OUR BASIC VISUAL MERCHANDISING GUIDE BOOK Corporate
OUR CORPORATE BASIC VM GUIDEBOOK
PROJECT: Cecilie Malene Eirstrand, Birgitte Benzon & Mette Bjerregaard
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
2
OUR CORPORATE BASIC VM GUIDEBOOK
our change VM gUIDE BOOK OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Being successful requires a clear profile which is relevant to the customer – a profile which is understood by all of us and passed on by the way we look, everything we say and everything we do. It all adds up to what we call the CHANGE Lingerie brand – in essence, it is our reputation in the world. At CHANGE, we respect your natural beauty. That’s why our lingerie doesn’t dictate how your body should look or promise a whole new you. What it will do is give you a variety of styles in a fit that feels just right. It’s all about feeling beautiful. So feel free to express yourself. To explore the different facets of your femininity. And the woman within. You.
3
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
4
5
index The INDEX page gives an overview of the content and use of elements in Our basic Visual Merchandising Corporate Guide Book. Enjoy and please pass this guide book to all relevant new colleagues.
1.0
1.1 How to use this VM Guide book........................ 1.2 Definition of Visual Merchandising................... 1.3 The CHANGE Lingerie Brand............................ 1.4 The CHANGE Lingerie Consumer/ Customer. 1.5 The communication Traget Group..................... 1.6 The Brand & Seasonal Campaign Guidelines.. 1.7
2.0
introduction
The Brand & Store Concept................................
1.8 The store expression............................................. - facade, logo, etc................................................. 1.9 The Brand & Visual Merchandising................... - hangers............................................................... - packaging........................................................... - signing & pos-material....................................
8 10 12 13 14 15 19 20 22 34 37 38 40
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
5.0 vISUAL MERCHANDISING STANDARDS
visual merchandising
2.1 Visual Merhandising Basic Guide Book............
51
5.2 Visual Merchandising Standards - how to do .
3.0 the team 3.3 Visual Merchandiser............................................ 3.1 Introduction........................................................... 3.2 Store Manager....................................................... 3.3 Visual Merchandise Responsible........................ 3.5 Atmosphere............................................................ 4.0
53 54 55 56
interior principleses
4.0 Introduction........................................................... 4.1. Area value.............................................................. 4.2 Planning of product zones..................................... 4.3 Planning of the zone............................................. 4.4 Consumer/ Costomer Flow.................................
5.1 Introduction...........................................................
62 63 71 76 85
5.3 Visual Merchandising skills................................ 5.3 Visual Merchandising vocobulary..................... 5.4 NEW - Visual Merchandising standards........... 5.5 Visual Presentation general guidelines.............
92 97 98 99 103 105
WHY DO WE HAVE A VISUAL MERCHANDISING BASIC GUIDE BOOK?
1. INTRODUCTION
1. INTRODUCTION 1.0 Introduction
our change VM gUIDE BOOK Click on play botton, to watch Our Corporate basic VM Guide Book - Intro video.
1.1 How to use Our Corporate basic Visual Merchan dising Guide Book 1.2 Definition of Visual Merchandising 1.3 CHANGE Lingerie - The Brand 1.4 CHANGE Lingerie - the Consumer/ Customer 1.5 The Communications targetgroup 1.6 CHANGE Lingerie - The Brand and Seasonal Campaign Guidelines 1.7 CHANGE Lingerie - The Brand and Visual Merchandising
why A visual merchandising
Guide book?
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
6
INTRODUCTION
7
INTRODUCTION
Visual Merchandising creates visual value! THIS BOOK IS FOR
All Change Lingerie International Stores FROM
Corporate VM VISUAL MERCHANDISING
Our Corporate VM 2016
Your store is like a “scene”, where our CHANGE Lingerie 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 Corporate Basic Visual Merchandising Guide Book” is to give you a tool to optimize the visual expression of your 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! OURCorporateBASIC VISUALMERCHANDISING GUIDE book
HOW TO USE
HOW TO USE
How to use:
OUR CORPORATE BASIC VM GUIDE BOOK
1.1 How to use this VM Guide Book This basic VM Guide Book sets the guidelines and standards for the visual merchandising of Change Lingerie. Use it as future reference in connection with visual merchandising. Correct use of visual merchandising in accordance with the Change Lingerie brand will optimize visual store presence. The guidelines applies to all stores unless other is indicated.
how
to use
THIS basic
VM GUIDE
BOOK
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
8
HOW TO USE
HOW can this help you?
How can this basic Visual Merchandising Guide Book help you? This basic Visual Merchandising Guide Book is part of a larger Concept Book. It contains all the elements and information you need to present your Change store successfully. Our visual merchandising (VM) tool books consist s of: Our Corporate Basic VM guidebook Our Golden Rules VM guidebook Our Seasonal Campaign VM guidelines
Partner Toolbox Our Corporate basic Visual Merchandising Guidebook
Our Golden Rules VM guidebook
Our Seasonal Campaign Visual Merchandising Guidelines
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
our visual merchandising
TOOL BOOKS
9
DEFINITION OF VM
definition of vm
1.2 Definition of Visual Merchandising (VM)
OUR
visual MERCHANDISING
DEFINITION
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 Merchandising with the acronymn
“VM”
“visual merchandising is a means of inspiration to increase sales”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
10
CHANGE LINGERIE - THE BRAND
our brand
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
11
CHANGE LINGERIE - THE BRAND
12
our brand
1.3 CHANGE Lingerie - the brand
our change BRAND
Change Lingerie is one of the world best and largest Danish lingerie brand, which our products entitles us to lead with more the 200 stores in 12 countries distributed over Europe and North America. Change Lingerie stands for good designs that fit perfectly in all sizes. We offer expertly designed collections every season, which embraces women’s curves, sizes and personalities all around the world. We believe our customers are not defined by their measurements, but by their own perfect uniqueness and this is exactly why we continue making the perfect bra, for each individual customer. At CHANGE Lingerie, we consider ourselves a collective; A place to share, to grow, to engage and to belong. We are all unique but united by our passion and positivity!
“one look one brand one message” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CUSTOMERS
our cUSTOMER
1.4 CHANGE Lingerie – The Consumers/ Customers Our most important Consumers/ Customers
70% of our lingerie is bought by women over 25+ 90% of our Customers are Club members
In terms of Marketing it means that nearly 90% of our revenue comes from consumers who are 25+
our change
cUSTOMER
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Marketing wise it does not mean that we only show professional models who is over 25 years. We also use younger models. But we show them in such a way that the older women can identify with them. There is a difference among our main target group (25+) and our communication audience (because our lingerie models are as undressed as they are). Our Club members are important to us, because it brings us in directly contact with our Customers.
