BRANDBOOK LIFE H.I.S BEAUTIFUL

BRANDBOOK LIFE H.I.S BEAUTIFUL

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4 5 THE CLAIM THE H.I.S SLOGAN EMBODIES THE PRINCIPLE OF LOVE OF LIFE. Enjoying life to the fullest. A sense of wellbeing. The confidence of being fashionably dressed and looking good. LIFE H.I.S BEAUTIFUL Women: A sense of well-being and zest for life for the modern woman. Men: A fantastic moment in the life of a real man. The subline New York established 1923 describes the H.I.S brand origins.

6 7 THE VISION THE H.I.S VISION IS TO BECOME THE MOST COVETED CASUAL LIFESTYLE BRAND IN THE MID TO UPPER PRICE RANGE. The company s mission is to develop and sell jeans fashion in particular pants made of denim and flat-woven fabrics with the H.I.S Perfect FIT as well as the granting of licenses for sunglasses, shoes, sportswear, underwear, scents, bags, leather goods and a Home Collection.

8 9 BRAND HERITAGE NEW YORK 1923 It all began back in 1923 when Henry Isaac Siegel founded Honesdale Manufacturing Co. in New York to produce clothing for plantation workers in Tennessee. The success of this young American company is justified by the robust workmanship and high quality of its products. Following his father s death, Jesse Siegel took over the company at the age of 19. He turned work-wear pants into a modern garment that was soon worn all over the streets of New York. DENIM WORKWEAR BARBARA SIEGEL ISAAC SIEGEL HONESDALE MANUFACTURING CO. JESSE SIEGEL DENIM 923 HENRY In honor of his father, Jesse renamed the company using his father s initials. At the suggestion of his wife Barbara, the collection was expanded to include a line for women. She was also responsible for giving him the brilliant idea for developing the H.I.S concept of different fits. As of 1970, H.I.S. was the first jeans manufacturer to offer every model with different leg lengths and widths. H.I.S had finally established itself as a legendary jeans brand. JEANS LEGEND NEW YORK

10 11 BRAND DNA IT S IN EVERY PRODUCT. SINCE 1923. ZEST FOR LIFE UNCOMPROMISING COSMOPOLITAN AUTHENTIC EXCELLENT WORKMANSHIP QUALITY PERFECT FIT INNOVATION CONCEPT AGREEABLE COOLNESS CONCEPT OF DIFFERENT FITS LOWER MANHATTAN NEW YORK LIFESTYLE

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14 15 BRAND VALUES OUR BRAND VALUES DESCRIBE THE DISTINCTIVE CHARACTER OF H.I.S VALUE 1: AUTHENTIC The roots of the H.I.S brand go back to 1923. Lower Manhattan, New York. Symbolized by enthusiasm and a pioneering spirit, the robust work-wear pants from back then are an established international brand today. Wearing H.I.S means not having to play any role. We have both feet firmly on the ground. Genuine, strong and self-confident.

16 17 VALUE 2: CONFIDENT VALUE 3: RELIABLE We don t do things by halves. We do them with determination. H.I.S invented the modern concept of different fits and is still sticking by it today: a tailor-made fit that sets the brand apart from the rest. With over 90 years of experience, we re masters of our trade. It s made us who we are experts in our field. H.I.S stands for consistent quality, excellent workmanship and the confidence of looking good. Each and every day, we focus on ways to improve and continually develop as a brand. We meet expectations and stand by our word.

18 19 VALUE 4: DYNAMIC Life H.I.S beautiful. Buoyant and bursting with energy. The H.I.S lifestyle stands for joie de vivre, creativity, and New York coolness. Innovative, high-quality materials allow for ease of movement and are incredibly comfortable to wear. VALUE 5: STRENGTH OF CHARACTER We have a mind of our own. That s what defines our strong personality. And makes us special. We trust in our own values and set ourselves clear goals. This is an expression of our uniqueness. We stick to our convictions, make no compromises when it comes to quality, and trust in the revolutionary H.I.S concept of different fits. H.I.S remains true to itself.

20 VALUE 6: AGREEABLE H.I.S is natural, personal and down-to-earth. We believe in understatement, naturalness and a positive attitude. Strong brands speak a clear language. H.I.S communication is casual, honest and concise, which gives the brand a face of its own.

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24 THE TARGET GROUP H.I.S APPEALS TO MEN WITH CHARACTER, AND WOMEN WHO ARE CONFIDENT AND MATURE. They have a keen interest in fashion and want a modern, casual look and assured style. They follow established trends, are price-sensitive and trust in the competence of authentic brands. LIFE H.I.S BEAUTIFUL Modern, middle-class lifestyle In socio-demographic terms, they hail from the performance-driven, flexible mainstream and young middle class. They have a strong sense of pragmatism towards life, the desire to establish themselves both professionally and socially, and a strong need for roots and a sense of belonging. But at the same time, they hold the vision of diverging from well-trodden paths within reason. They like: A quality of life A modern lifestyle Recognition Openness Using digital media

26 27 POSITIONING NY EST. 1923 H.I.S BRAND EMBODIES THE URBAN, LAID BACK, CASUAL LOOK OF DOWNTOWN MANHATTAN, NEW YORK. H.I.S products have character, are high-quality and unique, and offer customers good value for their money. The character of our products embodies the New York lifestyle, which is also reflected in the collections for sunglasses, shoes, leather goods, bags, underwear, scents and in the Home Collection.

28 29 PANTS OUR LEADING PRODUCT THE EXPERIENCE OF WEARING PERFECTLY FITTING JEANS. H.I.S stands for the Perfect Fit. Since 1923, H.I.S has been a synonym for the perfect fit and incredible wearing comfort. Our special expertise rooted in the rich brand heritage is constantly developed and converted into a fashionably modern pants collection. H.I.S has amazingly perfected the fit, which can be experienced time and again through new material qualities and styles.

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32 33 THE COLLECTION FRESH. MODERN. CONFIDENT. THE CASUAL LOOK. The H.I.S collections are high-quality, fit perfectly, reflect fine workmanship and are reasonably priced.

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H.I.S Textil GmbH Osterfeldstr. 12-14 22529 Hamburg Germany T +49 40 8000778-142 info@his-jeans.com