OUR VISUAL
MERCHANDISING GOLDEN RULES
BOOK
2
WELCOME TO
OUR VISUAL MERCHANDISING GOLDEN RULES book
3
- visual merchandising golden rules!
OUR VISUAL MERCHANDISING GOLDEN RULES book
OUR CHANGE VM TOOLS
OUR VISUAL MERCHANDISING
TOOL BOOKS
OUR CHANGE VM TOOL BOOKS
1.0 VISUAL MERCHANDISING TOOL BOOKS Our Corporate Basic Visual Merchandising Guide Book A guide book describing Change lingerie and our VM concept and values. A tool that can optimize the visual expression in your store, and ensure the best possible optimization of sales in your store. Our Visual Merchandising Golden Rules Book Principles which ensure that you have an updated store in relation to the visual guidelines and procedures. It describes VM in relation to the different brands in a Change Lingeries store.
Visual Merchandising (VM) tools consist of: Our Corporate Basic VM guidebook Our Golden Rules VM guidebook Our Seasonal Campaign VM guidelines
OUR VISUAL MERCHANDISING GOLDEN RULES book
Our Visual Merchandising Seasonal Campaign Guidelines The purpose of the VM Seasonal Guidelines is to describe and visualize how the windows and the focus areas should look, focus areas such as A-wall and front table. There may be guidelines in these guidelines that stand out from the general VM priciples that we work with.
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RESPONSIBLE
THE VM RESPONSIBLE
1.1 The store manager has the overall responsibility for all Visual Merchandising in the store
1.2 Space Management is a sales exposure system for the products in the store.
The described principles and rules must be observed and evaluated on a daily basis It may be necessary to evaluate and organize the VM to local conditions Please contact VM manager at vm@change.com before changes are made or questions in relation to VM
OUR VISUAL MERCHANDISING
TOOL BOOKS
OUR VISUAL MERCHANDISING GOLDEN RULES book
Some areas of the business is more commercial (saleable) than others Based on sales figures and walkways, it is possible to divide the store into sales areas, called A, B or C, where A is the best sales area Effective store operation is based on the control of reve nue and earnings compared to the use of area for the individual products It is important to constantly evaluate each product, VM and selection of the areas in the shop
SPACE
MANAGE
MENT
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PRODUCT FLOW
PRODUCT FLOW
1.3 It is important to create new experiences for our customers, who often passes by or visits
By changing window and in-store presentations regularly, the customers get a good and exciting visual impression of your store It is important to always follow the “Golden Rules� and to keep updated via our Newsletter
Evaluation: Always focus on items that do not sell. Stay informed through your Area Manager if products are to be moved to another store, or there will be price adjustments or products are completely taken away. It is important to evaluate the products regularly.
OUR VISUAL MERCHANDISING GOLDEN RULES book
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GOLDEN Rules The INDEX page give an overview of the content and elements of use in Our Visual Merchandising Golden Rule (Principle) Book.
Enjoy and please pass this book to all relevant new colleagues.
2.0
PRODUCTS
5.0 SET-UP 3.3 FLOOR Visual Merchandiser............................................
52 How to use shelves on floor modules................ 54 How to use shelves for hoisery........................... 55 How to use bust and hipster on floor modules. 56
2.3 How to place hangtags .........................................
9 10 11 19
2.4 How and which products to fold........................
22
5.5 How to merchandise floor modules:
3.1 How to arrange bra styles on hook....................
26
5.6 - w. lingerie and night/ loungewear..................
3.2 Standard vertical placement of hooks on wall.
31
3.3 How to arrange brief styles on hook..................
32 33 34
2.0 How to unpack products...................................... 2.1 How to insert alarms in our products................ 2.2 How to hang up our products.............................
3.0
GENERIC SET-UP
3.4 How to use zig/zag hooks and T-hooks............ 3.5 Where to place signs instore............................... 4.0 SET-UP 3.3 WALL Visual Merchandiser............................................ 4.1 How to merchandise all brand walls.................
37
4.2 How to use torso’s................................................
41
4.3 How to use shelves and where...........................
44 45 47 48 49 59
4.4 How to merchandise walls.................................. XL-wall.................................................................... L-wall ...................................................................... M-wall ..................................................................... S-wall.......................................................................
OUR VISUAL MERCHANDISING GOLDEN RULES book
5.1 How to merchandise all floor modules............. 5.2 5.3 5.4
- with lingerie....................................................... 5.7 - only w. seamless or brief concept..................... 5.8. How to use brief racks......................................... 5.9 How to use E- & T-racks...................................... - F-racks ................................................................. - Small T-racks.......................................................
8.2 Which racks to place outdoor..............................
9.1 Cleaning.................................................................
61 62 63
10.2 Specification ot the lamps
65
6.2 Instore table ..........................................................
66
7.0 COUNTER SET-UP
? 68 69
71 72
9.0 BEHIND THE SCENE
9.2 Maintaining of stock area (drawers, in-store
6.1 Front table..............................................................
7.2 Back of the counter area.......................................
8.1 Which racks to place outdoor..............................
57 58 59 60
6.0 TABLE SET-UP
7.1 Front of the counter area.......................................
8.0 OUTDOOR STREET
stock and external stock).....................................
75 77
10.0 LIGHTING 10.1 How to use the lamps.........................................
80 81
11.0 TOOLBOX 11.1 Toolbox content...................................................
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PRODUCTS
2.0 PRODUCTS
2.0 Products 2.1 How to unpack the products 2.2 How to place alarms 2.3 How to hang on hangers 2.4 How to place the hangtags on the products 2.5 How and which products to fold
OUR VISUAL MERCHANDISING GOLDEN RULES book
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PRODUCT UNPACKING
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2.1 HOW TO UNPACK THE PRODUCTS
2.1 How to unpack the products
Bras: Remove all plastic and paper whan you receive the bras. Place them in size order to make it easy for you to insert the alarms. Always start with the smallest belt size and cup size. Brief: Before you start unpacking the briefs, choose the size that you need to present on hooks in the store and remove all plastic and paper. Place them in size order to make it easy for you to insert the alarms. Remember leaving the remaining sizes unpacked for storage. See how in the chapter: 9. Behind the scene - page 75. Night and Lounge wear: Remove all plastic and paper when you receive the products. Place them in size order to make it easy for you to insert the alarms.
OUR VISUAL MERCHANDISING GOLDEN RULES book
Bra: insert the alarm on the left side of the bra belt, seen from behind about 3 cm from the strap and at the top of the belt Brief: insert the alarm in Important: always make sure the middel and slightly to lift the size label so it is not hidden under the alarm to the left side of the brief, ay s p w l l a A c e the seen from behind, however ule: r a l n a rm never on the size label de l o in G t
HOW TO INSERT ALARMS
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2.2 HOW TO INSERT ALARMS
he
ing sew of the part
product so th a t t he p ro
T-shirts/ tops: insert the alarm on the back of the t-shirt/ tops middle, slightly to the right side of the t-shirt/ tops, however never on the size label
n is ct du
ot d
ed amag
!
