VIS U ALGU IDE
LI NES
diesel / fw13 main / male
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index in t r o Shop ping experi en ce mess ag e K ey prior ities for the seas on 1 2 La youts & pr io riti es 1 4 B el ts 1 6 H ats & Sc a rves 2 2 Sm all a cc essor ies 2 7 Brac elet s 2 8 Li ce nsin g 3 3 5째 A nniversary 0 8
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fe m a L e 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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male Creative concept male August wall bays September wall bays October wall bays Category areas Male denim Shoes & Bags Intimates Product quantities Male Recap
man n e qu in s Thr eshol d grou ping 0 August, Septme ber, 2 Oct ober
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MALE
Cre a t ive Conce p t Diesel’s FW13 menswear collection takes inspiration from camouflage and modifies it creating a collection filled with a rock and underground attitude. Puff jackets and treated coloured tees become live canvases for photos and stencils depicting the life of a suburban Los Angeles surrounded by palm trees and power lines and a colourful Volcano explosion graphics. The Winter collection is dressy and refined, but faithful to Diesel rock soul. Smartness translates into rich black, multiple shades of grey and petrol blue. The classic material is unexpectedly used on casual garments as biker jackets with military details, where the rock feel is projecting into a more dressy and refined mood. It’s a velvet revolution! Black and greys are the institutional colours of the collection and are highlighted by bold winter colours such petrol blue, touches of purple and violet and brick red on knits and pants. In the 5 pocket section the leading concept is “Mutation”. It is all about denim changing its skin, using multiple layering technologies to colour and de-colour the material. Whether it’s laser print, faded colour treatment, new coating technique or new generation of fabrics, the expertise of Diesel has clearly been applied to this new evolution of denim. In the spotlight the bags family “State of Mind”. Based on over 30 years of expertise in treatments, the collection represents the best expression of the Diesel knowhow. What is essential in the shoe collection? Leather for sneakers, of course! Enriched in FW13 by studs, laser treatments and embroidery stitching. Core theme of the Diesel FW13 collection is the juxtaposition of dressy and informal never living aside the rock soul!
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MALE
How to do i t
august
S ma ll – Larg e store s: Will have 1 new wall bay Red, tobacco, white, indigo and blue.
S ma ll - Lar g e store s:
Will also have a destination showcasing a military green colour story.
september
S ma ll – Larg e store s: Will have 1 new wall bay. Grey, black white and blue
A version is also shown of how the wall can be updated mid-way through the season using FW13 preview.
october
S ma ll – Larg e store s: Will have 1 new wall bay. Purple, black and grey
Plus an additional collection that sits adjacent / in-front of the wall bay in the colours Petrol blue, grey, black and white.
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small / LARGE STORES a
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COLOURS Red - tobacco - white - indigo - blue KEY PIECES Tshirts - shirts - lightweight knits KEY FABRICS Jersey - knit - denim
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OVERALL Keep the overall look rich, enticing and appropriate for the time of year, layering up or down as neccessary. vm message Siting adjacent to the August wall bay, the military green is merchandised out of the wall bay and pulled together into a mini destination on the following pages.
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small / LARGE STORES a
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COLOURS Military green - denim blue - white KEY PIECES Jackets - waistcoats - tshirts - pants
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OVERALL Keep the overall look rich, enticing and appropriate for the time of year, layering up or down as neccessary. vm message Siting adjacent to the August wall bay, the military green is merchandised out of the wall bay and pulled together into a mini destination.
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COLOURS Grey - petrol blue - white - black KEY PIECES Jackets - blazers - shirts - knits KEY FABRICS Knitwear - denim leather - jersey
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OVERALL A more neutral palette, the collection does not need a vibrant colour to make it work. Ensure the overall look is weather approriate. vm message Slightly heavier weight but still light. Layer up items using white as the highlight. DNA denim brings richness and the look together.
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small / LARGE STORES R e f r esh of S e p te mbe r S
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OVERALL After a month in stores , the collection can be updated as shown, by merchandising tobacco from FW13 preview and main into the wall bay. vm message Use the tobacco as a highlight colour, it should not overwhelm. Heavier weight items are more predominant for the time of year.
This re fre s h ca n ta k e pl ace f rom O ctob e r.
