Eton

InsideETON T h e J o u r n a l o f E ton N o r t h A m e r i c a

A message from Katrin Tijburg,

InsideETON March

In this issue meet Eton’s iain cooper and anders hjarne page 3

Brand Manager North America, Eton Shirts

Welcome to the first issue of Inside Eton, the journal of Eton North America

T Katrin

These are exhilarating days for Eton Shirts, and we want to share that with you. You are part of a select group of retailers. You share our vision and partner with us to grow the Eton brand in North America. Eton is a global brand, and it is through our association with the finest retailers of men’s fashion from around the world that we reinforce, validate and build that brand.

Fashion is about change. Change is good, but leading that change is even better.

Eton has always taken pride in its ability to perceive fashion and take the lead—designing and producing the finest shirts on the market.

Our Fall/Winter 2007 Collection is our best yet.

With more focus on body and fit, we recognize that our Contemporary and Slim fit shirts are

the new staple that must be in every man’s wardrobe.

We also have new colours, higher finishing and more details. These key features bring a value to our shirts that can be seen and felt.

We believe that our collection is a great vehicle to help you, our customers, build your profile and grow your business. Our success depends on your individual growth. That is why we are committed to developing and maintaining enduring relationships with each of you.

These are invigorating times for our industry. We are seeing the end of business casual in the workplace.

For those who truly care about their career, dressing properly, with a shirt and tie, is appropriate no matter the event.

After the unprecedented success of our 2006 season, we look forward to sharing with you an even brighter 2007!

A PR Triumph in the Big Apple page 3

Eton Goes to the Movies! page 4

Subdued colours, cleaner fits and luxurious fabrics: Eton’s Fall/Winter 2007 Collection brings warmth and stylish comfort to the coldest days

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Eton Shirts continues to blaze a trail for the industry to follow with its Fall/Winter 2007 Collection.

Once again, a gorgeous palette of colours, exquisite craftsmanship and an uncompromising insistence on the finest fabrics have come together to create the most spectacular collection yet.

and subtle colour combinations—rusts, olive green, khaki, deep reds and purple. An inspiration is the colour of falling leaves—a wild and exciting mix of peanut, olive green, rusty browns and compelling reds that come in every hue, from cranberry and cherry, to iron oxide.

Of course, no men’s shirt collection is complete without the most masculine of colours—blue. But

Colour Each Eton collection is built around three main colour themes. Prominent this season are earth tones

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Fall/Winter 2007 Collection

EXQUISITE by ETON: A Concept Whose Time Has Come

continued from page one it would not be an Eton ensemble if we did not approach the classic blue business shirt in a challenging and unique manner.

Our blue theme covers six different shades of blue: from deep ultramarine to darker shades and cobalt blue, complemented with interesting and intriguing touches of ocean green and apple.

Lastly, soft whites and silver shadows form the third colour theme for Fall/Winter 2007. Inspired by the hundreds of shades that colour Swedish winter skies, we have created a thrilling collection, based on champagne white and silver grounds that move through a range from pale grey to blue grey, accented by pearly and ivory white.

Shapes & Fits The silhouette of the collection is cleaner and more subtle, with current collars and cuffs and more focus on body, fit and new, exquisitely refined fabrics.

Each of our collections offers three different fits. Regular, Contemporary and Slim.

In keeping with a recent move in men’s fashion, where lines are trimmer and sleeker, last season saw our Contemporary fit surge forward in popularity, proving it to be one of the best fits in the market.

Fabrics A new trend that has been taking precedence over the last few seasons has become even more evident for Fall/Winter 2007.

Consumers are searching for the highest quality available.

They feel they deserve the best products available and are

willing to pay for them. This demand has led to Eton’s redoubling its efforts to secure the highest quality yarns and fabrics.

Two years ago, Eton introduced the 2-ply Super 180 Sea Island Collection in the Blue Ribbon grouping. Sea Island is one of the finest yarns available in the market and is admired for its outstanding look and touch. This season, we have expanded our range of Sea Island shirts with a brand new collection—10 designs, each in three to four different colours—in addition to our existing collection.

At Eton, we always use the best materials, the finest yarns and the best suppliers. We refuse to settle for anything less.

