HERSCHEL SUPPLY CO. — RETAIL GUIDELINES
HERSCHELSUPPLY.COM RETAIL.HERSCHELSUPPLY.COM
HERSCHEL SUPPLY CO. — RETAIL GUIDELINES
THIS DOCUMENT IS A GUIDE FOR WORKING WITH THE HERSCHEL SUPPLY COMPANY BRAND IN THE RETAIL ENVIRONMENT.
The information on the following pages outlines the steps necessary for you to effectively maintain a consistent brand image for Herschel Supply inside the global marketplace. Our products, displays, POP, fixturing and imagery all play an important role in showcasing our timeless product and fine regard for detail. In order for Herschel Supply to remain as consistent as possible at retail; adhering to the retail guidelines is essential. By following this set of practical guidelines, our goal is to help you promote the growth of Herschel Supply inside your retail location.
The main goal of the following retail guidelines is to ensure that the Herschel Supply brand is being accurately portrayed at retail. Maintaining a consistency in branding throughout all points of retail is very important. In order to avoid representing Herschel Supply improperly, without any confusion as to what “looks best� the following retail guidelines will indicate the steps needed to be taken into account for proper portrayal of all Herschel Supply products at all points of retail.
TABLE OF CONTENTS — RETAIL GUIDELINES STORE / VERTICAL BUILD 06 08 10 14 18 22 24 28 30
Initial Proposal Steps Standalone Considerations Retail Support Offering Floorplan Décor Cash Desks Lighting Build File Final Render
MERCHANDISING 32 36 42 48
Merchandising Customer Facing Bag Basics Props Windows
IN-STORE ASSETS 54 Shopping Bag 58 Gift Card
STAFFING / AMBIANCE 60 62 70 72
Staffing Staff Uniform Greeting Music
DIGITAL ASSETS 74 Herschel Supply Toolbox
FIXTURES 80 Fixtures/POP
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RETAIL GUIDELINES
INITIAL PROPOSAL STEPS
COMPREHENSIVE RETAIL GUIDELINES APPLY TO THE FOLLOWING TIERS: (TIMELINE PENDING TIER TYPE) Tier 1: Retail Standalone Tier 2: Shop-In-Shop/Concession/Temporary Retail Tier 3: Kiosk/Showroom VERTICAL PROCESS STAGE 1 / Initial design (6-8 week duration) Herschel Supply receives retail blueprints from vendor and begins design. STAGE 2 / Feedback and design revision (2 week duration) Herschel Supply downloads vendor feedback on initial design and makes adjustments on the delivery of a final build file for approval. STAGE 3 / Shipping coordination with operations and invoicing with accounting department (2 week duration) Herschel Supply assists with setting up freight forwarder (factory/vendor) shipping, as well as arranging all invoicing for fixtures. STAGE 4 / Shipping and Customs Clearance (2-4 week duration) All Herschel Supply fixtures are priced FOB. With this in mind, air/ground and boat shipments all have different shipping dates. Please budget accordingly for your desired shipping method and factor in all customs clearance timelines.
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RETAIL GUIDELINES
STANDALONE CONSIDERATIONS
CONSIDERATIONS FOR STANDALONE (TO BE SUBMITTED ALONG WITH INITIAL PROPOSAL) TYPE OF STORE 01 Is this store going to be a Herschel Supply standalone or a store with a Herschel Supply section inside of it (shop-in-shop)? DESIGN 02 All Herschel Supply branded standalone or shop-in-shop concepts must be designed exclusively by the Herschel Supply head office. Partners are not permitted to design the store or sections on behalf of Herschel Supply. APPROVAL 03 All partners are asked to submit potential retail space design requests to Global Marketing Director Mikey Scott at the Herschel Supply head office. DURATION 04 What are the lease details for the proposed space? Is there a sales component tied to the space? This will help Herschel Supply determine the feasibility of the opportunity. BUDGET 05 In terms of product selection and the accompanying fixtures, what budget do you have allocated for this store? TARGET AUDIENCE 06
Each of the Herschel Supply product categories should be represented in standalone stores. Please clarify the product mix that you are looking to carry. Who are the customers and what are they looking for? What is the breakdown, percentage-wise, for bags, duffles, laptop sleeves, wallets, luggage, headwear, etc.?
