Vm new approach project

VISUAL MERCHANDISING new approach project

thoughts, drawings and inspiration

describtion of vm new approach project Project objectives 1. Create a new visual merchandising concept for Unity/ Unity Upgrade concept stores thereby 2. Being more commercial agile at the point of sale 3. Incoorporate Vougue 2 findings in VM new approach project:

Exterior appearance

- need to have FFCM styles visible from the outside

- need to find a way to train store staff to become (basic) visual managers. If needed: test different set-ups and “let numbers talk�

Functional design

- VM development to tell brand story table placement and interaction with the walls

- play with different heights to break symmetry

- new VM rules and use as sense check of all

Emotional design

- break the clinical appearance

- break symmetry

- curated displays

Click on play botton, for som inspirational moodboards

OUR ECCO LOOK

me London Store Safari

OUR ECCO ROOT Click on play botton, for some Scandinavian & Danish inspirational moodboards

Visual Merchandising creates visual value!

The store is like a “scene”, where our ECCO concept as well as values must be reflected.

Visual Merchandising is a tool to form that scene and give our customer an exceptional experience. It is a means of increasing sales.

Visual Merchandising must attract the customers attention and differentiate us from other chains. This applies both the store and the individual brands.

The purpose of “Our Visual Merchandising concept” is to provide a tool to optimize the visual expression of our store and create the best possible basis for optimizing sales.

The largest of our senses are our sight and therefore it is extremely important that the stores are visually appealing to our customers ...

It’s about profiling and instore solutions!

Definition of Visual Merchandising (VM) Visual merchandising can be defined as selection, placement and presentation of products. Visual Merchandising is an “Art” not a science.

It is a means of inspiration to increase sales.

Visual Merchandising is not a decoration method – it is an overall solution in the sales process where the actual decoration only counts about 10%.

In our everyday speech we mention Visual Merchan-dising with the acronymn

“VM”

“visual merchandising is a means of inspiration to increase sales”

“one look one brand one message”

ECCO – The Consumers/ Customers The Communication target group/ audience.

Our Communications Targetgroup/ Audience: xx This means that all communications, including the way we communicate in the store and in our Visual Merchandising, is aimed at this group.

“if you try to be everything to everyone, you end up not being anything to anyone” The Brand & Seasonal Campaign Guidelines By communicating a single clear message and common position, we strengthen our identity and brand.

We do that by developing campaigns, which all have the same basic message. It creates a connection between our Seasonal campaigns and our product segments. The campaigns are used for advertising on all levels:

magazines, outdoor- & retail campaigns.

describtion in visuals of project

a-wall

front table

window

window

ECCO – Store concept Store expression XX “I am an ECCO kind of person” - and this image we want to print in the awareness of the consumer and their perception of ECCO in the marked. Living the Brand! With the ECCO Lingerie concept stores we create a relation with the customer and strive to be more than a shopping place, but a place where a passion for personal lingerie is shared! “When details are everything”

80% of all buying decisions are made in the store and the selection happens in the first place through the senses; see, hear, smell, taste and feel.

We therefore work consciously with creating sensuous universes in tune with the season and trends “total experience”. The product line of each shoe and accessories brand is created by our designers and takes it’s inspiration from the ... The assortment range consists of two head collections; Spring/ Summer (SS) & Autumn/ Winter (AW).

The ECCO brand and image are supported by marketing and seasonal campaign activities.

Internationally/ nationally ECCO Seasonal Lookbook is a sales tool across the whole organisation. In other words ECCO Seasonal Lookbook is the foundation (nerve, core, essence) of the new season and the well spring of the creativity.

ECCO – Our store expression Facade XX Windows Our windows are light, open and leaves the possibility to add various window operations such as ongoing future theme changes. Hereby we ensure new attractive storytelling and communication messages speaking directly with our target audience - like showing “topical movie clips” via changing seasonal images. This will be done according to our ECCO Seasonal Plan.

“we ask attention”

Inviting entrance We ask for the customer’s attention and welcome all in the store. Via nice clean glass entrance doors (roller blinds for center stores) we invite our audience to visit our stores. Not least, we open the entrance doors on days when the weather / temperature permits. No one should be in doubt that they are welcome in our ECCO store.

