CALVIN KLEIN VISUAL MERCHANDISING (PROPS & PHOTOGRAPHY) GUIDELINES AND STANDARD
PROJECT To make retail/ visual merchandising dockets for the brands CALVIN KLEIN, for these pre and post store set up for seasonal launch spring/summer 2019 CLIENTS CALVIN KLEIN CALVIN KLEIN JEANS CALVIN KLEIN UNDERWEAR DELIVERABLES A complete seasonal docket that includes: Color blocking displays Wall Planogramming Mannequins Dressing To do list for Props Types of store display Store VM Photography DESIGN METHODOLOGY The manual was to be created for Picture Submission, as the brand was launching their newSS’19 collection in their stores. Hence the manual is the guide for the store as to what is to be displayed, How the Props to be presented, what is to be highlighted and how the Props to be display for the entire season in order to maintain the look of window and instore and look & feel of the store till the next season.
LEARNINGS FROM STORE VISITS To start with the manual, the first thing to be considered and studied are the learnings from store visits. Some such learnings are listed below. Since the area is limited and can’t be extended in most cases, there have to be VM techniques such that more stock can be accumulated in the same store. CALVIN KLEIN is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive aesthetics. The store always has to reflect the modern, sophisticated and never just focus on fashion. There shall be no changes in folding or props display options. During the sale time, the percentage of discount on a particular item is never disclosed through table tops.Even during the sale time, the display on the walls must not deviate from the regular pattern that is followed, although the merchandise of the tables can be flat folded to accomodate more sale items.
TO- DO LIST There must be Denim fit charts for Denim wall in all stores for people to conveniently choose from the merchandise. There must be table tops for cash counters and new arrivals. There must be colorful trays for merchandise,accessories displays. All the props items must be used in all the free standing store. New techniques to be developed for placement and display of merchandie so that more can be displayed in the same place.
WHAT IS VISUAL MERCHANDISING MANUAL? INTRODUCTION TO THE MANUAL The Visual Merchandising Manual is a working tool which guides you to maintain the product placement within the store as per its brand strategy guideline. The manual will guide you for props placement and tell you how to take pictures during the season launch.Overall impact optimization through a holistic visual merchandising concept. These Manuals are created for every seasons launch - before and after a store set up. The VM Manual usually consists of: 1. VM Brief 2. Color blocking displays 3. Wall Planogramming 4. Mannequins Dressing 5. To do list for Props 6. Types of store display 7.Store VM Photography 8. Mannequin to do Guide 9. VM Maintenance Guide
ABOUT CALVIN KLEIN A global lifestyle brand that is the most frequently purchased BIL (Bridge to luxury) brand in the world. Known for its boldness, progressive ideals and a seductive, and often more minimalistic and aesthetic.The CALVIN KLEIN brands — CALVIN KLEIN JEANS EST. 1978, CK CALVIN KLEIN, CALVIN KLEIN, CALVIN KLEIN JEANS, CALVIN KLEIN UNDERWEAR and CALVIN KLEIN PERFORMANCE — provide us with the opportunity to market products both domestically and internationally at various price points, through multiple distribution channels and to different consumer groups.Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, they have built their reputation as a leader in American fashion through their clean aesthetic and innovative designs.The CALVIN KLEIN brands are also licensed for a range of products, including fragrance, women’s apparel, footwear, eyewear, watches and jewelry in various regions. Global retail sales of products sold under the CALVIN KLEIN brands were approximately $9.8 billion in 2018.The tiered-brand strategy was established for CALVIN KLEIN to provide a focused, consistent approach to global brand growth and development that preserves the brand’s prestige and image. Each of the CALVIN KLEIN brands occupies a distinct marketing identity and position. The Look and Feel of the store: YOUTHFUL MINIMALISM BOLD READY TO WEAR CONFIDENT
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CALVIN KLEIN JEANS
HOW TO TAKE PICTURES OF STORE WINDOW, INSTORE SETUP AND PLANOGRAM
Steps To keep in mind: - Make sure you take the whole view of the store, without cutting it from any of the edges of the four corner of the store. -Do leave some breathing space around the corner of the store. -Go as far as you can, making sure you don’t cut the store facade from any side. -Hold the camera, phone straight and don’t rotate it or tilt it. -Do not keep any offer communication board or standee in front of the store while clicking a picture.
Steps To keep in mind: - Get a Stoll of something for the height support and then click a picture from the centre of the store. -Hold the camera from a little top angle and then click a picture. - Take a front, Left and Right Side view of the store.
Steps To keep in mind: -Make sure you take the whole view of the denim wall and denim table, without cutting it from any of the edges, make sure it has all the prop elements. -Take a front, Left and Right view of the wall and top view of the denim table.
Steps To keep in mind: -Make sure the color blocking of merchandise display arranged in perfect way before taking a picture. -Hold the camera, phone straight and don’t rotate it or tilt it. -Make sure GIFI is done before taking picture of merchandise.
CALVIN KLEIN UNDERWEAR
HOW TO TAKE PICTURES OF STORE WINDOW, INSTORE SETUP AND PLANOGRAM
Steps To keep in mind: - Make sure you take the whole view of the store, without cutting it from any of the edges of the four corner of the store. -Do leave some breathing space around the corner of the store. -Go as far as you can, making sure you don’t cut the store facade from any side. -Hold the camera, phone straight and don’t rotate it or tilt it. -Do not keep any offer communication board or standee in front of the store while clicking a picture.
Steps To keep in mind: -Get a Stoll of something for the height support and then click a picture from the centre of the store. -Hold the camera from a little top angle and then click a picture. - Take a front, Left and Right Side view of the store.
Steps To keep in mind: - Make sure the color blocking of merchandise display arranged in perfect way before taking a picture. -Hold the camera, phone straight and don’t rotate it or tilt it. -Make sure GIFI is done before taking picture of merchandise.
CALVIN KLEIN
HOW TO TAKE PICTURES OF STORE WINDOW, INSTORE SETUP AND PLANOGRAM
Steps To keep in mind: - Make sure you take the whole view of the store, without cutting it from any of the edges of the four corner of the store. -Do leave some breathing space around the corner of the store. -Go as far as you can, making sure you don’t cut the store facade from any side. -Hold the camera, phone straight and don’t rotate it or tilt it. -Do not keep any offer communication board or standee in front of the store while clicking a picture.
Steps To keep in mind: - Get a Stoll of something for the height support and then click a picture from the centre of the store. -Hold the camera from a little top angle and then click a picture. - Take a front, Left and Right Side view of the store.
Steps To keep in mind: - Make sure the color blocking of merchandise display arranged in perfect way before taking a picture. -Hold the camera, phone straight and don’t rotate it or tilt it. -Make sure GIFI is done before taking picture of merchandise.
Steps To keep in mind: - Make sure the color blocking of merchandise display arranged in perfect way before taking a picture. -Hold the camera, phone straight and don’t rotate it or tilt it. -Make sure GIFI is done before taking picture of merchandise.
Mannequins Guidelines
CALVIN KLEIN