We do this in order to get the right touch, the best look and the brightest colours. In line with these developments, we have created shirts with cashmere. We’ve seen interesting developments with double face fabrics—cotton-silk, cottoncashmere and cotton with cashmere finishing. We are curious, so we keep exploring. Traditional fabrics are given a twist with new finishes and treatments and new weaving methods.

In fabric design, we are working with new microconstructions that catch and sometimes fool the eye. Checks are still prominent, from very classic with a twist, to fancy and playful. Stripes will never be out of fashion but this season, they are calmer and the colour combinations are a little bit more sophisticated. Using refined micro-designs, we have experimented with fine weavings and effects like satins on oxford, ribs and twills in a new way.

Colour, fit and fabric: Eton’s Fall/Winter 2007 Collection has the winning combination.

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Whether it is colour, fabric or design, Eton is a company that is constantly looking for ways to move forward, to innovate, and offer our customers the best. That extends beyond the shirts we sell to how we sell them and how we service our customers. Thus the Exquisite

by Eton concept was born.

Traditionally, men’s fashion has been based on two seasons a year, with corresponding deliveries. Exquisite

by Eton breaks free from those constraints by offering 10, limited edition, “sub-collections” every year. Each delivery consists of 24 shirts hand-picked from that season’s collection by Eton’s designers, with complete outfits in mind.

With Fall/Winter 2007, for example, instead of one delivery with all their shirts in August, retailers can secure an early delivery with Exquisite by Eton in July.

This is followed by the launch of two more Exquisite by Eton offerings—one in August and one in September.

For the spring season, Exquisite delivers in December, January and February. Separate coordinated collections mean better spacing of invoicing, smaller stock holding and more merchandising options, which create increased customer demand. Retailers are able to keep fresh and vibrant merchandise on their shelves year-round. The goal is faster turnover, tempting even the most frequent customer to update his wardrobe every month.

“If we can inspire our clients to colour coordinate their merchandising and by that increase customer demand, our mission with Exquisite by Eton is realized” says Kristina Hermansson, Concept Manager, ETON.

InsideETON

A Swedish coup on Wall Street

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In an industry first, Eton Shirts were worn by nearly all of the 300 male guests attending the September 26th Centennial Royal Gala Evening hosted by the Swedish American Chamber of Commerce. The black tie event, at New York’s celebrated Cipriani Ballroom, marked the group’s 100th anniversary in the city.

King Carl XVI Gustaf of Sweden attended the gala affair.

Distinguished speakers included Mr. Gunnar Lund, Sweden’s Ambassador to the US, and Mr. Michael M. Wood, the United States’ Ambassador to Sweden. Business executives from Volvo, Ericsson, IBM, Boeing, Saab and other leading international firms were also in attendance. The evening included an exhibit highlighting important moments from the past century of SwedishAmerican commerce, musical performances by Jill Johnson and Björn Skifs, and a lavish dinner.

Katrin Tijburg, Brand Manager North America King Carl XVI Gustaf for Eton Shirts, designed the novel idea of supplying each male guest with their own tuxedo shirt prior to the event. She explains that their sponsorship was a natural

(l-r): Eton’s Iain Cooper, Jan Borghardt, Katrin Tijburg and Anders Hjarne at the Royal Gala

“fit” for Eton.

“We are very proud to have the opportunity to sponsor such an important and prestigious event,” she says. “Eton is pleased to share with SACC New York a rich heritage of international commerce. We treasure our growing business in the United States and we wanted to play a part in the celebration by providing the ultimate in men’s fashion for the evening.”

The guests were abuzz with talk of shirts. “We were extremely pleased with the reaction, we received,” says Katrin.

“Those on the guest list are exactly our target audience.

Wherever you looked there were people dressed in our shirts.

This is the first time ever that a clothing company has had this many men on Wall Street wear their products during the same party.”

Canadian market embraces a Contemporary fit

Message from Iain Cooper, Director of Sales, Canada

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Iain joined Eton in August of 2005, yet has been working with the high-end, luxury brand market for over ten years

“The luxury shirt market in Canada is changing,” says Iain.