13
THE COMMUNICATION -TARGET GROUP
14
Communication - Target group
1.5 CHANGE Lingerie – The Communication target group/ audience. Our Communications Targetgroup/ Audience:
our change COMMUNICATION
TARGET
GROUP
mainly woman 25-60 years have a balanced, active lifestyle is quality conscious and interested in lingerie (fashion, basic, sports-, swim-, shape-, loungewear and accessories) want lingerie that is comfortable and gives her a good fit, feel and well-being require the same of lingerie for work, leisure or celebration
This means that all communications, including the way we communicate in the store and in our Visual Merchandising, is aimed at this group. We do not have resources to market each of our lingerie style groups, and it is not decisive for us that a particular style group is “top seller”. The most important is that the product accurately signals the brand’s seasonal position.
“if you try to be everything to everyone, you end up not being anything to anyone” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE BRAND
15
OUR BRAND & SEASONAL CAMPAIGN
1.6 CHANGE Lingerie – 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.
our change Brand & SeasoNal Campaign Guidelines
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE BRAND & SEASONAL CAMPAIGN
16
OUR BRAND & SEASONAL CAMPAIGN
Campaign Lookbook
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Outdoor Campaigns
Seasonal Store Campaigns
OUR CHANGE BRAND & SEASONAL CAMPAIGN
17
AW 2015 LOOKBOOK
OUR BRAND & SEASONAL CAMPAIGN
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Autumn 2015
OUR CHANGE BRAND & SEASONAL CAMPAIGN
18
AW 2015 LOOKBOOK
OUR BRAND & SEASONAL CAMPAIGN
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Autumn 2015
OUR CHANGE STORE CONCEPT
dESCRIPTION
1.7 CHANGE Lingerie – Store concept Our CHANGE Lingerie store concept is unique, it has a Nordic look & feel, lasting for everyday use. It consists of a furniture serie designed by Change of Scandinavia (COS) “from the first idea to final product”. The store concept consists of an ivory Romance Collection made to fit any type of store - it is “designed like a flexible Lego system”. That way we secure a dynamic store and it leaves room for simple, effective seasonal changes. Handmade mannequins in the right size are made to fit the Change Lingerie.
Change Lingerie
our change
STORE CONCEPT
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
19
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
1.8 CHANGE Lingerie – Store expression CHANGE Lingerie offers an “unique store concept” with attractive designs and shopping experiences. The CHANGE Lingerie concept store is an expression of our identity, strength and what we stand for. Our brand is the platform, a meeting place for kindred spirits: “I am a CHANGE Lingerie kind of person” - and this image we want to print in the awareness of the cunsumer and their perception of Change Lingerie in the marked. Living the Brand! With the Change 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”
Fittingroom
our
STORE
EXPRES
SION
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
20
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Spring/ Summer (SS) Autumn/ Winter (AW)
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 lingerie brand is created by our designers and takes it’s inspiration from the world. The assortment range consists of two head collections; Spring/ Summer (SS) & Autumn/ Winter (AW). The CHANGE Lingerie brand and image are supported by marketing and seasonal campaign activities.
Spring/ Summer (SS)
Autumn/ Winter (AW)
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Internationally/ nationally CHANGE Lingerie Seasonal Lookbook is a sales tool across the whole organisation. In other words CHANGE Lingerie Seasonal Lookbook is the foundation (nerve, core, essence) of the new season and the well spring of the creativity.
21
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
1.8 CHANGE Lingerie – Our store expression
Front Our “face” out to the customer
Frieze, Ivory Ivory timber frieze at the top and bottom of the windows
Frieze, Ivory For A-stores with specially good location, CHANGE Lingerie provides a concept with Ivory timber stuffing hits as the facade can be mounted as a frieze at the top and bottom of the windows.
Awning, black It is possible to choose to put an awning up on the facade above the windows if the shop is located on the sunny side. The awnings are black with white chage lingerie logo, booked locally in The countries.
Awning, black Awning location over the window or entryway with logo
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Facade The store front is our face to the customer. Via the store front we stand apart, step into character, ask attention, get attention and seduce. In the following we give you a brief describtion of the store expression and which elements we work with, when it comes to our CHANGE Lingerie store concept. The listed items are mandatory for any CHANGE Lingerie concept store and should always appear in high quality and maintained “fresh, clean & welcoming” Our facades are adjusted in relation to the individual store, but basically we secure a clean, calm facade where the materials are in harmony with each other. Facades always have one entrance and glass windows. If the facade is large enough the intrance will always be in the middle supplemented with a window on each side. Window depth is 1000 mm so there is plenty of room to decorate the windows. To create a pleasant, calm and peaceful background there is a back wall behind the window. It also creates intimacy in the store. The entrance can be glass doors or roller blind for center shops.
22
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Entrance with logo Backlit single seated acrylic letters placed above the entrance Black wingsign with light and white logo
Our store expression
Entrance with logo - “a sign says more than thousand words” CHANGE Lingerie is our name. Our name vil always appear on the store’s facade with single seated acrylic letters above the entrance. Clean, simple, sophisticated signal, which is easy to perceive on the go - which is important as the customer moves at a different pace. This ensures our CHANGE Lingerie name to be printed in the awareness of the customers everytime they see the store front and visit the store.
Logo signing - placed above entrance Logo ‘CHANGE Lingerie’ of black acrylic single seated letters
Logo signing - placed on store wall Logo ‘CHANGE Lingerie’ white on black wingsign - placed on the store wall
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Logo signing We use the black wingsign placed on the wall of the store so it can be seen in the street walking direction.
23
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
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 CHANGE Lingerie Seasonal Plan.
“we ask attention”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
24
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
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 Change Lingerie 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. The alarm & security system of goods are placed in the entrance. Alarm “mussels” to attach all product items are always in stock and can be reordered at any given time.
“we get attention”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
25
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
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”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
26
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Ceiling & walls White ceiling and bright warm mocha walls
Ceiling & walls Light white ceiling - if the store has a high ceiling it is possible to have a suspended ceiling system to 600 * 600 mm laths. The instore walls are kept in a bright warm mocha color instore. The windoe walls are white. The fittingroom has a feminine wallpaper on the walls. Floor We use oak, brushed wood floors - respectively light brown to give a clean, natural expression.
Floor Oak, brushed wood floors
Lighting (instore) White LED spots mounted in the ceiling rails
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Lighting We work with LED illumination, with low energy consumption of only 12 and 25 watts with the color of 2700 Kelvin, which shows the products in the best possible way. LED spots mounted in the ceiling rails. The fitting rooms are mirrors with indirect light and LED ceiling. LED spots have a spread up 25-45 degrees to give the best possible lighting effect on selected products. They can be rotated 360 degrees, adjusted in exactly the desired direction and nor the least pleasant to work with, because they do not heat up (last up to 40,000 hours).
