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Retail Visual Guidelines
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March 11, 2013
Thank you for your support in sharing the TOMS story with your customers. The goal of this handbook is to
provide you with the necessary tools to create an in-store display that will feel on brand while engaging the customer - and ultimately help TOMS give more shoes to children in need. To ensure a consistent TOMS brand execution in Altar’d State stores, please follow the guidelines in the handbook.
Display Standards Shoes •Only display the right foot •Shoes should either be displayed with a slight angle to the right to show the TOMS tag or with a right facing silhouette
•Keep cardboard toe-piece inside enclosed toe shoes to maintain their shape. •One shoe of each color and style should be displayed •Use sizes 6.5 thru 7.5 when possible for displays. You want consistency in your presentation by not having both large and small sizes represented
For shoes with laces... •Lace up to the eyelet just beneath the TOMS logo on the tongue •Keep laces loose •Tuck extra lace into the shoe. DO NOT tie in a bow •Keep TOMS logo on the tongue visible
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DON’T... display excessive amounts of shoes on one shelf or area
DON’T... DON’T... use “box-out” or “self leave hangtags service” arrangements outside of shoes
•Clutter never looks good.
experience that reflects the Altar’d State
•Display one shoe of each style on the floor and keep others in back stock • It’s okay to display a style in an appropriate personality. Make sure it is a duplicate and represented in the TOMS shoe department also. • If possible... allow approximately four
fingers space between each shoe to avoid crowding.
DON’T... display shoes on the ground
•We want TOMS customers to have a great way. •Bringing the product out to the customer gives you an opportunity to share the TOMS story and signifies that we are a service oriented retailer.
DON’T... use flags or bags from boxes in your displays
•Remove or tuck tags away •Shoes look better when they’re neat
DON’T... be too creative with displays •TOMS brand should be represented with only TOMS provided and approved signage and visual elements •Keep it simple... let TOMS speak for itself.
•Give the flag bags and small flags to customers to encourage them to tell the TOMs story.
•Display shoes on the proper fixtures to ensure that the TOMS brand and messaging always comes through •Keep shoes displayed at least twelve inches from the ground.
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Altar’d State TOMS Visual Merchandising Guide
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Signage KEY TAKEAWAYS... •Keep materials up-to-date by removing past season elements. •Be mindful of signage position and balance •Signage should be no more that ten feet high from the floor.
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DON’T... block signage •We want TOMS to stand out in your store! •TOMS signage supports the brand and message. We want it to be visually noticeable.
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DON’T... display seasonal messages on riser from pas seasons
DON’T... use window displays on the sales floor
•You don’t want to confuse your customers
should be disposed of
•Display the most current campaign to
DON’T... display backroom posters on sales floor.
ensure that you’re promoting product that’s in stock.
•Once the window comes down all items
•Backroom posters are especially made to inform store employees only. •They are to educate you, so you can educate the customer.
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Displaying the TOMS Flag •Only use TOMS flag from the POP program for consistency with brand message. •Give flag bags and small flags to customers and encourage them to tell the TOMS story. Don’t use them in displays.
•Don’t hang flags from tables. •Don’t use TOMS stickers in displays
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Display Suggestions •Display TOMS Shoes with only TOMS products and signage •Keep surfaces clean and shoppable by only displaying intended capacity of shoes •Merchandise shoes by keeping styles together and tiny TOMS separated
Kids Tabletop
Seasonal Message Riser
•to be displayed with You & Tiny shoes only
•Update graphic each season •Highlight shoe from seasonal collection
Crate Riser
Ticker
Headers
•Display no more than 14
•Use this side and update
•All headers can be paired
each month from the total
with pegs or shelves
shoes. •Use for adding height to a table or shelf
Bench •one large bench
given on the Altar’d State website
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Recap... General Guidelines + Key Takeaways •Display materials from
•Never display TOMS
•Merchandise TOMS
•Never alter or cover the
the current season for
merchandise with other
styles with a specific
TOMS logo or messaging
the most effective
brand POP
direction. For example,
messaging
•POP pieces set up
•Follow directives for
properly per directives,
each POP piece and use
graphics, etc.
as intended
•Display TOMS in your
•Never display other
store’s ideal location...
brands with TOMS POP
preferably in view from the entrance
place Classics together, place normal and tiny TOMS together, and highlight seasonal styles. Follow merchandising guide for best practice. •Logo and mission must be displayed with shoe display at all times
•Never display boxes on the sales floor