colin's brand book
DESCRIPTION
Brand Book for Colin'sTRANSCRIPT
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 [email protected]
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
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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 [email protected]
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 [email protected]
CONCEPT & DESIGN
Rawcut Creative Studio GmbHwww.rawcut.ch