Ongoing changes may in the future be made for stores where space permits to example place decorative outdoor pots with trees, branches or lights on each side of the entrance door or other initiatives to create life. We refer to the Visual Merchandising Seasonal Plan for additional information and inspiration.

“we get attention”

Instore Through the store we show “true personality” and what value we can bring to the customer. We will now provide a short description of the shop instore expression and the elements of material we work with. These basic elements create the frame and set the standard. The listed items are mandatory for any CHANGE Lingerie store and should always appear in high quality “crisp, bright, clean & welcoming”.

“we give attention”

The Brand & Visual Merchandising We merchandise our stores with one campaign at a time and our product focus lies at specific productgroups. Our stores are designed in a uniform way, but with an individual look: from a few guidelines we facilitate the consumers search in the store navigation from window to front tables to product zones on walls - we guarantee that our consumers find our stores inviting, inspirational and interesting styling guidelines, which shows our lingerie from the right angles makes the store appear structured and makes it easy, comfortable and inspirational to shop in a ECCO store

- from stopping power to shopping power...

“one sign, says more - than a thousand words�

ECCO JILIN

EAUT Y INSIDE

beautifully constructed interiors from naturally pebbled ECCO er leather. Cool, contemporary n neutral hues, with a rich matte ared down beauty for a casual tatement — this is ECCO Jilin.

DA N I S H D E S I G N We value timeless, minimalistic design paired with intelligent functionality.

The ECCO Jilin range features a special construction in the base, allowing the bags to fold down flat when travelling — beautifully constructed and relentlessly useful.

PREMIUM LEATHER In our design the leather is hero — clean lines and raw edges give focus to the natural grain of the ECCO Skydiver leather, with its matte finish and supple touch. This range is unlined so that the leather can be seen at its best, allowing the inner beauty to be visible within each and every piece.

ATMOSPHERE

Get the consumer into the store The storefront is the first the consumer sees. It represents our brand personality. The window plays a very important role in attracting consumers’ interest and lead them into the store.

“lead the consumer into the store�

ECCO music reflecting our atmosphere and the products we sell. Never too loud.

“pleasing sound of atmosphere” ECCO fragrance for proper use in-store as an important part of our sensual “total experience” store universe.

“pleasing smell of fragrance” ECCO dresscode for specific Seasonal Campaigns

“code of dressing”

specific proposal area solutions

example...

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Click on play botton, for som inspirational moodboards

OPEN WINDOW

me open window

example...

open windows

instore

INSTORE

Click on play botton, for some Instore inspirational moodboards

front tables

example...

a walls

CRATE & BARREL

Click on play botton, for some Crate and Barrel inspirational moodboards

a walls

Style & comfort

Style & comfort

Style & comfort

example...

Style & comfort

Style & comfort

Style & comfort

example...

Style & comfort

Style & comfort

Style & comfort

example...

Style & comfort

Wide shelf system to create a visual break to show fronted shoes and with various effects, color, graphics or text messages...

example...

a walls

example...

a walls

example...

Interior principle guidelines Introduction Area value

Area value – PRIMARY SPACE

Area value - SECONDARY SPACE

Area value - DISCOVERY SPACE

Area value - SERVICE SPACE

Area value - VARIOUS LAYOUT

Planning of product zones

Planning of product zones – CONCEPT GUIDELINES

Planning of product zones – SEASONAL FLOW

Planning of product zones – NEW ARRIVALS

Planning of the zone Planning of the zone - PRIMARY SPACE Planning of the zone - SECONDARY SPACE Planning of the zone - DISCOVERY SPACE Consumer-/ Customer flow Consumer-/ Customer flow - STOPEFFECT Consumer-/ Customer flow – VISUAL LINES Consumer-/ Costumer flow – WALKING ROUTES

instore floorplan

Introduction - Interior & principles guidelines

Area value

The consumer takes decisions in accordance with product zones:

ECCO’ product zones are placed in the order that we believe gives most meaning for the customer and gives the store a logical structure.

