BRAND BOOK N째3 / 2016
N째3
BRAND BOOK N째3
FASHION & LIFESTYLE
Š 2015 Legally responsible publisher Enlarge AB
TA B L E O F C O N T E N T S
I.
T H E C O M P A N Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 5
II.
R U T & C I R C L E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
I I I . S A L LY & C I R C L E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 I V. X & C I R C L E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 V.
S T O R E C O N C E P T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3
VI. KEY PIECE COMPENDIUM...............................75
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INTRODUCTION
Dear reader, In your hands, you are holding an introduction to our company, Rut&Circle. We are a trend oriented Swedish fashion brand, based on real stories and made for real people. The purpose of this brand book is to present us, who we are and what we do, » Fashion you afford to love «. We believe that it is every woman’s right to the have the opportunity to buy the biggest trends at super competitive prices. With this in mind, our core vision and original idea » Fashion you afford to love «, always remains true in everything we do. We will always strive to present the best possible product offering at the lowest possible price. I hope you will have a pleasant time reading this brand book, that it will inspire you, as well as help you understand our way of thinking. I also hope to see you soon, in any of our concept stores, at any of our over 300 retailers all around Europe or at the Rut&Circle headquarters, located in Gothenburg on the Swedish west coast.
All the best,
C A R O L I N E H J E LT E / C E O
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CIRCLE CONCEPT
E V E RYO N E C A N B E A PA RT O F TH E C I R C L E . E V E RYO N E C A N M A K E TH E I R VO I C E H E A R D.
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WITH &CIRCLE, WE INTRODUCE A N E W WAY O F T H I N K I N G The circle includes everyone from ambassadors, designers, producers and retailers all the way to final consumers. Everyone can be part of the circle and everyone can make their voice heard. Starting with Rut and Sally, we will introduce new people
who act as ambassadors and inspiring sources for our brand. Rut&Circle is a progressive brand, constantly evolving through the never ending will of make and communicate the latest trends at low prices.
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VISION
These words echo through everything we do at Rut&Circle. And by them, we produce collections from the biggest trends on the market at a price everyone can afford to buy, wear and love.
CHAPTER I
T H E C O M PA N Y
WE OFFER THE BIGGEST TRENDS AT SUPER COMPETITIVE PRICES !
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THE IDEA Our competitive prices are mainly based on collaborations with independent distributors and producers, who have a long and genuine experience of production in both Europe and Asia. Naturally, we always seek further development with these collaborations in order to make sure that we always have the quality necessary to stay fashion forward and on trend, whilst still very affordable. As a brand, we work with passion at every stage in order to offer super competitive prices and fashion for today. Our employees from the headquarter to the staff in our stores work together to convey the process and spread the word of Rut&Circle.
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OUR COLLECTIONS Our designers, buyers and ambassadors currently create and curate eight unique collections and two additional lines in season every year, based on the biggest trends, at our headquarters in Gothenburg, Sweden. As they are character driven, we divide our collections between our three brands – Rut&Circle, Sally&Circle and our sub brand X&Circle.
S E PA R AT E B R A N D S
Rut&Circle is our main brand that focus on the latest and biggest fashion trends. Sally&Circle is a lifestyle brand with attitude and playfulness – especially appreciated by the slightly younger customer. X&Circle is for every woman. It is our sub brand that offer you trendy basics to a seriously low price.
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EVERY YEAR WE CREATE AND CURATE EIGHT UNIQUE COLLECTIONS !
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WE ARE AN EXPANDING SWEDISH BRAND WITHIN THE FAST MOVING FASHION INDUSTRY !
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T O D AY R U T & C I R C L E A R E E X PA N D I N G A N D E V O LV I N G
Today we have several concept stores and we are represented at over 300 retailers worldwide. All of our stores get updated weekly with the latest products in order to guarantee our customers the best from the biggest fashion trends.
Rut&Circle is a fashion forward and progressive brand, constantly evolving through its ambassadors, who give the brand its voice. We are shown in magazines, social media, on the web and in the streets. We are visible in places that matters.
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BRAND TIMELINE 2 0 07–2 015
20 07 The story begins with Rut m.fl., founded in Gothenburg, Sweden by the Hjelte and the Jonsson families. The first concept store opened in central Gothenburg the same year and a few months later a second concept store was also introduced to the market.
20 0 8 Rut m.fl’s distribution was extended to selected multi brand stores in Sweden and at the same time the company opened several new concept stores around Sweden.
20 0 9 The brand established trade outside Sweden. Rut m.fl. got represented by the top agencies in Norway, Germany, Finland and Holland. The fifth concept store opened in Sweden and the company continued its retail expansion.
2010 Rut m.fl. participating in international trade shows, such as Bread & Butter in Berlin and Modefabriek in Amsterdam. A new showroom was established in Stockholm, Sweden. Rut m.fl. was described as the »Business rocket of the year« in the biggest professional fashion magazine in Sweden.
