VISUAL MERCHANDISING FALL | WINTER 2013
MAINLINE WOMEN
Visual Merchandising – An introduction 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, espe-
cially 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 fall winter collection in the best possible way.
Visual Merchandising – how to use best 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.
All the best & a successful season, Klaus Kamenz
Visual Brand Manager
Delivery period
1
23.06 - 10.08 +12 days
Delivery period
2
05.08 – 31.08 +12 days
Delivery period
3
01.09 – 28.09 +12 days
Delivery period
4
27.09 – 31.10 +12 days
Fall | winter 2013 womEN
For AW13 the Bench Women’s collection is split into two distinct themes. Inspired by the fictional ‘Bench factory’ where order and chaos thrive side by side, the first theme Innovatory evokes creativity and experimentation. Drawing on artistic and handcrafted techniques, Innovatory provides a warm functionality in contrast to the second theme Alchemy, which introduces a technical and sporty element to the collection, and reveals a space for science with the addition of enigmatic and incomprehensible ideas. The Innovatory theme is expressive and creative, comprising of pieces that can be layered together to create an individual look. The design is focused on carefully selected handcrafted textures and unique print interpretations.
As with the Men’s mainline collection, Bench introduces a Bee motif to the Women’s collection as a print and logo detail. The Bee became emblematic of Manchester during the Industrial Revolution to represent the city as a hive of activity. Bench was founded in 1989 just as a second revolution was taking place with the explosion of house music and the British club scene.
Fall | winter 2013 womEN | Delivery period 1
Delivery period
1
23.06 - 10.08 +12 days
Fall | winter 2013 womEN | Delivery period 1
Fall | winter 2013 womEN | Delivery period 1
Fall | winter 2013 womEN | Delivery period 1
Fall | winter 2013 womEN | Delivery period 2
Delivery period
2
05.08 – 31.08 +12 days
Fall | winter 2013 womEN | Delivery period 2
Fall | winter 2013 womEN | Delivery period 2
Fall | winter 2013 womEN | Delivery period 2
Fall | winter 2013 womEN | Delivery period 3
Delivery period
3
01.09 – 28.09 +12 days
Fall | winter 2013 womEN | Delivery period 3
Fall | winter 2013 womEN | LIEFERTERMIN 3
Fall | winter 2013 womEN | Delivery period 3
Fall | winter 2013 womEN | Delivery period 4
Delivery period
4
27.09 – 31.10 +12 days
Fall | winter 2013 womEN | Delivery period 4
Fall | winter 2013 womEN | Delivery period 4
Fall | winter 2013 womEN | Delivery period 4
Fall | winter 2013 womEN | Delivery period 4
Fall | winter 2013 womEN
Fall | winter 2013 womEN
Fall | winter 2013 womEN
Fall | winter 2013 womEN
Americana International Limited Tanzaro House Ardwick Green North Manchester M12 6 FZ www.bench.co.uk