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VM GUIDE

Amsterdam

Haarlem

Singel 350

Groningen

Anegang 21

Zwanestraat 6

A fish named Fred

Dutch brand stores

Maastricht Stokstraat 38

Westfield Mall Leidschendam

Enschede

Haverstraatpassage 27

Amersfoort Kamp 24

A fish named Fred

international brand stores

Sweden

Trelleborg

Germany Potsdam

and many more to come...

Bulgaria Sofia

VISUAL MERCHANDISING GUIDE In front of you is the Winter Edition of the Visual Merchandising Guide. It has been created as an additional tool to help you

achieve the best possible store presentation, both in-store and in the window displays.

We recommend that all store staff become familiar with its

contents. This guide provides practical guidelines and inspiration, while also creating a solid foundation that you can build on and adapt to your own store. Good luck! Team Marketing

& VM Specialist Marion

Scan the QR code to watch the complete VM video.

VM video

CONTENT

Foreword

What is Visual Merchandising?

What is the Purpose of Visual Merchandising?

10 Basics of Visual Merchandising

10 Basics of Mannequin Styling

Customer Behaviour

Mannequin Size Chart

Colour Chart

Folding Techniques

Theme

Window Display

Collaboration

Fred’s Classics

Fred’s Threads

Contact

WHAT IS VISUAL MERCHANDISING? Visual Merchandising = Visual Selling & Product Presentation Visual Merchandising is the technique we use to encourage customers to buy through visual presentation, helping you to sell visually. We use Visual Merchandising to: • Visually attract and inspire customers • Make it easier for customers to make choices • Attract more customers into the store • Draw attention to specific product groups and collections

WHAT IS THE PURPOSE OF VISUAL MERCHANDISING?

Visual Merchandising helps to increase sales. By applying the right Visual Merchandising techniques: You create a silent salesperson in your store. ‘Run shoppers’ can shop quickly and easily. Run shoppers are customers who shop with a specific purpose and already know exactly what they want to buy. ‘Fun shoppers’ will spend more time in the store, which can lead to more sales. Fun shoppers are customers who enjoy shopping, want to be inspired and are more easily tempted to make a purchase.

10 BASICS IN VISUAL MERCHANDISING

1. Present the different themes from each drop together in one wall unit. 2. Present the theme featured in the window display on the entrance table. 3. Make sure every front-facing presentation is layered. Create a complete outfit using multiple upper-body garments. See the examples of front-facing presentations later in this guide. 4. Always keep the shelves in the wall units well stocked. Create stacks of equal height: 4 lightweight knitted cardigans, 3 chunky knit sweaters, 4 polo shirts, 4 T-shirts and 3 shirts. 5. Use the shelves for decoration and props, while maintaining a good visual balance. 6. Use POS materials and make sure all POS communication is up to date. 7. Present items as coordinated combinations. A hanging combination could look like this: start with a blazer, followed by a shirt, a waistcoat, another shirt and finish with a blazer. By placing a blazer at both the beginning and the end of the rail, you create visual balance. 8. On the rails of the centre fixtures, always turn the last garment around so the customer can clearly see the item. The exception is an item with a print or special detail on the back. 9. Hang and fold all garments by size, from smallest to largest. On rails, work from left to right. Within stacks, arrange sizes from smallest at the top to largest at the bottom. 10. Create balance in every presentation through colour, print, fabric and length. There are two basic ways to arrange colours: a) From light to dark, working from left to right. This is often used during SALE periods. b) By contrast, alternating darker and lighter items. Balance in fabrics and textures is important to prevent the presentation from looking too flat. Create variation in length by combining different items, such as waistcoats, T-shirts and short-sleeved polo shirts.

10 BASICS IN MANNEQUIN STYLING

1. Always use items in the window display that you have sufficient stock of and genuinely want to highlight. Complete the presentation with decorative props and the orange fish head. 2. Make sure mannequins displayed together are all dressed within the same theme, with colours repeated across the different looks. 3. Use the correct clothing sizes for each look. See the mannequin size chart. 4. Steam any garments before placing them on the mannequins if they are creased. 5. Pin garments at the back to create a perfect waistline, and pin the back of the sleeves to create a more casual look. 6. Make sure each mannequin stands straight and correctly positioned on its base plate. 7. Always use shoes when styling mannequins in the window display. 8. Use accessories such as beanies, belts, pocket squares and scarves to complete the look. 9. Make sure the window display is clean before placing the mannequins back in position. 10. Finally, check the window lighting. Make sure all lights are working and correctly directed towards the mannequins.

