VISUAL MERCHANDISING MANUAL
BY NA NCY T R A N
VM2B | S3600453
01.
THE BRAND Revolve is known for their women’s apparel with unique characteristics that carve style and individuality. They offer a wide selection of tops, bottoms, bags, accessories and footwear. Revolve does not target a particular demographic but rather appeal to creative ‘Revolvers’ - women who love fashion and loves to be unique. The target consumer market is a time in life where our Revolver want to start exploring and creating her own style. We tend to drive our inspiration with geuine passion to help and empower women to be brave, bold and playful with their personal style, without having to care about what people think.
BRAND PHILOSOPHY Revolve believe in the cultivation of our uniqueness and individuality. We create culture and lead our own. We only walk alongside with Revolvers and we do not follow crowds. We are different and we are our own challengers. We Revolve Together.
THE REVOLVE FAMILY Revolve carefully handpick brands to become apart of the Family. These brands are brands that follow our philosophy and brand look. All About Eve Beyond HER I Am Gia Glamorous Luck & Trouble
Lulu & Rose Monki Perfect Stranger Style Nanda Tommy Jeans
L&T.
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THE LOGO PRIMARY LOGO The primary logo is the blue and red title with the font ‘High Tide’. This is the main logo used for swing tags, ticketing, signage, sale tickets and promotional material. SECONDARY LOGOS The secondary logos are just standard black or white font that are not layered like the primary logo. These will be used for some promotional material and graphics when primary logo is not visually clear in a design.
PRIMARY LOGO
MINIMUM SIZ E The smallest logo should be 1 1/4” wide.
SECONDARY LOGOS
EXCLUSION ZONE The minimum space between the outer boundaries of all logos should be the ends of the first and last letter of the logo. No other visual elements should intrude into this space when deciding on the placement of the logo.
DOS & DON’TS There are certain visual treatments that simply should be avoided as they do not go well with the logos.
A. No distorting B. No rotating C. No cutting D. No special effects E. No colour change F. No adding or subtracting elements
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TARGET MARKET REVOLVERS Revolvers are women who love to dress up, explore and create. They have knowledge of the value of a statement piece that completes her look of the day. These women are on the streets, in the office or at home and they are the women who inspire Revolve for whom we design for. We primarily aim towards ‘millennials’ (people born after 1980), hence, our consumer market would generally be around 18 - 40 years old.
CUSTOMER PROFILE An example of a Revolve consumer would be Michelle. She is 22 years old and lives in West Brunswick. She is currently studying a Bachelors degree in Digital Media and works at a cafe part time. Michelle’s favourite leisure time is reading, painting and going on photography walks. She also loves visiting art exhibitions, going to music gigs with friends and also have strong interests of the culinary world. Being a Digital Media student and a typical everyday millennial, Michelle is on social media outlets almost all the time. Her mobile phone is one of her everyday necessity that she cannot live without. Social media outlets she uses include Facebook, Twitter, Instagram and Snapchat. These outlets, Instagram in particular, gives her a platform to post her photography photos and paintings. On weekends, she enjoys going out to have dinner and go to bars for a drink, watching movies or even spending the evening inside playing board games with her friends. She likes to have her weekends to socialise and connect with people as she studies all week. Sundays are her healing days to prepare herself for a new week; it is a whole day of pampering and preparation. One of her guilty pleasures would be eating dinner and watching Netflix in bed.
MICHELLE.
Michelle’s style would be very chic but also androgynous at the same time. She is very inspired by the Korean streetwear and the 90s style which she loves to style around with. She enjoys experimenting and playing with fashion trends to make it her own and isn’t afraid to be bold with her style. She values individuality, functionality and comfort but also quirkiness and uniqueness when it comes to choosing apparel. She seeks quality but also sometimes resort to buying fast fashion clothes as she is still a university student on a budget. She usually shops at Top Shop, H&M and Zara, as well as online stores such as ASOS, Stylenanda and Missguided. Her daily makeup is usually kept minimal with the uses of rosy warm colours and a bold lip colour.