Pants / shorts: insert the alarm on the back of pants / shorts middle, slightly to the right side of the pants/ shorts, however never on the size label Night wear: insert the alarm in the neck close to the label if no label, so in the middle, never in the size label
OUR VISUAL MERCHANDISING GOLDEN RULES book
2.2 How to insert alarms When you insert alarms, make sure always to pull the needle through a seam so the fabric will not be damaged. Bra: Insert the alarm on the left side of the bra belt, seen from behind about 3 cm from the strap and at the top of the belt Important: always make sure to lift the size label so it is not hidden
under the alarm
Sports Bra: The alarm should not be inserted in the mesh Brief: Insert the alarm in the middel and slightly to the left side of the brief, seen from behind, however never on the size label Sports briefs: The alarm should not be inserted in the mesh Pants / shorts: Insert the alarm on the back of the pants / shorts middle, slightly to the right side of the pants/ shorts, however never on the size label T-shirts/ tops: Insert the alarm on the back of the t-shirt/ tops middle, slightly to the right side of the t-shirt/ tops, however never on the size label Silk and silk knitwear: The alarm is installed in the washing instruc- tions
HOW TO HANG UP OUR PRODUCTS
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2.3 HOW TO HANG BRA’S ON HANGERS
2.3 How to hang bra’s on hangers Our way of hanging bras on it’s brand hangers (applies to all brands) Bra’s are always to be hung on the right brand bra hangers Triangle bra’s / bikinis are always to be hung at the top of the triangle Swim padded are always to be hung in straps Adjust bra straps, but only if necessary. If adjustable straps, make sure always to secure an even belt line For further info about how many hangers you can place on each hook. See chapter: 3. Generic set-up - page 30. Use equal sizes to fill the hook up, if not all sizes are in stock The max. bra length varies from 25 -27 cm
Well done! OUR VISUAL MERCHANDISING GOLDEN RULES book
Always secure an even belt line!
? Hang How to hang on hangers
HOW TO HANG UP OUR PRODUCTS
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2.3 HOW TO HANG BRA’S ON HANGERS
All brands; Swim padded are always to be hung in straps
Well done!
Swim padded
OUR VISUAL MERCHANDISING GOLDEN RULES book
Swim padded
? n Ha g How to hang on hangers
HOW TO HANG UP OUR PRODUCTS
2.3 HOW TO HANG BRA’S ON HANGERS
Follow step by step how to hang Change bra’s on the hanges.
1.
2.
3.
4.
5.
Well done! Bra strap goes behind hanger flip!
OUR VISUAL MERCHANDISING GOLDEN RULES book
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Always secure an even belt line!
? n Ha g How to hang on hangers
HOW TO HANG UP OUR PRODUCTS
2.3 HOW TO HANG BRA’S ON HANGERS
How to hang on hangers How to hang bra on Charade hanger. The straps of the bra goes in front of hanger flip - see picture. All belts must be closed in the outer hook, it may be necessary to open the belt in the sizes where it’s a large cup and a small belt size.
Well done! Bra strap goes in front of hanger flip! OUR VISUAL MERCHANDISING GOLDEN RULES book
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? n Ha g How to hang on hangers
Follow step by step how to hang The Intimate bra’s on the hanges.
1.
2.
3.
HOW TO HANG UP OUR PRODUCTS
2.3 HOW TO HANG BRA’S ON HANGERS
How to hang on hangers How to hang bra on The Intimate hanger The hanging of bra on The Intimate hanger is the same way as Charade. The straps on the bra must be as shown in the picture on the left page. All belts must be enclosed in the outer hook, it can be necessary to open the belt in the sizes where it’s a large cup and a small belt size.
4.
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HOW TO HANG UP OUR PRODUCTS
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2.3 HOW TO HANG BRIEF’S ON HANGERS
How to hang on hangers How to hang brief, pants and shorts on hangers 1. 2. 3. 4. 5.
Always hang briefs on the right hangers The hanging method is the same on all three brands Make sure that the briefs are hanging centered on the hanger and that it does not fold in front Minimum size must always be fronted first Fill up with more of the same size, if not all sizes are in stock and / or if room allows fill up more in store
Make sure not to hang brief too tight otherwise it will fold in front!
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO HANG UP OUR PRODUCTS
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2.3 HOW TO HANG ON HANGERS
Use of strings!
How to hang on hangers How to hang Night and Lounge wear on hangers
Always tie a nice bow!
• Kimonos and shirts should be hung on night wear hangers • If there are strings for fastening on the hanger, use them, and use them all • Night Wear pants and shorts must be hung like you hang brief on hanger, see more information about this under “how to hang briefs on hangers” • Always tie a bow on all belts - just tie the belt with a loose natural bow!
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO HANG UP OUR PRODUCTS
2.3 HOW TO HANG HANGERS
How to hang on hangers How to hang Night and Loungewear on hangers Camisole tops should generally be hung on a night wear hanger. If you choose to hang it on a bra hanger then you need to hang it the way we hang bras - you can find additional information about “How to hang bra’s on hangers”- See chapter: 2. Products - page 7. You can hang camisole and bra tops on hangers if you have many different styles on the same hook. Also you can make it more obvious to the customer that there are different camisole styles on the same hook by using bra hangers. Use bra hangers when you merchandise on a T-hook, because it leaves room for night wear hangers.
OUR VISUAL MERCHANDISING GOLDEN RULES book
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HOW TO PLACE HANGTAGS
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2.4 HOW TO PLACE THE HANGTAGS
2.4 How to place the hangtags on the products Bra
Ensure that all hang tags / price tags are placed correctly on all bras. Look at the pictures of each brand for the correct way. Also, the small size of the label, must always be in front of the left strap. This applies to all brands. On all CHANGE products the hagtags are attached and non movable, however make sure the black side of the CHANGE hangtag is facing the front, see picture. All hangtags must be in front of the bra, so it’s easy to see price and size for the customers. Also for you, because it is one of your working tools.
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO PLACE HANGTAGS
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2.4 HOW TO PLACE THE HANGTAGS
How to place the hangtags on the products Too long hangtag string line
On Charade and The Intimate products where the hangtag string line is too long you have to attach the hangtag string line on the hanger flip top - so the hangtag does not fall down and wringle the style The challenge will often occur on; - Triangle bra - Chemise - Camisole - etc.
Products displayed on mannequins in windows or elsewhere. Hide hangtag always! Only remove if totally necessary. Do never throw the hangtags out. Please re-attach or the products become unsellable.
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO PLACE HANGTAGS
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2.4 HOW TO PLACE THE HANGTAGS
How to place the hangtags on the products Brief: Ensure that hang tags / price tags are sitting correctly on all briefs. Look at the pictures to the left on how it is done correctly. On Charade and BS brief hang tags must be attached in the middle and at the top of the briefs, as shown in the pictures. On CHANGE briefs hangtags always are stuck in the right side of the style.
Products displayed on mannequins in windows or elsewhere. Hide hangtag always! Only remove if totally necessary. Do never throw the hangtags out. Please re-attach or the products become unsellable.
OUR VISUAL MERCHANDISING GOLDEN RULES book
fold How to fold products
Follow step by step how to hang fold products
PRODUCT FOLDING
2.5 HOW TO FOLD PRODUCTS
2.5 How and which products to fold Camisole / tank tops / t-shirts It is important that all folded products, are folded in the the way and facing the same direction throughout the store. Camisole / tank tops / T-Shirts: 1. Fold the tops in the same depth as the shelves 2. Place the hangtags in the neck opening 3. 8 pcs. Pr. stack: 1XS, 1S, 2M, 2L, 1XL, 1XXL. If all sizes are available Pants 1. 2. 3. 4.
OUR VISUAL MERCHANDISING GOLDEN RULES book
Long pants: Fold pants over the middle - Fold back over the middle Short pants: Fold pants 1/3 - 1/3 Fold pants back up Place the pants with the front right -6 per stack, one in each size Flannel pajamas: 5 per stack, one in each size.
