Diamond Jubilee Store Manager Guide 2012/13 Diamond Jubilee Window Planner Store Managers Guide SamANTHA
HEDGER
001 Samantha Hedger
Samantha Hedger Visual Co-Ordinator 07891312567 samanthahedger@hotmail.com www.samanthahedger.com @SamanthaHedger
Contents 003-004
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Letterofintent
RoyalFlag
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JubileeWindowDisplays
SummerEve
FlatPlanDiamonds
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HotFlush
MiniWindowRequirements
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FlagshipWindows
DiamondsinStore
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StandardWindows
Layouttechniques
Backgroundtype
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UpdatedLogo
NoHangingWindows
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LargeVolumeWindows
OxbridgeStore
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SelectingMerchandiseforDisplay
CheckList
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To our store managers, In this document please find information about exciting changes BHS will be incurring over the next year. In brief, a new window layout, store concept, an updated logo and colour scheme will be coming to your store. In the immediate future we would like you to adapt your store windows to a Jubilee theme, in celebration of HRH’s 60 years on the throne. Please find enclosed, design concepts, templates for props and ideas for styling your mannequins. This is the first step to a united BHS brand image; something we feel will benefit our customers and increase brand loyalty for the company. A strong layout is top of our agenda for this year. We have identified the home range as our strongest collection, and from this would like you to alter your layout accordingly. Details of how to achieve this are attached. Finally, it’s our 85th birthday next year. All of us at North West House feel it is a milestone worth celebrating. In 2010 we introduced the latest logo to our new stores and want to update existing stores by the end of 2013. Creating this strong united image will mean consumers know what to expect when entering a BHS, no matter the location. We hope this brings you up to speed on BHS’ latest developments. Discussing this information with your sales team is essential. Many thanks Samantha Hedger Visual Co-ordinator
Jubilee Window Displays Diamonds are forever. The next few pages show a variety of ways to implement the Jubilee themed window. Please identify which window front fits your store and address your window accordingly.
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Paper diamond template Flat Plan by minieco
Diamonds These flat plans will be delivered to store; they are quick and easy to assemble. For time efficiency, get all employees to contribute to making;
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this will also boost morale, as they have been creatively involved.
Sample Colour
Š minieco 2012 to be used for non-commercial purposes only www.minieco.co.uk
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COPYRIGHT MINIECO
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Minimum Requirements per Window Home (if sold in store):
Identify which range is the best seller in your store (womenswear, home, lighting, childrenswear) and stock your window appropriately. Womenswear : Minimum of two mannequins per window. High summer clothing. Individual store managers to decide, depending on best sellers and stock availability. Mannequins placed under spot lights to highlight clothing. Various sized ‘diamonds’ hung. If there are no fittings for hanging, pile or scatter in each window.
Minimum of one sitting or laying mannequin, again high summer clothing to be used. Bedroom furniture to be used, dressing table preferable. Diamonds scattered on surface and floor. Complimenting or clashing, clothing windows. Depending on ranges available in store. Lighting (only for stores with available electric supply): Lamps hung from different levels. No floor lamps. Diamonds piled on floor, use lights to emphasize shape. Childrenswear : Integrate with womens and mens wear, if appropriate. High summer clothing- individual store managers to decide, depending on best sellers and stock availability.
DISPLAY CONCEPT
Diamonds can be attached with eye bolt screws in the ceiling.
Flagship Windows
Stores with a large front can utilise their high ceilings with diamonds at a variety of heights. These can be made in many different sizes and shapes to create an interesting display. The diamonds should only be attached to the ceiling by NEBOSH qualified staff, as a ladder will have to be used. Consider what lighting is available when creating displays; certain angles may reflect the diamonds better than others. The amount of mannequins used is subject to window width, be careful not to overload. Left are pictures from BHS Oxford Street, London. These windows would be perfect to implement the look as the shop front is high.
Oxford Street London
Standard Windows DISPLAY CONCEPT
Horsham Camberley
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TYPE OF BACKGROUND Most stores will find this display to be the most appropriate, as the average shop does not have a high front window. To achieve maximum impact, diamonds should vary in size, larger ones placed in the background, smaller in the foreground. Different lighting techniques can be used, but up or down lighting has the greatest impact. The width of the window determines the amount of mannequins used. The images below show the ideal sized window for
Stores with a full background (the window is closed off from the rest of the shop) should keep the background white, placing emphasis entirely on the diamonds and mannequins Stores with either a partial or open background (either the window is partially covered allowing people to see inside the store, or completely unobstructed to store) should hang press images looking into store, so from outside of the shop the background is white.
this display.