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RETAIL GUIDELINES
RETAIL SUPPORT OFFERING
HERSCHEL SUPPLY KIOSK, STAND ALONE AND SHOP IN SHOP SUPPORT OFFERING: •
Access to visual identity files from headquarters.
In-house retail designers to customize the space according to exact specifications (professional build files). •
Scalable and affordable custom fixtures (produced through our partners with pricing based on the global buy). Each fixture will be offered at a deep discount, close to Herschel Supply’s raw cost, in order to ensure proper retail placement. •
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Day-to-day operational support.
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Visual merchandising guidelines (how to merchandise product seasonally).
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Marketing support (access to custom marketing support outside of the existing wholesale model: toolbox imagery, shopping bags, event creative, launch parties, etc.)
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HERSCHEL SUPPLY KIOSK, STAND ALONE AND SHOP IN SHOP SUPPORT OFFERING: (CONTINUED) DIGITAL VERSION AVAILABLE ON TOOLBOX
(MARKETING CALENDAR EXAMPLE) Our marketing programs have proven successful in helping you maximize sell-through in your store. Program availability is dependent on your buy.
CALENDAR OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
EVENTS
Fall 14 Journal Art show Launch Event
WINDOWS
Fall 14 Journal Window
Window Refresh
Holiday 14 Windows
Window Refresh
Spring 15 Windows
IN-STORE
Fall 14 Framed Journal Imagery, Holiday 14 Wall Imagery
Holiday 14 Framed Imagery
Holiday 14 Framed Imagery Refresh
Holiday 14 Framed Imagery Refresh
Spring 15 Framed Imagery
PROMOTIONS
Fall 14 Journal GWP
#WellPacked for the Holidays Giveaway (12/1–12/15)
SOCIAL
Fall 14 Journal assets Holiday 14 assets for for use on social use on social
#WellPacked/ #WellPacked/ Spring 15 assets for #WellTravelled assets #WellTravelled assets use on social for use on social for use on social
Spring 15 #WellTravelled Event (TBD)
HERSCHEL SUPPLY KIOSK, STAND ALONE AND SHOP IN SHOP SUPPORT OFFERING: (CONTINUED) DIGITAL VERSION AVAILABLE ON TOOLBOX
OBJECTIVES CREATE A UNIQUE BRANDED ENVIRONMENT THAT TELLS THE HERSCHEL SUPPLY BRAND STORY THROUGH EXPOSURE TO IMAGERY AND THE JOURNAL.
DRIVE ENGAGEMENT BEYOND THE POP UP SHOP THROUGH EVENTS AND MEANINGFUL IN-STORE PROMOTIONS.
#WELLTRAVELLED PHOTO SHOW SHOWCASE NEW PRODUCT OFFERINGS AND COLLECTION THAT EDUCATE THE CONSUMER ON HERSCHEL SUPPLY’S VARIED OFFERINGS.
FALL 14 JOURNAL ART SHOW LAUNCH PARTY
#WELLPACKED FOR THE HOLIDAYS GIVEAWAY
#WELLTRAVELLED PHOTO SHOW SPRING 15 COLLECTION LAUNCH
The Pop Up shop space will be turned into an art gallery for one night in order to showcase chosen stories within The Fall 14 Journal.
Shoot a #WellPacked and win a travel set.
The Pop Up shop space will be turned into a photo show for one evening featuring #WellTravelled imagery.
PROVIDE A DIFFERENT PERSPECTIVE ON THE BRAND THAT WILL INSPIRE AND EXCITE THE CONSUMER.
EVENTS AND PROMOTIONS
HERSCHEL SUPPLY CO. — RETAIL GUIDELINES
Stories will be curated that complements the Spring 15 Merchandise assortment.
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RETAIL GUIDELINES
FLOORPLAN
FLOORPLAN DIGITAL VERSION AVAILABLE ON TOOLBOX Customers can be led through the store by main walkways mapped out by fixture configurations or flooring designs. Orientation is designed by fixture layout, store signage, graphics, props and zoning of space. When merchandising your store consider the following merchandising strategies.