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How to fold top
Fold sides
PRODUCT FOLDING
Bend bottom
2.5 HOW TO FOLD PRODUCTS
2.5 How and which products to fold How to fold t-shirt (folded once)
Fold sides
How to fold: Fold the items with the same width. Place the price tag inside the neck opening / waistband. The following products can be folded: Camisole / tank tops, T-shirts, Pants, Flannel Nightwear Stack = min. 3 pieces (max. 6 pieces) - always smallest size starting from the top of stack
How to fold t-shirt (folded twice)
Fold sides
Fold sides
OUR VISUAL MERCHANDISING GOLDEN RULES book
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PRODUCT FOLDING
How to fold shirt (folded once) 2.5 HOW TO FOLD PRODUCTS
Fold sides
How to fold shirt (folded twice)
How to fold shorts How to fold pants (folded twice)
OUR VISUAL MERCHANDISING GOLDEN RULES book
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flow
work
Follow step by step how to arrange all brands
GENERIC SET-UP
3.0 GENERIC SET-UP
3.0 Generic set-up (all brands) 3.1 How to arrange bra styles on hook 3.2 Standard vertical placement of hooks on wall 3.3 How to arrange brief styles on hook 3.4 How to use zig/zag hooks and T-hooks 3.5 Where to place signs instore
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flow
work
Follow step by step how to arrange styles...
Padded style
.
cs 10 p
max
pr.
k hoo
HOW TO ARRANGE BRA STYLES
3.1 HOW TO ARRANGE BRA STYLES
3.1 How to arrange bra styles on hook
Before starting to merchandise the wall, it is important that you know which colors, programs and styles of bras you will place on the wall. Always follow the rules - light to dark - left to right. Choose the smallest looking style of bra - see examples below. Examples:
. etc..
70A 65A
1. bra: ½ Padded 1. bra: Balconette 1. bra: ž Padded 1. bra: Padded
2. bra: Seamless push up 2. bra: Plunge 2. bra: Seamless push up 2. bra: Seamless push up
3. bra: Full shaper 3. bra: Full cup
The program you work with determines which style you start with, because the programs vary in number of bra styles. You can have programs of up to 1, 2, 3 or 4. bra styles.
Smallest belt and cup size vary; - from program to program - from store to store...
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flow
work
HOW TO ARRANGE BRA STYLES
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3.1 HOW TO ARRANGE BRA STYLES
Follow step by step how to arrange styles...
Full shaper - Padded - Seamless push up
OUR VISUAL MERCHANDISING GOLDEN RULES book
Padded - Seamless Push up - Full shaper
HOW TO ARRANGE BRA STYLES
Hook 1
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Start with the smallest cup and the samllest belt size (60A-?) 3.1 HOW TO ARRANGE BRA STYLES
Hook 2
Start with max 75 in the belt size (65?-75?)
Hook 3
Start with max 75 in the belt size (65?-75?)
(65?-75?) = Smallest belt and cup size can vary from program to program, from store to store, so your starting size on hook no. 1-3 depends on the size range of your delivery
OUR VISUAL MERCHANDISING GOLDEN RULES book
If there is room for more than one hanger in each “zig zag ” then you always start placing two hangers from behind.
flow
work
HOW TO ARRANGE BRA STYLES
3.1 HOW TO ARRANGE BRA STYLES
Follow step by step how to arrange styles...
Triangle and Triangle wireless are perfect to use over kimonos, or under a shelf.
OUR VISUAL MERCHANDISING GOLDEN RULES book
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flow
work
Follow step by step how to arrange styles...
HOW TO ARRANGE BRA STYLES
3.1 HOW TO ARRANGE BRA STYLES
Number of hangers per style on each hook 1. Number of hangers on hooks in each bra style -see bra over view 2. It is important that you do not hang more on each hook than described 3.
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There must be a straight vertical line, when looking from the side of the wall -see photo
No. of hangers on hooks
BRA OVERVIEW
10
1/4 Padded
10
1/2 Padded
10
3/4 Padded
10
Padded
10
Balconette
7
Push-up
7 10
Seamless Push-up Plunge
12
Full Shaper
12
Full Cup
10
Triangle with wire
10
Triangle wireless
7
Bustiere Seamless Push-up
12
Sport
10
Amme BH
10
Seamless Padded
10
Seamless 1/2 Padded
10
Strapless
10
Seamless stay up
70
PLACEMENT OF HOOKS ON WALL
Standard vertical placement
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Hook 1
Place hook no.1 in the top line of the wall section 3.2 STANARD VERTICAL PLACEMENT
Hook 2
Place hook no 2. in the no. 5th. line (from the top down) of the wall section
3.2 Standard vertical placement of hooks on wall All walls can hold 4 hooks vertically and they must always be placed in these lines shown in illustration.
Hook 3
This means that there are 3 lines between 1-2 and 2-3, but there are 4 lines in between 3-4 to create extra space for the larger sizes.
Place hook no 3. in the no. 9th. line (from the top down) of the wall section
There are no exceptions to this rule!
Hook 4
Place hook no 4. in the 14th. line (from the top down) of the wall section
744+744
Shelf placement: Always place shelves on walls in the no. 8th. line
744+744+744
CPN:CHA-FT77 CPN:CHA-FT777 OUR VISUAL MERCHANDISING GOLDEN RULES book
744+1116 CPN:CHA-FT71
744+1116+7
CPN:CHA-FT717
HOW TO ARRANGE BRIEF STYLES
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3.3 HOW TO ARRANGE BRIEF STYLES
3.3 How to arrange brief styles on hook Always front the smallest style and size when you hang the briefs
- string, tai, hipster string and hipster - XS - S - M - L - XL - XXL - 34-36 - 38-40 - 42-44 - 46-48 - 50 - 52
If you have two hooks and 4 brief styles the best way to hang is:
- 1. hook; string/ tai - 2. hook; hipster string/ hipster
When using zig/ zag we max. place 2 hangers in each “whole” (14 pcs. total). On the T-hooks we max. hang 1820 briefs in max. two different styles.
OUR VISUAL MERCHANDISING GOLDEN RULES book
GOLDEN RULES
3.4 HOW TO USE HOOKS
3.4 How to use zig/zag hooks and T-hooks Bra’s should always hang on a zig/ zag hook. However you can also use it for other products such as:
- add-on (seamless, shapewear, silk, etc...) - night & loungewear - briefs
When using zig/ zag hooks, you ensure that the products do not fall so easily off the hooks. It also gives en even space between the hangers. T-hooks are perfect to use for:
- add-on (seamless, shapewear, silk, etc...) - night & loungewear - briefs (selected areas)
The use of t-hooks shows our size variation visibility for the customer and it can represent more than one style. Do never hang two T-hooks beside each other.
OUR VISUAL MERCHANDISING GOLDEN RULES book
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INSTORE SIGN PLACEMENT
See further info about signs in our Basic and Seasonal VM guidelines...
basic
golden rules
Our Corporate
Our Corporate
Basic
Golden Rules
VM guidebook
VM guidebook
seasonal
Our Corporate Seasonal Campaign
VM guidebook
3.5 WHERE TO PLACE SIGNS INSTORE
3.5 Where to place signs instore A5 - only for Terms & condition Placement: - middle of the counter (+ Club Change app. form placed in A5 black holder) A4 Campaign signs Placement: - on the store shelves - in-store tables (not the front table, unless noted in the VM Seasonal Guideline) - brief racks - t- & e-racks - frames in dressing rooms A3 - Campaign signs Placement: - on the front table - behind the counter ve Ne
r place sign so n the
fl oor!
