Hi Summer 2012 VM guidelines
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The high summer range is all about pastels, prints & playfulness. We bring you two main collections that bring to life the joy and feminine looks from the 1950’s when being a girl was all about looking and acting like one. Lakeside Picnic & Doll Baby are full of amazing textural fabrications, unique fabric prints and the little detailing accents that we are known for. Keep an eye out for little daisy trims, handcrafted crochets and detailed embroideries It has been so exciting to see these new romantic feminine looks coming from amazing designers like Prada, Louis Vuitton & Chanel. This trend is also emerging in the music industry with the likes of Lana Del Ray, who is on high rotation in the design room. You will find inside this Visual Merchandising Guide prop suggestions and D.I.Y ideas to inspire you to create areas within your store that best represent the Element Eden ethos ' made with love'. For additional marketing support, please contact your account manager for further information. Have fun. enjoy & be inspired, love the element eden family xox
WIN Element Eden wants to encourage YOU to create the best window display or instore concept display for our Hi Summer 12 season! We are giving away an amazing hand picked super hamper, we not talking some online catalogue hamper.....no way! We do things by hand around here! We are personally going to put together a hamper to rival any hamper experience you have ever had! It will be chock full a quintessentially Element Eden bounty! The account manager who's account is the most creative, will also win a one-off super amazing hamper...so work together and brainstorm how to best execute your VM plan as a team! We have created this Visual Merchandising guide to help you get some ideas and inspirations. Please speak to your account manager to see if you're eligible for POS. We would love to see you think outside the box and use props to create a window display, not just posters. The most creative window display or concept area wins! The winner will be drawn at the end of the Hi Summer 12 Season (Feb 28th). Please forward all of your photos to your account manger who will forward to the Element head office for judging! Good luck!
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Available options for window & instore. Posters and lightboxes will be sized and printed according to your requests. Limited quantities available. POS printed at discretion of head office. Please contact your account manager for more information.
P O S T E R S
A V A I L A B L E
sizes
images
A1
841mm x 594 mm
1. Fruity tank
2. Gardenia dress
3. Polka Time jeans
4. Berry Nice dresss
A0
1189 mm x 841mm
5. Flower Child tank
S . A . V
A V A I L A B L E 2.
(approx 400mm h)
7. FLirt dress
O R D E R
NB: SAV (self adhesive vinal) will be printed in white to be stuck on window glass 1.
6. Delicious dress
3.
(SIZE_IMAGE NUMBER_STORE NAME) A1_7_ STHMAN_ULLADULLA A0_4_ STHMAN_ULLADULLA SAV_3_ STHMAN_ULLADULLA
8. Caravan Wallpaper
E X A M P L E
lakeside picnic
holding hands, laughing and sharing a moment in time with your lover down by the lake is an idyllic way to spend a summers day. delicate hand drawn botanical flowers complete with little bees buzzing about, colourful fruit prints and lace trims are abundant throughout this collection. colours of tangelo & guava contrast beautifully with natural and navy base tones, on an amazing selection of textured cottons. pick your favourite dress, pack a picnic into your bike basket and make your way to the lake. xox
M A N N E Q U I N
LOVE HEART TANKER • CHARLIE SHORTS
O P T I O N S
CUT IT OUT TEE • LIVE YOUNG SHORTS
BERRY NICE DRESS
W A L L
L A Y O U T
O P T I O N S
This is a suggestion only of how to group pieces of a collection together when merchandising. Your result may vary depending on your product range'
TOP ROW •
224421A PATWAY KNIT / 224860A BERRY NICE DRESS 224274A LOVE HEART SINGLET / 224289A FRUITY TANK
MIDDLE ROW •
224253A POLKATIME JEANS / 224364A CHARLIE SHORT 224374A ARTISTIC SHORT BOTTOM ROW •
224286A KITCH TANK / 224300A FONT SINGLET 224282A CARAVANING TANK / 224288A BELIEF SINGLET 224273A VINTAGE TANK / 224861A GARDENIA DRESS 224375A MOROCCAN SHORT / 224371A IDOL SHORT 224362A LIVEYOUNG SHORT
12x12" scrapbook paper / scissors / glue / a round object to mark a circle / a pencil
you will need
1. Do 1/2-inchwide accordion folds in the scrapbook paper until you get a fan folding shape. Two fans will form one pinwheel. 2. Using the scissors, trim ends of the paper into rounded or pointy shapes. 3. Fold the strip or paper in half and secure it with glue. This will form the half of the pinwheel. Repeat the process until you get 2 then glue them. 4. In another paper trace a circle of 2" of diameter, cut it out and glue it in the center of the pinwheel. You can do that On both sides of the pinwheel then attach it to a wall. You can embellish the center of the pinwheel with a double circle or paper with different colors or even with buttons. Repeat as many times as you like - combine colors, papers and textures to get a beautiful collage of pinwheels.
y i d st r e a m e r c u r ta i n SO Y! S A E
to o l s
crepe paper or streamers
string or piece of dowl
sticky tape or glue
r e a dy
cut string to size of width of window/ space
u s e yo u r i m ag i n at i o n
measure out streamers to height you need to reach floor
glue or tape them evenly along the width of string/dowl
you should have a curtain of streamers to hang in your window
change it up and get crafty with your crepe paper!
