EDTN visual merchandising guidelines
important information inside
hello
Jargon buster some useful terminology
Commercial block
MERCHANDISING ONE TYPE OF PRODUCT IN ONE PLACE. (FOR EXAMPLE DIFFERENT COLOURS OF THE SAME t-shirt ON ONE RAIL)
Replen
Replenishing stock from stockroom to salesfloor to ensure there is a full size range.
Key sightlines
PLACEMENT OF A PRODUCT THAT HAS NO RESTRICTED VIEW AND CAN BE SEEN FROM AREAS OF HIGH FOOTFALL (for example from the entrance_
product polaroids
graphics used to identify key products for the brand
getting to know your store
INSTALLATION AREA FOR HANGING CLOTHES
JEWELLERY
TILL POINT
NO
NC
LO
PREMIUM ESSENTIAL
ASE
STAIRC
TH ING
SEASONAL COLLECTION
PREMIUM ESSENTIAL
our store is designed to give the customer the best experience
to create an artful gallery experience. Toogood studio have inserted a mezzanine floor. This additional space will house the fitting rooms. to ensure we have stand out touchpoints in the retail industry, we are rewarding customers with the space to spend time with our products.
aesthetics
textures and prints backwall
distressed plaster
side walls
white was brick-wall
floor
speckled concrete
ASE STAIRC
INSTALLATION AREA FOR HANGING CLOTHES
JEWELLERY
TILL POINT
PREMIUM ESSENTIAL
NO
NC
LO
TH
ING
SEASONAL COLLECTION
PREMIUM ESSENTIAL
Keeping the colour palette neutral and elemental, designs are bought to life with added textures. A concrete floor and worn plastered walls instantly adds a modern touch. The look is back to basics to let our products do the talking.
ss16 & store launch concept
For the store launch, EDTN will have a premium aesthetic with neutral colours and industrial fixtures and fittings. we want the products to stand out and be the focal point. The look is conceptual, to create a gallery like experience that will add value to our products and service.
pipe rails and floor fixtures
fitting floor
we’ve looked at what our customers aspire too, and have designed a space that is a home from home. We want our customers to have lots of space so they can feel like they are in their own personal dressing room. This means they won’t feel too rushed and therefore get to know our brand.
Merchandising products
here is a visualisation of how we would like the store to look.
fitting room floor/lounge
suspended clothes installation
seasonal collection
non clothing
premium essential
installation space
We dont want to use mannequins so have therefore designed a modern space to showcase our products. Using the full height of the ceiling, clothes will be suspended, ascending in height to a space underneath the first floor. using chains that will already be installed with the build. Products should be hung that can create outfits. inspired by 2 style movements (further on in book)
gallery
outfit builds immersive
inspirational
seasonal collection
This collection has all the key pieces to the season and will be situated on the back wall. Using the pipe rail products will be merchandised into outfit builds. Keep size ranges to a minmum with only 6|8|10 out.
Merchandised to smart and casual statements in aligned with the 2 key moods inspiring SS16 products.
A clear created
Denim shop should be best categories focal.
top| culotte | shirt | skirt| jumper | denim
setting the mood....
2 style movements inspiring our products
clean city chic
mood
minimal accessories
grey tones
M
U
S
E
s a r a d o n a l d s o n
“Reducing my wardrobe down to the basics of black, white and grey”
key pieces
wrap crop knitted vest SPRING DUSTER culotte jumpsuit
smart trouser
mood
cut-out top
cuff jogger utility coat
zip-up playsuit
M
U
S
E
h a n n a h c r o s s k e y
“I love wearing neutral, earthy tones during this time of year�
pannel shirt
utility inspired shapes
premium essentials
this range should be commercially blocked onto floor fixtures at the front floor space. style colour these products are key cash drivers and should be a must have purchase for customers. using the rails, position them at the front of the store, linking them together.
vests
t-shirts
button-up shirt
open space before the store is under the mezzanine
leather collection
The leather collection will comprise of 3 key lines. for the launch we want the leather pieces to stand out in their own right. Therefore it is advised that a leather story is created on the back wall on one rail.
create a focal point using informative boards
1 size per jacket to give the impression of a gallery
non clothing Make Up should be merchandised so All products are clear in their type across the wall bays. All Nails are to be merchandised to colour and Products clearly identifiable using up to date graphics. All relevant products, including Brushes and Make Up Bags, are merchandised at lower sight lines.
colour palette
on hanging rods
product polaroids non-clothing
t h e l e a t h e r j a c k e t
t h e k n u c k l e r i n g
T H E R E D L I P
non-clothing
insert graphic here
secure attachment to rail or arm
Product polaroids are placed around the store to direct customers to key items. They will be sent by head office every month. Please make sure these are in the correct sight lines and demonstrating the right product. Only use 2 product polaroids per rail. This is to reduce over commercialising the merchandise and allow customers to shop at ease.
if
o ur h e a d o ffice
i ts s u n n y , p u t s o me s u n gl as s es o n th er e!
moodwall
One of the main features in the store is our moodwall. It is our way of showing the customer what inspires us in order for them to feel more connected to the brand and show them we are proud of our products. We want the moodwall to represent the brand as a person and therefore you will be responsible for maintaining its look. To create excitement amongst our customers we want you take pictures of them (if they give you consent) and put these on the wall. Tell them you love their outfit, print it of and attach it. You can use a mixture of pictures and products, just make sure it is within the brands personality and looks great!
examples here a re s o me mo re ex a mp les o f the p ictu res yo u can p u t o n the mo o dw a ll!
recent instagram posts
design transparency
customer style spots (WW get their permission)
muse style edits
fabric information
aspirational imagery
any enquires please speak to the vm team at visual@edtn.co.uk