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FLOORPLAN DIGITAL VERSION AVAILABLE ON TOOLBOX
01 DECOMPRESSION SPACE The first few feet of the store are often referred to as the decompression zone, an entry area customers use to “decompress� or adjust to the new space. The decompression zone is not a valuable selling space as the customer often looks up ahead as they are walking into the store, overlooking any product or displays positioned too close to the entrance. 02 PRIMARY SPACE This begins just beyond the entrance space. It is excellent prime selling and gains. It has the most foot traffic. 03 SECONDARY SPACE This is good selling space where fashion retailers present their core essentials or hero products. These are the products that compliment the new seasonal line. 04 DESTINATION SPACE This is located to the rear of the store, but is visible from the front or midway point. This space acts as a kind of umbrella, taking up the perimeter wall bay for maximum visibility to lure customers to the back of the store. 05 PERIMETER WALLS The wall space of a store is generally the second best selling space available. The wall space has good sightline and focal point opportunities. The perimeter walls can be merchandised to full height or up to the lighting level. Walls can feature a mixture a mixture of signage, graphics, imagery, colour, lighting, product, props and fixtures. 06 TRANSITIONAL SELLING SPACE This space needs to reflect the customers mindset at different times of year. It needs to be flexible for seasonal lines and tends to be located within the most commercially rewarding, primary selling area of the store. 07 STORAGE/BACKSTOCK Having a clean, well-merchandised store is essential to driving sales and creating a lasting positive impression on the consumer. All backstock should be neatly organized in the stockroom or in storage closets. When receiving shipments, please ensure that boxes are scanned, unpacked, and back stocked immediately. Keeping the sales floor clear is essential for a positive shopping experience.
FLOORPLAN DIGITAL VERSION AVAILABLE ON TOOLBOX
FLOORPLAN LINE DRAWING Top view
06
05
01
04
02
03
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RETAIL GUIDELINES
DÉCOR
DÉCOR DIGITAL VERSION AVAILABLE ON TOOLBOX When receiving your final build files and renders from Herschel Supply headquarters, please reference this colour palette when matching any additional décor inside your Herschel retail space.
MATERIALS BIRCH (Solid/Plywood) Finish: Natural matte varnish
BRASS Finish: Sanded smooth surface wax finish
WHITE PAINT Finish: Laquer finish RAL 9016
CHARCOAL PAINT Finish: Laquer finish RAL 7005
BLACK PAINT Finish: Laquer finish RAL 9017
SECURIT GLASS Finish: Ultra clear
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DÉCOR DIGITAL VERSION AVAILABLE ON TOOLBOX
MATERIALS HARDWARE Finish: Natural brass, black steel
FLOORING Polished Concrete
RETAIL GUIDELINES
CASH DESKS
CASH DESKS Cash desks must appear professional and never cluttered. Storage should be allocated for shopping bags, receipt rolls, and office supplies. Clean and neat surfaces should be kept bare for product merchandising and receiving shipments. Customers should not be able to view personal items or supplies.
CASH DESKS White laminate fencing Grey laminate body Birchwood face
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RETAIL GUIDELINES
LIGHTING
LIGHTING Lighting plays an integral part in any retail environment. Highlighting products and fixtures is the perfect way to reflect a brand identity. Please refer to the lighting schedule provided by Herschel Supply headquarters when implementing your lighting schedule.