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COLOURS Purple - grey - black KEY PIECES Knitwear - blazers - coats KEY FABRICS Knit - leather - treated denim - velvet
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OVERALL A seasonally appropriate collection, with more heavier weight items than lighter. The mixing of textures, knits, velvets, leather and denim makes this an unmistakable Diesel wall bay. vm message Create an even balance of colours, layering up for the time of year. Accessories add the lifestyle touch.
LARGE STORES / Front face an iconic piece such as the leather biker jacket.
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COLOURS Petrol blue - grey - black - white
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OVERALL Show outfitting options and easy pick up items to add on sales. Merchandise lighter or heavier weight items depending on the weather.
KEY PIECES Knitwear - denim - accessories
vm message Petrol blue is merchandised out of the main wall bay and into a destination that sit adjacent to the wall bays.
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category area M e l a n g e d esti n a ti on A
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KEY PIECES Melange tees - sweat tops - hoodys - pants - plus a touch of denim
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vm message An area dedicated to the melange product range. A hint of denim and footwear is added for Diesel richness. If you only have 1 table to use in Menswear, it must be to this colour category destination.
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category area C o l o u r d esti n a ti on A
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KEY PIECES Sweatshirts - hoodys - tshirts
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OVERALL An easy ‘self service’ layout. This remains in place for the whole season. Position as the lead in table for Menswear at the beginning of the season.
KEY FABRICS Clean assortment - treated assortment
vm message Keep this area stocked at all times and, if possible, merchandise fall winter 13 preview colour product into this area.
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category area G ra phic te e s de sti nati on A
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OVERALL A category area to drive sales and to show the full offer of tees available. This page shows a suggestion of the layout, however merchandise to suit the size and space you have available. vm message Create a dedicated area for graphic and photoprint tees. If you have 1 tee in multiple colours merchandise them together. Space allowing fold out stock of the tees.
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category area
W i nter ja c kets – S e p te mbe r – O ctobe r
KEY PIECES Winter jackets - gilets
OVERALL Position this category area at the front of your store mid way though the season, or bring to the front sooner – weather depending. Be vigilant! vm message Group by family and colour in an easy self service style of merchandising. A touch of lifestyle can be added should you have the space to extend the area.
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category area Kn it we a r are a O
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OVERALL Rich, premium and enticing merchandising. vm message If you are a larger store with high stock levels of knitwear, you can create a knitwear category area. Merchandising knitwear into your wall bays is a priority over the category area. Merchandise a selection of product that compliments each other, adding in hats and scarves from the same family.
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category area B l a ze r are a O
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OVERALL The area must feel dressy and formal whilst still obviously Diesel. vm message Create a dedicated area to Blazers. As a move on from last season the Blazers are merchandised alongside treated denim shirts. Space allowing showcase belts within the area.
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male denim D e s t in a ti on
denim wall dna mutation
seasonal table
krayver
colour table
essential sample bar
belts
dna essential table
sample bar
joggjeans stand
Br e a kd ow n of th e F W1 3 ma i n sea son THE FOLLOWING PAGES SHOW EXAMPLES OF WHAT ELEMENTS YOU SHOULD SET UP IN YOUR MALE DENIM DESTINATION.
Use these images as a guide, adapt them to suit the size and space you have available to you. EVERY STORE SHOULD HAVE THE FOLLOWING ELEMENTS IN PLACE
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Hanging denim in the denim wall An essentials table 2 sample bars, 1 to essentials, 1 to DNA A colour denim table.
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H a n g i n g on th e w a l l A
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WASH: 0603M KROOLEY-NE
WASH: 0603U NARROT-NE
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WASH: 0818Y DARRON
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WASH: 0603L THAVAR-NE
WASH: 0602Y KROOLEY-NE
WASH: 0817H SAFADO-SHIONER
WASH: 0603Z WAYKEE-NARROT
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WASH: 0603L THAVAR-NE
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& WASH: 0818I KRAYVER
WASH: 0820D THAVAR
WASH: 0603N THEPPAR
WASH: 0816V KRAYVER DARRON 23
WASH: 0815G IAKOP
WASH: 0821C THAVAR
denim wall The set up
what Hang by month the specified FW13 main denim in your wall. how Hang from existing leather straps & hooks. you must Produce and attach the new stencil for each wash on every wooden sign.
scrunch To ensure 5pockets looks lived in, scrunch each pair before going into the wall. Refer to the FW11 main guidelines on how to achieve this. remember to Remove any tags from view. pop Continue to use the Colour Mutation panel hanging in the wall.
