VIS U ALGU IDE
diesel / fw13 main / female
l on g story shor t in t r o Shop ping experi en ce mess ag e K ey prior ities for the seas on 1 2 La youts & pr io riti es 1 4 B el ts 1 6 H ats & Sc a rves 2 2 Sm all a cc essor ies 2 7 Brac elet s 2 8 Li ce nsin g 3 3 5째 A nniversary 0 8
06 08 12 14 18 20 30 34 35 36
female Creative concept Female August wall bays September wall bays October wall bays Category area Female denim Shoes & Bags Intimates Product quantities Female recap
m a l e C reat ive co nce pt m ale Augu st wall b ays ys 1 2 Sept em be r wall ba Octob er w all ba ys 1 4 Categor y are as 1 6 2 2 Sh oes & Ba g s at es 2 7 In tim M ale de nim 28 Pro duct quan tit ies 3 7 Male Recap 3 8 0 8
4 1 2
man n e qu in s Thr eshol d grou ping s 0 August Septme ber 2 Octo be r
Cre a t ive Conce p t Diesel enhances the bold bold femininity femininity of of its its woman womanby byadding addingunexpected unexpectednew newstyles. styles. Based on the same belief, belief, “I“I am am who who II am”, am”, this thiscollection collectionisisstronger strongerthan thanever: ever:luxurious luxurious yet relaxed and full of of innovative innovative textures. textures. The first theme of the the collection collection is is “Wild “Wild Camou” Camou”and andits itssignature signaturecolour colourisisBrave BraveRed, Red, inspired by the classic classic Diesel Diesel logo logo of of the the ‘80s. ‘80s. The second inspiration inspiration is is expressed expressed in in “crack-o-dile” “crack-o-dile”textures. textures.Shifting Shiftingtowards towardsWinter Winter touches of grey, black black and and pop pop purple purple shine shine through throughthe theentire entirecollection. collection. Black and grey remain remain the the trait trait d’union d’union of of the the collection collectionand andare areenhanced enhancedby bybrilliant brilliant green at times mixed with with purple purple for for aa very very rock rockyet yetunique unique effect. effect. In the 5 pocket section section the the leading leading concept concept isis “Mutation”. “Mutation”.ItItisisall allabout aboutdenim denimchanging changing its skin, using multiple multiple layering layering technologies technologies to tocolour colourand andde-colour de-colourthe thematerial. material. Whether it’s laser print, print, faded faded colour colour treatment, treatment,new newcoating coatingtechnique techniqueorornew newgeneration generation of fabrics, the expertise expertise of of Diesel Diesel has has clearly clearly been beenapplied appliedtotothis thisnew newevolution evolutionofofdenim. denim. In the bags and shoes shoes collection collection the the Diesel Diesel approach approachisisexpressed expressedthrough throughthe theuse useofof brave red and black colours colours embellished embellished by by bold bold studs. studs. Unlikely to be forgotten forgotten is is the the boot boot offer offer giving givingthe theDiesel Dieselwoman womanaarocker rockerfeeling. feeling.
T he collection c ol l e c t ion captures c a pt u resthe theessence e sse nceof of The thethe D i es e l woman: woma n : brave, brave,creative c re ati ve Diesel a l way s surprising. su r pr isin g. and always
FEMALE How to do i t
S mall – Large st o res: Will have 1 new wall bay Red, black & blue
Lar g e store s:
Will have 2 new wall bays Red, black & blue Wild camo, red, black, blue.
S mall – Large st o res: Will have 1 new wall bay
Military, black, grey, cream
Lar g e store s:
Will have the addition of Emerald Green merchandised onto a table and rail in front of the wall bay.
S mall – Large st o res: Will have 1 new wall bays. Purple, black, nude
Lar g e store s:
Will have 2 new wall bays. Purple, black, nude Digital print, crock print, black, grey, white, lavender (from FW13 preview)
SMALL / LARGE STORES A
COLOURS Brave red - indigo - black - dark denim KEY PIECES Dresses - denim - tops - shirts KEY FABRICS Georgette - denim leather - dip dye
OVERALL A dressy, night time easy to wear collection with indigo used as a highlight.
vm message Red and denim are essential to avoid an all black look, ensure the red is evenly dispersed. Use accessories with studs to add an edge. Seasonally appropriate.
LARGE STORES S t ory 1 A
COLOURS Brave red - black - dark denim
OVERALL A dressy, night time collection. Ensure it is seasonally appropriate, layering up or down as is neccessary.
KEY PIECES Dresses - denim - tops - shirts
vm message With more red, ensure it is evenly merchandised. Choose front facings that represent the vibe of the collection for a sexy, rock n roll Diesel woman.