27
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Furniture modules To support our product, brand and image we use own furniture module system.These furniture items are to present our CHANGE Lingerie store and make it possible to work effectively with the exposure of our lingerie brands as well as VMprinciples (these principles will be defined and described in the CHANGE Lingerie Season Plan). CHANGE Lingerie Interior module Flexible Seasonal shifts - hooks & shelves
CHANGE Lingerie shelf Flexible seasonal shifts - shelf placement
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
The listed items are mandatory for any CHANGE Lingerie Store, but tailored in cooperation with CHANGE of Scandinavia (COS) - Store Design in the establishment and store opening. All furniture parts should always appear in high quality “clean & welcoming”
28
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Counter The CHANGE Lingerie store is equipped with a large curved counter to give plenty of room for the staff to work from. It is designed to meet the functional needs in order to secure optimum customer service. It inclues room for our customer service package (packaging concept) as well as IT equipment. CHANGE Lingerie counter version “CLEAN LOOK” Stylish and inviting // cash & customer service function
“stylish & inviting” CHANGE Lingerie Counter wall “CLEAN LOOK” Stylish and inviting/ use of torsos
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
29
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
CHANGE Lingerie wall module Room for presentation changes - flexible shelf & hook placement
CHANGE Lingerie floorstand module Room for presentation changes - flexible shelf & hook placement
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Furniture modules All equipment is designed and produced by Change of Scandinavia (COS). Everything is made of good materials and fit all size stores. The fittings are available in two widths that can be put together in countless ways. A series of tables with three kinds of boards and three types of drawers called Romance Collection. Romance Collection is high quality and has a simple, yet romantic look. Legs and feet are turned in solid wood and everything is painted in a warm ivory tone.
30
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
our
STORE
EXPRES
SION
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
31
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Furniture overview CHANGE Lingerie wall & floor modules. Flexible shelf & hook placement.
Display table
Store design modules
Floorstand
Wall modules - narrow
Store design modules
Street stand
Floor stand
Small wall
Counter
Floorstand w.acrylic shelves
Wall modules - wide
Brief rack
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
E-Rack
Brief-Rack
32
OUR CHANGE STORE EXPRESSION
OUR STORE EXPRESSION
Furniture overview CHANGE Lingerie fitting items. Flexible placement.
Hook ivory
Hook - doubble briefs - ivory
Hook - nightwear - ivory
Hook - ivory
Hook- ivory
Shelf short - ivory
Hook - bra - ivory
Shelf large - ivory
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
33
OUR BRAND & VISUAL MERCHANDISING
34
OUR BRAND & VISUAL MERCHANDISING
Top
our change Brand &
VISUAL MERCHANDISING Change Lingerie
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR BRAND & VISUAL MERCHANDISING
35
OUR BRAND & VISUAL MERCHANDISING
1.9 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:
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
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 CHANGE Lingerie store
OUR BRAND & VISUAL MERCHANDISING
- from stopping power to shopping power...
36
OUR BRAND & VISUAL MERCHANDISING
Campaign window
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Campaign on front table
Campaign on A-wall
OUR BRAND & VISUAL MERCHANDISING
37
OUR BRAND & VISUAL MERCHANDISING
Our instore “brands/ hangers”... HANGERS
HANGERS
OUR BRANDS
OUR BRANDS...
STATEMENTS: • • • • • • •
“Change lingerie loves your natural curves, your personal style and your need for the perfect bra. That’s why we offer the perfect fit, form and function in over 100 sizes in styles that suit your every mood and your every moment. Your uniqueness is your perfection and that’s why at Change we always celebrate YOU.” The perfect fit - for the perfect you.
• • • • • •
“Charade believes size shouldn’t define sexy. That is why our exquisite lingerie comes in all sizes. With sensual styles in refined fabrics and without compromising on the perfect fit; that is how we empower women of all preferences to embrace their curves and free themselves from definition.” Refined - Exclusive - Unique
• • • •
“The Intimate believes fashion, form and fun should be a part of your everyday. Finding passion in the little details and adding a fearless glamour to our lingerie we dare you to stay curious.” The Intimate - Passionately Playful.
Categories under each brand:
Fashion Basic Loungewear
5.0 BRAND OPDELING 5.0 BRAND OPDELING CHANGE Lingerie består af CHANGE, Charade og Britney Spears CHANGE Lingerie af CHANGE, Charade og Britney Spears Varegrupper underbestår hver Brand: Varegrupper under hver Brand: CHANGE •Fashion CHANGE •Basic •Fashion •Loungewear •Basic •Accessoires •Loungewear •Swimwear •Accessoires •Shapewear •Swimwear •Shapewear •Disse tre Brands skal altid merchandises på hver sin væg. •Disse tre Brands er skal altid merchandises på hver sinde væg. •Vores designere ansvarlige for hver deres brand, tænker i historier når de designer, og det er de historier vi skal have frem ude i butikkerne. •Vores designere er ansvarlige for hver deres brand, de tænker i historier når de designer, og det er butik, de historier vi skal have fremfor ude butikkerne. •Når i merchandiser jeres skal i hænge CHANGE sigi selv, Charade for sig selv og Britney Spears for sig selv, dog med nogle små undtagelser. •Når i merchandiser jeres butik, skal i hænge CHANGE for sig selv, Charade for sig selvfølgende og Britney Spears for sig selv, dog med små undtagelser. •Se på de sider, hvordan man kan mixe denogle forskellige varegrupper, under hvert brand. •Se på de følgende sider, hvordan man kan mixe de forskellige varegrupper, under hvert brand.
Fashion
Fashion Loungewear Swimwear
Accessoires Swimwear Shapewear
5.0 BRAND OPDELING 5.0 BRAND OPDELING CHANGE Lingerie består af CHANGE, Charade og Britney Spears CHANGE Lingerie af CHANGE, Charade og Britney Spears Varegrupper underbestår hver Brand: Varegrupper under hver Brand: CHANGE •Fashion CHANGE •Basic •Fashion •Loungewear •Basic •Accessoires •Loungewear •Swimwear •Accessoires •Shapewear •Swimwear •Shapewear •Disse tre Brands skal altid merchandises på hver sin væg. •Disse tre Brands er skal altid merchandises på hver sinde væg. •Vores designere ansvarlige for hver deres brand, tænker i historier når de designer, og det er de historier vi skal have frem ude i butikkerne. •Vores designere er ansvarlige for hver deres brand, de tænker i historier når de designer, og det er butik, de historier vi skal have fremfor ude butikkerne. •Når i merchandiser jeres skal i hænge CHANGE sigi selv, Charade for sig selv og Britney Spears for sig selv, dog med nogle små undtagelser. •Når i merchandiser jeres butik, skal i hænge CHANGE for sig selv, Charade for sig selvfølgende og Britney Spears for sig selv, dog med små undtagelser. •Se på de sider, hvordan man kan mixe denogle forskellige varegrupper, under hvert brand. •Se på de følgende sider, hvordan man kan mixe de forskellige varegrupper, under hvert brand.
THE DIVIDING OF OUR BRANDS
THE DIVIDING OF OUR BRANDS
CHANGE Lingerie consists of:
CHANGE Lingerie consists of:
the brands
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
the brands
OUR BRAND & VISUAL MERCHANDISING
38
OUR BRAND & VISUAL MERCHANDISING
Our instore “brands/ hangers”... HANGERS
HANGERS...