MICHELLE.
03.
APPAREL TOPS As shown on wall set no. 1, there will be white vinyl to divide the space in order to display the clothes. The white vinyl will allow opportunity for changes in future visual merchandising purposes. This wall set will be for new releases in Revolve, following a warm colour pallete with a hint of coolness from the blues. Tops that will be hung are categorised as fashion tops. The table will be placed towards the right to fill in the negative space on the bottom. The table will be for knits, tshirts and button shirts, alongside with bags on the smaller table suspended from underneath.
APPROPRIATE FOLDING METHOD In order to make the merchandise look neat and consistent throughout the store, workers must use the following technique to fold each apparel item.
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APPAREL BOTTOMS Wall set no. 2 features bottoms that are part of the new line of apparel with consists of skirts, shorts, trousers and jeans. The white vinyl is exactly the same as wall set no. 1 for consistency but the layout is slightly different. The table will be placed underneath the hanging jeans consisting of folded jeans available in various colours for people to grab and go.
APPROPRIATE FOLDING METHOD In order to make the merchandise look neat and consistent throughout the store, workers must use the following technique to fold each apparel item.
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APPROPRIATE HANGING METHOD Jeans are also hung on the racks. Please use the following technique for hanging jeans.
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FOOT WEAR FOOTWEAR Wall set no.3 features footwear which includes heels, boots and sandals. The footwear is displayed on a white platform that goes along the wall. At the same time, there will be two round stacked tables to display sandals and other shoe apparels in which customers may browse by walking around.
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MANCHESTER MANCHESTER Wall set no. 4 features features manchester items that can be used around the house including bathroom accessories and general decor items. The items will be placed neatly on the tables with the towels being the main Manchester item to be featured and sold. The towels must be neatly folded.
06.
HOUSE KEEPING WHY IS HOUSEKEEPING IMPORTANT? Effective housekeeping can eliminate or prevent some workplace hazards and also helps to create a safer work environment. Housekeeping is important as a poorly conditioned store may contribute to accidents by hiding hazards that can cause injuries. Poor housekeeping can even cause serious health and safety hazards that may be taken for granted as it is not just about being clean but it also requires paying attention to important details such as the layout of the whole workplace, emergency exits, first aid location, etc. Good housekeeping is also a basic part of accident and fire prevention.
BASIC HOUSEKEEPING LIST 1. Clean front window regularly to avoid dusty surfaces, smudges and dirty fixtures. 2. Sweep or vacuum daily as we have high traffic flow. 3. Ensure entrance is clear and easy to access by keeping front door open. 4. Check mannequins for any faulties and make sure they are stable. 5. Fix garments on mannequins in order to make them more presentable. 6. Make sure store decors are well placed on a platform to avoid any fall overs. 7. All mirrors must be cleaned daily. 8. Dressing rooms should be swepts and wiped down for customers to try our clothes comfortably. 9. Counter tops should be clean and cleared of anything not in use. 10. Do not overstock hanging racks or display tables as it makes the shopping experience more difficult for customers. 11. Door to storage and staff room must be remained closed. 12. Ensure signage is appropriate and relevant to the merchandise displayed.
07.
MANNEQUINS Mannequins are used throughout the store, especially in the front windows of every Revolve boutique. They are to be treated with care and respect as they are the display models of our merchandise. All our mannequins have female bodies that fit sizes 8 - 10; universally size small.
TYPES OF MANNEQUINS Main types of mannequins that will be used in the store include: 1. Oval Head Full Body Mannequin; fibreglass base (with pose) 2. Fabric Bust Mid Length to Hip Mannequin 3. Mannequin Hand (for accessories)
ASSEMBLY OF A MANNEQUIN A. Screw in the Foot Stem onto the base plate B. Screw in the Ankle Stem Connector onto the base plate C. Locate the leg into the leg fitting and twist the leg into the correct position. To make this step easier, put the legs upside down and hold the leg by its calf and twist. C.1 Carefully twist the legs into place based on the location of the foot stem and ankle stem connector D. Place the torso sideways on the connector and then twist into position. E. Attach the hand on the arms then attach the arms on to the shoulders. F. To attach the head, you must remove the neck cover first. Attach the head onto the head connector.