CUSTOMER BEHAVIOUR What triggers a customer to buy? 1. An attractive window display with a clear and consistent colour story. 2. The entrance should feel open and inviting, making customers feel welcome from the moment they enter. 3. Create a clear customer journey through the store, so customers intuitively understand where to go. Make sure aisles are wide enough to provide easy wheelchair access. 4. Themes and promotions should be clearly communicated using POS materials. Please note: one POS sign per wall unit is sufficient. 5. Create clear colour stories. Use a maximum of three main colours per section. 6. Combine clothing with decoration, props and accessories to create the ultimate shopping experience. 7. Position mannequins throughout the store to draw customers from one focal point to the next. 8. Make sure mannequins are styled in complete, well-coordinated looks. Use layers and accessories to show customers how different items can be combined. 9. Place the items worn by the mannequins as close to them as possible, so customers can easily find and shop the complete look. 10. Build your wall presentations around coordinated combinations, helping customers discover complete looks throughout the store. 11. Place the right products in the right locations. For example, position impulse items such as socks and boxer shorts near the checkout, and belts close to the fitting rooms. 15

Scan the QR code to watch the complete VM video

MAATTABEL MANNEQUINS Mannequins are the ultimate example for the customer. Always make sure they are dressed in the correct sizes. Well-fitting garments look more stylish, show the fit at its best and increase purchase intent. Items that are too loose or too tight can negatively affect the overall presentation of the collection.

MANNEQUINS JACKET Size L BLAZER Size 52 SHIRT Size L WAISTCOAT Size 50

Choose fully styled looks in commercial sizes and pay attention to details such as the correct sleeve length, a neat finish and a proper fit around the shoulders and waist.

T-SHIRT Size L JEANS Size 33 CHINO Size 33

A perfectly styled mannequin creates confidence, inspiration and stronger sales on the shop floor.

SNEAKERS Size 44 LOAFERS Size 45

COLOUR CHART AW26 This colour chart forms the basis for a strong, clear and commercial store presentation. By presenting the collection in distinct colour blocks per drop, you create a calm and organised shop floor while making it easier for customers to combine items into complete outfits. Within each colour block, work from light to dark or from warm to cool tones. In Drop 1, the focus is on deep and muted greens, soft blue-green shades and light neutrals. These are complemented by soft pink and various denim and blue tones, creating a fresh yet distinctly wintery colour palette. In Drop 2, the colour palette becomes warmer, richer and more powerful. Different shades of deep blue form the foundation, combined with dark red, bright red, chocolate brown and warm golden yellow. A light neutral shade adds calm and creates balance between the more intense colours. Always group products by colour family, using sufficient volume and repetition. Combine prints with matching solid colours to create balance. By building colour stories in a logical way, you create a clear flow throughout the store and encourage customers to buy complete looks rather than individual items. The colours within Drop 1 and Drop 2 can be divided across multiple wall units. For Drop 1, one wall can feature green and blue tones, while a second wall combines blue tones with pink. For Drop 2, combine warm brown tones with a touch of blue on one wall, and blue tones with red on another.

COLOURCARD AW26 COLOURCARD AW26 DROP 1 COLOURCARD AW26 DROP 1 COLOURCARD AW26

A consistent colour presentation strengthens the brand experience, makes the collection easier to navigate and ultimately creates greater impact and stronger sales.