PRIMARY LIGHTING ELEMENT
ACCENT LIGHTING ELEMENT
SMALL MOOOI NON RANDOM LAMP
BOCCI 14 SERIES PENDANT LIGHT
GREY / 350mm–450mm diameter (12"–18")
6"–8" (150mm–200mm) diameter
TRACK LIGHTING BLACK / Minimal spot light style similar as shown
LIGHTING TEMPERATURE SPECS BLACK / Recessed, diffused lens
GENERAL LIGHTING AREA 30–50 FC (foot candles), diused neutral color: 3000k–3500k 80–100 CRI (color rendering index)
TASK LIGHTING AREA 50–300 FC (foot candles) neutral color: 3000k–3500k 80–100 CRI
ACCENT LIGHTING AREA 150–500 FC (foot candles) neutral color: 3000k–3500k 80–100 CRI
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LIGHTING (CONTINUED)
HERSCHEL SUPPLY LIGHT CHART LAMP/BULB
LOCATION
Tungsten/Incandescent filament
Overhead lighting, table and wall fixtures
Tungsten/Incandescent strip light
Undershelf lighting, imagery and floor lights
Halogen dichronic lamp
Window lighting and interior display
Fiber optic
Small display cases
LED
Close proximity lighting
High voltage neon
Outside and window signs
RETAIL GUIDELINES
BUILD FILE
BUILD FILES – WHAT IT INCLUDES (BASED ON SUPPLIED INFORMATION) DIGITAL VERSION AVAILABLE ON TOOLBOX
EXAMPLE BUILD FILE HYSAN PLACE / Hong Kong Causeway Bay
3600 1070
1200
Framed imagery Hanging fixtures
8 00
Cashwrap 240
0
120
Wallet tables & shelves with storage bottoms
Shelves with storage bottom
Existing pillar 700
Framed imagery with display hooks
0
3 125
Mirror Hook displays
STORAGE
200
0
Storage closet sliding doors
1 x Closet 660mm D x 2000mm W (x full ceiling height) 3 x Drawer trunks (below wallet tables) 800mm W x 400mm H x 400mm D 1 x Large drawer trunk 1200mm W x 400mm H x 400mm D
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RETAIL GUIDELINES
FINAL RENDER
3D RENDER – WHAT IT INCLUDES DIGITAL VERSION AVAILABLE ON TOOLBOX
EXAMPLE 3D RENDER SM ANNEX / Philippines Front entrance view
Rear right view
Left side view
Right side view
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RETAIL GUIDELINES
MERCHANDISING
MERCHANDISING WE WANT TO BE CONSISTENTLY MERCHANDISED FOR CLEAR BRAND REPRESENTATION. THESE GUIDELINES WILL ILLUSTRATE EACH STEP IN THE PROCESS. HERSCHEL SUPPLY MERCHANDISING FOCUS: Clear seasonal story telling Strong brand representation • Proper category grouping • Ease of shopping • •
POP Should be clean, intact, properly positioned and in current season (see attached POP and prop guidelines for usage). WINDOWS See attached seasonal and general window directives. ACCESSORIES Merchandise into product categories for clarity.
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Showcase new seasonal colors to add excitement to the section.
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BAGS Packables Always display each style packed and unpacked for product education.
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Showcase new seasonal colors to add excitement to the section.
•
Classics Merchandise in a focal location in color blocking and silhouette stories for ease of shopping.
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Showcase new seasonal colors in blocks for ease of shopping and consistency. •
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MERCHANDISING (CONTINUED) BAGS (CONTINUED) Select Color block to create excitement around each seasonal story.
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Merchandise by style for consistency and ease of shopping.
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Travel •
Elevate these items by placing on a plinth, stool or staging area.
Merchandise by color story and create full luggage sets so the consumer can properly experience the category. •
HEADWEAR Should be merchandised by style and color blocked for ease of shopping and consistency. •
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If placed on a shelf, all tags should be tucked inside.
Beanies •
Should be merchandised by style and color blocked for ease of shopping and consistency.
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All tags should be tucked inside.
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Headwear placed on shelving should be stuffed with the “made to fit” headwear insert.
SUMMARY OF DIRECTIVES •
Effective use of seasonal print color blocking will help add excitement and consistency to the Herschel Supply section while educating the consumer about new product.
•
Classic silhouettes (Little America, Heritage, Classic, etc.) should be merchandised in focal locations for ease of shopping.
RETAIL GUIDELINES
CUSTOMER FACING BAG BASICS
CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX
CUSTOMER FACING BAG BASICS Main and front compartments always air bagged.
Magnetic strap closures closed.
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CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX
CUSTOMER FACING BAG BASICS Straps pulled tight (through tension clips) and tied behind.
