VIS U ALGU IDE
LI NES
diesel / fw13 main / intro
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INDEX
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intro
Shopping experience message Key priorities for the season Layouts & priorities Belts Hats & Scarves Small accessories Bracelets Licensing 35th Anniversary
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Cr ea t ive con cept Fe male Augu st wa ll ba ys Septe mbe r wall bay s Octob ver wall b ays C ateg ory are a Sho es & B ags Int ima tes Fema le denim Product qu antities Fem ale recap
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C reat ive co nce pt m ale Augu st wall b ays ys 1 2 Sept em be r wall ba Octob er w all ba ys 1 4 Categor y are as 1 6 2 2 Sh oes & Ba g s at es 2 7 In tim M ale de nim 28 Pro duct quan tit ies 3 7 Male Recap 3 8 0 8
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Thr eshol d grou ping 0 August, Septme ber, 2 Oct ober
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the sex message Ye s you know we do
BRACELET BAR The sale of bracelets is on the rise. To ensure that bracelets are given the attention they deserve, specs have been provided to locally produce a ‘bracelet bar’. It is mandatory to produce this bar. 35 YEAR ANNIVERSARY PRODUCT To celebrate 35 of Diesel a capsule collection of sunglasses and watches as been created. This product will begin to hit down from mid September so keep a look out and ensure this product is displayed in a primary location in your Licensing area. Some overall messages remain the true season to season..
Hello people! Summer is almost over and it is now time to compare our tans with our co-workers and admit that those 25 dollars you spent at the solarium was worth it. It is also time to check out these new amazing visual guidelines. Fantastic new product will be hitting down in your stores (well it is not yours, it belongs to someone more important than you) that we know you will love working with. So, what are the key messages for this FW13 MAIN season? CATEGORY AREAS Continue to be of great importance to our business. These areas are mandatory and all stores must represent them. With the need for category areas to grow, it is more important than ever that you keep your eye on the ball, ensuring these areas are well stocked and if you are short on space, that you are rotating the product to be seasonally appropriate. SKINZEE/SKINEE LOW What more can we ask from the miracle that is the Skinzee?! Well this season sees the launch of the new ‘Skinzee Low’. This is your number one priority in your Female denim area. JOGG JEANS Denim is at the core of everything we do and we lead the way in denim innovation. Although no longer ‘new’ Jogg Jeans are still of up-most importance to our 5pocket business. The emphasis on Jogg jeans is being highlighted in a dedicated window later in the season. Ensure you are fully educated on the benefits and background of this product, enabling you to share your knowledge with your customers.
OUTSTANDING VISUAL STANDARDS!! This is quite simple: you just follow what we have created in here! Create engaging windows, outstanding wall bays and tables that are inspiring and portray the lifestyle brand that we are. Product must always be steamed and your stores laid out in a manner that is easy for your customer to navigate. TERRIFIC CUSTOMER SERVICE You are the face of Diesel. You are our Brand ambassadors. Always be knowledgeable about our Brand and our product ranges. Remember overall, always be ready to help people entering your store (again, not yours though) FINAL NOTE We are again going for the “books” idea with these guidelines, where the content of the guidelines is split into different sections. Do you find it useful? We like it as we get to use a lot of colours on the many covers! This time we have also dedicated a book to the mannequins. We had so many mannequins for you to use (is that cheers of joy I hear?!) and the layout of them was driving our graphic designer nuts. So, now they have their own book. I think that’s it... So, good luck, and send us pictures of your amazing work
TH E SH OPPI N G EXPERI EN CE TEA M 6
how to use
T he Vi su al G u i de li ne s
The visual guidelines contain d a lot of information that you need to take in and act on. Continuing on from FW13 preview, the guidelines are divided into separate easy to use books. New for FW13 Main we have introduced a forth book, containing mannequin looks and threshold grouping information.
MANDATORY SECTIONS OF THE GUIDELINES Windows Mannequin looks and styling Category areas Denim destination
WHY YOU USE THESE GUIDELINES To ensure that all Diesel stores across the world have a consistant message. WHAT YOU MUST STRIVE TO DO Use the visual guidlelines as a guide. USE YOUR CREATIVE SKILLS AND TALENT TO BRING THESE PAGES TO LIFE IN YOUR STORE!
SUGGESTED SECTIONS OF THE GUIDELINES Structure of wall bays layouts Lifestyle tables Table layouts WHO YOU ARE You work in a Diesel store and use this visual guidelines to set up your store/s each season. WHAT WE KNOW We know that every person holding this has a different store space to work with. Each one of you has a Diesel store that varies in size and in shape. Each of your stores vary in furniture type, what metal work you have and what tools are at your disposal. WHEN YOU USE THESE GUIDELINES At the launch of the season and as a reference point throughout the season.