DROP 1 DROP 1 19-5320 TCX PONDEROSA PINE 19-5320 TCX PONDEROSA PINE

18-5611 TCX DARK FOREST 18-5611 TCX DARK FOREST

16-6216 TCX BASIL 16-6216 TCX BASIL

15-5210 TCX NILE BLUE 15-5210 TCX NILE BLUE

11-0602 TCX SNOW WHITE 11-0602 TCX SNOW WHITE

15-1614 TCX BLUSH 15-1614 TCX BLUSH

17-4021 TCX FADED DENIM 17-4021 TCX FADED DENIM

18-4026 TCX STELLAR 18-4026 TCX STELLAR

19-3923 TCX NAVY BLAZER 19-3923 TCX NAVY BLAZER

19-5320 TCX PONDEROSA PINE 19-5320 TCX PONDEROSA PINE

18-5611 TCX DARK FOREST 18-5611 TCX DARK FOREST

16-6216 TCX BASIL 16-6216 TCX BASIL

15-5210 TCX NILE BLUE 15-5210 TCX NILE BLUE

11-0602 TCX SNOW WHITE 11-0602 TCX SNOW WHITE

15-1614 TCX BLUSH 15-1614 TCX BLUSH

17-4021 TCX FADED DENIM 17-4021 TCX FADED DENIM

18-4026 TCX STELLAR 18-4026 TCX STELLAR

19-3923 TCX NAVY BLAZER 19-3923 TCX NAVY BLAZER

19-4120 TCX BLUE OPAL 19-4120 TCX BLUE OPAL

18-4220 TCX PROVINCIAL BLUE 18-4220 TCX PROVINCIAL BLUE

18-1549 TCX 19-1531 TCX SUN-DRIED TOMATOVALIANT POPPY 18-1549 TCX 19-1531 TCX SUN-DRIED TOMATOVALIANT POPPY

11-0602 TCX SNOW WHITE 11-0602 TCX SNOW WHITE

19-1215 TCX 15-1142 TCX SHAVED CHOCOLATE HONEY GOLD 19-1215 TCX 15-1142 TCX SHAVED CHOCOLATE HONEY GOLD

19-3923 TCX

19-4120 TCX

18-4220 TCX

19-1531 TCX

11-0602 TCX

19-1215 TCX

DROP 2 DROP 2 DROP 2 DROP 2

18-1549 TCX

15-1142 TCX

FOLDING TECHNIQUES A good folding technique creates a clean, organised and strong product presentation on the shop floor. By folding T-shirts, jeans and knitwear in a consistent way, you create a uniform and professional look while making it easier for customers to browse and combine items. Ideally, use an A4 folding template or a fixed format to ensure all garments are folded to the same width. Always fold from back to front, keeping the front, collar and key details clearly visible in the stack. Make sure the left sleeve remains visible to create a recognisable, consistent and well-presented look on tables and shelves. Pay attention to a neat finish without creases, a straight bottom edge and stacks of equal height. Combine different colours and prints in clear blocks for greater visual impact. This not only makes the presentation more attractive, but also more commercial and easier for customers to navigate.

KNITWEAR VOUWEN 1.

Stap 1. Leg de trui neer.

Stap 2. Draai de trui om met de achterkant naar boven.

Stap 3. Vouw de rechterkant naar binnen.

Stap 4. Vouw de mouw naar binnen.

Stap 5. Vouw de andere mouw ook naar binnen.

Stap 6. Vouw de onderkant voor een deel naar boven. 22

Stap 7. Draai de trui om naar boven.

BROEK VOUWEN 1.

Stap 1. Leg de broek neer met de achterkant naar boven.

Stap 2. Vouw de linkerpijp naar boven.

Stap 5. En vouw uiteindelijk beiden broekspijpen naar boven. Stap 3. Vouw nu ook de rechterpijp naar boven.

Stap 4. Vouw de rechter broekspijp nog een keer naar boven.

Stap 6. Vouw de broek nu dubbel en leg de broek met de gulp naar boven.

COLLECTION THEME AW26 Tokyo Trip This season, we take our customers on a Tokyo Trip: a collection inspired by the unique mix of traditional and modern Japan. From Japanese art, flowers and koi to manga, neon, street culture and Tokyo’s vibrant nightlife. This diversity is reflected throughout the collection in its prints, colours and details. Make sure this story is clearly translated onto the shop floor. Do not simply arrange the collection by product category. Instead, create recognisable colour stories and complete looks. Always combine statement prints with matching solid colours and more understated pieces. This allows the prints to stand out without making the presentation feel too busy. Use repetition, colour blocking and different heights to create balance and rhythm. Coordinate shirts, knitwear, jackets, blazers and trousers within the same colour story and present complete outfits wherever possible. This immediately shows customers how different pieces can be worn together. Ultimately, the store should feel like one complete Tokyo Trip: colourful, surprising and full of detail, while remaining commercial and easy to navigate. This brings the collection story to life and encourages customers to shop complete looks rather than individual pieces.

Add POS materials and AW26 theme elements, such as the Tokyo Design Studio collaboration items and other theme-related VM items.

Top section Alternate between shirts, T-shirts and sweaters, and incorporate the collaboration items from this season’s theme.

