stand out. for good
Visual Merchandising Personalities
Fixture Placement Wall Scapes
Table Layout
Visual Presentation Product Display Basic Standards Creativity
Mod Classic
Personalities
Romantic
Indigo Girl
Boho
Why do we merchandise by Personalities? • Organizes vast array of Customer Choices • Narrows focus for consumers shopping experience • Creates “departments” within our smaller footprint • Offers Marketing tools
Mod Classic
Personalities Who are they?
Definition- (of a garment or design) of a simple elegant style not greatly subject to changes in fashion Styles to watch for- Cocktail Dresses, Peplum, Blazers, Chiffon Button Ups, Structured Bottoms Brands- Esley, Black Swan Cecico, Freeway, Others Follow, De Chance, Very J, Sage, Altar’d State
Iconic Styles
Mod Classic
Classic Silhouettes
Celebrity Trendsetters
Mod Classic Our Product
Mod Classic
Our Presentation
Mod Classic
Romantic Definition- Inclined toward or suggestive of the felling of excitement and mystery associated with love Styles to watch for- Lace, Soft Floral Prints, Ruffles, Silhouettes that Flow, Pastel Colors Brands- Alice Moon, Mystree, Doe & Rae, Freeway, Altar’d State
Images that Evoke Romance
Romantic
Romantic Silhouettes
Celebrity Trendsetters
Romantic Our Product
Romantic
Our Presentation
Romantic
Boho
Definition- Boho Chic is a style of female fashion drawing on various Bohemian and “Flower Child� influences Styles to watch for- Crochet, non-Structured Garments, Embroidery, Maxi Skirts, Tribal Patterns Brands- Free People, Flying Tomato, Black Swan, Jack, Vintage Havana, Judith March
Images with a Bohemian Flare
Boho
Boho Silhouettes
Celebrity Trendsetters
Boho Our Product
Boho
Our Presentation
Boho
Seasonal Section
As the seasons change, so do some of our trending personalities! Keep your eye out for seasonal direction on new and deleted personalities. Examples- Bold, Luxe, SoCal, and the current Indigo Girl These Personalities typically reflect the Customer Choices that are relevant to a particular season
Indigo Girl
Definition- This Fall friendly personality pairs transitional pieces, graphic tee’s, denim friendly tops and sweaters, and layering items Styles to watch for- Accents of Tribal, Jackets, Tee’s, Chambray, Chunky Sweaters…and of course denim Brands????????????????????????????????????????
Indigo Girl Our Product
Indigo Girl
Our Presentation
Merchandising Basics • • • • •
Find a small location to house a basics presentation close to your fitting room Keep styles sorted when merchandising Accent tables when appropriate with layering pieces that coordinate Utilize basics when dressing mannequins Make sure they are recovered at all times
Fixture Placement Blank floorplans located on the employee portal
• Create a dynamic store environment by varying fixture types and the path in which they are placed • Place some tables on an angles to establish interest • Inventory the fixtures you have and sketch your floorplan first • Refresh your floor frequently so your frequent customers don’t see the same layout over and over • Don’t forget to keep no less than 3’ between fixtures for handicap accessibility
Table Layout • • • • • • •
To keep your presentation clean and not cluttered, use the examples below to help you grid your tables Tables may include a coordinating shoe, accessories (handbags, jewelry, belts, sunglasses), gifts, and books…don’t over clutter Pick a top or dress that represents the personality well and has a color story that you can work from and use that as the anchor for your presentation Place additional garments that either compliment or coordinate-at least one outfit should be represented in the display When pulling gifts and accessories, think of what this Personality would wear and decorate her home with…following the color story helps keep the table well presented Place items in groupings and don’t dispersed them all over the table Lastly, style your mannequin appropriately for the Personality-Don’t use the key pieces placed on the table. Utilize items on the surrounding rolling racks so you don’t double expose M M
Riser
Riser
Wall Scapes
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Vary your walls as much as possible Review capacity and types of merchandise to understand the wall scape you will need Sketch your walls first…this will help you know how it will layout and what fixtures you will need Break up walls using shelves and side hangs Create balance with symmetry or asymmetry…not every wall should mirrored View large walls as two separate entities
14’ Walls
18’ Walls
10’ Walls
Wall Scapes
Displaying Apparel
Wall Scapes Inspiration
Creating a Color Story Color stories provide endless opportunity for creating complimentary visual interest and moods within each Personality.
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Select an inspiration item Use two to three colors mixed with neutrals Intermix solids to break up prints and patterns Utilize colors to bounce your eye across the wall Use layering pieces to enhance the wall…outfit a few of the front items to inspire your customer Multiple items on a faceout should be uniform in silhouette…longer items in the front Break up side hangs with alternating colors/prints/sleeve lengths Ensure that bottom of garments don’t touch the floor…1.5” from ground
Wall Scapes
Displaying Gifts and Accessories • •
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Merchandise by Personality Gifts should be a collection…items should look great together and make a cohesive statement Balance clean presentations and creating interest Grouping items (not like soldiers) keeps an uncluttered presentation Never overcrowd shelves with too many gifts Don’t place under garments that are hanging too low Keep candles grouped by brand within a personality…same scents in different containers merchandised together Create a system of backstocking to keep from overcrowding
Wall Scapes Top Shelf Decor • • • •
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Mannequins should represent the best of the Personality you are representing Limit items placed on the shelf… don’t over work it Use gifts represented in the wall below Place props that are “thematic” and create visual interest with varying heights “Decorate” as if this is their home
Basic Standards Items to pay attention to that will keep your store pristine and orderly Gifts • All items should be unpackaged • Clear plastic and corner cardboard should be removed…make sure you reattached price tag • Items that need assembling…do so Shoes • Represent one style on tables • Always use the right foot and show the outside • Use size range between 6.5-7.5
Hanging Merchandise • Silhouettes on faceout should match • Longest item in front (exception: top in front of pant or long skirt) • Breakup t-stands, rolling racks and side hangs with alternating colors/print/sleeve lengths • Hangers should form question mark (exception: rolling rack or t-stand on the left side of fixture…garment should face forward with the hook in a reversed question mark
Hangers Reversed
Finish the garments • All components steamed • Buttons buttoned • Sashes/belts tied • Zippers zipped • Hangers straight and forward • Shoulder strings tucked in (only use if one shoulder garment) • All merchandise sized from smallest to largest
Jewelry • • •
Merchandise by brand…keep like cards • together Group styles by personality • Presentation should be interesting but clean •
Don’t over use one style on mannequins… some should remain in inventory for customers to purchase Feature tables should house “specialty” brands To fill space, use multiple pegs to spread out necklaces