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AND FINALLY.. WHEN MERCHANDISING DONT FORGET THE VM WALLBAY RULES: / Front facings MUST be updated every 2 weeks / Create a colour balance / Create outfitting options / Create a good balance of product types / Ensure seasonality is maintained / Ensure all items are steamed / Angle your lighting / Ensure you are using the correct hangers / Make sure there is no dust / Always bring that special VM magic and ‘wow’ factor to every wall bay and table you create!
KEY CATEGORIES TO PUSH dresses
coats / jackets
tops
knitwear
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KEY CATEGORIES TO PUSH coats
blazers
colour
knitwear
melange 9
terminology O f t abl e s & she lvi ng
CATEGORY
The focus is aimed exclusively on the category focus. Merchandising this way enables the customer to focus on the category we are driving at that time.
lifestyle Merchandising with mixed category and product types creating a rich and enticing Diesel D.N.A destination. Merchandising this way creates a ‘lifestyle’ feeling. Building outfitting options from our wide variety of product types, enticing the customer to purchase multiple items.
key message
No matter the season, every store must ALWAYS have a colour category table. Items merchandised in various colour options. Ensure the area is easy to shop and generates volume merchandising.
priorities
CATEGORY TABLES ARE THE NUMBER ONE PRIORITY TABLE. They take priority over the lifestyle tables. If you only have 1 table for an apparel destination, ensure it is merchandised to a category focus.
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high level Disp lay
KEY MESSAGE
overall
Avoid folding piles of product such as t-shirts Make the most of the space available on top of the wall bays. Use product that is visible from a distance as these appear too flat. and that creates a mini focal point. Family groupings of shoes and bags with hats work well together. Space allowing, the sitting mannequins Ama and Jordi work well at a high level as does the Diesel bike.
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august floorplan male
female
denim wall dna mutation
krayver
seasonal table
essential sample bar
essential table
belts
joggjeans stand
denim wall
mannequins
jeggings table
colour table
commercial table
dna sample bar
essential sample bar
skinzee/ low table
joggjeans stand
colour sample bar
belts
intimates
shoes & bags
intimates blazers
shoes & bags fw13 pre
september
fw13 pre
graphic tees
poison green table
colours
aug military
september
colours august
melange
august
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male
female
PRODUCT MERCHANDISING
p1
p3
p2
p4
CATEGORY AND PRIORITY ORDER PRIORITY 1 PRIORITY 2 PRIORITY 3 PRIORITY 4
5 POCKETS
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september floorplan male
female
denim wall dna mutation
denim wall
krayver
seasonal table
essential sample bar
essential table
belts
joggjeans stand
mannequins
jeggings table
colour table
commercial table
dna sample bar
essential sample bar
skinzee/ low table
joggjeans stand
colour sample bar
belts
intimates winter jackets shoes & bags intimates
knitwear
shoes & bags fw13 pre
blazers winter jackets
aug military
colours
august
september
fw13 pre
graphic tees
colours
poison green table
melange
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august
september
male
female
PRODUCT MERCHANDISING
p1
p3
p2
p4
CATEGORY AND PRIORITY ORDER
+ PRIORITY 1 PRIORITY 2 PRIORITY 3 PRIORITY 4
35thanniversary
5 POCKETS
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october floorplan male
female
denim wall dna mutation
denim wall
krayver
seasonal table
essential sample bar
essential table
belts
joggjeans stand
mannequins
jeggings table
colour table
commercial table
dna sample bar
essential sample bar
skinzee/ low table
joggjeans stand
intimates
belts
intimates
shoes & bags
fw13 pre
colour sample bar
colours
shoes & bags
colours
melange
fw13 pre
august
blazers august
september
knitwear september october dressy winter jackets
october
winter jackets
october petrol
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october print
october
male
female
graphic imagery to be updated / more info to follow
PRODUCT MERCHANDISING
p1
p3
p2
p4
CATEGORY AND PRIORITY ORDER PRIORITY 1 PRIORITY 2 PRIORITY 3 PRIORITY 4
5 POCKETS
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Belts focus M a l e a nd Fe male
A L L STO RE S M U ST E N S URE T H AT B E LTS A RE ST RO N G LY R EP RE S E N TE D O N T HE F LO O R IN T HE FO LLOW I N G A RE AS :
dedicated stands
All stores must use their dedicated belt fixture. Divide the belts by gender and by family, grouping accordingly.