Zipper pulls all facing left.
CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX
CUSTOMER FACING BAG BASICS Cinched pull cord tucked inside main compartment.
Front button buttoned.
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CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX
CUSTOMER FACING BAG BASICS Buckles pulled tight and closed.
Lid closed and snapped shut.
RETAIL GUIDELINES
PROPS
PROPS DIGITAL VERSION AVAILABLE ON TOOLBOX CORE PROPS SHOULD BE TIED IN WITH SEASONAL POP TO COMPLETE THE BRAND STORY. A collection of display props; such as plants, modern seating and creative lighting, can help you add texture and dimension to create the desired mood within your retail environment.
•
FOLLOW APPROVED DESIGN FROM HERSCHEL SUPPLY WHEN UTILIZING NON-HERSCHEL MERCHANDISE (PLANTS, RUGS, LAMPS, ETC.)
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PROPS DIGITAL VERSION AVAILABLE ON TOOLBOX CHAIRS Mid Century Chair Steel Stool Modern Steel Bar Stool
PROPS DIGITAL VERSION AVAILABLE ON TOOLBOX PLANTS Tall palms Potted Cacti Potted Succulents
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PROPS DIGITAL VERSION AVAILABLE ON TOOLBOX LIGHTING Small Moooi Non Random Lamp Bocci 14 Series Pendant Light
WALL HOOKS
POTS
Wall/Coat Hook
White Ceramic Pot
RETAIL GUIDELINES
WINDOWS
WINDOWS DIGITAL VERSION AVAILABLE ON TOOLBOX WINDOWS HELP DIRECT TRAFFIC AND DRIVE SALES TO YOUR BUSINESS. THESE FOLLOWING GUIDELINES WILL ASSIST IN KEEPING THE HERSCHEL MESSAGE CLEAR AND ON BRAND. HERSCHEL SUPPLY WINDOW DIRECTIVES FOR VERTICAL •
Products displayed must be in current season (along with imagery).
Products displayed must be styled to standard (front facing bag standards). “Straps pulled tight through tension clips and tied behind…” •
Imagery for the window must be from the current season and paired with product from the corresponding collection. •
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Props used must be part of the approved list unless provided by Herschel Supply.
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There can be no competing logos or branding placed within the window.
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The Herschel Supply logo cannot be altered or covered.
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Branding must conform to the provided guidelines.
Only use black or white logos unless it’s for Kids, in which case only use seasonal imagery. •
Window should consist of three elements including background, staged product area (mid) and foreground (decal or vinyl image). •
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WINDOWS DIGITAL VERSION AVAILABLE ON TOOLBOX
WINDOW MERCHANDISING Products displayed must be in current season (along with imagery).
Products displayed must be styled to standard. Ie. (Front facing bag standards)
Imagery for the window must be of the current season and paired with product from the corresponding collection.
Props used must be part of the approved list unless provided by HSC.
WINDOWS DIGITAL VERSION AVAILABLE ON TOOLBOX
WINDOW MERCHANDISING There can be no competing logos or banding placed within the window.
HSC logo cannot be altered or covered.
Branding must conform to the brand guidelines.
Only use black or white logos unless it’s for kids, then only use seasonal imagery.
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WINDOWS DIGITAL VERSION AVAILABLE ON TOOLBOX
WINDOW MERCHANDISING Window should consist of 3 elements including background, staged products area (mid) and foreground image (decal or vinyl image).
STAGED PRODUCTS
BACKGROUND
FOREGROUND IMAGE
RETAIL GUIDELINES
SHOPPING BAG
SHOPPING BAG DIGITAL VERSION AVAILABLE ON TOOLBOX HAVING CONSISTENCY ACROSS ALL BRANDING ELEMENTS IS KEY FOR ALL HERSCHEL SUPPLY RETAIL. PLEASE REFER TO THIS DOCUMENT WHEN CREATING YOUR SHOPPING BAG.
LARGE SHOPPING BAGS White craft paper bag with twine handles and black ink logo.
White kraft paper bag.
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Matte black ink.
