HERSCHELSUPPLY.COM RETAIL.HERSCHELSUPPLY.COM
HERSCHEL SUPPLY CO. — WHOLESALE 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 — WHOLESALE GUIDELINES 06 Your Section 10 Merchandising 14 Customer Facing Bag Basics 20 Windows 26 Herschel Supply Toolbox 32 Props 38 Fixtures/POP
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
07
WHOLESALE GUIDELINES
YOUR SECTION
IN YOUR HERSCHEL SUPPLY SECTION CONSISTENCY AND STRONG BRANDING IS KEY THROUGHOUT ALL WHOLESALE ENVIRONMENTS. WHEN YOU ARE MERCHANDISING YOUR HERSCHEL SUPPLY SECTION, PLEASE CONSIDER THE FOLLOWING ELEMENTS. Adding seasonal imagery to create excitement around the new product line.
•
Segmenting categories to highlight the product selection, and convey the whole brand story.
•
Adding a Herschel Supply logo sign to create a identifiable section: We have a full selection of logo signs available. Please contact sales rep for availability.
•
Avoid merchandising any Herschel Logo signs or POP alongside other competitive product or branding.
•
Make sure lighting has been adjusted to highlight and enhance the products. Avoid using harsh white fluorescent lights, which can detract from the overall look of the product and section. Using the bull’s-eye technique to identify proper lighting zones is a helpful tool.
•
Consider using the warm to cool color blocking scheme to help create consistency in the section.
•
Placing the Journal adds strong imagery and tells the brand story.
•
Add plants and other non-POP elements to add texture and dimension to the section.
•
Using the colour of the product is the most fundamental way to present product. It creates a functional yet bold display for all categories.
•
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
09
YOUR SECTION DIGITAL VERSION AVAILABLE ON TOOLBOX YOUR SECTION Adding a Herschel Supply logo sign to create a identifiable section: We have an incredible selection of logo signs available please contact sales rep for availability.
Using the colour of the product is the most fundamental way to present product. It creates a functional yet bold display for all categories.
Adding seasonal imagery to create excitement around the new product line.
Segmenting categories to highlight the product selection, and convey the whole brand story.
Make sure lighting has been adjusted to highlight and enhance the products. Avoid using harsh white fluorescent lights, which can detract from the overall look of the product and section. Using the bull’s-eye technique to identify proper lighting zones is a helpful tool.
Placing the Journal adds strong imagery and tells the brand story.
YOUR SECTION DIGITAL VERSION AVAILABLE ON TOOLBOX YOUR SECTION Avoid merchandising any Herschel Logo signs or POP alongside other competitive product or branding.
Add plants and other non-POP elements to add texture and dimension to the section.
Consider using the warm to cool color blocking scheme to help create consistency in the section.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
011
WHOLESALE GUIDELINES
MERCHANDISING
MERCHANDISING BEING CONSISTENTLY MERCHANDISED IS ESSENTIAL FOR CLEAR BRAND REPRESENTATION. THESE GUIDELINES WILL ILLUSTRATE EACH STEP IN THE PROCESS. Herschel Supply merchandising focus: • • • • •
Securing prime retail position. Clear seasonal story telling. Strong brand representation. Proper category grouping. Ease of shopping.
POP Should be clean, intact, properly positioned and in current season. WINDOWS See attached seasonal and general window directives. ACCESSORIES Merchandise into product categories for clarity. Showcase new seasonal colors to add excitement to the section.
• •
BAGS Packables Always display each style packed and unpacked for product education. 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.
•
Showcase new seasonal colors in blocks for ease of shopping and consistency
•
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
13
MERCHANDISING (CONTINUED) BAGS (CONTINUED) Select Color block to create excitement around each seasonal story. Merchandise by style for consistency and ease of shopping.
• •
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. •
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. •
•
All tags should be tucked inside.
•
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.