5 pockets
Denim areas must have a focal point of belts. ONLY 5pocket belts are merchandised into the 5pocket area.
apparel
Belts must be used in main apparel both as outfit builders and used in clusters on tables. Choose the more directional options for apparel areas.
top tip
If swing tags are hanging and looking messy, simply remove the barcode and pricing tag and securely attach with clear tape to the inside of the belt.
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hats and scarfes M a l e and Fe male
vm message
Create a dedicated destination for hats and scarves. Group by type and colour. Show the full offer you have available. Rotate as neccessary if short on space.
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overall
Stock should be dual displayed both in a dedicated area and merchandised into main apparel. TOP TIP Include SPP into this destination, group as shown, by family and product type. Avoid the area becoming messy by using a tray with a dividing as shown.
SMALL ACCESSORIES M a l e a nd Fe male
A L L STO RE S M U ST E N S URE T H AT S M A L L ACCE S S O RI E S A R E ST RO N G LY RE P RE S E NTE D ON T HE FLO O R I N O N E O R A L L O F THE FO LLOW I N G A R EA S :
SHOES & BAGS DESTINATION A cluster of small accessories can be brought into your shoes & bags area.
HATS & SCARVES DESTINATION Small accessories can be grouped and merchandised together within a hats and scarves destination.
LICENSING AREA
A cluster of small accessories can be merchandised into your Licensing area. Ensure all items are clearly priced.
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* * * p roduc e it you r s e l f ***
BRACELET bar M a l e and Fe male
what
We ask all countries to locally produce a ‘bracelet bar’. This will hold all of your bracelets on offer. We recommend that you produce a minimum of 2 bracelet bars, one for Female and one for Male. However if you have a large offer of bracelets you may want to increase this number.
when
Launch for FW13 MAIN and to remain for future seasons.
where
The bar should be used to sit in one or more of the following locations: • Alongside your spare parts offer, including hats and scarves. • Licensing area • On a lifestyle table • On your cash desk
HOW
Ensure you have every cc available out. Double represent if you need to fill the bar. Merchandise by grouping by product type, family and by colour.
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SPECIFICATIONS T he ba r s houl d b e made out of wood , a nd s houl d be 3 0 cm l ong a nd 5 c m di ameter.
licensing Fra g ra nc e
HOW TO VM:
Merchandise the fragrance in your Licensing department or close to your cash desk.
DETAILS:
Always have one tester of each fragrance available.
VM MESSAGE:
Do not over stock the Fragrance destination. Ideally a maximum of 3 boxes per scent can be placed out.
S u n g l a s se s and Ti me Frame s
HOW TO VM:
Merchandise Sunglasses and Time Frames separately. Position in your Licencing area. Group by family and colour.
DETAILS:
A bulls eye effect must be created when merchandising the product. The most iconic items should be placed centrally with the lesser important pieces graduating outwards.
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VM MESSAGE:
Ensure every item is individually and clearly priced.
licensing
Te c hni cal and trave l
HOW TO VM:
TRAVEL Merchandise the Travel product ideally close to your Shoes & Bags destination. TECHNICAL Merchandise the in a dedicate area in your licensing department, also in Shoes & Bags, space allowing.
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DETAILS:
Every item must be individually and clearly priced. Technical items on display must be removed from packaging.
VM MESSAGE:
Group product by type, family and colour. Shown on this page are the new styles and colours of luggage, the in store images are an example only of how to merchandise.
xxxv
35 th anniversary Ca psu l e colle cti on
what
Sunglasses Headphones Watch
where
Merchandise this capsule collection toghether within your licensing department.
when
September onwards.
vm message
Limited edition 555 pieces. All product is unisex.
Each of the 35 year anniversary products are customized with Renzo Rosso’s handwriting and numbered from 1 through to 555. The products are available in 555 pieces each worldwide.
WATCH The 35th anniversary limited edition watch was developed after Mr. Rosso’s request to re-create and emphasize an iconic piece that we first launched years ago. The watch is re-worked with in black with gun metal and swarovski on the case and has an inscription handwritten by Mr Rosso on the case back and on the buckle.
HEADPHONES Are a special edition of our existing headphones, they come in matt black and have Swarovski on both ear pieces.
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SUNGLASSES A new product, in a bold, unisex shape with a vintage look. They are enriched with perforated leather details on both front and temples and with Swarovski.
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a shopping experience production d i e s e l i n d u s t ry b r eg a n z e - i ta ly 28