Important: always make sure to change signs according to the guidelines...
Make sure to insert the sign correctly - never leave space between frame and sign
OUR VISUAL MERCHANDISING GOLDEN RULES book
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A4 & A3 signs Will often be with a price offer or a specific/ seasonal product info and must be placed in the relevant area it represents.
INSTORE SIGN PLACEMENT
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3.5 WHERE TO PLACE SIGNS INSTORE
Floor posters The floor poster placement is: - on the side facing entrance with a price message - on the side facing backwall with brand image A sign A sign is placed outdoor to ensure that your store is visible in the street Counter sign Under the glass counter we place an offer or information on a specefic product Floor posters & counter signs Will often be with a price offer or a specific/ seasonal product info and must be placed in the relevant area it represents.
OUR VISUAL MERCHANDISING GOLDEN RULES book
walL Wall set- up
GOLDEN RULES
4.0 WALL SET-UP
4.0 Wall set-up 4.1 How to merchandise all brand walls 4.2 How to use torsos 4.3 How to use shelves and where 4.3 How to merchandiser with - lingerie only - lingerie with acc. (kimono, chemise, shorts, etc.) - lingerie with loungewear
744+1116+744 CPN:CHA-FT717
OUR VISUAL MERCHANDISING GOLDEN RULES book
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ALL BRAND WALLS
Section
1
Section
2
Section
37
3
4.1 How to merchandise all brand walls: 1. 2. 3. 4. 5.
Always divide your walls into the three brands; Change, Charade and The Intimate Divide the entire wall area into sections you hang pro grams in vertical rows - always! Always use a full program in the same color on the entire wall area Divide the bra styles in each program within your sections
Section1 - row 1: smallest bra style in the lightest color - row 2: smallest bra style in the dark color Section 2 - row 1: torso placement and add-on products (this place create balance on the wall) Section 3 - row 1: larger bra style in the lightest color - row 2: larger bra style in the dark color (the rows above applies to the picture and can vary depending on your entire wall area)
Row 1 Row 2 Florence Sofia Padded Padded
Row 1 Torso Add-on products
Row 1 Florence Full cup
Row 2 Sofia Full Shaper
OUR VISUAL MERCHANDISING GOLDEN RULES book
ALL BRAND WALLS
Section
1
Section
2
Section
38
3
1. Place the products - light to dark & left to right in each section 2. Have min. one wall only with basic (jasmine) 3. Only use torsos on walls, front table and back counter area 4. Bust and hip can only be used on floor module and brief racks 5. Use t-hooks for briefs and under shelves (you make a brake and the product styles more visible) 6. Never place two t-hooks beside each other 7. Only use small and stardard shelves
Row 1 Row 2 Florence Sofia Padded Padded
Row 1 Torso Add-on products
Row 1 Florence Full cup
Row 2 Sofia Full Shaper
OUR VISUAL MERCHANDISING GOLDEN RULES book
Note: On all Change walls you can mix basic with fashion programs
ALL BRAND WALLS
OUR VISUAL MERCHANDISING GOLDEN RULES book
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ALL BRAND WALLS
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On Charade brand walls you have the possibility to add Change programs as: - shape control - shape with lace - silk knit - silk knit with lace - wool - accessories
Always remember...
“add-on programs”
Shape Control placed below torso on wall set-up - it’s a great way to show add-on programs or styles available for the Customer...
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO USE TORSO’S
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4.2 How to use torso’s: 1. You can use torso’s in the places mentioned below: - on wall shelves - on front tables, instore tables (not display tables) - behind the counter 2. Use torso’s as followed: - small shelf = use 1 torso - standard shelf = use 2 torso’s (or another obtion use 2 torso’s with A4 sign) - see illustration of how to place torso’s with or without A4 sign! 3. Style torso’s with the programs on the wall Important: it’s the best way to show a style & detail!
Torso 2 Torso 1
Torso 2 Torso 1
A4 sign
Shelves seen from above
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO USE TORSO’S
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1. To secure a perfect fit for the torsos - use: - bra size; 70DD - brief size: 36-38 2. 3. 4. 5.
Never use mannequin pricesigns on the shelves It is okay to turn a torso around to highlight product details on the back Remember to never place torso’s on the floor Always use a full program in the same color on the entire wall area
Never place torsos on floor!
Torso 2 Torso 1
Torso 2 Torso 1
A4 sign
Shelves seen from above
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO USE TORSO’S
On top of bench an option can be: - clean look - add-on product - A4 sign
OUR VISUAL MERCHANDISING GOLDEN RULES book
Wall
Always have 2 torsos on a standard shelf No swim wear mixed into lingerie walls (Tabitha)
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HOW TO USE SHELVES
4.3 HOW TO USE SHELVES
4.3 How to use shelves and where We have three different sizes of shelves: Small 35 cm (holds 1 torso) -is used on walls and floor modules Standard 75 cm (holds 2 torso’s) -is used only on walls Large 111 cm (only walls/ floor modules with hosiery) -is used less frequently Always remember...
“example”
To place the shelf(s) in the correct position as well as the same hight level through out the store... See workflow
OUR VISUAL MERCHANDISING GOLDEN RULES book
Workflow: 1. make a sketch of where you want the shelf(s) located on your wall set-up 2. the shelf(s) must always be placed in position no. 8 (from the top) - it ensures the torso’s are no higher than the wall top and on eye level, which makes them more eye-catching 3. the shelf(s) always need the same height level placement through out the store 4. for additional info on placement of shelves, see wallset-up examples on page 46
44
744+1116
T777
CPN:CHA-FT71
Example!
i n e Li g r e
744+1116+744
Lingerie
HOW TO MERCHANDISE WALLS
CPN:CHA-FT717
Hang the frames How to merchandise walls with - lingerie only!
XL
4.4 HOW TO MERCHANDISE WALLS
directly on the wall
Rows
1
1
2
Section
3
1
2
2
Section
3
1116+1116+1116
1116+744+1116
CPN:CHA-FT111
CPN:CHA-FT171 PROPRIETARY AND CONFIDENTIAL
Title
String - Hipster string - String/ Hipster string NEW ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM.
OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
Hipster string POSTER FOR WALL
OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
GETC House ,
No 3518 of HuYi Road,
2
Drawn
OF GETC CHINA.
Padded - Padded - Padded Third angle projection
1
3
Drawing Number
JiaDing District, Shanghai, China Ph:(86) 21 59162197 Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
OUR VISUAL MERCHANDISING GOLDEN RULES book
Fullshaper
Important: If your wall is big you can plan and merchandise over the section lines as shown!
380
Section
45
Date
DT.M03
Tai 2015/9/1
- Hipster string - Hipster
Finish:
Seamless push up - Seamless push up - Fullshaper Size
Revision
Sheet
A3
D
1/ 4
walL
inspiration
Wall set- up from
HOW TO MERCHANDISE WALLS
On the following pages we have made some suggestions of XL to S wall set-up combinations.
XL
There are many different ways to set-up your wall, depending on wall size, programs and number of torso`s. Find inspiration on where to place torso`s, night and lounge wear or just how to merchandise only with lingerie.
744+1116
to
It is very important that you work min. weekly with the walls, and that you make sure always to follow the golden rules for merchandising to ensure a consistent look through out all the countries we are having our chain stores.
S
Important: always plan, prepare and sketch the lines before you start merchandising the walls.