KEY FABRICS Georgette - denim - leather - dip dye
LARGE STORES S t or y 2 a
COLOURS Muted red - indigo - black KEY PIECES Coats - denim - tops - shirts
OVERALL This does not have to be so seasonally appropriate, the brave Diesel woman will buy the L LEO coat even in the warmer weather. vm message A collection for the fashion conscious customer, be brave with the outfitting.
KEY FABRICS Wild camo - faux fur - denim - leather
SMALL / LARGE STORES S
COLOURS Military hues - black - grey - cream - brown - white
OVERALL A subtle colour palete, lifted by a mixture of fabric types and textures. Use cream to lighten the overall look.
KEY PIECES Shirts - jackets - sweats - tops
vm message A more layered collection, layer up or down as is appropriate.
KEY FABRICS Jacquard wool - cotton - leather - denim
LARGE STORES S
COLOURS Poision green - black - white
OVERALL Larger stores only to create this destination, smaller stores mix the black and white into the wall bay. vm message A destination for those who have the poision green. Merchandised with black and white pieces creating outfitting options.
KEY PIECES Tops - shirts - jackets - 5pockets KEY FABRICS Leather - knit - denim - jersey
small / LARGE STORES O
TOP TIP Although we recommend a side hanging wall bay, for this collection if you front face, it does not always have to be the most obvious item, such as the W SAN. Choose a NEUTRAL piece that brings the whole collection together.
COLOURS Tainted purple - nude - black KEY PIECES Coats - jackets - shirts - knitwear - tops - pants KEY FABRICS Faux fur - leather - faux astrakan - denim - cotton - jersey
OVERALL Create a rich, inviting wall bay full of textures and prints that compliment one another hanging side by side. Heavier weight itmems suitable for the time of year. vm message Boutique inspired merchandising, predominantly side hanging with the option for shelving or a front facing dependant on your shop fit. FW13 preview items in nude can be merchandised into this wall bay.
medium / LARGE STORES O
COLOURS Light & dark grey - black - white - lavender KEY PIECES Coats - shirts - jumpers and capes - 5 pockets KEY FABRICS Crackodile print - digital print - knitwear
OVERALL An easy collection perfect for the time of year with lots of outfitting options. vm message FW13 preview lavender items can be merchandised into the wall bay. Those without the wallbay space can merchandise this collection onto a rail. The lavender should not be a mechandised with the collection of the previous page.
small / LARGE STORES D r e ssy R a i l O
COLOURS Nude - black - denim blue
OVERALL A Diesel style dressy rail creating outfits by combining leather and 5pockets (ideally Skinzee) with sequin items D VICKY and T ALDA.
KEY PIECES Sequined chiffon tops - jackets - skinzee KEY FABRICS Sequined chiffon - leather - denim
vm message Selected pieces of nude from FW13 preview can be merchandised with this collection. Ensure a balance of nude, black and denim blue is achieved.
small / LARGE STORES A L L S E A SO N C AT EGO RY AR EA COLOURS Dependant on your local buy.
OVERALL This category area remains throughout the season. Position towards the front of your store.
KEY PIECES Light knits - short sleeve tees - long sleeve tees - pants
vm message Merchandise in an easy ‘self service’ layout.
KEY FABRICS Light knitwear - jersey
small / LARGE STORES S E PT EM B ER – OC TO B ER C AT EGO RY AR EA
OVERALL Position towards the front of your store. Stock depending launch the season with a leather jacket focus, moving to winter jackets as the season progresses. Keep it weather appropriate.
COLOURS Dependant on your local buy. KEY PIECES Winter jackets Leather jackets
vm message Merchandise in as easy ‘self service’ layout, grouping families of jackets together. Add lifestyle touches bags, boots and 5 pockets to add DNA to avoid the area looking like sale.
female denim D e s t in a ti on
jeggings table commercial table
essential sample bar
skinzee/ low table
Br e a kd ow n of th e F W1 3 ma i n sea son denim by month ( on y ou r m anne qu ins and s e as onal t able ) note
August = Jogg Jeans September = Best of indigo October =Black and Grey
If you have two tables, priority one table must be merchandised to Skinzee/Low and the priority two table to commerical styles. etc.
tables in priority order
If you only have one table, it must be merchandised to Skinzee/Low.