Brighton
Brighton
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No Hanging Windows DISPLAY CONCEPT
If hanging is not possible in the window, then position diamonds around mannequins. Be careful not to overload or detract from clothing. The diamonds should be a variety of sizes, place larger ones at the base of the mannequin, and disperse smaller ones around the floor. Lighting should highlight individual mannequins if possible, drawing attention to the look as a whole. The width of the window determines the amount of mannequins used.
Large Volume Windows
Stores with a large window floor area, should consider displaying home ranges. The colour scheme should be limited to three colours so not to overwhelm. Using a dressing table and/or bed, would work well as diamonds can be placed on and/or around products for greater impact. Integrate the diamonds with product ranges. Display in a semi-realistic setting, with proportions slightly abstract. This can be done by placing large diamonds behind small products and smaller diamonds on larger products to give an informal balance.
DISPLAY CONCEPT
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Camberley
Crawley
Horsham
Crawley
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Selecting Merchandise for Display . . . The window should not be too busy as this can draw attention away from special offers. Promotional materials can support a display without taking focus away from the products...
Products in the window display should mimic collections in store (refer to SS12 Planogram). Keeping to a colour theme for each window will make it consistent. Be sure to display popular items and items on offer, to entice customers in store. Use signage on the window to show these offers, but make sure when displaying these products that there are plenty in stock. Stock referring to the Jubilee, Olympics etc. should be pulled to the front of store, placed in prime selling locations and near till points. Opposite are three colour themes that can be mimicked with products in store: • • •
Royal Flag Summer Eve Hot Flush
Each window should abide by one colour theme for a simple elegant effect. For Royal Flag, diamonds should be silver, for Summer Eve, a burnt orange and/or gold diamond should be used. For Hot Flush, white and black diamonds should be used for a modern effect.
Royal Flag
PANTONE 186C
PANTONE 165C
PANTONE 16-1012TCX
PANTONE 18-2436TCX
PANTONE 151C
Hot Flush
Summer Eve
PANTONE 15-1215TCX
PANTONE 289C
PANTONE 185C
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Royal Flag Within each window, think about the colour scheme and the look to be achieved. The most obvious way to reference the Diamond Jubilee is by using the colours of the flag, red, white and blue. These will stand out well with silver diamonds, and compliment the clothes. If a home display requires a mannequin, use these products to flatter the Diamond Jubilee theme. This page shows a variety of products that fit perfectly. For home: placing many types of pillows on a bed makes an interesting display. The fashion cycle for these themed products will come to a halt after the Queens Diamond Jubilee, so pull these products to the front of store for optimum selling power. Heavy discounting after the event will be incurred.
SS12 PRODUCTS
SS12 PRESS IMAGE
SS12 PRESS IMAGE
Summer Eve If you stock these items, incorporate the colours into your window display for an alternative to the traditional British flag colours, red, white and blue. This is perfect for the more fashion savvy stores. Mimic how products have been styled on the Press Images, as these are strong, powerful pictures. By doing this, the pictures have more relevance, when placed throughout the store. Make sure to only use three colours so not to overwhelm and pick burnt orange and gold diamonds for a ‘Summer Eve’ effect.
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SS12 PRODUCTS
Hot Flush
Buy 1
Colour blocking is a popular theme within store at Get 1 Free the moment, so placing this in the window display Use similar will make consumers aware of our trends. Pink, orange colour signage 30% Off and red work particularly well when integrated with black and white. Unlike Summer Eve and Royal Flag, clashing colours is the Buy 1 effect this window needs. Make it bold, but not too daring; after all Get 1 we are trying to sell the products on display! Diamonds in black Half Price and white will make the bold colours stand out for an eye-catching, contemporary display.
SS12 PRODUCTS
SS12 PRESS IMAGE
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Diamonds in store To fully adopt a Jubilee theme, diamonds should be integrated into mannequin displays around store; this creates consistency throughout. They can be placed around mannequins, or if hanging is readily available, suspend the diamonds from fixtures. These are images from Oxford Circus, London store. Examples of how to display the diamonds on existing features are as follows, select one option:
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Create small diamond chains to be dangled around mannequin necks, or wrapped around hair buns to create a crown like effect. Place large diamonds on plinths to draw the eye up the mannequin.