744+1116+744 CPN:CHA-FT717
CPN:CHA-FT71
380
Hang the frames directly on the wall
116+1116
HA-FT111
744+744+744
744+1116 1116+744+1116
744+1116+744
CPN:CHA-FT171 CPN:CHA-FT71
CPN:CHA-FT777
CPN:CHA-FT717
OUR VISUAL MERCHANDISING GOLDEN RULES book NEW POSTER FOR WALL PROPRIETARY AND CONFIDENTIAL
Title
Drawn
DT.M03
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM.
OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
Date
2015/9/1
46
9
Hooks
744+744+744
T T T 744+1116+744
744
6
CPN:CHA-FT111
T
CPN:CHA-FT171
744+744 744+1116+744
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM.
CPN:CHA-FT717 71 CPN:CHA-FT70 CPN:CHA-FT77 1116 1116+744+1116 1116+1116
744+744+744
OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
Facing Dress
CPN:CHA-FT10CPN:CHA-FT171 CPN:CHA-FT11
Third angle projection No 3518 of HuYi Road, JiaDing District, Shanghai, T-hook for China chemise & shorts! GETC House ,
Ph:(86) 21 59162197
LICATION
VAL SYSTEM.
Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
Title
Drawn
DT.M03
26 hooks Hang the frames 2015/9/1 NEW POSTER FOR WALL Date 2 small shelves (2 torso’s) directly on the wall Finish: 2 T-hook for brief (placed in row 2 & 8) Number Size Revision Sheet 2Drawing T-hook for camisole/ shorts under shelf D A3 1/ 4 4 programs/ 4 styles of bra’s
Fullshaper
Padded
Seamless push up/ Fullshaper
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
FIDENTIAL
LICATION
Full shaper
OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION OF GETC CHINA. GETC House , No 3518 of HuYi Road,
Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
Drawn 22 hooks 1 standard shelf torso’s) Date 20 NEW POSTERHang the frames FOR(2WALL 2 T-hook for briefdirectly on the wall (placed in row 1 &Finish: 3) Drawing Number Size Revisio 2 T-hook for camisole/ shorts under shelf 3 programs/ 4 styles of bra’s A3 D
Padded
Seamless Triangle push up Fullshaper
1116+744+1116 String/ Hipster string Hipster string
CPN:CHA-FT111
Tai/ Hipster
CPN:CHA-FT171
PROPRIETARY AND CONFIDENTIAL
1116+744+11161116+1116 String1116 Hipster Dress Hipster Camisole/ Hipster Tai/ Hipster
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
OF GETC CHINA.
String Shots CPN:CHA-FT171 Third angle projection CPN:CHA-FT10 CPN:CHA-FT11 GETC House ,
No 3518 of HuYi Road,
Title
Drawn
NEW POSTER FOR WALL 1116+1116+1116 Drawing Number
Title Drawn OUR VISUAL MERCHANDISING GOLDEN RULES book JiaDing District, Shanghai, China Ph:(86) 21 59162197
Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
T-hook for camisole
Title
Padded
1116+1116+1116
string/ Tai
Third angle projection
JiaDing District, Shanghai, China Ph:(86) 21 59162197
380
Padded Seamless push up Seamless push up
1/ 4
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
EN PERMISSION
744+1116+744
CPN:CHA-FT171 T-hook for chemise & shorts!
PROPRIETARY AND CONFIDENTIAL
MEANS. G.REOCRDING
IGNSERVER\Drawing\Other\Change\Change\NEW POSTER FOR WALL\NEW POSTER FOR WALL
D
A3
T
Facing Dress
380
OF GETC CHINA.
T
Hooks
CPN:CHA-FT717 1116+744+1116
OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
FIDENTIAL
on
T T
744+1116 Drawn DT.M03
Title
28 hooks for products Hang the frames 2015/9/1 NEW POSTER FOR WALL Date 1 standard shelf (2 torso’s) CPN:CHA-FT777 CPN:CHA-FT71 1116+1116+1116 directly on the wall 1 T-hook for brief (placed in row 3, 5 &Finish: 7) Drawing Number Size Revision Sheet 3 programs/CPN:CHA-FT111 4 styles of bra’s
PROPRIETARY AND CONFIDENTIAL
Hooks
T
CPN:CHA-FT717 1116+744+1116
47
2 10
10
CPN:CHA-FT777 1116+1116+1116 CPN:CHA-FT71
T
Hang the frames directly on the wall
Hooks
744+1116
T
Hooks
380
9
Hooks
HOW TO MERCHANDISE WALLS
380
8
Hooks
12
Hooks
380
Examples...
Hang the frames directly on the wall
4 12
Hooks
380
XL
DT.M03
CPN:CHA-FT111
Date
DT.M03
1116+744+1116
2015/9/1
Finish: Size
Revision
Sheet
A3
D
1/ 4
Hipster string/ String/ Dress Camisole/ Dress Hipster Hipster String/ Hipster Hipster KimonoHipster String Shorts
PROPRIETARY AND CONFIDENTIAL
CPN:CHA-FT171
Title
Drawn
D
L
Examples...
8 10
Hooks
8
Hooks
HOW TO MERCHANDISE WALLS
Hooks
48
8
8
Hooks
8
Hooks
744+744
T T T
744+1116
T
T T
CPN:CHA-FT71
744+744 744+1116+744 CPN:CHA-FT77 24 hooks of products CPN:CHA-FT717 1 standard shelf (2 torso’s) 3 T-hook for brief (placed in row 2, 5 & 7) 3 programs/ 4 styles of bra’s
-FT70
CPN:CHA-FT717
26 hooks for products 1 small shelf (1 torso) 3 T-hook for brief (placed in row 3, 5 & 7) 744+744+744 3 programs/ 4 styles of744+1116 bra’s
Hang the frames directly on the wall CPN:CHA-FT777Padded Seamless-Fullshaper Triangle CPN:CHA-FT71 Fullshaper push up
Seamlesspush up
Seamless- Seamless- Fullshaper Full cup
Hooks
T
744+1116+744
Facing dress Facing Kimono T-hook for chemise/ camisole
20 hooks of products CPN:CHA-FT717
1 standard shelf (2 torso’s) 2 T-hook for brief (placed in row 2 & 7) 1 T-hook for chemise/ camisole (under shelf row 5) 3 programs/ 4 styles of bra’s
380
744+1116
HA-FT777 1116+1116+1116 CPN:CHA-FT71
744+744 744+1116+744 Tai/
String/CPN:CHA-FT111 Hipster String Hipster String String
-FT70 OUR
CPN:CHA-FT717 CPN:CHA-FT77 VISUAL
Hipster Hipster
PROPRIETARY AND CONFIDENTIAL
744+1116+744
Hipster Hipster Hipster Hipster String/ String String Hipster String String/ Tai
CPN:CHA-FT717 1116+744+1116 744+744+744 CPN:CHA-FT171 744+1116 Title
CPN:CHA-FT777 book GOLDEN NEWRULES POSTERHang the frames FOR WALL
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
MERCHANDISING
T
Hang the frames Seamless- Full Cup SeamlessPadded push up Triangle directly on the wallpush up
Hang the frames push up push up directly on the wall
744+744
8
Hooks
T
380
Padded
744+1116+744
380
HA-FT777
4
8
Hooks
Hooks
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM.
OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
Drawn
DT.M03
CPN:CHA-FT71 Date
2015/9/1
744+1116+744
Chemise Chemise Camisole Tai Hipster Hipster Hipster Shorts String String/ Hipster
CPN:CHA-FT717
10
Examples...