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TABLE BY MONTH note: Do you only have one table in your male denim destination? Then this table must reflect the wall for each month by showcasing the following washes each month. A
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JOGG JEANS
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0817H, 0603Z, 0818Y, 0603L
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0817I, 0807V, 08171, 0818D, 064B
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AUGUST is all about JOGG JEANS. You have a dedicated window to them and your Jogg Jeans product must be - on your August seasonal table - dressed on your denim mannequins (looks to follow in a separate communication). - on your dedicated jogg jeas fixture (this is vaild for the entire season). Ensure your Male denim area SCREAMS JOGG JEANS IN AUGUST!!
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jogg jeans T h e set u p
vm message Every store MUST use their dedicated stand merchandised only to Jogg Jeans. Jogg Jeans must also be merchandised into main apparel wall bays where appropriate. overall The stand must sit as a lead in, as an adjacency between main apparel and the denim destination. Ensure to merchandise the product onto either the new stand or the original black stand. If your stand is unable to hold your entire collection, merchandise a small rail alongside the stand to hold the remainder of the Jogg Jean collection.
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essential table S m a l l / La r g e store s
Q. Do you only have two tables in your male denim destination?
If yes then your secondary table must be merchandised to Essentials/local commercial styles. If no you must ensure you have a sample bar dedicated to Essentials/ local commerical styles.
what A table dedicated to essential local commerical styles. why Because these are your commercial tools. vm message Review the product throughout the season, up-dating as required.
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KRAYVER FOCUS S m al l / La r g e store s
vm message Create a mini destination dedicated to the new style of KRAYVER. Group together all of the washes you have available, ideally using a mannequin if possible to showcase the style. Ensure this style is also used within main apparel wall bays. overall POP has been designed to highlight this new style. Ensure this is used with the destination.
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coloured denim what Coloured denim merchandised onto a table. Large stores can create a coloured sample bar. where Positioned between main apparel and denim destination. Looks great folded into the denim wall. overall Coloured denim must also be merchandised into main apparel where appropriate
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sample bars
I t i s ma nd a tor y that all store s have 2 s a mple ba rs
D.N.A sample bar: The most focal bar showing only the D.N.A washes.
ESSENTIALS SAMPLE BAR: Less focal but easy to find. This must have more capacity to show the entire denim offer.
stock You should have every CC available, every style Ensure you use a material to hang the 5 pockets that in every wash. Avoid overfilling your sample bar. adds value and represents us as a Brand. Ideally this Customers must be able to comfortably look at every will be leather straps or leather rope. 5 pocket on display. details Ensure that security tags are hidden away. how to hang Denim must be hung from the side belt loops (the Re-tag if necessary on the inside of the leg to avoid direction will depend on your customer flow). showing the tags.
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SHOES and BAGS S m a l l / M ed i u m stor es
leather boots
leather
hybrid
denim
Treated / heritage
sneakers
1 All shoes & bags must be in one dedicated destination. 2 Shoes and bags shoud be separated in medium to large size stores. Smaller stores can mix them if not enough space is available. 3 Always separate dressy from casual, leading in with dressy.
4 Always create a ‘bullseye’ effect with your most iconic product. 5 Tables should be used as a lead in to the destination. 6 Always use the matrix on pages ??? of this issue when merchandising.
NOTE Not every style is shown of every family grouping on this page, use as a guide to the layout and priorities for the season.
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SHOES and BAGS L a r g e / P l a n et stor es
denim
leather boots
hybrid
dressy
essentials
hybrid
hybrid sneakers
TECHNICAL & WALLETS Can be merchandised into the shoes & bags wall bay, place alongside their family groupings or onto the lead in table.
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main apparel Space and stock allowing, place 2 pairs of a family of shoes/boots on the bottom ofyour main apparel wall bay.
THE MATRIX Ba g s / how to do i t
1 Ensure all displayed bags are filled out to show their shape and details. Do not use loose individual bags for the stuffing, place loose bags into a cotton drawstring bag. 2 Use a bag stand where relevant. No floating bags! The bag should ‘sit’ on the shelf/table. 3 All hand tags must be placed inside the bag, out of sight but easy for the customer to find. 4 Leather wallets and a selection of belts can also be merchandised into this area.