If you are aware of how product groups are placed in relation to each other, it can affect sales It provides not only a better sales performance, but also a more welcoming store in a more positive and real brand experience. In this way, shoppers are transformed into consumers.

The productzones are based on ECCO product groups. The zone division is a very important part of the way we merchandise the ECCO store.

Some areas of the store are more commercial than others. Based on the sales results the total store is divided into areas, which are ranked as Primary, Secondary, Discovery and Service Space. The products are in other words grouped after Primary-, Secondary-, Discovery and Service zones.

There are four types of sales positions in the store.

These positions are divided appropriate for the application and commercial value.

A combination of interior and visual merchandising techniques determines an areas commercial value.

A high commercial value is not necessarily synonymous with the highest profit from the area. Products, which are placed in this area have great interest in terms of marketing and branding value, because they will appeal to new customers.

C

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and the principles for store commercial Examples of different layouts planning and the principles for commercial planning Examples of different store Examples of different store layouts can be applied tolayouts stores with various sizes bewith applied to stores can be applied tocan stores various sizes with various sizes shapes. and and shapes. and shapes.

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52 SQM 52 SQM 105 SQM

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UNITY UPGRADE CONCEPT MANUAL 01 ABOUT THE ECCO UPGRADE CONCEPT UNITY UPGRADE CONCEPT 01 ABOUT THE ECCO UNITY UNITY UPGRADE CONCEPT UNITY UPGRADE CONCEPT MANUAL 01 ABOUT THE MANUAL ECCO UNITY UPGRADE CONCEPT

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RETAIL STORE GUIDELINES RETAIL GUIDELINES // 15 // 15 RETAIL STORE GUIDELINES //STORE 15

SHOE related accessories

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A

105 SQM

Basic Concepts Volume Concepts New Arrivals

Concepts, which have been in the collection long Accessories Fragmented Concepts Volume Concepts

Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts

Discovery Space Primary Space

Service Space Secondary Space

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C AREA VALUE

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Example overview...

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Example overview...

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AREA VALUE

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Area value - Primary Space

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52 SQM

PRIMARY SPACE is the most commercial sales area of the store. It is important, that the customers interest is captured by the very first they see - so they get inspired to experience the rest of the collection as well as the entire store.

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These areas have a general high commercial value.

A typical area have:

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105 SQM

Primary Space

High consumer flow Greatest visibility

In this area it is best to use:

Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts

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- high commercial value...

Seasonal Concepts Young Concepts Promotional Concepts Innovative Concepts

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01.3 LAYOUT PLANNING

02 // STORE LAYOUT

STORE FORMAT

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EXAMPLE OF LAYOUT IN STORES The ECCO Unity Upgrade store concept and the principlesstore for commercial planning Examples of different layouts can be applied to stores with various sizes and shapes.

A

B

A 75 SQM

Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts

Style & comfort Style & comfort UNITY UPGRADE CONCEPT MANUAL 01 ABOUT THE ECCO UNITY UPGRADE CONCEPT

Primary Space

Style & comfort

A

Example overview...

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AREA VALUE

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52 SQM

Area value - Secondary Space These areas have generally a middle-high commercial value.

C C

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A typical area: Is located in the mid-sales area

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Secondary Space

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105 SQM

In this area it is best to use:

Basic Concepts Volume Concepts New Arrivals

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- middel-high commercial value...

Basic Concepts Volume Concepts New Arrivals

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Example overview...

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AREA VALUE

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52 SQM

Area value - Discovery space These areas have generally a low commercial value.

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A typical area:

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Floor modules

Isolated wall interior

Behind pillars and architectural blind spots In this area it is best to use:

Discovery Space Concepts, which have been in the collection long Accessories Fragmented Concepts Volume Concepts

C

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- low commercial value...

Concepts, which have been in the

collection for long Accessories

Fragmented concepts

Volume concepts

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A A

Example overview...

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AREA VALUE

Area value - Service Space A

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52 SQM

These areas have generally no commercial value However they are well used as service areas and sales areas for accessories or care products.

