WE KNOW CLOTHES
THEN & NOW page 7
HE & SHE page 10
YOU CAN COUNT ON US page 17
A PLACE IN THE SUN page 23
STRUCTURE & DELIVERY page 24
MEDIUM IN PRICE BUT NOT IN PRODUCT page 29
MORE TO COME page 30
PLEASED TO MEET YOU page 33
AND IN SO MANY WORDS page 39
THEN & NOW ABOUT US
Our story starts in 1967 with the establishment of SIGNAL. Back then the vision was to create well crafted leisurewear for both men and women - with a specific focus on designing the perfect pair of trousers. Many things have changed since 1967, but the vision remains the same. We still aim to produce refined and functional garments suitable for everyday use and modern day life. We are proud to have grown our business outside the borders of Denmark and SIGNALs collections can now be found all around the world. Our Headquarter is situated in the breathtaking North of Zealand close to sea and green forests - while still being only half an hour away from the pulse of central Copenhagen. Behind SIGNAL are a group of dedicated people united in the appreciation of the heritage of our past, but with a firm look directed at future horizons.
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We know clothes. And we understand that each human being is unique.
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HE & SHE OUR FOLLOWERS
SIGNAL is for strong people who don’t need to change their style every season and who loves the fact that they in our collections always will find long lasting items for their wardrobe. Both our male and female followers believe in enjoying life to it’s fullest, and want their style to express this. Their approach to dressing is unpretentious and they favor clothes that are modern whilst still being comfortable. They are excited about their work and value time off with family and friends. Their lifestyle demands a wardrobe that will unite a busy worklife with an equally busy and active spare time, and this is why they will always turn to us.
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YOU CAN COUNT ON US OUR DESIGN DNA
We build upon the classic Scandinavian design tradition with a focus on clean cuts and crafted details. We constantly work on refining the heritage of SIGNAL, whilst reworking current trends into great new classics. Our desire is to create sporty casual designs with a long lifespan – both in terms of style and quality. We put great effort into designing clothes, that does not go out of style over night, and which will go the distance from enjoying the last rays of summer overlooking the sea – to a stroll down the busiest street of any large city in the world.
IN A SIGNAL COLLECTION YOU WILL ALWAYS FIND THESE SIGNATURE STYLES:
Neutral and classic colours side by side with seasonal shades Refined basic styles in a variety of colours and always on stock Reinvented garments based on our classic stripes Functional and comfortable outerwear Characteristic knitted sweaters Great fitting jeans and pants A love for details in all styles
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Staying in touch is an important part of what we do and essential to the future of our products.
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A PLACE IN THE SUN OUR MARKET POSITION
Higher Tommy Hilfiger
Ralph Lauren
Marni
Gant
NN07
Hugo Boss
State of art
Mos Mosh
Acne
Ilse Jacobsen
Boss Orange
Tiger of Sweden
NZA
Marc O´Polo
Closed
Sebago
Inwear
Filippa K
Masai
Matinique
Designers Remix
SIGNAL
Part Two
Sand
Fransa
Noa Noa
Bruuns Bazaar
Massimo Dutti
Samsøe Samsøe
Mads Nørgaard
b.young
2nd Day
H&M Conscious
Bison
Saint Tropez
Cos
Esprit
Jack & Jones
Zara
Morgan
H&M
Topshop
Classic
Updated
Advanced
Lower
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STRUCTURE & DELIVERY OUR COLLECTION
SIGNAL offers 4 main collections a year with 10 colour stories/delivery capsules on a monthly basis. A collection contains between 50-80 styles.
EACH CAPSULE CONTAINS
Approximately 15-25 styles split between basic, core and profile items Carefully selected campaign products Competitive price structure in each category Promotion and key looks per delivery
OPEN TO BUY (OTB)
A reliable brand must be able to offer both pre-order as well as re-order and in-season purchase possibilities. In addition to our N.O.S (Never out of Stock) programme we create a number of core styles with each collection. These are styles which are carefully selected as stock keeping products to fulfil retailer needs for seasonal replenishment.
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We put effort into designing clothes that work in real life, with only the most clever and necessary details.
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MEDIUM IN PRICE BUT NOT IN PRODUCT OUR PRICE STRUCTURE
We offer customers 4 annual collections each divided into 10 colour-coordinated capsules.
BASIC
CORE
PROFILE
EXCLUSIVE
25%
50%
20%
5%
899-1999 Dkk
999-2999 Dkk
99-399 Dkk
499-799 Dkk
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MORE TO COME OUR UNIQUE POSITION
The strength of the SIGNAL concept is the combination of the large choice we offer and our focus on creating quality products at affordable prices. SIGNAL is not aimed at a specific age. Instead we believe our collections to be relevant across generations. The simplicity of our concept makes it easy to customize for each new market without loosing its core. And our generous way of creating value throughout the value chain from production to customer makes our business model very attractive. We trust the Scandinavian way to be relevant to the rest of the world, and we look forward to exporting our unique version of the Scandinavian look to even more markets in the future.
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PLEASED TO MEET YOU OUR VOICE
We know clothes. And we understand that each human being is unique. We are happy to share all the options our products offer, as well as our vast knowledge of craftmanship, quality and care. We are always interested in meeting our customers and excited to see how people use our garments. Staying in touch is an important part of what we do and essential to the future of our products.
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SIGNAL is for strong people who don’t need to change their style every season and who loves the fact that they in our collections always will find long lasting items for their wardrobe.
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SIGNAL is not aimed at a specific age. Instead we believe our collections to be relevant across generations.
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AND IN SO MANY WORDS OUR 5 BRAND VALUES
GENUINE Because we are real, sincere and generous SCANDINAVIAN Because we express the spirit of this freedom-loving and democratic spot on earth through clean aesthetic design at affordable prices COMFORTABLE Because our garments are well fitted, casual and easy-to-wear FUNCTIONAL Because we put effort into designing clothes that work in real life, with only the most clever and necessary details. To us functionality is also about long lasting designs and numerous styling possibilities in each and every style REFINED Because for us it is all about quality, craft and attention to detail
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GENUINE SCANDINAVIAN COMFORTABLE FUNCTIONAL REFINED
CONTACT SIGNAL A/S Bøgeskovvej 2, 3490 Kvistgürd P: +45 48 38 00 00 cs@signal-clothing.com
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