Visual Merchandising Guide
HIGH SUMMER
blend brand values the five crucial fundamentals
authentic roughness commercial consistency colorful checked universe desirable products denim heritage 2
HIGH SUMMER
About him... It’s only natural for him to be in tune with current trends/ fashion, but never make the mistake and think him a fashion victim. He is authentic in his rebellion and 100% true to himself. In his spear time he hangs out with his buddies, goes clubbing and hits all the biggest concerts of the year. He loves his freedom, the big city and all it has to offer. Staying fit is only a natural part of all of this, but never becomes obsessive.
3
Summer break at the lake house Press Release
Relaxing fishing trips on the lake, amusing athletic games and hanging out with friends. A cultivated retro feeling. BLEND’s High Summer 2012 collection is inspired by a nostalgic summer holiday story with a 50s retro feeling. Back then a sense of freedom flourished as people acquired more influence on their own future – whilst prioritizing their talent for living in the moment. The same features are essential for the BLEND guy, who optimistically and confidently seeks out new adventures and true friendships. He radiates pure masculine coolness in his indispensable denim shorts and worn out t-shirts in striking colours such as bright green, red and orange for a contemporary twist. BLEND also shows more dimmed colour shades like sand, brown and army green, along with subtle Hawaii inspired flower print, two toned chambray details, vintage striped tees in bold colour combinations and short-sleeved vacation shirts for a relaxed look. All pieces are suited for styling in various ways that all oozes of the same carefree summer attitude with the right touch of 50s coolness. The High Summer 2012 collection primarily focuses on rough and edgy garments such as over dyed and heavily washed styles like cotton, linen, twill, canvas and lots of denim – each piece naturally in a high quality that can be used over and over again. Main trends in the High Summer 2012 collection - Bright colours in bold combinations with a 50s retro feeling - Hawaii inspired flower prints - Two toned chambray details - Overdyed and heavily washed garments to radiate a masculine coolness
4
Commercial Collection Structure / Core styles Our brand status is earned through our products consequently our collections are created, made and delivered to achieve the highest profitability in the retail shops. The secret behind the concept is our ‘monthly colour coordinated capsules’. Think of BLEND as a company working with a retail mindset. Our focus is to deliver monthly colour coordinated capsules that contain a commercial mix of basic, core and profile styles. The core styles are our bread and butter. Each style is carefully selected for the season. The styles are visualized every month in this Visual Merchandising Guide in order to achieve a strong brand ID and a commercial presentation. The commercial collection structure will increase sell through and fulfil the demands of contemporary and professional retailers.
5
HIGH SUMMER
April delivery - Colour coordinated capsule For agent use only: How to hang your collection.
6
HIGH SUMMER
April trends - Summer break at the lake house To ensure a strong and true brand identity in your “store windows“ you must use below pictures as the correct tool when merchandising your mannequins.
APRIL
T-shirt Shorts
APRIL
4318 7302
Denim shirt Shorts
APRIL
6315 7327
T-shirt Shorts
4322 7304
APRIL
APRIL
APRIL
Shirt 2316 Denim jeans 6312-731
Shirt 2306 Denim shorts 6316-747
Shirt Shorts
7
APRIL
2302 7310
Shirt Shorts
2312 7306
April soft shop - Summer break at the lake house When merchandising a soft shop please pay close attention to both style and colour. The monthly delivery capsules are createt with this in mind. This must be done in order to achieve a strong visual brand ID and commercial set up. See below list with the different styles a soft shop needs to contain for a correct balance. 2 Jackets 4 T-shirts 3 Shirts 3 Jeans/bottoms 3 Knitwear Remember accessories such as belts and scarves.
April colours
8
HIGH SUMMER
April core styles
2300
2300
2300
2310
4300
4300
4300
4300
4316
4318
5303
5303
6310-727
6312-731
6315-734
6907
7302
7302
7302
7306
7318
9
May delivery - Colour coordinated capsule For agent use only: How to hang your collection.
10
HIGH SUMMER
May trends - Summer break at the lake house To ensure a strong and true brand identity in your “store windows“ you must use below pictures as the correct tool when merchandising your mannequins.
MAY
MAY
MAY
Shirt 2327 Denim shorts 6310-727
T-shirt 4329 Denim shorts 6310-729
T-shirt Shorts
MAY
4333 7326
11
Shirt Shorts
MAY
2325 7314
Shirt Shorts
2323 7326
May soft shop - Summer break at the lake house When merchandising a soft shop please pay close attention to both style and colour. The monthly delivery capsules are createt with this in mind. This must be done in order to achieve a strong visual brand ID and commercial set up. See below list with the different styles a soft shop needs to contain for a correct balance. 2 Jackets 4 T-shirts 3 Shirts 3 Jeans/bottoms 3 Knitwear Remember accessories such as belts and scarves.
May colours
12
HIGH SUMMER
May core styles
2323
2323
4327
4327
4327
4327
4327
4331
4331
4331
4335
4339
4339
4924
6310-729
6310-727
6312-731
6317-728
7322
7322
7322
7326
7336
7336
7336
9306
9306
13
Reasons to buy Buy the Blend High Summer collection because - Very strong and commercial price openers in shirts, t-shirts and shorts - Coloured denim program in jeans and shorts at very agressive prices - New flower look in shirts, jersey, shorts and swimshorts
Main trends in the High Summer 2012 collection - Bright colours in bold combinations with a 50s retro feeling - Hawaii inspired flower prints - Two toned chambray details - Overdyed and heavily washed garments to radiate a masculine coolness
14
HIGH SUMMER
Merchandise material LARGE BAG 59,5 × 50 CM Style no. 9951-10 0802 Price per box (250 pcs.)
TEE HANGER Style no. 0115-10 8824
DKK 420,00 EUR 57,00 SEK 560,00 GB 50,00 NOK 467,00 IT 57,00
DKK 9,00 SEK 12,00 NOK 10,00
MEDIUM BAG 50 × 40 CM Style no. 9951-10 0801 Price per box (500 pcs.)
JACKET HANGER Style no. 0116-10 8816
DKK 541,00 EUR 73,00 SEK 722,00 GB 65,00 NOK 602,00 IT 73,00
DKK 12,50 SEK 15,50 NOK 14,50
SMALL BAG 36 × 30 CM Style no. 9951-10 0800 Price per box (500 pcs.)
PANTS HANGER 36 CM Style no. 0117-10 8817
DKK 265,00 EUR 36,00 SEK 354,00 GB 32,00 NOK 295,00 IT 36,00
DKK 8,00 SEK 10,00 NOK 9,00
EUR 1,18 GB 1,00 IT 1,18
EUR 1,69 GB 1,59 IT 1,69
EUR 1,05 GB 0,95 IT 1,05
JEANS HANGER 28 CM Style no. 0118-10 8825 DKK 10,00 SEK 13,00 NOK 11,00
15
EUR 1,35 GB 1,20 IT 1,35
MANNEQUIN EUR 150
BLEND Marketing Articles Marketing articles will be available for the BLEND High Summer 2012 collection. Customers must place a min. order on this collection of 4.000 Euro to receive these free marketing articles. The package will be send directly
CARDBOARD CUBE*
to each store begining of April 2012. Please order a complete marketing package directly in PCO or TEX400 – style no. 0200-10 8830. Deadline – November 28th.
IMAGE CATALOGUE INCL. LOOKBOOK*
VISUAL MERCHANDISING GUIDE*
*Not final content and layout
BLEND A/S · Edisonvej 4 · DK-7100 Vejle · Tel. +45 7943 3000 · Fax +45 7943 3005 · www.blendcompany.com · www.webshop.btx.dk