“More and more customers are seeking a cleaner, more tailored fit. This is an exciting sign of a contemporary market—a market that is willing to embrace a fashion-forward attitude. Eton has the fits, fabrics and qualities that those end consumers—and retailers—are looking for. The task now is to become integral to that movement, and to push it into the mainstream. We are doing that by working with our retailers to develop creative concepts and innovative ideas to help drive their sales and increase Eton’s profile in the marketplace.”

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Anders joined Eton ten years ago. His territory covers the fifty-five percent of the United States east of the Mississippi

Eton Customers: The best dressed men in the room

Message from Anders Hjarne, Sales Representative, US East Coast “Eton shirt customers are very easy to identify in a crowd: they appreciate the look and feel of fine fabrics,” observes Anders. “They like a distinctive look and have a high regard for value. They are the best dressed men in the room.

“I am very proud to have as my accounts, the finest retail stores across the country who service exactly these customers. Together, over the past 10 years we have sold Eton shirts to these discerning consumers, season after season, creating a network of Eton brand loyalty across the United States.

“The merchants with whom I work are a group of seasoned pros, well traveled and knowledgeable.

They are aware of the attention to detail inherent in Scandinavian design and appreciate this quality in Eton shirts. I am committed to helping them have the right product at the right time.”

No Iron? No problem

Eton’s Red Ribbon Collection will keep you looking crisp and cool

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Special processing of Eton’s Easy-Care line, the Red Ribbon, allows the shirt to be worn immediately after laundering, without ironing, and to be virtually wrinkle-free.

With only a light ironing, the shirt will be perfect.

With dozens of non-iron shirts on the market, why is Eton’s recognized as the “ultimate” in Easy-Care shirts?

As with all its collections, Eton relies on unparalleled quality to move ahead of the competition. With the Easy-Care Collection, quality begins with the selection of specialized 100% long staple cotton, and then continues with the creation of the special, non-iron fabric. The addition of old-world craftsmanship and special touches has made Eton the leader in fine men’s shirts.

Because the Easy-Care process can be demanding, the strength and quality of the core fabric are critical to the shirt’s durability. Eton carefully selects only the finest quality cottons from mills such as Canclini and Oltolina of Italy. This ensures that the Easy-Care shirt remains wrinkle-resistant and care-free even after frequent washings. This insistence on highly-resilient super-combed yarns guarantees performance and comfort.

By using only the best fabrics, Eton ensures the perfect marriage between the material and the environmentallyfriendly, easy-care processing. Great care is taken in this

process to guarantee that the fabric remains breathable and moisture-absorbent—key distinguishing features of Eton’s ultimate Easy-Care Collection, the Red Ribbon.

Like all Eton products, the Eton Easy-Care shirt is designed with a devotion to classic fashion, manufactured with passionate craftsmanship and detailed to perfection.

This dedication to making the finest shirts in the world results in the ultimate Easy-Care shirt. This combination of quality and performance provides a great price-value relationship.

Eton’s Brand Manager North America Katrin Tijburg and Colin Firth on the set of The Accidental Husband. In the film, Mr. Firth wears ten Eton shirts

Eton lights-up the silver screen Hollywood—the world’s leading arbiter of cool— calls on Eton when in need of style and sophistication.

Watch for Eton Shirts in these smash releases: v The Accidental Husband v Who’s Your Caddy? v Hostel II

The marketing and advertising support you need, with the click of a button

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Recently, Eton launched our new Eton Mediabank. With this website, we are taking another step forward in providing you with the marketing and advertising material you need to improve your business. You will find your username and password in your Eton stock service book. Use them to download adverts in order to promote EXQUISITE by ETON in your store.

To access the Eton Mediabank, log in at the Eton website: 1. Go to http://www.etonshirts.com 2. Click on Mediabank

3. Log in 4. Enter your username and password 5. Select advertising as your search category 6. All current adverts will be available If you need to download more than one image or file, just browse through the pages, adding the files you wish to download to the cart on the site. When you are done, click on the cart. A link will be e-mailed to you and you will be ready to download the selected images and files.

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Contact If you have any questions or comments about Inside Eton, please contact: Katrin Tijburg, Brand Manager North America

ETON of Sweden 32 East 57th Street, 13th Floor New York, NY 10022 USA (212) 688-0264 katrin.tijburg@etonshirts.com