Merchandising Book Visual
WOMEN / spring summer 2015
WOMEN / Visual Merchandising
Vi s u a l M er ch a n disi n g
A n In t r o d u c t i o n Broadly speaking, „visual merchandising“ stands for everything which can be seen by the consumer in an merchandising context, supporting the sales of products. The purpose of visual merchandising is to highlight collections and enforce the image of a brand. In the world of modern communication visual merchandising is a central component, especially in retail stores, where the competitors‘ offers and influences are present everywhere and top retailers just cannot afford to leave their customers on their own. Thus in the brand world, visual merchandising takes over the function of a compass. This VM Book is aimed at inspiring, guiding and supporting you in presenting your spring/sommer collection in the best possible way.
H o w To U s e B e s t The book shows you how to combine the colors of the season. Make sure to structure the hanging in color blocks in a symmetrical order. In other words, if the hanging begins with a blue jacket, it should also end with a blue jacket or an article with the identical color tone. Everything will look calmer and more spacious. Also make sure the color blocks within the hanging have the same width. For instance this would mean to present less jackets and more shirts, due to the differences in volume.Whenever possible, begin your hanging with a jacket and continue in the thought of an outfit, which would be the combination of jacket/shirt/pants. With the season in progress, of course also product groups can be bundled individually.
A l l t h e b e s t & a s u c c e s s f u l s e a s o n, K l a u s K a m e n z Head of Visual Merchandising (Group)
WOMEN / Collection
C ol l e c t i o n
The Bench spring summer collection 2015 has been designed for people who live and thrive in the city with two classic offerings, Life and Performance. Both ranges are the perfect balance between aesthetic style and function, allowing for fashionable, functional summer city living. The spring summer collection 2015 range offers fresh and stylish silhouettes with clean lines and bursts of crisp colours throughout. Designed with an anatomical edge, items within the range offer increased movement and ventilation, all complimented by an electric colour palette of greens, mauves and greys to ensure the wearer is given a sense of comfort, confidence and freedom. The goal is simple – to create clothes that can take you from day to night, adapting to the lifestyle of the wearer. The collection combats the reality of the urban world and offers everything you need to enhance your inner city lifestyle in style. From subtle features like revealable reflective tapes along seams to the eye catching Reflector jacket, the range offers effective and stylish solutions to take you from work to play. The Reflection jacket is made of fully reflective fabric, making it a showstopper for the fashion conscious and a great item for your daily commute. Reversible, pack-away hoodys and jackets offer variety and flexibility to an inspiring spring summer collection. Zip-in inner insulator layers, such as those in the women’s Rarity hoody and men’s Achiever hoody, are the perfect way to combat an evening chill when a summer’s day turns into night, allowing you to stay out in your hood for longer. The collection features carefully considered features and fabrics – delivering inspiring details such as integrated pockets, as seen in the women’s Tonic hoody and the men’s Trust hoody. These provide secret inner pockets for electronic devices, enabling you to listen to your city soundtrack on the go, day or night, wherever the beat may take you. The new range continues to offer the classic Bench calling card of a snug offering, custom fit pieces and cuff thumbholes for added comfort. Packable water repellent jackets are the perfect way to travel light and evolve your look seamlessly throughout the day. Summer city living has never seemed so effortless than with the latest installment from Bench.
For m or e i n for m a t i o n s vi sit w w w.b e n c h.c o.u k
WOMEN / Phases
Phases
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1
02.01. — 16.02.
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2
30.01. — 02.0 3.
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3
27.02. — 27.0 3.
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4
28.0 3. — 27.0 4.
+12 days post-delivery period for all delivery dates
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WOMEN / Phase 2
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Americana Germany GmbH Alois-Wolfm端ller Str.8 80939 M端nchen Contact: Klaus Kamenz Head of Visual Merchandising (Group) Tel: +49(0)89 150018 453 Fax: +49(0)89 150018 500 k.kamenz@americana-germany.de
www.bench.co.uk