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SHOPPING BAG DIGITAL VERSION AVAILABLE ON TOOLBOX
SMALL SHOPPING BAGS White craft paper bag with twine handles and black ink logo.
White kraft paper bag.
Matte black ink.
RETAIL GUIDELINES
GIFT CARD
GIFT CARD WHEN CREATING GIFT CARDS FOR YOUR HERSCHEL SUPPLY RETAIL STORE, PLEASE REFERENCE THE DIGITAL PRINT FILE ON TOOLBOX.
HERSCHEL SUPPLY GIFT CARD DESIGN Examples shown below.
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RETAIL GUIDELINES
STAFFING
STAFFING (RECRUITMENT) PLEASE CONSIDER THE FOLLOWING SCRIPT WHEN RECRUITING FOR YOUR HERSCHEL RETAIL TEAM. We are currently hiring team members for a fast paced retail environment. As a team member, you are responsible for providing the highest level of customer service by communicating a deep knowledge of our products and creating a welcoming and positive environment. QUALIFICATIONS 01 Highly personable, approachable and friendly. 02 Friday, evening, weekend and holiday availability is a must. 03 Ability to work in a fast-paced environment. 04 Detail oriented. 05 Takes initiative. 06 Ability to work independently and with a diverse team.
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RETAIL GUIDELINES
STAFF UNIFORM
UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX WE HAVE CREATED A SUGGESTED UNIFORM FOR USE IN ALL HERSCHEL RETAIL LOCATIONS. THESE ITEMS HAVE BEEN CHOSEN BASED ON OUR BRANDS AESTHETIC AND WILL CREATE CONSISTENCY BETWEEN OUR VARIOUS LOCATIONS. SHIRTS Grey, white or navy Herschel Supply crew neck T-shirt Grey, white or navy Herschel Supply scoop neck T-shirt White or blue Herschel Supply oxford T-shirt HAT Herschel Supply Hat (Current Season) PANTS Slim fit khaki or navy color chinos SKIRT Black knee-length skirt SHOES White White White White
Chuck Taylor Classic Shoes Vans Era Shoes Nike Air Max Shoes Nike Air Force 1 Shoes
LANYARD Black Lanyard – Approximately 21" length (including clasp) Material – Polyester (Print file available on toolbox)
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UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX UNIFORM Grey Herschel Supply Crew Neck T-shirt Herschel Supply Hat Khaki Chinos White Vans Era Shoes
White Herschel Supply Crew Neck T-shirt Herschel Supply Hat Khaki Chinos White Vans Era Shoes
Navy Herschel Supply Crew Neck T-shirt Herschel Supply Hat Khaki Chinos White Vans Era Shoes
UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX UNIFORM White Herschel Supply Oxford Shirt Herschel Supply Hat Navy Chinos White Nike Air Max Shoes
HERSCHEL SUPPLY CO. — RETAIL GUIDELINES
Blue Herschel Supply Oxford Shirt Herschel Supply Hat Navy Chinos White Nike Air Force 1 Shoes
White Herschel Supply Crew Neck T-shirt Herschel Supply Hat Navy Chinos Chuck Taylor Classic Shoes
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UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX UNIFORM Grey Herschel Supply Crew Neck T-shirt Herschel Supply Hat Navy Chinos Chuck Taylor Classic Shoes
Navy Herschel Supply Crew Neck T-shirt Herschel Supply Hat Khaki Chinos White Vans Era Shoes
White Herschel Supply Oxford Shirt Herschel Supply Hat Khaki Chinos Chuck Taylor Classic Shoes
UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX UNIFORM White Herschel Supply Scoop Neck T-shirt Herschel Supply Hat Khaki Chinos Chuck Taylor Classic Shoes
HERSCHEL SUPPLY CO. — RETAIL GUIDELINES
Grey Herschel Supply Scoop Neck T-shirt Herschel Supply Hat Khaki Chinos Chuck Taylor Classic Shoes
Grey Herschel Supply Crew Neck T-shirt Herschel Supply Hat Black Skirt Chuck Taylor Classic Shoes
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UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX UNIFORM Khaki Chinos
Navy Chinos
Navy Herschel Supply Hat
Black Herschel Supply Hat
White Chuck Taylor Classic Shoes
White Vans Era Shoes
White Nike Air Max Shoes
White Nike Air Force 1 Shoes
UNIFORM DIGITAL VERSION AVAILABLE ON TOOLBOX LANYARD DESIGN Approximately 21” length (including clasp) Material – Polyester Lanyard with double sided design, utilizing the Herschel Supply Classic logo and ID logo. Print file available on toolbox.