10
HOW TO MERCHANDISE WALLS
Hooks
Hang the frames directly on the wall
10
10
Hooks
Hooks
Hooks
T T
744
744+744
CPN:CHA-FT70 1116
T T
744+744
744+744+744 CPN:CHA-FT10
744+744+744
7
744+1116
T
CPN:CHA-FT777 1116+1116+1116 CPN:CHA-FT71
CPN:CHA-FT77 1116+1116 CPN:CHA-FT11 744+1116
744
T
CPN:CHA-FT111 744+1116+744 744+744
744+74
22 hooks for products CPN:CHA-FT777 CPN:CHA-FT717 CPN:CHA-FT71 CPN:CHA-FT77 1 small shelf (1 torso) CPN:CHA-FT70 1116 1116+1116 1116+1116+1116 1116+744+1116 2 T-hook for brief (placed in row 2 & 4) Facing Kimono Third angle projection 3 programs/ 4 styles of bra’s CPN:CHA-FT10 CPN:CHA-FT11 CPN:CHA-FT111 CPN:CHA-FT171
CPN:CHA-FT77
PROPRIETARY AND CONFIDENTIAL
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM.
1116+1116
49
Hooks
380
10
12 Hooks
OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING
Title
CPN:CH NEW
OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
OF GETC CHINA.
GETC House ,
CPN:CHA-FT11
No 3518 of HuYi Road,
JiaDing District, Shanghai, China Ph:(86) 21 59162197
20 hooks for products 1 standard shelf (2 torso’s) 2 T-hook for brief (placed in row 2 & 4) 3 programs/ 3 styles of bra’s
PROPRIETARY AND CONFIDENTIAL
GRAPHICS PATH:\\DESIGNSERVER\Drawing\Other\Change\Change\NEW POSTER FOR WALL\NEW POSTER FOR WALL
Padded Seamless push up Triangle Fullshaper
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
OF GETC CHINA. GETC House , No 3518 of HuYi Road,
Third angle projection
Drawing Number
JiaDing District, Shanghai, China Ph:(86) 21 59162197 Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
1116
GRAPHICS PATH:\\DESIGNSERVER\Drawing\Other\Change\Change\NEW POSTER FOR WALL\NEW POSTER FOR WALL
1116+1116
CPN:CHA-FT10
String String/ Hipster string Tai/ Hipster Hipster string CPN:CHA-FT11
NEW
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
Padded Padded Seamless push up Fullshaper
1116+1116
Title
String String/ Tai/ Hipster Tai Hipster string
CPN:CHA-FT11
DT.M03 17 hooks forDrawn products Hang the frames directly on the wall 1 standard (2 torso’s) 2015/9/1 POSTER FOR WALL Date
1 T-hook for brief (placed in row 2) Finish: 1 T-hook for chemise/ camisole (under shelf row 5) Size Revision Sheet D of 1/ A3 4 3 programs/ 3 styles bra’s Seamless push up Padded
Triangle
Seamless push up
1116+1116+1116
Hipster
CPN:CHA-FT111 PROPRIETARY AND CONFIDENTIAL
1116+1116+1116
1116
1116+744+1116 1116+1116
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
OF GETC CHINA.
GETC House ,
GRAPHICS PATH:\\DESIGNSERVER\Drawing\Other\Change\Change\NEW POSTER FOR WALL\NEW POSTER FOR WALL
Title
NEW
Hipster Hipster Kimono Shorts Chemise/ String/ CPN:CHA-FT171 string stringCPN:CHA-FT11 string Camisole Hipster CPN:CHA-FT10 Third angle projection Drawing Numbe
CPN:CHA-FT111
OUR VISUAL MERCHANDISING GOLDEN RULES book
Drawing Numbe
T-hook for chemise/ camisole
Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
380
T10
M
PROPRIETARY AND CONFIDENTIAL ALL RIGHT RESERVED NO PART OF THIS PUBLICATION MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS.
Title
No 3518 of HuYi Road,
JiaDing District, Shanghai, China Ph:(86) 21 59162197 Fax:(86) 21 59163270 Email:sales@getcfixtures.com.cn
Drawn
DT.M03
Examples... 8
Hooks
6
T
T T 744+744+744 CPN:CHA-FT777
744+1116
744 Facing Kimono
T-hook for chemise/ camisole
CPN:CHA-FT70 15 CPN:CHA-FT71 hooks for products 1 small shelf (1 torso) 1 T-hook for brief (placed in row 1) 1 T-hook for camisole (placed in row 3) 2 programs/ 3 styles of bra, chemise & kimono Triangle
T
CPN:CHA-FT717
16 hooks for products 1 standard shelf (2 torso’s) 744+744 744+744+744 744+1116+744 2 T-hook for brief (placed in row 2 & 4) 2 programs/ 3 styles of bra’s Hang the frames
T
744+1116
CPN:CHA-FT777 directly on the wall CPN:CHA-FT71
Padded Seamless push up/ Seamless push up/ Fullshaper
13 hooks for products 1 standard shelf (2 torso’s) 1 T-hook for brief (placed in row 5) 1 T-hook for chemise/ camisole (placed in row 4) 3 programs/ 2 styles of bra’s
Hang the frames directly on the wall
Seamless push up/ Triangle
Seamless push up/
380
Seamlesspush up
744+1116+744
CPN:CHA-FT71
CPN:CHA-FT717 CPN:CHA-FT77
Hooks
T
744+1116
50
7
Hooks
Hooks
CPN:CHA-FT77
Padded
8
HOW TO MERCHANDISE WALLS
380
T
8
Hooks
7
Hooks
744+744
M S
744+744
744+744+744
1116+1116 CPN:CHA-FT77 CPN:CHA-FT11
744+1116
744+1116
Hipster string String Hipster string/ Tai Hipster Tai/ Hipster
1116+1116+1116 CPN:CHA-FT71 CPN:CHA-FT777 744
String/ Hipster Camisole Hipster Kimono string string
CPN:CHA-FT111
744+1116+744 744+744
PROPRIETARY AND CONFIDENTIAL
ALL RIGHT RESERVED NO PART OF THIS PUBLICATION
CPN:CHA-FT717 CPN:CHA-FT70 CPN:CHA-FT77 6+1116+1116 1116+744+1116 1116 1116+1116 book OUR VISUAL MERCHANDISING GOLDEN RULES CPN:CHA-FT71
MAY BE REPRODUCED.STORED IN A RETRIEVAL SYSTEM. OR TRANSMITTED.IN ANY FORM.OR BY ANY MEANS. ELECTRONIC.MECHANICAL.PHOTOCOPYING.REOCRDING OR OTHERWISE.WITHHOUT THE PRIOR WRITTEN PERMISSION
OF GETC CHINA.
744+1116+744
1116+744+1116 CPN:CHA-FT717 CPN:CHA-FT171
744+744+744
Title
744+1116
DT.M03 Hipster string/Drawn Kimono Shorts Chemise/ Tai/ Camisole Hipster
2015/9/1 NEW POSTERHang the frames FOR WALL Date CPN:CHA-FT777 CPN:CHA-FT71 1116+1116+1116 directly on the wall Finish:
1116
flooR Floor set- up
Mes
h
Me
sh
PLACE BRAND IMAGE
OUR VISUAL MERCHANDISING GOLDEN RULES book
FLOOR SET-UP
5.0 FLOOR SET-UP
5.0 Floor set-up 5.1 How to merchandise all floor modules 5.2 How to use shelves on floor modules 5.3 How to use shelves for hoisery 5.4 How to use busts and hipsters 5.5 How to use floor modules with lingerie 5.6 How to use floor modules with lingerie and night/ loungewear 5.7 How to use floor modules only with seamless and brief concept 5.8 How to use brief racks 5.9 How to use E- and T-racks
51
ALL FLOOR MODULES
Section
Rows
1
52
1
2
3 5.1 How to merchandise all floor modules: 1. Always devide your floor modules into the three brands Change, Charade and The Intimate Note: we devide the brands from each other! 2. On Charade floor modules you have the possibility to add Change programs as: - shape control - shape with lace - silk knit - silk knit with lace - wool - accessories 3. Merchandise Swim wear and do not mix lingerie with swim wear 4. Divide the floor module into sections and plan your mer chandising 5. You hang programs in vertical rows - always! 6. Always use a full program in the same color on the floor module 7. Divide the bra styles in each program within your section Follow the rules indicated in 5.1 and 5.2. The rest is up to your best judgement and taste.