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STORAGE OF A MANNEQUIN If a mannequin is not in use, do not leave the mannequin standing inside the storage space. This will increase the risk of it getting damaged, as well as, injuries within the work space due to cluttering and other possible factors. Our mannequins are fibreglass and will sustain damages from scratches to cracks and dents. They must be treated with care and respect. When not in use, mannequins must be disassembled and packed back up into it’s originated box with bubble wrapping. BASIC CARE AND TREATMENT OF MANNEQUINS • When handling mannequins, remove all hand jewellery and wear gloves to avoid scratches • Wash hands before handling a mannequin to avoid surface dirt • To remove smudges use a soft brush, toothpaste and water. • To remove pencil marks use an eraser • Position mannequins in a manner that they are safe from being bumped into • When dressing or undressing the mannequin, set the body parts on a soft surface. • Clean mannequin with damp cloth and mild detergent, dry without leaving any lint or colour behind
OH&S MOVING MANNEQUINS Mannequins may or may not be as heavy for some people but precautions must be taken when moving mannequins. Workers may be at risk of injuries when moving or lifting objects that are above shoulder height. Safety precautions must be taken into account for both the workers’ safety and the damage control of the mannequins. In order to prevent the risks: 1. Information, instruction, training and supervision must be provided for every staff before handling mannequins 2. When moving a mannequin to another location, do not pick the mannequin by the arms or drag it along on its base. This will cause the arm to detach itself and dragging will weaken the security of the mannequin’s feet from the base. Take the mannequin in pieces that you are able to carry and reassemble it in the new display area. 3. Use equipment that are accessible such as a hand sack truck. 4. Call for assistance when needed to move the mannequin. Do not do anything beyond your abilities and knowledge.
HOW TO DRESS A MANNEQUIN 1. To begin dressing your mannequin you would want to work from the bottom to the top. Firstly, detach the removable leg from the torso of the mannequin. 2. Pull the bottom garment through each leg, then reattach the legs to the torso. Place the legs onto a base. 3. Like the first step, detach the arms from the body. Pullover the top garment over the torso then feed each arm through the shirt and securing the arms back in place. 4. Attach the head to the body if need be and secure the torso to the legs to assemble the finished mannequin.
GROUPING OF MANNEQUINS The Full Body Mannequins will have different poses and with be displayed together in the front window. They will not be located anywhere inside the store to prevent any obstruction of traffic flow. The Bust Mannequins will be displayed around inside the store with the appropriate merchandise it is displaying. They will be placed on tables or from a secured heightened platform. The Mannequin Hands will be displayed on a table with accessories and jewellery.
08.
SIGNAGE To communicate our brand name signage is plays an important role to include in our stores. Signages not only promotes but also helps customers navigate their way around the store to ease foot traffic. In order to keep our brand consistent with its visuals, the quality of signages and ticketing requires a certain amount of development and consideration. Overstimulation of signage may cause confusion to customers if it is done incorrectly.
Neon light signage can only be used with Primary Logo (blue & red)
OPT IMA L SIZE Neon Revolve signages must be 2” x 8”
WID E BAG GAG E This bag will be used for customers who have purchased big fitting items or more than the average quantity. 16” x 12”
STA NDA RD BAGGAGE This will be the universal bag for every item purchased. 10” x 13”
Boundary space bleeding into logo; exclusion zones
C LOT HING TAG The front clothing tag will abide to the rules of logo usage shown above. 1”3 x 3”6
F LY E RS Flyers will be the standard A4 size.
P RO MOTI O NA L P O S TE R S A1 size for promotional posters around the store
THANK YOU