sponsibilities 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?

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TURKEY (Headquarter)Erk Pazarlama ve giyim san. tic. A.S.zafer MH. Cinar Sk. No: 234520 Yenibosna, IstanbulTurkey

Tel: +90 212 552 12 12Fax: +90 212 451 06 60Email info@colinsjeans.comwww.colinsjeans.com

RUSSIA (Regional Office)142784 MOSKOW moskovskaya oblast,leninskiy rayon, Der.RumyansevoBiznes senrt RUMYANSEVOBlok A, podez 1-2, etazh 5 Tel: +74 95 933 84 69

Ukraine (Regional Office)Ivana Bazepa 34 BKievUkraine

Tel: 380 44 537 22 87Fax: 380 44 537 22 89

GERMANY (Regional Office)Sachsenstr. 2268775 KetschGermany

Tel: 06202 - 97 848 41Fax: 06202 - 97 848 69

INFO@COLINSJEANS.COM

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FROM TURKEY IN TO THE WORLD

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

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STYLEGUIDE

The COLIN’s logo is easily recognisable in almost any size.

Nevertheless, it should not be scaled down too much. We rec-

ommend 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 guide-

line 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

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IMPRINT

WE CREATE YOU LOVE...

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COLIN`S

COLIN`S ERK Pazarlama ve Giyim San. Tic. A.S.Zafer Mh. Cinar Sk. No: 2 34520 Yenibosna, Istanbul - Turkey

Tel +90 (212) 5521212Fax +90 (212) 4510660Email info@colinsjeans.comwww.colinsjeans.com

CONCEPT & DESIGN

Rawcut Creative Studio GmbHwww.rawcut.ch

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GOOD BYE...

COLIN`S

COLIN`S ERK Pazarlama ve Giyim San. Tic. A.S.Zafer Mh. Cinar Sk. No: 2 34520 Yenibosna, Istanbul - Turkey

Tel +90 (212) 5521212Fax +90 (212) 4510660Email info@colinsjeans.comwww.colinsjeans.com

CONCEPT & DESIGN

Rawcut Creative Studio GmbHwww.rawcut.ch