OUR VISUAL MERCHANDISING GOLDEN RULES book
ALL FLOOR MODULES
Section
53
1 (no torso’s!)
Rows
1
2
3
Floor stand module The merchandising on the module is open and do not follow our golden rules for the walls - here you can play around 1. Have one floor module with Seamless top and brief 2. Bust and hip can only be used on floor module 3. Use t-hooks for briefs and under shelves (you make a brake and the product styles more visible) 4. Never place two t-hooks beside each other 5. Only use small shelves 6. Never place two t-hooks beside each other only
FLOOR MODULES - exception to the rule! Exception: floor stands are small and only have one section compared to our walls, we can mix a dark color in middle to divide and create a“brake” to make the merchandising interesting and attractive to our customer. You can also have one color program on the entire wall.
OUR VISUAL MERCHANDISING GOLDEN RULES book
- - do not split a bra style le:
-- light to darke: HOW TO USE SHELVES ON FLOOR MODULES
54
5.2 HOW TO USE SHELVES/ FLOOR
5.2 How to use shelves on floor modules On floor modules we use: - small 35 cm. shelf Workflow: 1. Place a small shelf to the left side (as primary choice) of the floor module - always on top level. Never place the shelf in the middle 2. The shelf should always be placed in position no. 4 (from the top) 3. On the shelves there may be bust, hipster or A4 sign
Shelf(sm)
Hook 1
Place shelf in the 4th. line of the floor module
Place hook no 1. in the top line of the floor module
Hook 3
Place hook no 3. in the 10th. line of the floor module
OUR VISUAL MERCHANDISING GOLDEN RULES book
Hook 2
-- light to dark or create a “brake” with a darker color in the middle or one color for the entire module
Place hook no 2. in the 5th. line of the floor module
HOW TO USE SHELVES FOR HOISERY
55
5.3 HOW TO USE SHELVES/ HOISERY
5.3 How to use shelves for hoisery Shelves for hosiery: Set with 4 shelves for Hosiery incl. Acrylic frames and pusher Use all 4 shelf if you have enough hoisery styles to fill them out. You can also use 3 shelves, if you do not have so many styles
The pusher comes in one size length - make sure to brake it in the accurate 4 shelves depths
OUR VISUAL MERCHANDISING GOLDEN RULES book
Click the 2 plastic feet on the pusher - then take off the yellow protection dobble tape of the foot
Mount the foot in the midt part of the shelf, which is divided into 3 “rooms”
HOW TO USE BUST AND HIPSTER
56
5.4 HOW TO USE BUST AND HIPSTER
5.4 How to use bust and hipster on floor modules A golden rule to remember: - use torsos on the walls and tables - use busts and hipster on floor modules and brief racks only Never place a bust and hipster on the same shelf It’s okay to turn one bust or hipster around, to show the back side. Only if there are fine details to be highlighted Don`t place busts and hipsters on floor! Size of bust: Bra size. 70DD Size of hipster: Brief size 36-38
We never place sm shelf in the middle of floor module!!
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO MERCHANDISE FLOOR MODULES
57
Always remember...
“example”
Be creative & work with your physical frame!
5.5 HOW TO MERCHANDISE/ LINGERIE
5.5 How to merchandise floor modules with lingerie
One program is also allowed!
OUR VISUAL MERCHANDISING GOLDEN RULES book
Light to dark
HOW TO MERCHANDISE FLOOR MODULES
inspiration
58
5.6 LINGERIE & NIGHT/ LOUNGEWEAR
5.6 How to merchandise floor modules with lingerie and night/ loungewear
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO MERCHANDISE FLOOR MODULES
59
5.7 SEAMLESS OR BRIEF CONCEPT
5.7 How to merchandise floor modules only with seamless or brief concept When you merchandise with Seamless you have the obtion to use top and briefs or only briefs.
Me
sh
How to merchandise: Placement of Seamless top - always to the left (with or without a shelf on top) Use a zig/ zag hook for fronted tops Place briefs on dobble brief hooks to secure the use of optimal space.
Hook 1 Shelf(sm)
Place hook no 1. in the top line of the floor module
Hook 3
Hook 2
Place hook no 3. in the 10th. line of the floor module
OUR VISUAL MERCHANDISING GOLDEN RULES book
Place hook no 2. in the 5th. line of the floor module
HOW TO USE BRIEF RACKS
5.8 HOW TO USE BRIEF RACKS
5.8 How to use brief racks Placement: - instore or on the street - hook 1 placed in -line no. 1 - hook 2 placed in -line no. 7 - hook 3 placed in-line no. 14 When you merchandise you can use: - briefs - lingerie - swim - nightwear The rack can hold 3 hooks under each other on each side of the rack. Remember always to use an A4 sign
OUR VISUAL MERCHANDISING GOLDEN RULES book
60
HOW TO USE E- AND T-RACKS
61
5.9 HOW TO USE E-AND T-RACKS
5.9 How to use E- and T-racks Placement: - instore or on each side of the entrance (exception to this rule is if you are located in a mall and you are allowed to have racks outdoor, but not enough space for a street stand - then you can place e- or t-racks) When you merchandise you can use: E-racks: - briefs - lingerie - swim T-racks: - night- & loungewear Remenber always to use an A4 sign
OUR VISUAL MERCHANDISING GOLDEN RULES book
HOW TO USE F-RACKS AND SMALL T-RACKS
How to use F-racks
When using F-racks remember always to hang camisole/ shorts starting from the top and down...
OUR VISUAL MERCHANDISING GOLDEN RULES book
When using F-racks remember always to hang bra/ brief starting from the top and down...
62
HOW TO USE F-RACKS AND SMALL T-RACKS
How to use small T-racks
When using small T-racks you can merchandise: - only bra - only brief - bra/ brief
OUR VISUAL MERCHANDISING GOLDEN RULES book
When merchandising with bra and brief remember always to start from the front with smallest to largest size
63
tabLE Table set- up
TABLE SET-UP
6.0 TABLE SET-UP
6.0 Table set-up 6.1 Front table 6.2 Instore table
NEW FRAME...
“front table”
new
Placement: once in store you place it on front table according to Seasonal Guideline - also check for correct placement of A3/A4 signs!
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FRONT TABLE SET-UP
6.1 FRONT TABLE SET-UP
6.1 Front table set-up See further info about front tables in our Seasonal VM guidelines for each Campaign...
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INSTORE TABLE SET-UP
6.2 INSTORE TABLE SET-UP
6.2 Instore table set-up It is optional which programs and styles you present on instore tables - just make sure that it is always merchandised in an inspirational as well as buyable way. Correct principles are applaused! ENJOY! Making a difference!