BRIEF
NIGHT WEAR
BRIEF
NIGHT WEAR
BRIEF
NIGHT WEAR
THE CHANGE LINGERIE HANGERS -
the brands
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE
PACKAGING
At CHANGE Lingerie we add value via an inspirering totalexperience and visual merchandising, which communicate directly with our customer. Nor the least create additional sale and supplement with an unique packaging concept of high quality “from product to service, from service to experience, from experience to meaning”
OUR CHANGE PACKAGING
PACKAGING packaging
The CHANGE Lingerie packaging package consists of: • • • •
CHANGE Lingerie - PAPER BAGS small & large CHANGE Lingerie - BOX small CHANGE Lingerie - Box medium CHANGE Lingerie - Box large
The CHANGE Lingerie box design in our feminine CVI powder color folds easily for use. It supports our unique classic CHANGE Lingerie expression.
To see the Change Lingerie packaging package... click on
the link:
http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/AW15_packaging_concept_ material_guideline.pdf
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Today gifts are connected with dreams, identity and self-understanding. We don’t just receive a piece of lingeri, but the accompanying image and the feeling of wealth, style and luxury, located in the brand. We buy the consumption fantasies and mythologies attached to the individual products - as much as we buy things....
39
our change
OUR CHANGE SIGNING
40
SIGNING
& POS-
SIGNING, Poster & POS-material
MATERIAL
We guide the customer through the store via inspirational seasonal activity changes and inform about our lingerie brands, styles and offers through our signing concept. Our CHANGE Lingerie signing package consists of: INSTORE SIGNS
Campaign - Instore signs A4 - sign A3 - sign Terms & Conditions A5 - sign Club Change A5 - Folders Campaign - Windows ½ A4 - pricesigns
A3
A4 Campaigns Campaigns
Terms & Conditions Club Change - Folders
Campaign - Outdoor A-sign
A5 ½ - A4
Window Pricesigns
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Outdoor A-sign
OUR CHANGE SIGNING
41
signing poster & pos-material
“one sign, says more - than a thousand words” Wall frame posters
Brand walls
WALL FRAME SIGNS
Seasonal Campaign A-wall 900x500 mm - seasonal campaign poster 650x500 mm - seasonal campaign poster 900x320 mm - seasonal campaign poster 650x320 mm - seasonal campaign poster
900x500 mm - brand poster 650x500 mm - brand poster 900x320 mm - brand poster 650x320 mm - brand poster
900x500 050-900x500-harlow.indd 1
am Ex
of S ple
INSTORE SIGNS
16-10-2015 08:40:14
easonal Campaig nA -w al l!
am Ex
of S e l p
easonal Brand w all!
650x500
049-650x500-harlow.indd 1
16-10-2015 08:42:20
900x320 048-900x320-harlow.indd 1
650x320 047-650x320-harlow.indd 1
16-10-2015 08:42:39
16-10-2015 08:40:39
Seasonal -example
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Seasonal -example
OUR CHANGE SIGNING
42
signing, poster & pos-material
“one sign, says more - than a thousand words” Brand walls
Floor standposters
WALL FRAME POSTERS
600x220 MM
35x110 mm - brand poster (bra guide) 70x180 mm - brand poster
INSTORE SIGNS -generic
PÅ ALLE VARER
KØB 3 DELE BETAL FOR 2 Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.
am Ex
Seasonal -example
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
o ple
f Sea
sonal Brand w all!
Seasonal -example
OUR CHANGE SIGNING
= 1 year/ 2 seasons!
Spring/ Summer (SS) & Autumn/ Winter (AW)
SIGNING & POSTER MATERIAL no. of changes pr. season
VM GUIDELINES 2015
CHANGES to follow:
-
1 change PR. YEAR COUNTER SIGN Business Conditions
PR. SEASON MAX. 5 Window changes/ including Sale
1 change PR. YEAR
2 changes PR. SEASON
COUNTER SIGN
COUNTER CAMPAIGN SIGN (focus on hosiery seamless, briefconcept)
Club Change (rules, info)
Budget 1000.- / window & in-store
SEASON X 5 SEASON X 2 SEASON X 1 YEAR X1 NEED X?
BRA GUIDE (close to fittingroom)
Posters, pos-material, pricesigns, etc...
1 change PR. SEASON
FRONT TABLE
WALL POSTERS Brand Identity
1 change PR. SEASON
- st
OVERVIEW OURCorporateBASIC VISUALMERCHANDISING GUIDE book
ge in Ch ima an ge
D
FLOOR STAND POSTERS Special Campaign offer
FLOOR STAND POSTERS General Offer (ex. 3for2)
e BRAN
Poster Brand guidance (change with window)
1 change PR. SEASON
WALL/ IMAGE POSTERS Brand Identity
th to
A-WALL
- fit a) are ti n ge 1 change PR. SEASON
g
- co un 1 change PR. SEASON
ti varia ons try
- wa ll, Change AFTER NEED A-SIGN Info that customer need in connection with a given product
s, etc...
Poster (change with window)
FLOOR STAND POSTERS Brand guidance
ble ta
“outdoor” A-SIGN
2x POSTERS (in fittingroom)
1 change PR. SEASON
places (Cha n
gn! tsi
re e 1 change PR. SEASON “outdoor” SIGN Generic Poster (Seamless, BriefConcept)
1) MESSAGE: - know-how 2) MESSAGE: - new product w. volume of substance
ea ar
Poster (change with window)
signing, poster & pos-material
Signing, poster & pos-material overview Our signing, poster & point-of-sale (pos-) material overview shows an A-store floorplan (store seen from above). The walls are laid flat down to give a feeling of the store as a whole and with the different furniture modules.
1 change PR. YEAR
WINDOW: 5 Window changes/ including Sale
43
Our yearly overall VM guideline is divided into two main seasons Spring/ Summer (SS) and Autumn/ Winter (AW) and in terms of our visual communication it means that there are different changes pr. season: 4 window changes (including Sale) • front table • outdoor a-sign • a-wall brand guidance - changes pr. season includes different, signs, and poster size versions
OUR CHANGE SIGNING
= 1 year/ 2 seasons!
Spring/ Summer (SS) & Autumn/ Winter (AW)
Example overview...