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2011 The expansion continued with several more concept store openings. More employees got hired and the company formed its own in-house marketing division. Rut m.fl. moved its office to a bigger studio and the business in Germany continued to grow with additional showrooms.
2012 Due to its international growth, Rut m.fl. underwent several changes and was renamed to Rut&Circle. Sub brand »Serious Sally« was named Sally&Circle. The company breaks new ground in Canada and expands its workforce with an additional agent in Germany. The Jonsson family retires and Gustav A. Eriksson becomes a new shareholder together with the founder family Hjelte.
2013 The company continues to grow and strengthens its market in Holland and Denmark. Two more concepts stores open in Sweden. The launch of an E-commerce division commences and the collaboration with a professional PR agency initiates. Carl Bennet AB becomes in the end of the year a new shareholder together with founder family Hjelte and Gustav A. Eriksson.
2014 The company opens three Rut&Circle concept stores – in the cities of Uddevalla, Skövde and Sundsvall. A third line, the sub brand X&Circle, was launched during this year.
2015 Today the company manages twelve concept stores in Sweden, and also have over 300 retailers around Europe. We have three showrooms in Sweden and you can find several showrooms in Germany, Holland, Belgium, Denmark and Finland. Since inception, we have developed and grown rapidly but always been sincere to our original idea; to offer our customers » Fashion you afford to love «.
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CHAPTER II
B E B R AV E
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» TOI E T M OI P OU R TOUJ OU R S «
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P L AY I N G I T S A F E IS DANGEROUS
C’EST BON
H I ! M Y N A M E I S R U T. I have a strong feeling for the latest trends, but my interest foremost lies with understanding where the source of inspiration comes from and how trends starts and evolve. Paris, Berlin and Milano are my favorite cities and I love getting inspired of the vibrance in the street fashion. On a lazy sunday I prefer to stroll around with friends or hang out at a cafĂŠ with a new fashion magazine to dive into. My personal style is ever changing and hard to define as I dress according to the occasion. People tend to consider me as rather picky and fashion forward.
B E TH E VOICE N OT T HE ECHO
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CHAPTER III
DRUNK
IN LOVE
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LET’S JUST BE WHO W E R E A L LY A R E
THE REBEL IN ME WILL NEVER DIE – 45 –
T H E Y C A L L M E S A L LY. I have always been very inspired by strong personal styles. And there is no better place than NY and L A when it comes to expressive personalities. I believe that great style comes from within. I love music, surfing, festivals and sports just to name a few. I’ve always been very passionate about what I do and like, so my interests usually shine through on my personal style and the way I dress.
STAY
WILD – 51 –
CHAPTER IV
N OT TOO LITTLE N OT TOO M UCH JU ST RIGHT
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T H E BEAUTY OF S IM PLICITY
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W H AT A B O U T T H E X ? X&Circle is for every woman. It is our sub brand with the main focus on offering you trendy basics at seriously low prices. All the pieces in the X&Circle collection are designed to suit any occasion, complement any outfit and are easy to combine. The X&Circle clothes are designed with subtle details, unique prints or patterns that makes the garments special. X&Circle gives you the items you wish for several colours.
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CHAPTER V
STORE CONCEPT
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S TO R E C O N C E P T
The Rut&Circle stores presents a world of fashion that appeals customers that are on a shopping spree as well as more spontaneous shoppers. The stores guide the visitor through its way of fashion where the latest trends are displayed with both pictures and clothes. Some of our stores are in independent buildings and some are located in shopping malls. Some are in old houses filled with heritage, while some are located inside of modern buildings. These different scenarios are met with a flexible and clean store concept. In this section you can see what a normal sized store, 150 square meters, look like. This type of store holds about 3000 items and 44 square meters of image material, but is yet perceived as spacious, fashionable and welcoming.
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THE STORES DRAW THEIR INSPIRATION FROM A MODERN, LIGHT COLORED SCANDINAVIAN AESTHETIC
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Store in a shopping mall in Gothenburg.
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G U I D E D TO U R
C A M PA I G N A R E A
The campaign area displays the latest campaign with products and images with sales focus. At the campaign area garments lie folded on the table and hung on the racks behind it. R U T, S A L LY & X T R E N D S
The »Trend booths« display separate trends by using product and images on folding screens. Podiums and racks offer additional hanging and folding possibilities for products. Each store has several Rut trends, a separate section for Sally trends and a section for X trends. S TA F F P I C K S
The »Staff picks« are various items selected by our employees. CASH COUNTER
Our wide brass cash desk is easy to spot and offers a great overview of the store. Easy access to storage and staff area offers flexible solutions while accepting restocks and returns. The counter offers last buy items on display. S A L E S A S S I S TA N C E
The mirrored corridor parts the store area from the fitting rooms and offers a privacy for our customers. It also offers a great space for sale assistance, in an area close to the counter. FITTING ROOMS
Our fitting rooms are spacious with plenty of hooks for hanging clothes as well as displaying offers.