TABLE PRESENTATION Working with Colour, Looks & Clarity A strong table presentation is positioned at the front of the store and inspires customers through a clear lifestyle and theme presentation. This season, the focus is on Tokyo Trip. Combine the collection with the available AW26 POS materials and VM items, so the table not only presents products but also clearly tells the Tokyo story. Work with clear colour stories and combine shirts, T-shirts, sweaters and trousers into commercial looks. Alternate statement Tokyo prints with more understated solid colours and denim. This allows the prints to remain the eye-catchers without making the table look too busy. Fold all items neatly and create straight stacks of equal height. Use the top of the table for the strongest theme pieces and storytelling elements. Keep the lower section calmer and more commercial, with well-organised stacks and sufficient stock. Scan the QR code to watch the complete VM video

Lower section Alternate between shirts, trousers and sweaters, and create neat stacks of equal height. Scan the QR code to watch the complete VM video

Hang three pieces of each item in the store, using common sizes such as M, L and XL.

At the front, display a real eye-catcher, or dress the mannequin in a standout piece.

Make sure the last piece is hung facing the other way, towards the entrance where customers come in.

When merchandising, think in complete looks and alternate between blazers, waistcoats and long-sleeve shirts.

Underneath the blazer, you can use a shirt with a print that is also featured in the blazer’s lining and pocket square. Fasten the top button if it creates a strong look, or leave the blazer open if that works better.

When merchandising, think in complete looks and alternate between shirts, waistcoats and blazers.

Fold back the cuffs of the long-sleeve shirts so that the A fish named Fred logo is clearly visible.

Use the shelves for trousers, sweaters, shirts, caps & shoes.

You can also place the POS displays here.

COLOUR BLOCK BROWN AW26

First, sort your items by colour and group similar colours together. Once everything is organised, you can start arranging the garments on the rails.

Scan the QR code to watch the complete VM video

Think about using accent colours for each rail to create a strong and balanced colour story. As shown in the images, we have created a mix of brown, green and red.

<< Make sure the last section is hung the other way around, facing the entrance where customers come in.

<< On the front, we opened the jacket zipper quite far to make the details of the inside pocket and the Fred logo on the sweater clearly visible.

Display three pieces of each item in the store, using common sizes such as M, L and XL.

At the front, display a real eye-catcher. Underneath the blazer, you can use a shirt with a print that is also featured in the blazer’s lining and pocket square.

When merchandising, think in complete looks and alternate between jackets, long-sleeve Fasten the top button if it shirts and blazers. creates a strong look, or leave the blazer open if that works better.

Normally, make sure the last piece is hung facing the entrance where customers come in. For this jacket, however, we chose not to do this because of the striking artwork on the back. This eye-catcher deserves to be immediately visible to customers as they enter the store.

Use the shelves for trousers, sweaters, shirts and accessories such as caps and shoes.

When merchandising, think in complete looks and alternate between blazers, waistcoats and long-sleeve shirts.

COLOUR BLOCK GREEN AW26

First, sort the items by colour and group similar colours together. Then start merchandising, using a clear accent colour for each rack. As you can see in the images, we created a mix of green, light blue and dark blue as the main accent colours.

Scan the QR code to watch the complete VM video

<< To create a calmer and more balanced presentation, you can alternate with items from Fred’s Threads. This adds balance to the display, while the colour accent is a great addition to the collection.

<< Alternate between blazers, shirts, waistcoats and jackets. Think in layers and complete looks to create a balanced and cohesive presentation.

At the front, display a standout blazer. Underneath the blazer, you can use a shirt with a print that is also featured in the blazer’s lining and pocket square.

Display three pieces of each item in the store, using common sizes such as M, L and XL.

At the front, display a real eye-catcher. Underneath the overshirt, you can layer a sweater, subtly showing one of its details. Roll up the sleeves slightly to complete the look.

When merchandising, think in complete looks and alternate Fasten the top button if it between jackets, long-sleeve creates a strong look, or leave shirts and blazers. When merchandising, think in the blazer open if that works complete looks and alternate better. Use the shelves for trousers, between long-sleeve shirts, sweaters, shirts and blazers and waistcoats. Where accessories such as caps possible, include trousers and shoes. as well to create complete outfits.

COLOUR BLOCK BLUE AW26

First, sort the items by colour and group similar colours together. Then start merchandising, using clear accent colours for each rack. As you can see in the images, we created a mix of navy, light blue and red as the main accent colours.