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In Service Space you need to focus on customer service – it is in this area you “sell” the final CHANGE Lingerie experience of our brand to the customer.

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105 SQM

A typical area:

Service Space SHOE related accessories

In this area it is best to use:

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- no commercial value...

Counter area or other outer rooms

Product related accessories

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RES ore concept mercial planning uts h various sizes

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Example overview...

AREA VALUE

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Area value - Different layouts A

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Example : store layout

PRIMARY, SECONDARY & DISCOVERY SPACE are placed in different store layout. The borders between the different areas are floating and can be affected by the focus points and highlight areas. It should be possible to transfer the layout shown, in your store.

If you have problems, contact HQ - Store Design for help.

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Planning of product zones

Brand

A product zone is an area, dedicated to a certain concept/ a certain product zone/ a certain room and shall be merchandised in accordance with a number of simple guidelines.

The product zones need to always be placed so they have logical “ neighbors” both in the collection as a whole and in regards to the products in the product zone. Where it is possible, you change from one zone to another by architectural divisions.

Seasonal Campaign a-wall

Brand

Logical “ neighbors”

Architectural breakdowns can be pillars, changes in wall direction, counter, stairs, wall highlights or mirrors.

Never end with a zone half way down along a shelf unit or across a walk route.

Planning of product zones

Planning of product zones - Concept guidelines

Overall, the store is divided into concept “brand rooms� Change, Charade, The Intimate. Other products such as accessories, lingerie related and larger items are to be placed near the counter (or fitting room).

Each product has its own sales focus. The guidelines for how the concepts should be placed are general guidelines that can be affected by the Seasonal Campaigns or changes in the collection.

Example overview...

Brand

The Seasonal concepts can be described as follows: AUTUMN / WINTER (AW) Placement:

In the highseason place in Primary Space

Between season in Discovery Space

Brand

Brand

Brand

Brand

Entrance Brand

Seasonal Campaign a-wall

Brand

Brand

This is an example picPlace the newest, most innovative or Campaign supporting products in the primary space/ front of store.

SPRING / SUMMER (SS) Placement:

In the highseason place in Primary Space

Between season in Discovery Space

Planning of product zones - Seasonal flow Proposals are general and based on high season products for:

AUTUMN/ WINTER (AW) SPRING/ SUMMER (SS)

Seasonal flow...

Entrance Seasonal Campaign a-wall

This is an example picture...

Planning of product zones - New Arrivals ECCO launches new main collections twice a year a spring / summer collection and an autumn/ winter collection. Between the main launches we launch: New Arrivals New Arrivals may be part of the main collection, to be launched in the following main season, but chosen to launch before the main collection. They are in the store in an exclusive, time-limited period (launched later in large numbers along with the main collection).

An early launch different from the main collection, for example color or material, or may be completely new groups.

Entrance

Pure Campaign wise these early launches are supported by special in-store promotional material in a way that tells consumers that when they buy this particular shoes, they buy a special set of style, available only for a limited, exclusive period.

We also operate fixed-to-market deliveries. The shoes from the current collection in updated colors or materials.

New arrivals must be placed in Primary Space...

New Arrivals must always be placed in Primary Space

Planning of the zone

Planning of the zone

A product line is divided in: Primary Secondary Discovery

Examples of how a product is divided in:

From the sales result at the various placements.

Consider your product zone as a mini version of the whole store.

PRIMARY SPACE: SECONDARY SPACE: DISCOVERY SPACE:

Profile Products Core Products Basis Products

Primary space Secondary space Discovery space.

The partitioning is based on the availability and how visual the products are in the various positions. The boundaries are fluid and may be affected by merchandising principles.

AREA VALUE Primary Space

Profile products

Secondary Space

Core products

Discovery Space

Basisc products

Service Space

Related accessories

- seasonal concepts - young concepts - promotional concepts - innovative concepts - basic concepts - volume concepts - new arrivals

- concepter, which have beeb in the collection longer - accessories - fragmentes concepts - lingerie relaterede accessories

Style & comfort

Style & comfort

Style & comfort

1.

2.

3.

4.

5.