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COUNTER SET-UP
7.0 COUNTER SET-UP
7.0 Counter set-up 7.1 Front of the counter area 7.2 Back of the counter area
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FRONT OF THE COUNTER AREA
Counter 7.1 COUNTER FRONT
7.1 Front of the counter area Remember that counter area must be neat and presentable, but also include products which are easy to add on sale. The following standard information must always be placed on the counter: - terms & conditions - Club Change CFM promoted for Christmas and Fathers day!!!
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BACK OF THE COUNTER AREA
7.2 COUNTER BACK
7.2 Back of the counter area It is important that it’s always tidy and presentable behind the counter. There must be two torsos on the shelf, as shown in the picture. If you do not have space for an A4 sign on the counter with price message, place an A3 sign next to the torso’s.
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OUTDOOR - STREET
8.0 OUTDOOR (STREET)
8.0 Outdoor (Street) 8.1 Which racks to place outdoor 8.2 Which products to place outdoor
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71 8.1 OUTDOOR RACK PLACEMENT
8.1 Which racks to place outdoor This brief rack you can use outdoor. Placement: - instore or on the street - hook 1 placed in -line no. 1 - hook 2 placed in -line no. 7 - hook 3 placed in-line no. 14 When you merchandise you can use: - briefs - lingerie - swim - nightwear
OUR VISUAL MERCHANDISING GOLDEN RULES book
Exception to the rule: ONLY where space allow and when in need for a large volume presentation we can place two racks next to each other outdoor with two hooks!
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Me
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As the stores vary there are situations when two hooks are allowed on each outdoor rack... see illustration!
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“extra”
Remember always to use an A4 sign
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IF NEEDED...
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The rack can hold 3 hooks under each other on each side of the rack.
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8.2 OUTDOOR STREET STAND
8.2 Outdoor Street stand This stand is only to be used outdoor. How to merchandise the street stand: - start placing the top ring in the upper line. - it can be merchandised with 1 or 3 rings - start with the lightest style Volume stand for Seamless and / or Brief concept Ring 1 .: Place the ring in the upper line String / hipster string Ring 2 .: Place it in line no. 6 Tai Ring 3 .: Place it in line no. 11 Hipster Merchandise w. 1 ring - it can be used for night and loungewear Always remember to use an A4 sign USE OF SANDBAG In open areas or in locations needed we use sandbags to secure the outdoor street stand remains in its position!
OUR VISUAL MERCHANDISING GOLDEN RULES book
Use street stand (larger stores) with sandbags (where needed)
OUTDOOR - STREET
E-rack Placement: - instore (1. priority) - both sides of entrance (or outdoor - only if you do not have space for a street stand When you merchandise you can use: E-racks: - concept brief - seamless brief - lingerie (hang bra on the top and middle hanger/ brief on the bottom) - swim Always: - secure “diamants� are placed in the hanger ends, so the products can not fall down Remember always to use an A4 sign!
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BEHIND THE SCENE
9.0 BEHIND THE SCENE
9.0 Behind the scene 9.1 Cleaning 9.2 Maintaining of stock area (drawers, instore stock and external stock)
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CLEANING
9.1 CLEANING
9.1 Cleaning It is important that you ensure that the store is always clean and welcoming . This applies to all areas of the windows, entrance, all round store area; walls, ceiling, floor, counter, fittingroom and your back room. On a daily basis you must ensure to: - vacuum fitting rooms and windows - polish mirrors - wipe off benches for dust - dust top of all wall panels - clean counter glass sheet - clean windows (whole area)
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CLEANING
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stock
MAINTAINING OF STOCK AREA
9.2 MAINTAINING OF STOCK AREA
9.2 Maintaining of stock area (drawers, instore stock and external stock) It is equally important that you keep a structured order of your stock and your drawers. Always: mark stock with size notes for easy overlook! The more order, the easier to find the right sizes for the customers and the more forward sale. It is extremely helpful that your store is stocked with all sizes.
IMPORTANT: Leave white products in concealed bags!
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MAINTAINING OF STOCK AREA
A clean stock area signal that you are in control of your store. It’s also a signal to our customer how well we treat our products when we always keep order in the drawers and closets.
We always treat our products with respect & we show it!!!
TEMPLATE For easy use - template is available for you!
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GOLDEN RULES
10.O LIGHTING
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10.0
Lighting
10.1 10.2
How to use the lamps Specification of the lamps
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LAMP INFO
10.1 INFO ABOUT OUR LAMPS
10.1 Information about our lamps We have different lamps in our stores, and we use them in different areas. We work with:
Make sure all your lamps are always working if not remove the lamp until you get the new one!!!
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- 12 watt for fitting area 30* Â (degree) - 25 watt in white in two types 24* and 45* (degree)
The 24* will give a spot effect (this is for torsos, signs and mannequins) The 45* gives a more general light (this is for walls, floor modules and light over the counter area) 20 pipe tube 36 watt (behind the mirror in fitting rooms) Â The LED lamp last for up to 30.000 hours. You never change bulb in these lamps. When the lamp does not work any longer, you need to order a new lamp. Please write to storerepair@cos-enterprises.com
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HOW TO USE THE LAMPS
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10.2 HOW TO USE THE LAMPS Make sure to set it at ”OFF” before you remove it.
10.2 How to use the lamps When you merchandise your store always make sure to finish your set-up by adjusting the light as the last “golden rule” you do! If your wall contains very dark styles, it needs more light. There is no excuse for not having the perfect light in your store, because the lamps are very easy to move around in the store, and it is very important you always check that the light is pointing in the right direction. Here there is an ”extra lock”, to make sure that the lamp does not fall down. Just flip it down to remove it from the rail.
Make sure that the ”flip” is in this possition.
When it is placed in the rail, swich the ”Flip” to the side to secure that the lamp is fastened. To turn on the lamp, you need to swich it to no. 1, 2 or 3.
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When you remove a lamp, always use a glove to hold around the lamp and then loosen it by turning the flip. Gently twist it out of the rail and move it to the new location and then lock it again. See picture. Adjust the lamp, so it gives the optimal The rail has 3 light effect. The spot of the lamp can be levels of phases moved up and down and the corpus can Phase 1, 2 & 3 be turned to the right and to the left. - make sure that you
switch between the three phases in the rail
TOoL
box
Visual Merchandising Tool Box
TOOLBOX
11.0 TOOLBOX
11.0
Toolbox
Visual Merchandising is an ongoing store activity and in order to secure optimal results you need different tools to help you make the changes smooth. It is of most importance that you always make sure that your toolbox is updated with the listed items on the next page. Some items you can order from Change and some you need to buy locally.
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TOOLBOX
VM TOOLBOX content... Hook hangers 20% Item no. 070620 Hook hangers 30% Item no.070621
Measuring tape Item no. 090272 Self adhesive Item no. 016007
Hook hangers 40% Item no. 070622 Hook hangers 50% Item no. 070623 Hook hangers 70% Item no.070624 Nylon thread Item no. 016005
Tool box Item no. 016000
Handy razor And blade to this Item no. 016002
Pin needle Item no. 016008
Wiper for foilmouting Item no. 016004 Clips Item no. 016006
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Acryllicbox set with 1 large And 2 small boxes Item no. 022010 Wooden stiks 70 cm Item no. 091119 Wooden stiks 120 cm Item no. 091120
Scissors buy locally ladder buy locally Mini stool buy locally window spray for buy locally
C-hook for window Item no. 050187
Window scraper buy locally
Fixture hook for window 30 cm Item no. 012017
cloth for buy locally
Fixture hook for window 50 cm Item no. 012018
camera or mobile for taken pictures
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