Place large diamonds around foot of mannequins to hide rectangular base. Remove ribbon in steel frame and replace with diamonds, or integrate with existing colours.
Remove ribbon on steel frame and replace with flat images of diamonds, or 3D versions. Hang diamonds from spread hands for interesting effect. Place large diamonds on plinths to draw eye up the mannequin.
Place various sized diamonds on circular plinth for pyramid effect. Remove shapes from steel structure and place diamonds at various heights.
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Only small references to the theme should be placed on each display, so not to overwhelm. One or two displays should have numerous diamonds for a dramatic effect.
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Layout Techniques
Colour blocking is less likely to encourage multi purchases than integrating complementary colours. These are all examples of good layouts in stores at the moment, using space to encourage people to walk around and browse for longer. The above left image could benefit from integrating the colours rather than blocking them into sections, much like the above right image. Above right is a good example of a free flow layout, using space to encourage browsing. The above centre image could benefit from giving life to the displays with bolder colours and better styling.
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HOME RANGE
CHILDRENS WEAR
MENSWEAR
TILL POINT
WOMAN ESSENTIALS
WOMAN HIGH SEASON
This is a spine style layout, with a main aisle directing you to a certain point. Layout depends completely on the individual store requirements; however, directing the main aisle to the home ranges is essential. The first tab on our website is Home, therefore taking consumers to this, will create a streamlined effect between online and in store. Our high seasoned clothing should be at the front of the store, with promotional offers on the end of aisles. A free flow layout will increase browsing time and encourage customers to stay in store longer. Suggestive positioning and point
WOMAN HIGH SEASON
of sale information should be implemented in store immediately. Lights should have the correct bulbs displayed next to them, with additional information for the customer. Clothing should be placed with items that can make an outfit, giving customers non-communication styling. Products on offer should be integrated with matching, higher cost items, to increase multi-buys. Till points should be stocked with low cost accessories such as socks, purses, tights etc. for last minute, unplanned purchases, rather than luggage which is currently located at till points.
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Clockwise from top left: Woking, Woking, Brighton, Camberley.
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Updating the Logo Updating the storefronts with the new logo, is the final stage each store will participate in, before 2013 is out. As you can see from the images on the opposite page, the logos on our stores are not consistent. The front of each store will be adapted with the new logo (above) with a dark grey background, (see right) so all our stores stand in unison. A contractor will be commissioned to alter the store front. On the following page see our Oxbridge store; take inspiration from this when thinking about your store layout- note how the displays are spacious, easy to move around, bright and interesting.
Oxbridge Store COPYRIGHT DALZIEL AND POW
Jubilee Window Revised Layout New Logo Once these three steps have been achieved and signed off, you will host a 20% off event to reopen the store and celebrate BHS’ 85th birthday. Store managers are to organise the occasion like a cardholders event. Additionally, contact local press on the official reopening, invite customers in the lead up, decorate the store, and shop window with birthday signage. You will recieve a generic press release to be given to local press. Nearer the time, an additional pack will be released with detailed information. We hope this booklet has provided you with the vital information for adopting a Diamond Jubilee window to your store, re-arranging in store layouts and how your shop front will be updated in the near future. If you have any queries, feel free to contact me (details are on page one).
Check List Jubilee Theme Window Received flat plan diamond mock ups What range you will stock (popularity & space) Womenswear Home Lighting Childrenswear Identified which window is suitable for your store Flagship Standard No Hanging Large Volume Type of background Full Open Partial Selected colour theme for display Royal Flag Summer Eve Hot Flush Ordered diamonds for colour theme Silver (Royal Flag) Burnt orange/Gold (Summer eve) Black and White (Hot Flush) Referred to SS12 Planogram Implemented this layout Calculate product mean in window display (total price/total product) Does this reflect average price in store? Ordered extra stock (items on display)
In Store/Layout Pulled merchandise stocked in window to front of store Integrated diamonds into mannequin displays Rearranged layout No colour blocking Used complementary colours Created non-communicative styling Redirected main aisle to Home ranges Implemented suggestive positioning (eg bulbs next to lights) Added Point of Sale information to a variety of products (eg electronics) Put smaller priced items around till points
Shop Front Has a contractor been to change your logo? Name of store ............................................................................. Visual Merchandiser ................................................................. Number of windows ................................................................. Windows approved Display/Layout Logo/ Shop front changed Additional Notes ....................................................................... ...................................................................................................... ...................................................................................................... ...................................................................................................... Signed...........................................................................................