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W I N D O W D I S P L AY
In order to display our image, news, current trends and our highly competitive prices we make use of our iconic screens seen inside the store. Mannequins carrying the biggest trends on the market are positioned in front of the specific campaign imagery.
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Butikskoncept 2015, Utkast Endast för internt bruk
© K A R L- J O H A N H J E R L I N G A B
S E PA R A TE TRENDS HJERLING.COM
+ 4 6 7 3 5 3 2 2 5 9 6 , TA V A S T G ATA N 1 3 , 1 1 8 2 4 S T O C K H O L M
The core of Rut&Circle are the wide offering of big trends. These trends are presented separately in different trend booths throughout the store. The booths are formed by our iconic folding screens, that not only separate the different trends from one another, but also efficiently displays both our product and sale promoting imagery. Each booth is also fitted with podiums and clothes racks.
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CHAPTER VI
KEY PIECE COMPENDIUM M O R E AT R U TA N D C I R C L E . C O M
R E D K N I T 19 9 S E K / € 2 9. 9 5 . D E N I M 3 9 9 S E K / € 4 9. 9 5 . W H I T E K N I T 19 9 S E K / € 2 9.95 . D E N I M 3 9 9 S E K / € 4 9.95 .
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D R E S S 19 9 S E K / € 2 9. 9 5 . TO P 1 9 9 S E K / € 2 9. 9 5 . D E N I M 19 9 S E K / € 2 9. 9 5 .
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B E A N I E 9 9 S E K / € 14 . 9 5 . S W E A T E R 1 9 9 S E K / € 2 4 . 9 5 . N I G H T S E T 1 9 9 S E K / € 2 4 . 9 5 . K N I T 2 9 9 S E K / € 3 9. 9 5 . N I G H T S E T 19 9 S E K / € 24 . 9 5 . S O C K S 1 4 9 S E K / € 19. 9 5 .
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TO P 2 59 S E K / € 2 9.95 . D E N I M 3 9 9 S E K / € 4 9.95 . TO P 1 9 9 S E K / € 2 5 . 9 5 . PA N T S 19 9 S E K / € 2 5 . 9 5 .
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J AC K E T 2 9 9 S E K / € 3 9.95
TO P 9 9 S E K / € 14 . 9 5
K N I T 2 9 9 S E K / € 3 9.95
T O P 9 9 S E K / € 14 . 9 5
D E N I M 2 9 9 S E K / € 3 9.95
D E N I M 3 9 9 S E K / € 4 9.95
D E N I M 2 9 9 S E K / € 3 9.95
S K I RT 2 59 SEK / € 34.95
TO P 9 9 S E K / €14 . 9 5
TO P 14 9 S E K / € 19. 9 5
K N I T 14 9 S E K / € 19. 9 5
T O P 12 9 S E K / €19. 9 5
PA N T S 159 S E K / € 2 2 . 9 5
S K I R T 159 S E K / €19. 9 5
D E N I M 19 9 S E K / € 2 9. 9 5
PA N T S 159 S E K / € 19. 9 5
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J AC K E T 2 9 9 S E K / € 3 9.95
C O AT 5 9 9 S E K / € 6 9. 9 5
TO P 19 9 S E K / € 2 9. 9 5
T O P 12 9 S E K / € 19. 9 5
D E N I M 2 9 9 S E K / € 3 9.95
K N I T 19 9 S E K / € 2 9. 9 5
D E N I M 2 9 9 S E K / € 3 9.95
J AC K E T 3 9 9 S E K / € 4 9.95
TO P 159 S E K / € 19. 9 5
TO P 9 9 S E K / € 14 . 9 5
D E N I M 2 9 9 S E K / € 3 9.95
D E N I M 2 9 9 S E K / € 3 9.95
D R E S S 14 9 S E K / € 19. 9 5
TO P 2 59 S E K / € 2 9.95 D E N I M 19 9 S E K / € 2 9. 9 5
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FOLLOW US
@ R U TA N D C I R C L E F A C E B O O K . C O M / R U TA N D C I R C L E P I N T E R E S T. C O M / R U TA N D C I R C L E
S AY H E L L O
Rut&Circle Head office info@rutandcircle.com +46 31 61 64 60 Ecommerce webb@rutandcircle.com Finance finance@rutandcircle.com Logistics logistics@rutandcircle.com Marketing marketing@rutandcircle.com Purchasing & Design purchasing@rutandcircle.com Retail retail@rutandcircle.com Sales sales@rutandcircle.com