SIGNING & POSTER MATERIAL 2 changes PR. SEASON COUNTER CAMPAIGN SIGN (focus on hosiery seamless, briefconcept)
!
no. of changes pr. season SEASON X 2 SEASON X 1
Udvalgte
TRUSSER
3 for
140,1 stk. 60,-
6
7
• RA BA T • V PÅ IP • K AR R ON A KU
20
4
Medlems
FORDELE Bliv VIPmedlem og få 20% rabat:
• Som Club CHANGE medlem får du rabat, hver gang du handler, og du kan benytte dig af alle vores fantastiske medlemstilbud både i butikkerne og online. • Handler du lingeri, badetøj m.v. for under 800 kr. om året, opnår du 10 % rabat på alle dine køb*. • Handler du for over 800 kr. om året, bliver du VIP medlem og du opnår 20% rabat på alle dine køb et år frem*. • Din størrelse registreres på din personlige profil og her kan du også følge din saldo. • Gennem vores klubmails præsenterer vi dig for nyhederne før alle andre. • Du inviteres til at deltage i konkurrencer med skønne præmier. • Du inviteres til førudsalg og særlige arrangementer i din lokale CHANGE Lingerie butik. *
21
R TRUSSE
Udvalgte
19
BH!
Bliv målt
ÅRLIGT
18
nye din ... ud af trusser glæde Få størreKøb ekstra
B KØ TE R E EN LL EM ER NG E NC RR
5
A
1 change PR. SEASON
- gi’ din barm den opmærksomhed, den fortjener! Mærk efter inden du vælger! Step 2.
Step 1.
Bæltet - Step 1. Om bh’en er en favorit, kan du ikke bare se - det kan du mærke. Bh’en skal sidde fast omkring kroppen i en vandret linje. Ellers kanstroppen trække i skulderen og give dig spændinger eller hovedpine.
Skålen - Step 2. Tjek, at skålen er stor nok, så den ligger glat over barmen uden buler.
Signing, poster & pos-material overview Our signing, poster & point-of-sale (pos-) material overview shows an A-store floorplan (store seen from above). The walls are laid flat down to give a feeling of the store as a whole and with the different furniture modules.
Hægten - Step 4.
Step 4.
Husk endelig, at din nye bh skal passe i den yderste hægte. Så kan du stramme lidt til,
Bøjlen - Step 3.
140,-
Bøjlen skal have den rigtige
når materialet giver sig i brug.
bredde, så den ligger ind til
1 stk. 60,-
kroppen bagved brystet. Således undgår du, at bøjlen generer brystet.
WALL POSTERS Brand Identity
entrance
1 change PR. SEASON 2x POSTERS (in fittingroom)
Udvalgte
TRUSSER
3 for
140,1 stk. 60,-
- st
re e 1 change PR. SEASON “outdoor” SIGN Generic Poster (Seamless, BriefConcept)
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
ge in Ch ima an ge
places (Cha n
OVERVIEW
D
Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.
FLOOR STAND POSTERS General Offer (ex. 3for2)
e BRAN
KØB 3 DELE BETAL FOR 2
ti varia ons try
- co FLOOR STAND un POSTERS 1 change Special CamPR. SEASON paign offer
th to
WALL/ IMAGE POSTERS Brand Identity
1 change PR. SEASON
PÅ ALLE VARER
- fit a) are ti n ge 1 change PR. SEASON
g
FLOOR STAND POSTERS Brand guidance
ea ar
gn! tsi
1 change PR. SEASON
aWALL
signing, poster & pos-material
Step 3.
Gælder ikke særlige kampagnetilbud eller ved køb af gavekort.
3 for
3
CHANGES to follow:
nye BH af din de ud rre glæ tra tru sser... Få stø Køb eks
2
VM GUIDELINES 2015
44
Our yearly overall VM guideline is divided into two main seasons Spring/ Summer (SS) and Autumn/ Winter (AW) and in terms of our visual communication it means that there are different changes pr. season: 2 instore changes • counter general offer (generic) 1 instore change • wall brand guidance • floorstand brand guidance • floorstand general offer/ special campaign offer (generic) • fittingroom signs (2.pr/room) (generic) • outdoor/ indoor general offer (generic) - changes pr. season and includes different poster size versions
OUR CHANGE SIGNING
Example overview... REUSE
45
signing, poster & pos-material
INSTORE GENERIC POSTERS 350x1110
700x1800
1200x1800
350x1110
700x1800
1200x1800
PÅ ALLE VARER
KØB 3 DELE BETAL FOR 2 Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.
600X220 MM
600X220 MM
1
FLOORSTAND - 3 for 2 350X1100 MM
350X1100 MM
600X220 MM
700X1800 MM
700X1800 MM
1200X1800 MM
1200X1800 MM
600X220 MM
2 INSTORE WALL
3
FLOORSTAND - brand
Seasonal Campaign
REUSE
Wa l l p o s t e r Image of: Change Hope Placement: Wall
Wa l l p o s t e r Image of: Change logo Placement: Wall
Wa l l p o s t e r Image of: Change Hattie Placement: Wall
Wa l l p o s t e r Image of: BS Placement: Wall
wa l l p o s t e r Image of: BS logo Placement: Wall
Wa l l p o s t e r Image of: Hannah Placement: Wall
Wa l l p o s t e r Image of: Charade logo Placement: Wall
650x320 650x500 900x320 900x500
650x320 650x500
650x320 650x500 900x320 900x500
650x320 650x500 900x320 900x500
650x320 900x320 650x500 900x500
650x320 650x500 900x320
650x320 650x500 900x320 900x500
900x320 900x500
CHANGE 4
Signing, poster & pos-material overview Our signing, poster & point-ofsale (pos-) material overview shows the different instore elements for a:
THE INTIMATE
WALL POSTER
RE-USE ELEMENTS OURCorporateBASIC VISUALMERCHANDISING GUIDE book
900x500
CHARADE
To see the CHANGE Lingerie seasonal VM guidelines...
click on the botton
OUR CHANGE SIGNING
Example overview...
signing, poster & pos-material
PRIMARY WINDOW POSTERS XXL XL
1
SECONDARY WINDOW POSTERS M
L
700X2200 MM
200X2200 MM
200X2200 MM
200X2200 MM
S
700X2200 MM
XS
700X2200 MM
XXL XL
700X2200 MM
700X2200 MM
2
POSTERS FOR PRIMARY WINDOW
PRIMARY & SECONDARY WINDOW PRIMARY XL
PRIMARY & SECONDARY WINDOW PRICESIGN + INSTORE SIGNS
S
M
L
200X2200 MM
700X2200 MM
XS
700X2200 MM
200X2200 MM
700X2200 MM
Seasonal Campaign
POSTERS FOR SECONDARY WINDOW
OUTDOOR A-FRAME & INSTORE A-WALL
Signing, poster & pos-material overview Our signing, poster & point-ofsale (pos-) material overview shows the different instore elements for a:
INSTORE POSTER
TERMS & CONDITIONSIGN L
M
S
XS
GÆlder alle varer
GÆlder alle varer Tilbuddet forudsætter medlemskab af ClubCHANGE.
Du betaler kun for de 2 dyreste dele. Kan ikke
kombi-
Tilbuddet forudsætter medlemskab af ClubCHANGE. Du betaler kun for de 2 dyreste dele. Kan ikke kombineres med andre rabatter.
