WOMAN
The Company behind the Brand The beginning The company Signal Clothing A/S was established in 2009 in Denmark where the Brand Signal was acquisitioned from Buksesnedkeren ApS by the management and investors. The company designs leisurewear and casualwear for Men and Women under the brand name Signal.
Operating in 10 countries Signal Clothing A/S is represented in more than 10 countries and has its own sales companies in all Scandinavian markets. The HQ is located in Kvistg책rd outside Copenhagen.
Export is growing Export constitutes more than 35 % of the total turnover and the export business continues to grow.
There are more than 45 of us Signal Clothing A/S employs approximately 45 dedicated and happy people.
Company mission & ambition Signal Clothing A/S wants to be among the leading and preferred brands in Scandinavia within casual clothing for the target group +25 years, who prefers a modern Scandinavian look.
Brand values
Modern The consumer should always feel confident in wearing Signal at any time. Signal is contemporary and updated design, that reflects today’s fashion and tomorrow’s trends.
Scandinavian Signal appeals to the modern consumer that approaches life and the daily challenges with an open mind. A lifestyle and look that follows the seasonal changes.
Casuals Good looks in an informal way that feels good for both work and leisure.
Refined From basics to profile, all styles are important down to every single detail. All details are nursed and cared for in every link from design to production.
Inspirational Signal inspires you to look modern in your daily life for both work & leisure.
Brand Values Nature & Forrest Sea & Horizon Sky & Breaking Waves Elements of Nature Stone & Sand Concrete & Wood White & Colours
The Signal Woman
She is a modern, casual and feminine woman of today. She approaches life and daily challenges with an open and easy-going mind. She lives in the outskirts of the city, where she is actively involved in the local community as well as in social activities. She is married with children and well educated with middle income. In her spare time she likes outdoor activities and sports such as hiking, running and Pilates and she is generally focused on health, wellbeing and social responsibility. Her wardrobe reflects her way of living. The Signal Woman is trend-conscious, not trend窶電riven. But she knows what she likes: colourful, feminine and comfortable clothing with enduring quality. She values the Scandinavian simplicity with its clean cuts, eye for details and natural approach in terms of materials and refinement. She enjoys silhouettes that create a casual, feminine and contemporary expression. She is loyal to her favourite brand(s) because she appreciates the consistency and reliability in the collections. It makes her feel confident in the clothes she wears for both work & leisure.
The Collections
Collections & The Flow
Campaign Products
A New Capsule (Colour Story) every Month deliv-
Selected styles with a proven sales record sold
ered to our Retailers. Collections are pre-sold (4
at a highly competitive price, delivered together
Selling In Periods) and consist of approximately
with each Capsule accommodates the retailers
140 styles per half year. A Capsule contains 25 –
need for fast moving styles in season with a
40 Styles depending on monthly timing.
high impact on hit-rate and a traffic generating effect. Approximately 1-2 styles per Capsule.
Favorites for Women - Core styles with a wide colour range - Selected stock keeping products (NOS program) - A service to fulfill retailer needs for in-season repeats - No inventory risk for retailers - Approximately 15-20 styles per half year
Open To Buy (In-Season) OTB accommodates the retailers need for in season purchase. A reliable Brand should be able to
4 0 0 0 white
offer both pre-order as well as re-order and inseason purchase possibilities. 6 6 0 7 pink ro u ge
6 6 2 0 berr y red
6 5 0 3 s u mmer orange
6 2 2 3 chocolate chip
Signal Woman offers a variety of styles and product ranges “on stock” for in-season purchase: • Favorites • N.O.S (Never out of Stock Styles) • Fashion News Capsule • Campaign Specials
COLLECTION
CAPSULES
NO. OF STYLES
XX.1 1-15/1 30 1-15/2 35 1-15/3 35 XX.2 1-15/4 30 1-15/5 30 Prefall 1-15/6 15 XX.3 1-15/7 30 1-15/8 35 1-15/9 35 XX.4 1-15/10 30 Prefall 15-30/11 20 4 COLLECTIONS
11 DELIVERY CAPSULES
325 STYLES
Brand positioning
HIGH
SIGNAL WOMEN POSITIONING
MEDIUM
Hilfiger Part Two
Boomerang
Marlboro
SIGNAL
Jackpot
Red Green
Esprit
LOW
PRICE
Filippa K
Gant Marco Polo
FASHION
MODERN
UPDATED
LIFESTYLE
CLASSIC
Price positioning
BASIC
25%
99-399 DKK
CORE
50%
499-799 DKK
PROFILE
25%
899- DKK
Market Segments Active Sport
Street Sport
Jeans Lifestyle
Brand Extension Denim
Casual Country
Feminine Leisure
Modern Casual
Classic
Competitors Esprit
Jackpot
Boomerang
Part Two
Marco Polo
Noa Noa
Marlboro
Sandwhich
Hilfiger
Marlboro
Gant
Carla Du Nord
Gant
Gant
Part Two
Filippa K
Hilfiger
Hunky Dory
Marco Polo
Dranella
Køn & Møn
Filippa K
Scandinavian Lifestyle:
Feminine
Modern
Casuals
Business Leisure
Business Executive
Spring 2013
Sales offices HEADOFFICE DENMARK Signal A/S Bøgeskovvej 2 DK-3490 Kvistgård Phone +45 48 38 00 00 Fax +45 48 38 00 77 Email signal@signal-clothing.com
LOCAL SALES OFFICES DENMARK Signal Showroom Bøgeskovvej 2 DK-3490 Kvistgård Phone: +45 48 38 00 00 Customer Service: +45 48 38 00 00 Signal Showroom Sct. Pederstræde 2, 1. DK-8800 Viborg Phone +45 86 62 20 29 Customer Service: +45 48 38 00 00 SWEDEN Signal showroom Stockholm Modecenter Msr-009 Nr:14 Gustav de Lavals torg 8 S-13159 Nacka Customer Service: 020-662000 Signal showroom Gamla Almedalsvägen 35 S-41263 Göteborg Phone 031-832490 Customer Service: 020-662000
NORWAY Signal Norway NUF Norsk Moteforum, rom 320 Sjølyst Plass 3 N-0278 Oslo Phone +47 40 10 35 50 Customer Service: +45 48 38 00 25 FINLAND Signal, Fashion Forum, Showroom 416A, Mikkolantie 1A, FIN-00640 Helsinki Phone +358 400 453 037 Fax +358 9 8751 219 THE NETHERLANDS/ BELGIUM Fashion Parts Hopbrouwer 2 unit 2.01 NL-5253 RE Nieuwkuijk Phone +31 – 73 5131058 Fax +31 – 73 5131059 info@fashionparts.nl GERMANY Signal, ModeCentrum Hamburg Haus M11 - Raum 110, Modering 11 DE-22457 Hamburg Phone+49 0176 2723 6976 / +49 0160 2363 586 Fax + 45 5529 702 SPAIN Agencia Eighteen C.B Avda. Benifayo, 49 Urb Mont Ros BZ49 Esp 46119 Naquera, Valencia Phone +34 638 57 65 93