Vertically - ALWAYS use xx Place items xx Merchandise always horizontally from dark to light It is possible to merchandise xx vertical xx Shelves are to be merchandised as follows:

Shelf no. 1 should be in position no. 1 top Shelf no. 2 must be in position no. 2 Shelf no. 3 must be in position no. 3 Shelf no. 4 must be in position no. 4 Shelf no. 5 must be in position no. 5 Shelf no. 6 must be in position no. 6 Shelf no. 7 must be in position no. 7

etc...

example...

focal point

COMMERCIAL SALES AREA

High Sight line is purchase line...

Middle

Low

“focal point = what you see first”

COMMERCIAL SALES AREA

High

Middle

Low

“per square foot = rate-of- sale in a given space” No commercial value Service Space “counter area” Related accessories

High Consumer flow - highest visibility

Mid sales area

Floor modules isolated wall interior Behind pillars & architectural blind spots

Planning of the zone - Primary Space Focus point must clearly communicate the essence of our concept. The focal points guides and navigate the customers through the store.

A typical area:

A focal point at the end of a line of sight An effective focal point defines the concept A focus point is created with a combination of product, Visual Merchandisingprinciples, furni ture modules and graphics

In this area you should offer:

Product heroes

Clear and strong colors News

Planning of the zone - Secondary Space

Planning of the zone - Discovery Space

The product must be from the same concept and develop the idea of styling different items of the same fit. It encourages buying more items as well as impulse buying.

In the Discovery Space you usually place visually “heavy� products.

A typical area:

The focus to attract the eye, just after it has focused on the focus point

It is to the right or left of the focus point

Use different furniture combinations to give the

product groups in their own setup In this area we prefer:

Slow-selling products Color Themes

A typical area: The least visible and accessible area Consumers should be encouraged to act in those are as by providing easy access to them

In this area we prefer:

The Top Products Volume products All almost sold out and crooked sizes Extra storage

Example overview...

A strong visual experience function like a stop-effekt and catch the attention of the Consumer...

- must be placed central in the store - that way the Consumer finds the store interesting at all visits...

“New Arrivals”

“Stop effect”

Matching the window campaigns and instore promotions guarantee that the consumers find the store inviting and interesting

Place vocalpoints at the end of all visual lines to drag the Customer throught the entire store area

If possible, the front table faces the consumers when they come into the store ...

Profileproducts

Coreproducts

Basicproducts

“Positive impact on the sale” Productions placed next to the “logical neighbors” makes the store more accessible to all consumers regardless of audience ...

When the floor furniture is positioned correctly, the walk-routes makes easy access to all parts of the store ...

Consumerflow The way the consumer moves through the store is called; Consumer flow Effective merchandising and location of floor modules in the store helps drive the consumer flow and hereby create a positive buying experience.

It is important to make the link between what appeals to consumers (windows), and what meets them at the moment they enter the store. Different messages confuses consumers, and at worst they encounter something that is so different that they leave again - and just see the entrance.

The window must have impact and be interesting for the consumer. See the section on windows and our Seasonal guidelines for more information.

“traffic pattern = flow of customers through the store�

Example “customerflow through the store...

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Consumerflow - Stopeffect If you do not stop consumers with a compelling visual experience, they can turn around and enter the store.

Catch their attention with an effective presentation of the current campaign, but without blocking the entrance.

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Displays with Seasonal Campaign window related products catch consumers’ attention.

Seasonal Campaign Sales Front tables as stopping power.

Strong focus points guides consumers through the store.

from window

Consumerflow - Visual Lines When the consumer is inside the store, the route they take through the area can be affected by the use of effective visual merchandising.

to front table

Strong focus points draw consumers through the store.

Point out the visual lines and create focus points accordingly. Visual lines are areas where the consumer automatically look due to open areas in the store.

A focal point can be made with furniture module combinations, a color or a display.

to a-wall, etc...

to counter

Consumerflow - Walkways

Floor modules must have a minimum clearance of one meter all around, so there is room for maximum product presentation.

Floor Module Location of leading consumers away from the primary time routes that lead them toward the walls and stop them on the road.

Floor modules must be facing the consumer flow to ensure that the entire product range is available.