600X220 MM
700X1000
FOIL 600X600 MM
FOIL 400X400 MM
CARDB 600X600 MM
CARDB 400X400 MM
900x500/
650x500/
900x320/
650x320/
1
FLOORSTAND - 3 for 2
INSTORE FRONT TABLE & DISPLAY TABLE
SECONDARY
FOIL 600X600 MM
FOIL 400X400 MM
CARDB 600X600 MM
CARDB 400X400 MM
380X380 MM
PRICESIGN
1
46
WINDOW FOIL - 3 for 2 splash & board
2
A3 SIGN A4 SIGN
A3 SIGN
A4 SIGN
PRICESIGN, TERMS & CONDITIONS & A3 SIGN FOR PRIMARY WINDOW
900x500/ 650x500/
3
900x320/
650x320/
A- FRAME & A-WALL POSTER
ELEMENTS OURCorporateBASIC VISUALMERCHANDISING GUIDE book
1240X610 MM
4
FRONT TABLE & DISPLAY TABLE
To see the CHANGE Lingerie seasonal VM guidelines...
click on the botton
OUR CHANGE SIGNING
Example window xxl-xs size overview...
47
signing, poster & pos-material
Window size overview Our windows are divided into different sizes and range from xxl to xs. The signing, poster & point-of-sale (pos-) material is made to fit the different: Seasonal Campaign windows
To see the CHANGE Lingerie seasonal VM guidelines...
click on the botton
WINDOW SIZES OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE SIGNING
Example window xxl-xs size overview...
48
signing, poster & pos-material
Window size overview Our windows are divided into different sizes and range from xxl to xs. The signing, poster & point-of-sale (pos-) material is made to fit the different: Seasonal Campaign windows
To see the CHANGE Lingerie seasonal VM guidelines...
click on the botton
WINDOW SIZES OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE VISUAL MERCHANDISING
49
OUR CHANGE VISUAL MERCHANDISING
Mannequins
2. VISUAL MERCHANDISING 2.0 Visual Merchandising 2.1 2.2 2.3 2.4 2.5
Visual Merhandising - Our Corporate Basic Visual Merchandising Guide Book Seasonal Campaign Guidelines Seasonal Campaign Package Academy Visual Merchandising training Seasonal Visual Merchandising video drops - how to... (selection video drops)
our change
VISUAL MERCHANDISING
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE VISUAL MERCHANDISING
50
OUR CHANGE VISUAL MERCHANDISING
2.0 Introduction - Visual Merhandising CHANGE Lingerie provide all the materials needed for you to always keep your store up-to-date CHANGE Lingerie’s Visual Merchandising Concept offers the elements described in the following pages, and all materials are marked with the Visual Merchandising symbol
Our Corporate basic Visual Merchandising Guide Book
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE VISUAL MERCHANDISING
51
OUR CHANGE VISUAL MERCHANDISING
2.2 Visual Merhandising Basic Guide Book The Visual Merchandising basic Guide Book is part of the “overall Partner toolbox - Concept Book” It covers all aspects of Visual Merchandising in your CHANGE Lingerie store.
ide
c asi
b
VM
gu
our visual merchandising
TOOL BOOKS
Our Corporate basic Visual Merchandising Guide Book & Our Seasonal Campaign Visual Merchandising Guidelines in Partner toolbox
a
on eas
ide
u lg
S
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
THE TEAM
responsiblity - the team
3. Responsibility - The Team 3.0 Introduction 3.1 Responsibility 3.2 Visual Merchandising Responsible
THE respon sible TEAM
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
52
THE TEAM
responsiblity - the team
3.1 Introduction Our Visual Merchandising - standards are implemented at all levels of our Retail organisation.
A clean responsibilities helps all to concentrate on the tasks
Using good results we will be the leading team in Retail
CHANGE Lingerie Visual Merchandising -standards implemented at all levels of our Retail organisation
Clear responsibilites helps all to concentrate on their tasks
Using good results we will be the leading team in Retail
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
53
THE TEAM
54
responsiblity - store manager
3.2 Responsibility - The Store Manager The store manager is the overall responsible for all Visual Merchandising in the store.The described principles and rules of Our Corporate basic VM Guide Book and Seasonal VM guidelines must be followed and respected The Visual Merchandising must be evaluated every day and may be necessary to evaluate and organize to local conditions. Please contact VM manager at vm@change.com before changes are made or questions in relation to the VM For further information see Our Internatonal Retail Manual.
“the store manager is always OVERALL responsible ” “ALSO sending in photo reports - every monday”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
THE TEAM
55
responsiblity - vm responsible
Specific responsibilities
3.3 Responsibility - VM Responsible
Responsibilities and key tasks:
All stores must have someone who is responsible for the visual Merchandising.
Managing VM
Daily present
Fill out and update the store’s checklist
Disseminates information from VMs to Store Manager
Implement any changes to the visual set-up’s according to Seasonal Campaign guidelines and information from VMs
Updates new employees with standards and guidelines for CHANGE Lingerie’s Visual Merchandising
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
The store merchandiser is the direct link between the store manager and HQ. If at all possible the Store Visual Merchandiser must be a person who has flair and interest in visual merchandising, because the person will be responsible for maintaining and renewing the store Visual Merchandising. Information about the VM must be communicated to all employees to ensure that the store does not “fall apart” regarding the VM if the Store Visual Merchandiser is on vacation or for any other reason is absent
OUR CHANGE HOUSE & ATMOSPHERE
our change
56
OUR CHANGE HOUSE & ATMOSPHERE
HOUSE &
ATMOS-
PHERE
atmosphere
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE HOUSE & ATMOSPHERE
57
OUR CHANGE HOUSE & 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.
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
“lead the consumer into the store”
OUR CHANGE HOUSE & ATMOSPHERE
58
OUR CHANGE HOUSE & ATMOSPHERE
At the moment our CHANGE Lingerie music is under development and we kindly recommend that you play soft gently music reflecting our atmosphere and the products we sell. Make sure never to play music too loud.
our change use of
music
“pleasing sound of atmosphere” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE HOUSE & ATMOSPHERE
59
OUR CHANGE HOUSE & ATMOSPHERE
At the moment our CHANGE Lingerie fragrance is in the pipeline and we kindly ask for your patience until it is developed for proper use in-store as an important part of our sensual “total experience” store universe.
our change use of
fragrance
“pleasing smell of fragrance” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE HOUSE & ATMOSPHERE
60
OUR CHANGE HOUSE & ATMOSPHERE
At the moment our CHANGE Lingerie dresscode is considered and we already succesfully have made different initiatives for specific Seasonal Campaigns - example; Our 200 Stores Celebration. we will currently inform you on new initiatives regarding our CHANGE Lingerie code of dressing.
our change
dress
code
“code of dressing” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
OUR CHANGE INTERIOR & PRINCIPLES
61
interior & principleS guidelines
4.0 Interior principle guidelines
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
4.0 4.1 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.2 4.2.1 4.2.2. 4.2.3
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
4.3 4.3.1 4.3.2 4.3.3 4.4 4.4.1 4.4.2 4.4.3 4.5
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 Summary
OUR CHANGE INTERIOR & PRINCIPLES
62
interior & principleS guidelines
4.0 Introduction - Interior & principles guidelines The consumer takes decisions in accordance with product zones: 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 CHANGE Lingeries product groups. The zone division is a very important part of the way we merchandise the CHANGE Lingerie store.
our change INTERIOR & PRINCIPLES
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
our change
AREA VALUE
AREA
VALUE AREA VALUE
4.1. Area value Change Lingerie’ product zones are placed in the order that we believe gives most meaning for the customer and gives the store a logical structure. 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.
