EDTN staff welcome book
important information inside
hello
Congratulations
on your new job with EDTN. We are really pleased to have you on board and have loads to tell you before you get started. This book will help you settle in and get to know how we do things. On top of that, we have an amazing team who will be there to help you get your head around things in your first few months.
Arcadia We are also welcoming you into our big family called Arcadia. It is the company that owns us and several other amazing fashion brands. TOPSHOP TOPMAN DOROTHY PERKINS BURTON WALLIS MISS SELFRIDGE EVANS OUTFIT
the boss
“People are always going to go shopping. How do we make the retail experience a great one?� Sir Phillip green
Now you have chosen to work for us, its time to get to know a bit more about the Brand. We are unique and like nothing else on the high street.
cit y ch ic
s t y l e ov er fa s h ion made in the UK s op h ist icat ion
our values
design transparency
quality key pieces wardrobe classics
how we work We are a brand with refined taste, we choose style over fashion and design garments that are key for the modern woman. We believe in a minimal, capsulewardrobethatisbuilt around unique silhouettes. Our premium essential range is perfect for creating outfits so our customer can have a chic capsule wardrobe.
The finest fabrics are chose for your garments, all of which are sourced in the UK. We also manufacture each and every product in the UK so our customers know that they are getting quality for their money. Finally, we have transformed how retailers reward their customers. Our store has a whole floor dedicated to fitting rooms. We believe it is important for customers to try our clothesoninanhomelyspace. We also have an unique receipt that is a little artefact full of fun content.
(told you we were exciting!)
CWC
FRM
KYS
our service At EDTN we pride ourselves on the way we treat our customers. Whether you work in back of house, in the fitting room or as part of the Management team, we should all work together to give the customer the very best style experience. It is really important to show you what our vision looks like, so you can start thinking about how you can deliver it. It is broken down into 3 service motivations.
how we do it
1
2
3
the new young contemporary
the contexualists
the re-masters
This customer will be generally younger and still like to shop at our sister company Topshop. They feel confident in their style so do not need much advice. But make sure you are on hand to help them find items that they may have seen online.
A customer that is older with a mature sense of style. They generally prefer lots of help and advise so will value your approach to them. They will be interested in the provenance of our items so make sure you’re confident with your knowledge.
This customer is super stylish and wants our key pieces. A busy city worker, this customer may want advice regarding how to take outfits from day to night, this is a great opportunity to showcase premium essentials and accessories.
connect with your customer Our customers are grouped into their attitude towards fashion. To deliver an exceptional service you should get to know these groups to have a better understanding of what they want. It is important that when interacting with our customers that you can judge quickly the depth of advise they require: Customer 3 for example will want a longer one-to-one session; styles suggestions, taking them to the fitting floor and finishing their shopping experience at the till point. Whereas customer 1 may just require help with finding a certain item and going to the stockroomtoretrieveasize.
connect with your customer checklist
instantly acknowledge a customer when they enter the store. a simple smile will let them know that your there.
always put a customer first before any task, be positive towards them.
be yourself! have a genuine conversation with them.
keep our merchandise looking tidy and shop-able. make sure the fitting floor is kept clear.
make time for customers who want a style session and understand their personal tastes.
fashion role model We want you to be a fashion role model for our customers. To help you style our products in the best way we will give you a generous uniform discount that still allows you to pick your favourite pieces.
It is your chance to show us your style and inspire our customers. We will run incentives for the best dressed so make sure your a FRM for every shift.
wear our key pieces in your own way.
inspire customers and help them build their looks.
wear our premium essentials range to show the versatility of the collection.
showcase our non-clothing range such as makeup and jewellery to tempt add-on purchases.
fashion role model checklist
know your stuff For customers to have confidence in our brand we need to know our products inside and out. We’ve created a style file for you to use and memorize!(don’t worry it’s not a test) so you can feel comfortable talking to customersaboutourproducts. We pride ourselves on design transparency and therefore we expect some inquisitive customers. If they know a bit more about an item they will feel more connected to our brand and return again and again to buy.
example style file
sleevele
product name
we’ve updated a wardrobe cla split side hem for end
fabric
100% wool technical detailing
colours
grey black white features
split side designer sketch
ess knit
assic, elongated collar and dless outfit options
item description (on our webpage)
street style photography
We think this is the perfect spring transition piece. Pair with some skinny jeans and when it is a bit warmer layer over a skirt with our classic biker.
suggestions for style advise. our interpretation of key silhouettes
know your stuff checklist
read the style file and refer back to it to help the customer.
have extensive knowledge about brand operations such as returns, online orders and stock deliver.
feel comfortable explaining technical detailing about products.
read the brand book and get to know us.
good luck we are looking forward to seeing you