Bench VM Booklet Women EN

WØMEN / autumn winter 2014

Merchandising Bøøk Visual

WØMEN / Visual Merchandising / Multipurpøse City Cløthing

Vi s u a l M er ch a n disi n g

A n In t r ø d u c t i ø n Broadly speaking, „visual merchandising“ stands for everything which can be seen by the consumer in an merchandising context, supporting the sales of products.

The purpose of visual merchandising is to highlight collections and enforce the image of a brand. In the world of modern communication visual merchandising is a central component, especially in retail stores, where the competitors‘ offers and influences are present everywhere and top retailers just cannot afford to leave their customers on their own. Thus in the brand world, visual merchandising takes over the function of a compass. This VM Book is aimed at inspiring, guiding and supporting you in presenting your spring/sommer collection in the best possible way.

H ø w Tø U s e B e s t The book shows you how to combine the colors of the season. Make sure to structure the hanging in color blocks in a symmetrical order. In other words, if the hanging begins with a blue jacket, it should also end with a blue jacket or an article with the identical color tone. Everything will look calmer and more spacious. Also make sure the color blocks within the hanging have the same width. For instance this would mean to present less jackets and more shirts, due to the differences in volume.Whenever possible, begin your hanging with a jacket and continue in the thought of an outfit, which would be the combination of jacket/shirt/pants. With the season in progress, of course also product groups can be bundled individually.

A l l t h e b e s t & a s u c c e s s f u l s e a s o n, K l a u s K a m e n z Visual Brand Manager

WØMEN / Cøllectiøn / Multipurpøse City Cløthing

C øl l e c t i ø n

This season, the Bench AW14 Womenswear collection is driven by a demand for multipurpose functional, clothing suited to the fast pace of everyday life. Split into two ranges that have been designed with an integrated approach, both provide for the active and style conscious city dweller.

The first of the two ranges, Multipurpose Life, brings together a selection of products equipping the wearer for 24 hours in the city. The second range, Multipurpose Performance, utilises performance fabrics with features like waterproofing and breathability whilst maintaining its versatility. A fully integrated approach sees a trickle down of technology such as DWR (Durable Water Repellent) treatments and low bulk insulation from the Multipurpose Performance side of the collection into Multipurpose Life.

Throughout the Performance collection the motto ‘Born in the City, Built for the Mountains’ is utilised to underpin an effortless transfer of contemporary street styling into performance fabrics and silhouettes and emphasize the adaptability of the range.

Whether Multipurpose Life or Multipurpose Performance, all items within these collections are designed functionally to deliver security, enhance safety and adaptability for 24 hours.

In the Multipurpose Life range, pixelated and distorted kaleidoscopic prints and graphic slogans are key. Graphics are inspired by the idea of living fearlessly in the city, engaging with different mindsets of the urban explorer. For the Multipurpose Performance collection, repeated patterns are seen throughout with a multi coloured print inspired by the Northern Lights seen on jacket linings, jersey and tee products. Mirky Twill, a chaotic all-over print (disruptive pattern/ texture), is contrasted with a bold, black and white all-over dot print as seen on the Pebbledice jacket which is complete with a dogtooth lining and strong black and white trim details.

Protection and Insulation are the key fabric topics for AW14 with a DWR (Durable Water Repellent) finish applied to a variety of cotton and cotton-mix fabrics with breathable PU finishes also applied to provide further protection from the elements. Traditional fabrics such as denim have been engineered to have technical properties. Utilising Schoeller Ecorepel Technology as applied to 11.5oz stretch cotton denim. Demonstrative in denim style Fixedwheel, the perfect commute to work trouser with revealable reflective elements and a mulititude of hidden pockets. To remain secure and safe when battling the elements and everyday happenings of the city, the AW14 collection introduces Reflect a herringbone shell fabric with 3M reflective yarns woven into the surface and Dazzle a reflective knitwear yarn knitted into tipping stripes and pom poms within accessories. Additional reflective placement prints are also seen throughout. Comfort equally remains paramount with improved wadding weights and the introduction of low bulk Microdown combined with Stretcha, a stretch waterproof, breathable laminated fabric.

Colour is inspired by monochromes of the city, ranging from light blue casted to dark greys, with lime accents hinting on the sunlight peaking through and as the days get shorter, the light shades are expanding into the dark of the night and colours get richer and warmer, with an introduction of green, pink and oranges.

For m or e i n for m a t i o n s vi sit w w w.b e n c h.c o.u k

WØMEN / Phases / Multipurpøse City Cløthing

Phases

Phase

1

25.0 6. — 11.0 8.

Phase

2

01.0 8. — 01.0 9.

Phase

3

29.0 8. — 0 6.0 9.

Phase

4

27.0 9. — 27.10.

+12 days post-delivery period for all delivery dates

WØMEN / Støry / Multipurpøse Adaptability

Multipurpøse Adaptability

Multipurpose Employed

To

Performance Day

and

Stop 24

and

Hour

Adaptability Deliver in

Night,

the

Is

Multipurpose

Versatility

For

Cold

Design Weather

City

Active

and

Social,

Wet

and

Cold,

Start City

Multipurpose

Life By

demands

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Adaptability

WØMEN / Multipurpøse Adaptability

WØMEN / Multipurpøse Adaptability

WØMEN / Støry / Multipurpøse Security

Multipurpøse Security

Multipurpose

Security

Employed

To

For

Cold

Weather

Day

and

24

Hour

Deliver

Night, City

Multipurpose

Multipurpose

Design

Control

Confidence

Crowded

Life By

Is

and

demands

Design

in

the

City

Uncertain, Multipurpose

Alone

and

Security

Unsure

WØMEN / Multipurpøse Security

WØMEN / Multipurpøse Security

WØMEN / Støry / Multipurpøse Safety

Multipurpøse Safety

Multipurpose

Safety

Employed

To

For

Cold

Weather

Day

and

24

Hour

Deliver

Night, City

Multipurpose

Multipurpose

Dark

Design

Visibility

Certainty

Life By

Is

and

Late,

demands

Design

in

the Dawn

City and

Multipurpose

Early Safety

WØMEN / Multipurpøse Safety

WØMEN / Multipurpøse Safety

WØMEN / Støry / Multipurpøse Insulatiøn

Multipurpøse Insulatiøn

Multipurpose

Insulation

Employed

To

For

Cold

Weather

Day

and

24

Hour

Deliver

Night, City

Multipurpose

Cold

Multipurpose

Design

Insulation

Comfort

Life By

Is

and

in

Dark,

demands

Design

the On

City the

Go

Multipurpose

and

Relentless

Insulation

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Støry / Multipurpøse Design

Multipurpøse Design

Multipurpose

Design

Security

Insulation

It

is

Cold

and

these Weather

Multipurpose

Is

principals Winter By

Adaptability,

of

design

Performance

Design

Safety,

applied

to

enhance

WØMEN / Multipurpøse Design

WØMEN / Multipurpøse Design

WØMEN / Multipurpøse Design

WĂ˜MEN / Campaign

Ca m paign

WĂ˜MEN / Campaign

WĂ˜MEN / Campaign

Americana International Limited Tanzaro House Ardwick Green North Manchester M12 6 FZ www.bench.co.uk