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
63
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
Primary Space
Seasonal Concepts Young Concepts Promotion Concepts
Secondary Space Basic Concepts Volume Concepts
Discovery Space
Concepts, which have been in the collection long Accessories Fragmented Concepts
Service Space
Lingerie related accessories
Primary Space
Seasonal Concepts Young Concepts Promotion Concepts
Secondary Space Basic Concepts Volume Concepts
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Discovery Space
Concepts, which have been in the collection long Accessories Fragmented Concepts
Service Space
Lingerie related accessories
64
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
4.1.2
Area value - Primary Space
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. These areas have a general high commercial value. A typical area have: Primary Space
Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts
- high commercial value...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
High consumer flow Greatest visibility
In this area it is best to use:
Seasonal Concepts Young Concepts Promotional Concepts Innovative Concepts
65
AREA VALUE
a
WALL Primary Space
Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts
- high commercial value...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
AREA VALUE
66
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
4.1.3
Area value - Secondary Space
These areas have generally a middle-high commercial value. A typical area: Is located in the mid-sales area In this area it is best to use:
Secondary Space Basic Concepts Volume Concepts New Arrivals
- middel-high commercial value...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Basic Concepts Volume Concepts New Arrivals
67
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
4.1.4
Area value - Discovery space
These areas have generally a low commercial value. A typical area:
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
- low commercial value...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Concepts, which have been in the collection
68
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
4.1.5
Area value - Service Space
These areas have generally no commercial value However they are well used as service areas and sales areas for accessories or care products. 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. A typical area: Service Space
Lingerie related accessories
In this area it is best to use:
- no commercial value...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Counter area or other outer rooms
Product related accessories
69
AREA VALUE
Example overview...
AREA VALUE
AREA VALUE
4.1.6
Area value - Different layouts
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.
Example : large layout
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
70
PLANNING OF PRODUCT ZONES
71
PLANNING OF PRODUCT ZONES
4.2 Planning of product zones
Charade
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
Change
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
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
72
PLANNING OF PRODUCT ZONES
4.2 Planning of product zones 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).
Example overview... The Intimate
Change
Charade
Entrance Seasonal Campaign a-wall
Charade
Change
This is an example picture...
Place the newest, most innovative or Campaign supporting products in the primary space/ front of store.
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
73
PLANNING OF PRODUCT ZONES
4.2.1 Planning of product zones - Concept guidelines 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. The Seasonal concepts can be described as follows: AUTUMN / WINTER (AW) Placement: In the highseason place in Primary Space Between season in Discovery Space SPRING / SUMMER (SS) Placement: In the highseason place in Primary Space Between season in Discovery Space
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
74
PLANNING OF PRODUCT ZONES
4.2.2
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...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
75
PLANNING OF PRODUCT ZONES
4.2.3 Planning of product zones - New Arrivals CHANGE Lingerie 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. 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 lingerie, they buy a special set of lingerie, available only for a limited, exclusive period. We also operate fixed-to-market deliveries. The lingerie from the current collection in updated colors or materials. New arrivals must be placed in Secondary Space... Volume Concepts
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
New Arrivals must always be placed in Secondary Space
PLANNING OF PRODUCT ZONES
PLANNING
OF
PLANNING OF the ZONE
the zone
4.3 Planning of the zone A product line is divided in: Primary Secondary Discovery 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:
Product zone for Charade - Primary Space
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Profile Products Core Products Basis Products
76
PLANNING OF PRODUCT ZONES
PLANNING OF the ZONE
4.3 Planning of the zone Examples of how a product is divided in:
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 - volumen concepts - lingerie relaterede accessories
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
77
PLANNING OF PRODUCT ZONES
PLANNING OF the ZONE
1. 2. 3. 4. 5.
Vertically - USE ALWAYS 3 hooks with bras and 1 hook with panties (A). Do not hang items down to the floor Merchandise always the upper parts at the top and lower parts at the bottom It is possible to merchandise 2 basques vertical - above the other 4 hooks located one below the other, is to be mer chandised as follows:
Hook no. 1 should be in position no. 1 top Hook no. 2 must be in position no. 5 Hook no. 3 must be in position no. 9 Hook no. 4 must be in position no. 14
This means that there are three “positions” in between 1-2 and 2-3, but there are four “positions” between 3-4, this because we have the largest sizes hanging on hooks no. 4 .
744+1116 CPN:CHA-FT71 OURCorporateBASIC VISUALMERCHANDISING GUIDE book
6.
Always use zig-zag hooks for bras and panties. When we use zig-zag hooks so we ensure that our products do not fall off the hooks as easy.
7.
If there is room to hang more than one hanger “pr. hole”, then always start from the rear having two in each “hole”.
744+1116+744
CPN:CHA-FT717
78
PLANNING OF PRODUCT ZONES
PLANNING OF the ZONE
focal point
COMMERCIAL SALES AREA
High Sight line is purchase line...
Middle
Low
“focal point = what you see first” OURCorporateBASIC VISUALMERCHANDISING GUIDE book
79
PLANNING OF PRODUCT ZONES
COMMERCIAL SALES AREA
High
80
PLANNING OF the ZONE
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
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
PLANNING
OF the zone
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF the ZONE
4.3.1 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, furniture modules and graphics
In this area you should offer:
Product heroes Clear and strong colors Sight line is purchase line...
81
PLANNING OF PRODUCT ZONES
PLANNING OF the ZONE
4.3.2 Planning of the zone - Secondary 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. 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:
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Slow-selling products Color Themes
82
PLANNING OF PRODUCT ZONES
PLANNING OF the ZONE
4.3.3 Planning of the zone - Discovery Space In the Discovery Space you usually place visually “heavy” products. 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:
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
The Top Products Volume products
83
PLANNING OF PRODUCT ZONES
Example overview... A strong visual experience function like a stop-effekt and catch the attention of the Consumer...
PLANNING OF the ZONE - 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 in-store 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 ...
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
When the floor furniture is positioned correctly, the walk-routes makes easy access to all parts of the store ...
84
PLANNING OF PRODUCT ZONES
CONSUMERFLOW
4.4 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.
CONSUMER
FLOW
“traffic pattern = flow of customers through the store”
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
85
PLANNING OF PRODUCT ZONES
Example “customerflow through the store...