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RETAIL GUIDELINES
GREETING
GREETING WHEN ENTERING ANY HERSCHEL RETAIL LOCATION, THE GREETING SHOULD BE CONSISTENT AND FRIENDLY. WE WANT ALL HERSCHEL ASSOCIATES TO BE EXCITED AND APPROACHABLE.
SCRIPT FOR GREETING
“ Hi, How’s it going?”
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RETAIL GUIDELINES
MUSIC
MUSIC MUSIC IS AN IMPORTANT ASPECT THAT SHOULD BE CONSIDERED WHEN CREATING THE PROPER ATMOSPHERE FOR YOUR RETAIL ENVIRONMENT. WE HAVE CURATED SOUNDCLOUD PLAYLISTS WITH THE HELP OF SOME OF THE WORLD’S MOST TALENTED MUSICIANS THAT ARE ALL AVAILABLE AT JUST THE CLICK OF A BUTTON! SPOTIFY IS ALSO A USEFUL RETAIL PLAYLIST TOOL. IF OUR SOUNDCLOUD ISN’T UPDATING OR FUNCTIONING, PLEASE PLAY THE “INDIE” OR “HERSCHEL SUPPLY” PLAYLIST.
Please use https://soundcloud.com/herschelsupply for your retail playlist.
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RETAIL GUIDELINES
HERSCHEL SUPPLY TOOLBOX
HERSCHEL SUPPLY TOOLBOX (INTERNAL) TOOLBOX IS HERSCHEL SUPPLY’S FTP. HERE YOU CAN FIND ACCESS TO: •
Current and past catalogues
Social Media, brand and retail guidelines
•
Logos and icons
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Seasonal window campaigns
•
Presentations from Product Launch
•
Product imagery
•
Lifestyle imagery
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Press releases and press imagery
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Lookbook videos
•
Social media imagery
•
INTERNAL LOGIN Please do not share this login externally with any accounts, marketing firms, PR firms etc. This login includes sensitive information that is only to be shared internally. Access
Toolbox.herschelsupply.com
Login
toolbox.internal@herschelsupply.com
Password hsc234 Please refer to the Wholesale Retail Guidelines for the external Universal Login. If you have any questions please email retail@herschelsupply.com.
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HERSCHEL SUPPLY TOOLBOX (INTERNAL) TOOLBOX Homepage
HERSCHEL SUPPLY TOOLBOX (INTERNAL) TOOLBOX Login
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HERSCHEL SUPPLY TOOLBOX (INTERNAL) TOOLBOX Content/Category Page
RETAIL GUIDELINES
FIXTURES / POP
FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX In partnership with Parisian design collective Studio Ciguë, global accessories brand Herschel Supply has developed a top-tier retail fixture program. Each piece relays Ciguë’s contemporary aesthetic and Herschel Supply’s fine regard for detail. POINT OF PURCHASE Point of Purchase is used to complement Herschel Supply product and is to be merchandised with the product. POP should not be placed in retail space that does not contain Herschel Supply product. Please do not physically alter the POP. All POP should be treated carefully to maintain its appearance. Any POP that is no longer in display condition is requested that it be discarded or sent back to Herschel Supply. Please contact your local Herschel Supply sales representative for POP replacement. Replacements will be arranged to replace any defective or broken POP.
•
FIXTURE REQUIREMENTS Herschel Supply fixtures must represent all categories.
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Herschel Supply retains title and ownership of display property provided to the retailer. Herschel Supply has the right to withdraw it from the retailer at any time if it is discovered that the property has been used to display anything other than Herschel Supply products.