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THE MATRIX
S h o e s / how to do i t
1 If the style is available in just one colour or fabric type: Display two, ideally a pair. If security is an issue, display two shoes of the same foot. 2 If the style is available in more than one colour or fabric type: Display one shoe per colour or fabric type available, in a row. 3 This destination must follow a regular and geometric layout. Take into consideration the space available versus the number of CC’s
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lead in table OVERALL Keep the table looking full but not messy. vm message Shown is an option for your lead in table to the shoes & bags area. If you do not have the Leather Logo product, merchandise the Treated Heritage story onto your table.
We suggest you showcase a true D.N.A family collection such as the leather logo bags plus dressy shoes on your table. Merchandise small accessories such as belts, wallets and iphone cases within this destination, when they belong to the same family/ colour grouping.
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intimates how Divide into a grid system of essentials, F&B, seasonal, & underdenim. OVERALL Merchandsing this way enables you to give priority to the new styles. vm message Essentails
Boxed on a shelf. F&B
Boxed and each colour hanging, with the newer colours in the more predominant positioning. Seasonal
Always front facing . Underdenim
Side hanging or front facing dependant on space. Can also be merchandised into your 5 pockets area, in a secondary location. Socks
Must be merchandised into - the intimate destination - into main apparel (where approriate) - into shoes & bags destination Place into a tray with divider ensuring all ccs are out. Divide by family and colour.
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product quantities
male A maximum of 3 quantities hanging of your 3 most commercial sizes.
folded denim The quantity of folded product is dependent on Your Denim area must look inspirational, the ‘type’ of garment. it must not look like a stock room! Keep it looking premium by merchandising lower I.E. Heavy knits would be merchandised at quantities in your higher priced 5 pockets. a lower quantity than a jersey t-shirt.
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male recap H a v e you ... 1 /3
Augus t
ja!!!!
Red, tobacco, white & blue collection Produced a seasonally appropriate wallbay with a focus on t shirts and light weight shirts? Updated the wall bay as neccessary with heavier weight items as the season progresses? Military green and denim blue collection Merchandised the military green out of the August wall bay? Ensured the overall look is
suitable for the time of year?
S epte mb er Grey and petrol blue collection. Merchandised a wall bay that is calm in colour yet rich in textures? Produced a look that is seasonally
appropriate?
September refresh Refreshed your September collection when approriate by adding in the highlight of tobacco? Updated the front facings?
O cto b er Purple, grey and black collection. Evenly merchandised the purple across the wall bay? Utilised heavier weight items within the collection? Ensured that accessories add a lifestyle touch? Petrol blue, grey and white collection. Merchandised the petrol blue out of the October wall bay and into its own destination? Created easy outfitting options?
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almost
what?
nope
male recap H a v e y ou ... 2 /3
Al l s eas o n c ate g or y a re a s
ja!!!!
Melange Produced a melange focus with a touch of denim? Colours Created an easy ‘self service’ colour category area? T shirts Created a t shirt destination with your full offer of graphic and photo print t-shirts? Winter jackets Merchandised your jackets together into a destination area? Knitwear Merchandised a selection of knitwear pieces together?Brought your Blazers Blazers together in a premium way showing the full offer?
S hoe s & b ags Created a bulls eye effect with your most iconic product? Separared shoes from bags (except for on tables)? Merchandised a selection of small accessories and technical product in where appropriate?
Inti mat es Merchandised the product into a grid system, front facing the seasonal product? Created a destination for the full offer of in main apparel and in shoes and bags?
socks within the destination
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almost
what?
nope
male recap H a v e you ... 3/3
De ni m
ja!!!!
Changed the denim hanging in your wall each month as per the direction? Created a table of washes that reflects the product hanging in the wall, changing it each month? Created a Jogg Jeans focus in August? Produced an Essentials denim table holding local commercial styles? Created a focus for the new style of KRAYVER? Merchandised the colour denim together into a destination? Utiilised the Jogg Jeans stand to show the whole offer available? Created two sample bars: 1 DNA - 1 essential?
E ND!
solution to the questionaire: If you answered “JA!!!” to all the questions, you won!!! If you ansered “almost” / “what?” / “nope” to one or more questions, please send us your name and position: will get a special secret price. very very special... 41
almost
what?
nope
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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 44