CONSUMERFLOW
A-wall
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Back wall
Front table
Primary window
Period no1.
Counter
86
PLANNING OF PRODUCT ZONES
Example “customerflow through the store...
CONSUMERFLOW
Period no2.
Counter
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Back wall
Front table
Secondary window
A-wall
87
PLANNING OF PRODUCT ZONES
88
CONSUMERFLOW
4.4.1 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.
Counter
Back wall
Front table
Secondary window
A-wall
Displays with Seasonal Campaign window related products catch consumers’ attention. Seasonal Campaign Sales Front tables as stopping power.
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
PLANNING OF PRODUCT ZONES
Strong focus points guides consumers through the store.
from window
CONSUMERFLOW
4.4.2 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 counter
to a-wall, etc...
Counter
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
89
PLANNING OF PRODUCT ZONES
CONSUMERFLOW
4.4.3 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.
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.
Counter
Back wall
Front table
Primary window
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
It is important to maximize the location of the floor module to control flow through the consumer area.
A-wall
Flormodules positioned to create “open� walk paths. - make sure floormodules are never positioned so they block consumer flow through the store
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
90
VISUAL MERCHANDISING STANDARDS
91
Visual merchandising STANDARDS
5. Visual Merchandising Standards 5.0 Introduction 5.1 Pre-retailstandards 5.2 General Visual Merchandising standards
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
92
Visual merchandising STANDARDS
5.0 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! Torso & Mannequin dressing importance 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
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
93
Visual merchandising STANDARDS
Brand division CHANGE Lingerie consists of Change, Charade and The Intimate. Categories under each brand: CHANGE Fashion Basic Loungewear Accessories Swimwear Shapewear
Charade Fashion The Intimate Fashion Loungewear Swimwear
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 hanging CHANGE by itself, Charade by itself and The Intimate by itself, with some small exceptions. See the following pages, how to mix the different product groupings under each brand.
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
94
Visual merchandising STANDARDS
CHANGE CHANGE is produced in Fashion, Basic, Loungewear, Accessories and Shapewear, we merchandise all on the walls along with CHANGE. Swimwear always hang by itself, that is, if it is not mixed together with lingerie. Basic rules: Everything must be merchandised by color and al ways in color blocks A program with two bra styles use 8 hooks A program with three bra styles use 12 hooks Never share a program of the same color from each other Use a T-hook, as the last hook on a program. To make it visible to customers, that there are several brief styles in a program Always start building the wall up from left to right Always start with the lightest color to the left and end with the darkest color to the right in the same story on the wall Using these basic rules when setting up your wall, you create a calm overview on the walls for the customers calm to the eye give the customers more profits to buy
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
95
Visual merchandising STANDARDS
CHARADE Charade is produced in fashion and therefore we merchandise it: Along with Shape Control, silk and wool and Accessories. Charade is our most exclusive brand, remember when you merchandise your walls. Charade has fine black hangers. Do not mix too many colors together on a wall, use more wall space for Charade, to create ease. If this is possible. Basic rules: We merchandise all in color and always in color blocks A program with two bra styles uses 8 hooks A program with three bra styles uses 12 hooks Never share a program of the same color Use a T-hook, as the last hook on a program. To make it visible to customers, that there are several brief styles in a program Always start building the wall up from left to right Always start with the lightest color to the left and end with the darkest color to the right in the same story on the wall Using these basic rules when setting up your wall, you create a calm overview on the walls for the cus- tomers calm to the eye give the customers more profits to buy
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
96
Visual merchandising STANDARDS
THE INTIMATE Britney Spears IS produced in Fashion, Loungewear, all this can be merchandised on the walls along with Britney Spears. Swimwear always hang by itself, that is, if it is not mixed together with lingerie. End up with the darkest color to the right of the wall and in the same story. When making the walls with the use of these basic rules, you create a calm overview on the walls. Calm to the eye give the customers more profits to buy Basic rules: We merchandise all in color and always in color blocks A program with two bra styles uses 8 hooks A program with three bra styles uses 12 hooks Never share a program of the same color from each other Use a T-hook, as the last hook on a program. To make it visible to customers, that there are several brief styles in a program Always start building the wall up from left to right Always start with the lightest color to the left and end with the darkest color to the right in the same story on the wall Using these basic rules when setting up your wall, you create a calm overview on the walls for the customers calm to the eye give the customers more profits to buy
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
97
Visual merchandising STANDARDS
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:
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Always keep a positive attitude Promote creativity and encourage the development of an individual style within CHANGE Lingerie guidelines Keep informed
VISUAL MERCHANDISING STANDARDS
98
Visual merchandising STANDARDS
Operational Skills How to do: Windows, front tables, a-walls, wall uprights, dis- plays, etc. according to VM standards and guide lines... Sign print Price changes Identify Store design modules and fittings Informational resource work - ex. Campaign Work sheet 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:
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
Design situations; wall uprights (Change, Charade & The Intimate) Basic Design theories Basic Fixture Configurations CHANGE Lingerie Vocabulary (see next page for details)
VISUAL MERCHANDISING STANDARDS
99
Visual merchandising STANDARDS
CHANGE Lingerie 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 hook or shelf to give the illusion of fullness Details; the particulars or finishing touches related 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
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
100
Visual merchandising STANDARDS
Attitude of use; show the merchandise as Customers would use it Details; the particulars or finishing touches related to the whole picture
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
VISUAL MERCHANDISING STANDARDS
101
instore 1. period... Visual merchandising STANDARDS
Change Lingerie
Attitude of use; show the merchandise as Customers would use it
Details; the particulars or finishing touches related to the whole picture
Story; thematic combination of merchandise
Movement; visual “flow” through a display and/ or area
Strength; visual impact of merchandise and/ or display
Full & lush; a feeling of abundance and depth
Byable; accessible to the customers
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
2. period...
VISUAL MERCHANDISING STANDARDS
102
Visual merchandising STANDARDS
Attitude of use; show the merchandise as Customers would use it False front; moving merchandise forward on a hook or shelf to give the illusion of fullness Details; the particulars or finishing touches related to the whole picture Continuity; uninterrupted flow of related items and/ or areas Focal point; what you see first Story; thematic combination of merchandise
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
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
VISUAL MERCHANDISING STANDARDS
103
Visual merchandising STANDARDS
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 CHANGE Lingerie golden rules guidebook ... click on the
botton
OURCorporateBASIC VISUALMERCHANDISING GUIDE book
GENERAL -vm guide example...
VISUAL MERCHANDISING STANDARDS
104
our general vm guideline
To see the Change Lingerie general vm guide... click on the
NEW
link or New botton:
http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/General%20VM%20Guide.pdf
+ How to mount window foil with soapy water... click on the
link or New botton:
NEW
http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/How%20to%20mount%20 window%20foil%20with%20soapy%20water. pdf
OURCorporateBASIC VISUALMERCHANDISING GUIDE book