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Herschel Supply fixtures cannot be altered from their initial design.
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Any physical damage to the units must be reported to the appropriate Herschel Supply sales representative immediately.
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SALES REQUIREMENTS Must book all four seasons.
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Must be in good credit standing with Herschel Supply.
•
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FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Shelf / 2 Tier 31.5" W x 17.5" D x 32" H 800mm W x 445mm D x 825mm H
Shelf / 2 Tier 3.5" W x 17.5" D x 48" H 800mm W x 445mm D x 1225mm H
Shelf / 2 Tier 17.5" W x 17.5" D x 32" H 445mm W x 445mm D x 1225mm H
Tables / Nesting Set
Tabletop Display Case 31.5" W x 17.5" D x 9.5" H 800mm W x 445mm D x 250mm H
Tabletop Display 31.5" W x 35" D x 41" H 800mm W x 890mm D x 1050mm H
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FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Tabletop Display 63" W x 35" D x 41" H 1600mm W x 890mm D x 1050mm H
Fixture Shelf 4' 0" W x 12" D 1200mm W x 300mm D
Wall Shelf 4' 0" W x 12" D 1200mm W x 300mm D
Wall Fixture 4' 0" W x 7' 11" H x 17' 1/2" D 1200mm W x 2400mm H x 460mm D (combined dimensions)
Single-sided Fixture with Removable Sign 4' 0" W x 5' 3" H x 17' 1/2" D 1200mm W x 1600mm H x 460mm D 1450mm H without signage
Freestanding Floor Fixture with Removable Sign 4' 0" W x 5' 3" H x 2' 11" D 200mm W x 1600mm H x 880mm D 1450mm H w/o signage
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FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Bag Hook (4 Pack) 1" W x 2.5" H x 1.5" D 25mm W x 60mm H x 40mm D
Wall Faceout (4 Pack) 7.75" L 195mm L
Headwear Tray 8" W x 12" D
Headwear Tray Large 8" W x 18" D
Accessory Tray Large 16 1/2" W x 11" D x 4 1/2" H
Accessory Tray Small 5 1/2" W x 11" D x 4 1/2" H
FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Wallet Trays (6 Pack) 63" W x 35" D x 41" H 1600mm W x 890mm D x 1050mm H
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FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Bag Stand 9 1/2" W x 9 1/2" D, Variable height 220mm W x 220mm D
Shelf Talker 12" W x 10" H 300mm W x 250mm D
Shelf Talker Large 24" W x 10" H 600mm W x 250mm D
Bookends 3" W x 6" H
Bag Weight 12" W x 4.5" H
Headwear Insert 6" diameter x 7" H
FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Logo Box 12 1/2" W x 12 1/2" H x 4" D 325mm W x 320mm H x 100mm D
Logo Box Medium 8" W x 8" H x 2.5" D 220mm W x 200mm H x 60mm D
Logo Box Small 4" W x 4" H x 2" D 100mm W x 100mm H x 50mm D
Logo Box, Wall Mounted 12" W x 12" H x 4" D 325mm W x 320mm H x 100mm D
Plaque 4" W x 4" H 100mm W x 100mm H
Name Plate 7" W x 3" H x 3" D 175mm W x 75mm H x 75mm D
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FIXTURES DIGITAL VERSION AVAILABLE ON TOOLBOX FIXTURE DRAWINGS Name Plate Small 4.5" W x 2" H x 2" D 115mm W x 50mm H x 50mm D
H Sign 12" W x 18" H x 4" D
H Sign Small 7.5" W x 8" H x 4" D
Store Sign Large 1050mm W x 450mm H
Image Insert Stand 76" W x 17" H x 2.5" D
Picture Frame Large 20" W x 24" H 500mm W x 700mm H Imagery: 18" x 22"
All of the above information is provided to our distributors for consideration when proposing a retail space that represents all product categories. All fixture production is to be handled by Herschel Supply. Distributors will be able to purchase fixtures directly from an inventory of available items. All of Herschel Supply’s partners will adapt to a global communication plan for a seasonal refreshment of images/product and key in-store merchandising stories.
THANK YOU.
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