WHOLESALE GUIDELINES
CUSTOMER FACING BAG BASICS
CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX CUSTOMER FACING BAG BASICS
CUSTOMER FACING BAG BASICS Main and front compartments always air bagged.
Magnetic strap closures closed.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
17
CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX CUSTOMER FACING BAG BASICS
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
CUSTOMER FACING BAG BASICS Cinched pull cord tucked inside main compartment.
Front button buttoned.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
19
CUSTOMER FACING BAG BASICS DIGITAL VERSION AVAILABLE ON TOOLBOX CUSTOMER FACING BAG BASICS
CUSTOMER FACING BAG BASICS Buckles pulled tight and closed.
Lid closed and snapped shut.
WHOLESALE 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. A selection of seasonal windows are available from your sales representative. Please contact for availability. HERSCHEL SUPPLY WINDOW STANDARDS 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.
•
Props used must be part of the approved list unless provided by Herschel Supply.
•
There can be no competing logos or branding placed within the window.
•
The Herschel Supply logo cannot be altered or covered.
•
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).
•
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
23
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 branding 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.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
25
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
WHOLESALE GUIDELINES
HERSCHEL SUPPLY TOOLBOX
HERSCHEL SUPPLY TOOLBOX TOOLBOX IS HERSCHEL SUPPLY’S FTP. HERE YOU CAN FIND ACCESS TO: Social Media, brand and retail guidelines
•
Product imagery
•
Lifestyle imagery
•
Press releases and press imagery
•
Lookbook videos
•
Social media imagery
•
UNIVERSAL 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@herschelsupply.com
Password hsc123 If you have any questions please email retail@herschelsupply.com.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
29
HERSCHEL SUPPLY TOOLBOX
TOOLBOX Homepage
HERSCHEL SUPPLY TOOLBOX
TOOLBOX Login
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
31
HERSCHEL SUPPLY TOOLBOX
TOOLBOX Content/Category Page
WHOLESALE GUIDELINES
PROPS
PROPS DIGITAL VERSION AVAILABLE ON TOOLBOX CORE PROPS SHOULD BE TIED IN WITH SEASONAL POP TO COMPLETE THE BRAND STORY. Every season Herschel Supply will produce a selection of seasonal POP. Select items will be available from your sales representative prior to the delivery date for each season. Please contact your sales representative to view the current seasonal POP.
•
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.
•
FOLLOW APPROVED DESIGN FROM HERSCHEL SUPPLY WHEN UTILIZING NON-HERSCHEL MERCHANDISE (PLANTS, RUGS, LAMPS, ETC.) REFER TO TOOLBOX FOR CURRENT DIGITAL FILE.
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
35
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
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
37
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
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.
FIXTURE REQUIREMENTS Retailer agrees to only display Herschel Supply backpacks, totes, duffles, etc. on fixtures provided by Herschel Supply. If the retailer has any concerns or issues in regards to filling the Herschel Supply display property, the owner/manager will contact their Herschel Supply sales representative or retail department immediately.
•
Herschel Supply fixtures must represent all categories.
•
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.
•
The retailer will contact their Herschel Supply sales representative if the owner/ manager finds that Herschel Supply display property cannot be used on the store floor for any reason. Retail property is to be returned at Herschel Supply’s expense if the owner/manager deems the retail property unusable.
•
Herschel Supply is responsible for all the production charges incurred while building display property in the store space.
•
Herschel Supply fixtures cannot be altered from their initial design.
•
Any physical damage to the units must be reported to the appropriate Herschel Supply sales representative immediately.
•
SALES REQUIREMENTS Must book all four seasons.
•
Must be in good credit standing with Herschel Supply.
•
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
41
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
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
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
45
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
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
49
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
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
53
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"
THANK YOU.
PHOTOGRAPHY
HERSCHELSUPPLY.COM RETAIL.HERSCHELSUPPLY.COM
STEPHEN WILDE
HERSCHEL SUPPLY CO. — WHOLESALE GUIDELINES
57