W i n d o w
d i s p l a y
i n s p i r a t i o n
This is a suggestion of how to construct your window display. Taking inspiration from the forals and berries featured inthe prints of the Lakeside Picnic collection, this display uses supplies you can find at most party shops, to create a large scale floral installation - very effective as a window backdrop!
doll baby
Cute as a button 1950's silhouttes and print details capture the innocence and flirty feeling of an era when being a girl was all about looking and acting like one. Refreshing pastel colours with hits of zesty splice are mixed with seersucker stripes, polka dots and soft florals. Daisy trims adorn the collection adding a super feminine feel that is too pretty too resist. Pack up the retro caravan, slip into some cute shorts & collared top, tie a scarf into your hair and head out for a sun filled weekend!
M A N N E Q U I N
PARKLIFE SHIRT• RICRAC SHORTS
O P T I O N S
SUNSET KNIT • IDOL SHORTS
FLOWER CHILD TANK • IDOL SHORTS
W A L L
L A Y O U T
O P T I O N S
This is a suggestion only of how to group pieces of a collection together when merchandising. Your result may vary depending on your product range. TOP ROW •
224874A DELICIOUS DRESS / 224422A SUNSET KNIT 224212A DAISIES SHIRT
MIDDLE ROW •
224211A PARKLIFE SHIRT / 224293A FLIRT DRESS 224866A LOUNGING AROUND DRESS / 224372A RICRAC SHORT (UNDERNEATH RIC RAC)
224365A IDOL SHORT
BOTTOM ROW •
224129A BUTTONS TESS / 224368A TROPICS FLORAL SHORT
Bunting Backdrop SUP P L IES Sheets of square lightweight decorative paper scissors double sided tape or glue large backing paper (window size)
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H OW measure out as many triangles as you can fit on a square piece of paper cut out triangles lay them out in a line across your backing paper, starting from the bottom of the paper and fix down with double sided tape or glue repeat in lines of matching colours, unitl you reach the top
SUP P L IES
di
y
t h e h u m b l e p inw h e e l - s o e a s y to m a k e a n d s o effe c t i v e . . . a b u n c h of t h e s e wo ul d l o o k g re a t in a w in d ow d i s p l a y . In a v a s e , co min g o u t of t h e g ro u n d , h a n g in g f ro m t h e ro of , w h a t ev e r yo u fa n cy . . . a n d t h e b e s t p a r t i s yo u ca n m a k e t h e m a ny s iz e yo u li k e .
SUP P L IES
• Sheets of square lightweight decorative paper • (you could use wrapping paper, or that scrap booking paper that is already a square)
• wooden dowels / skewers • • Hot glue gun and glue sticks - or just PVA.. • • Push pins • • Scissors • • Ruler •
Lay your paper pattern side down, and use your ruler to draw diagonal lines from each corner to make an “X”.
• paper • • skewers • • glue •
Find the center of one of the squares and mark it by poking a hole through it with your pushpin.
• pins • • Scissors •
From the center, mark about 5cm, then cut along the diagonal lines from all four corners, stopping at the 5cm mark you made.
Use your pushpin to make a hole in the right hand corner of each side of the square, just to the left of the line you just cut.
One by one, bring each of the four pin-holed corners to the center and stick the flower and pin through each of the four holes. Next, put the pin through the hole in the center of the square and set aside.
Make a hole, using your pushpin, 2cm down from the end of the dowel.
Next Put a drop of hot glue on the hole, and insert the pin that runs through the pinwheel center into the glue and dowel.
• Ruler
W i n d o w
d i s p l a y
i n s p i r a t i o n
This is a suggestion of how to construct your window display. Taking inspiration from the pastels in the Doll Baby collection, this is a simple , cost effective and eye catching display.
thanks! we had some amazing entries in our window display competition last season, it was so good to see you all spend time on merchandising your Eden product. We cant wait to see what you come up with this season! Make sure you take lots of photos and send them on to your account managers... GOOD LUCK! xox