Scan the QR code to watch the complete VM video

<< When merchandising, think in complete looks and alternate between long-sleeve shirts, blazers and waistcoats.

<< Here you can see the matching blazer and waistcoat displayed close together, making it easy for customers to combine them with a selection of shirts.

Give the mannequin a subtle knitwear twist by draping a sweater loosely over the shoulders. This adds colour and layering to the look without making the outfit feel too busy. 34

TABLE PRESENTATION KNITWEAR Variation creates a strong presentation Mix sweaters and cardigans to create a more dynamic table display. Instead of creating stacks of the same product category, alternate between pullovers, half-zips and cardigans. This creates more variety and immediately shows the full range of the knitwear collection. Use colour to create clear groups. For example, combine navy with light blue, green with natural tones, or brown with beige. Place contrasting colours next to each other, while keeping each individual stack clean and consistent. During the season, create a strong knitwear table to give customers a clear overview of the different styles we offer. We also recommend folding knitwear as much as possible instead of hanging it, as hanging can cause the garments to stretch and lose their shape.

Scan the QR code to watch the complete VM video

WINDOW AW26 The window is your stage for making an immediate commercial impact. Within the Tokyo Trip theme, the window display is all about strong colour combinations and clear choices. Use items with sufficient stock availability, so that the inspiration shown in the window can actually translate into sales on the shop floor. Lighting: Once the window display is complete, always check that every key item and detail is properly lit.

Tip blazer option: Pin the blazer discreetly along the seams to create a more defined waist and enhance the silhouette.

Scan the QR code to watch the complete VM video

Create strong and inspiring outfits. Present outfits in logical colour combinations that complement and strengthen each other. Think in complete looks: blazer, shirt, trousers and accessories. By using strong colour blocks and repeating key tones, you create a calm and recognisable presentation. This makes the looks easier for customers to understand and encourages them to combine and purchase multiple items. Create clear focal points with key styles that immediately catch the eye. Build the window display in layers, play with different heights and let prints and details stand out. Keep the overall presentation clear, commercial and inspiring. This turns the window into a real eye-catcher that attracts customers into the store and inspires them to shop complete Fred looks.

Tip waistcoat option: Tighten the waistcoat properly using the strap at the back, and pin the sleeves casually for a natural, effortless look.

COLLABORATION TOKYO DESIGN STUDIO

A fish named Fred and Tokyo Design Studio have joined forces for a unique collaboration inspired by our Tokyo Trip. Together, we have created a limitededition collection featuring sushi chopsticks, refined dipping bowls and elegant serving pieces. Each item is crafted from high-quality materials and presented in a luxury gift box featuring the iconic Tokyo prints from the collection.

Scan the QR code to watch the complete VM video

FRED’S CLASSICS The Fred’s Classics wall is where recognition, continuity and commercial strength come together. This is where our iconic prints take centre stage. By displaying the same print in multiple colours close together, you create a strong and clear presentation. Customers can immediately see the different options, making it easier to find their favourite version. Create balance by grouping similar colour tones together. For example, keep the beige and yellow tones together, and create a separate group with the red tones.

Scan the QR code to watch the complete VM video

FRED’S THREADS Fred’s Threads brings a more refined and sophisticated look to the store. It is all about modern tailoring with character. Suits, blazers and waistcoats come together to create a stylish and balanced presentation. Display belts both frontfacing and grouped by colour to increase visibility and create additional crossselling opportunities. Start with the highest-value item: the blazer. Follow with a shirt, trousers, another shirt, and finish with a waistcoat. This gives the customer two different shirt options to complete the look.

CONTACT

With this VM Guide, you have all the tools you need to present A fish named Fred in a strong, clear and commercial way. By working with colour blocks, complete looks and clear focal points, you create a balanced shop floor that inspires customers. A strong presentation not only creates a better brand experience, but also drives higher conversion and more sales per outfit. Always think in terms of stock availability, combinations and storytelling. Play with height, repetition and contrast, while keeping the overall presentation clear and accessible. Small details such as the right folding techniques, correct sizing on mannequins and smart accessory placement can make all the difference. Good luck creating an inspiring shop floor and, most importantly… Have fun with Fred!

If you have any questions, please contact Anouk at anouk@afishnamedfred.com. 45

Frankfurtstraat 2 1175 RH Lijnden The Netherlands service@afishnamedfred.com +31 (0)20 6173685