Priority 1 =Skinzee plus Skinzee low Priority 2 =Commercial Priority 3 =Seasonal (large stores) Priority 4 = Jeggings Priority 5 =Boyfriend focus, Myboy & Fayza sample bar all season Small store =1 bar, every style available Large store = 2 bars, 1 to commercial styles and 1 to colours and prints
S E A SON AL DE NIM STY L E S and WAS H E S A
FAYZA-NE 0600V S
SKINZEE/ SKINZEE-LOW 817S O
MYBOY/FAYZA 821D C
GRUPEE-NE 0603L E
MYBOY/LOWKY 603Y T
GETLEGG 818H O
SKINZEE 817T 21
AUGUST is all about JOGG JEANS. You have a dedicated window to them and your Jogg Jeans product must be - on your August seasonal table - dressed on your denim mannequins (looks to follow in a separate communication). - on your dedicated jogg jeas fixture (this is vaild for the entire season). Ensure your Female denim area SCREAMS JOGG JEANS IN AUGUST!!
jogg jeans T h e set u p
vm message Every store MUST use their dedicated stand merchandised only to Jogg Jeans. Jogg Jeans must also be merchandised into main apparel wall bays where appropriate. overall The stand must sit as a lead in, as an adjacency between main apparel and the denim destination. Ensure to merchandise the product onto either the new stand or the original black stand. If your stand is unable to hold your entire collection, merchandise a small rail alongside the stand to hold the remainder of the Jogg Jean collection.
SKINZEE and SKINZEE LOW PRIORITY 1 table A p roduct fo cus is created for the skinzee in your denim destination. it should be the lead in to your area.
vm message Merchandise by quantity. If you have only one table in your denim destination it must be merchandised to Skinzee and Skinzee low. Merchandise by quantity using your best selling sizes and flowing from dark to light.
overall New for FW13 Main - fold the denim on your tables as shown on these pages, the reverse of previous seasons. This is to allow the full imapact of the washes to be visible.
A t abl e is c re a t e d for the S ki nz e e and the ne w S ki nze e lo w in you r d e n im d e sti nati on. T h i s m u st be t he l e ad i n table to you r are a.
COMMERCIAL product PRIORITY 2 table S m al l / La r g e store s
NOTE The images shown on these pages do not show FW13 MAIN product, use only as a guide for how to merchandise your product.
Yo u must disc uss wit h your are a visual if you should me rchandise your c ommerc ial table t o opt ion 1 or opt ion 2. BY WASH: OPTION 1.
Divide the table into your best selling styles, using the wooden block to highlight the style names. With each style you must showcase your best selling 3 washes, flowing from light to dark with each style. The stock and full size range of this denim must also be folded into your denim wall.
BY QUANTITY: OPTION 2
Merchandise out your best selling styles, using the wooden blocks to highlight the style names. Merchandise flowing from slim fit to loose fit across the table. Quantities of each style are placed on the table using your best selling sizes.
SEASONAL product PRIORITy 3 table
SEASONAL : BY QUANTITY The product on the table should change each month to reflect the changes in the denim wall. Quantities of each style are placed on the table, using your best selling sizes. A
DENIM mannequins update diesel denim fw13 manneqins
you will receive a SEPARATE communcation SHOWING THE DENIM mannequin LOOKS FOR • • • • •
AUGUST SEPTMEBER OCTOBER SKINZEE JOGG JEANS
PLEASE LOOK OUT FOR THIS COMMUNICATION AND USE IT!
top secret 1955 - 78 Diesel Bureau of Investigation Hq, Doc n° 555555555 . Breganze, Vicenza Veneto Italy Europe Eurasia East Earth
sample bars PLACE IN A FOCAL POINT WITHIN THE DENIM DEPARTMENT SECONDARY ONLY TO THE PRIORITY TABLE. YOU MUST HAVE EVERY CC AVAILABLE, EVERY STYLE IN EVERY WASH ON YOUR SAMPLE BAR/S. ARRANGE BY STYLE & THEN BY WASH.
how to hang Hang from the side belt loops (direction will depend on your customer flow). Ensure that you use a material to hang the 5 pockets that adds value and represents us as a brand. Ideally this will be leather straps.
number of bars Small stores – 1 sample bar. Every style available. Large stores – 2 sample bars. 1 to commercial styles, 1 to colours and prints.
details Ensure that security tags are hidden away. If necessary re-tag on the inside of the leg to avoid tags being on show. Avoid overfilling, get another bar if neccesary.
WHERE IS HQ based?
join us in the new visual guidelines game every issue a new competitive question:
W here i s Di e se l H Q base d? _ _ _ _ _ _ _ _ _ _ _ _ _ _ CUT THIS PAGE OFF, AND SEND IT TO diesel spa hq via dell’industria 7 breganze (vi) italy winners don’t use drugs.