It is important to maximize the location of the floor module to control flow through the consumer area.

When consumers enter the store, you can direct the flow with a floor module and get them to go left or right.

Floor modules that are located in the right directions, providing easy access to all parts of the store, while encouraging consumers to move further in through the store or to stop and look.

In narrow shops can diagonally floor fixtures seem messy, here they must be positioned lengthwise along the walls. If possible, the first sales table turned so it faces the consumers when they come into the store

Flormodules positioned to create “open� walk paths.

- make sure floormodules are never positioned so they block consumer flow through the store

Visual Merchandising Standards

Brand division

Introduction Pre-retailstandards

General Visual Merchandising standards

ECCO consists of xx.

Introduction We create an environment within the store based on coordinating merchandise with the seaon “Sets the stage�

Wall uprights Our wall uprights give strength and bonds the section together. They tell a story the same way a display does.

Design basics Organization

Attention to detail - ALWAYS!

Full and buyable Movement Use of space

Coordination more than one area

Dealing with open space... Unusual but exciting!

Color!

Sets the mood, screams the season

Plays a very important part of our store The power of Suggestion... Selling the idea!

Windows They scream to the customer who and what we are A Company Statement... Our best advertising

Categories under each brand: Brand xx We merchandise these three Brands on each wall.

Our designers are responsible for their own brand, they think in stories when they design, and it is the stories we support through product, brand and image.

We merchandise the store by xx by itself, xx by itself and xx by itself, with some small exceptions.

See the following pages, how to mix the different product groupings under each brand.

How to do In the Visual Merchandising working process of how to “do” a window front table display, a-wall from start to finish, remember that a display is not finished until:

It is fully stocked All signs are in place All lights are properly adjusted Any excess merchandise/ fixtures are put away The floor is swept and the area is clean

To learn the “basics” of CHANGE Lingerie VM design, both operationally and technically:

Always keep a positive attitude Promote creativity and encourage the develop ment of an individual style within ECCO guidelines Keep informed

Operational Skills How to do:

Windows, front tables, a-walls, wall uprights,

displays, etc. according to VM standards and guidelines...

Sign print

Price changes

Identify Store design modules and fittings

Informational resource work - ex. Campaign

Worksheet Overview...

Store Design & VM supplies

Seasonal pos-material changes

Seasonal specialty; ex. plants, flowers...

Organizational skills

Store Operations

Merchandise ordering procedure

Technical Skills How to do:

Design situations; wall uprights Basic Design theories Basic Fixture Configurations ECCO Vocabulary (see next page for details)

ECCO Vocabulary What it means, what it accomplishes and how to achieve it

Attitude of use; show the merchandise as

Customers would use it

False front; moving merchandise forward on a

shelf to give the illusion of fullness

Details; the particulars or finishing touches relat

ed to the whole picture

Continuity; uninterrupted flow of related items

and/ or areas

Fake; substitution on a temporary basis

Focal point; what you see first

Story; thematic combination of merchandise

Movement; visual “flow” through a display and/

or area

Per square foot; rate-of-sale in a given space

Traffic pattern; flow of customers through the store

Strength; visual impact of merchandise and/ or display

Vignette; a smaller “story”, usually used to add

charm/ personality to wall uprights and shelves

Full & lush; a feeling of abundance and depth

Byable; accessible to the customers

Massed out; displaying in quantity

Domino effect; proper progression of display changes Etc...

Attitude of use; show the merchandise as Customers would use it Details; the particulars or finishing touches related to the whole picture

VM STANDARDS Our VM principles to work from: In Our Visual Merchandising Golden Rules Book you find information about our principles which ensure that you have an updated store in relation to the visual guidelines and procedures.

To see the ECCO golden rules guidebook ... click

on the botton

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LEATHER GOODS Direct-injected PU sole

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VM project challenges ahead VM project challenges ahead 1. Total store overview (Unity/ unity Upgrade concepts) 2. Assortment selection (Objective: VM Seasonal Package) 3. VM guidence (Objective: VM Seasonal Guideline - ONLY!) 4. New Approach (Implementation plan)

ahead