SHOES and BAGS
F o l l o w t h ese r u l es to cre ate the p e r fe ct de st ina t io n NOTE : Not every style is shown of every family grouping on this page, use as a guide to the layout and priorities for the season.
this grouping of leather snakeskin bags can also be merchandised alongside the leather section of bags.
Mid cut trainers
Denim plus ipad/laptop cases
mid and Low cut trainers
1 All shoes & bags must be in one dedicated destination. 2 Shoes and bags shoud be separated in medium to large size stores. Smaller stores can mix them if not enough space is available.
3 Always separate dressy from casual, leading in with dressy. 4 Always create a â€˜bullseyeâ€™ effect with your most iconic product.
5 Tables should be used as a lead in to the destination. 6 Always use the matrix on pages ??? of this issue when merchandising.
LEAD IN TABLE vm message One table If you have one table rotate the stock on the table each month of the season. No table If you do not have a dedicated table to merchandise this product onto - Depending on your stock package centrally place the items into the â€˜bullseyeâ€™ of your shoes and bags wall.
TECHNICAL & PURSES Can be merchandised into the shoes & bags wall bay, place alongside their family groupings or onto the lead in table. MAIN APPAREL Space and stock allowing, place 2 pairs of a family of shoes/boots on the bottom ofyour main apparel wall bay.
Shown are options for your lead in table/s to the shoes & bags area. Priority 1 Dafne bags Priority 2 Leather embroidery story Priority 3 Luxury studs (large stores only)
THE MATRIX B a g s / how to do i t
1 Ensure all displayed bags are filled out to show their shape and details. Do not use loose individual bags for the stuffing, place loose bags into a cotton drawstring bag. 2 Use a bag stand where relevant. No floating bags! The bag should â€˜sitâ€™ on the shelf/table. 3 All hand tags must be placed inside the bag, out of sight but easy for the customer to find. 4 Leather wallets, purses and a selection of belts can also be merchandised into this area.
S h o e s / how to do i t
1 If the style is available in just one colour or fabric type: Display two, ideally a pair. If security is an issue, display two shoes of the same foot. 2 If the style is available in more than one colour or fabric type: Display one shoe per colour or fabric type available, in a row. 3 This destination must follow a regular and geometric layout. Take into consideration the space available versus the number of CCâ€™s
how Divide it into a family type grid system. OVERALL Use space wisely, loungwear can be folded. Hang sets separately, never on the same hanger. Side hang foundation or merchandise with playfulâ€™. YOU MUST ALWAYS USE WHITE WOODEN HANGERS, NO PLASTIC! vm message Front facing seasonal product where possible. Ensure sets are merchandised with bras hanging above pants. If short on space, front face at least one set. Where possible you can dress a bust form with the tatoo underwear. TIGHTS are very important this season, ensure they are displayed and dual sighted both with the intimates department and into main apparel.
female recap H a v e y ou ... 1 /2
Red & Black collection Produced a red & black wall bay with highlights of indigo blue? Created an overall effect that is dressy with the casual Diesel twist? Wild camo and indigo collection Created a â€˜braveâ€™ wall bay for the daring Diesel woman, with the L-LEO coat as a front facing?
S epte mb er Military hues collection Merchandised a slightly more layered wall bay making it seasonally appropriate? Used cream to lighten the overall look? Poision green Produced a destination using poision green and black & white to sit alongside the main September wall bay?
O cto b er Purple, nude and black collection Created a wall bay that is inspired by boutique merchandising, predominantly side hanging? Produced a wall bay combining textures and prints? Crackodile & digital print collection Merchandised a seasonally appropriate wall bay creating easy to wear outfitting options? Used suitable FW13 preview LAVENDER items into the collection? dressy rail Produced a dressy rail using select pieces of nude, black and denim?
female recap H a v e you ... 2 /2
A ll s ea s o n
Colours Created a category lead destination holding colours? WINTER JACKETS cOLLECTION Produced an enticing destination of winter jackets? Ensured it feels premium and not like a sale rail? SHOES & BAGS Created a lead-in table to your destination? Divided your destination grouping by family and fabric type? Separated shoes from bags (except from on the table)? Created a bullseye effect with your most iconic product INTIMATES Merchandised the seasonal product front facing Ensured you have focal point of tights within the destination in main apparel and in shoes and bags? DENIM TABLES Created a Skinzee/skinzee low focus on your table as priority 1? Created a commercial table as priority 2? jogg jeans Created a Jogg Jeans focus for August? denim SAMPLE BAR Small stores – created 1 sample bar Large stores – created 2 sample bars.
E ND! solution to the questionaire: If you answered “JA!!!” to all the questions, you won!! If you ansered “almost” / “what?” / “nope” to one or more questions, please send us your name and position: will get a special secret price. very very special... 37
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