AW14 TOPSHOP Model Store Guidelines

4 1 R E T N I W / S E N N I M L U E D I AUT U G E R O T S L E D O M

BIG DEALS KNOW IT

PLAN IT

SEE IT, BUY IT

STYLE IT

SELL IT

Activity.

20 minutes.

ANJOU's AW14 BIG DEALS 1. KNOW IT: Identify customer profile and their evolution. Forecasting forthcoming marketing opportunities to capitalize.

2. PLAN IT: Based on the knowledge of our consumer type, the planning process will become more evident.

3. SELL IT: Building relationships with the customer to create loyalty. Furthering the knowledge of our staff to become experts at utilizing in-store commercial tools, ex: Polaroids, Fashion Volume Lines, Wardrobe Stapes, Big Deals, etc and being able to own it.

4. STYLE IT: Maintaining on-brand and commercial mannequin styling. Biggest opportunity is to ensure our associates are also reflective of the same on-brand standards.

5. SEE IT, BUY IT: Maintaining consistency throughout the season with an opportunity to maximize.

THE PERFECT LAYOUT COMMERCIAL Trend priorities, Ways to Wear, and commercial opportunities as the season progresses.

BALANCE Think about zones, strong adjacencies and clear walkways.

RELEVANCE Think about your customer, social media influences and team knowledge. Are we encouraging their ideas and influences?

VISUALLY EXCITING Think about windows, fixture use, mannequin positioning, good use of height, and merchandising when standing back and looking at your store as a whole.

WARDROBE STAPLES Wardrobe staples are items that our customer must have this season. They usually appeal to a variety of customer profiles due to their simplicity. Therefore these pieces can be stylized differently according to the profile type. Please note these items are not limited to the colours shown in the Model Store pack.

TREND ANALYSIS Identify inspiration.

What are the big deals of the trend?

Familiarize yourself with the trend's key pieces.

Plan it.

Sell it.

Own it.

RUMOURS The look is fresh, modern & autumnal using premium fabrications along softer separates, example: floaty kimonos, coated denim, and blanket shapes to create a long-line silhouette. Textures like leather and fur are played up to support this look.

Price-points need to be considered when merchandising. Ensure to merchandise higher priced items adjacent to lower-price pointed items 2 colour stories have been identified: Cream, Toffee, Grey, Black, White & Burgundy OR Cream, Burgundy, Black, Mint, Indigo Denim and White.

White Edit rails & salvage tables with blonde wooden hangers to highlight.

Suggested commercial block of Jamie's to drive volume in this category.

CITY EDIT Simple, clean merchandising.

Highlighting shapes, example: cigarette trousers, cropped vest and a soft Crombie coat.

Coords are to remain together, highlighted in feature walls as part of the colour marrying theme.

Shoes are based on textures and shapes.

One large colour story with tonal highlights: Grey, Black, White, Cream, Ink, Wine & Blush.

Edit rails and modular fixtures have been used to create simple clean statements. Arm configurations include double t-arms at single height with central panels of straight arms to showcase accent product. White wooden hangers are used.

Commercial blocks include button-through camisoles.

UNCOMMON PEOPLE A quirkier more casual feel has been created by balancing clashing prints from Knitwear/ Outerwear and Brands which is the key to creating strong outfits that evoke a street vibe.

One large colour story: Camel, Cream, Red, Lightwash Denim, Khaki, Black, White and Powder Blue.

Standard 4-ways, white edit rails with central panels of crank arms and t-arms to showcase key pieces and layering. Blonde wooden hangers are used.

Commercial blocks include 05 Denim.

Tip: As Knits & Coats package builds, a small promo statement can be created adjacent to this trend to help manage inventory levels.

MOTORCROSS Creating a street feel through balance of texture, colour, fabrication and detail with key pieces played up to showcase a tough yet feminine look, example: oversized tees with quilted pelmets and cropped knits with leather joggers. To soften the look, pleating and fluid shapes on skirts can be merchandised with cropped knits and softer leather jackets.

Accessories are kept to a clever, minimal representation.

Colour Story: Black, Powder Blue, White, Fluorescent Orange and Jade.

Black/chrome fixtures & tables, straight arms are key with shelving across central panels to create height interest. White wooden hangers are used.

Commercial block of 05 Denim.

DRESS SHOP A collection of structured, cut-out detailing, and premium fabrications with a soft feminine pallet is the look for AW14.

Sateen floral prints, metallic lace, jacquard embossed, embellished, bodycon and clean structured blazers are all key pieces to create the soft look.

One large colour story: Cream, Silver, Ink, Mint and Black.

Dress-up rails, walls merchandised on straight arms and side facing with plinths below to highlight shoes. White wooden hangers are used to differentiate the area.

TFNC can likewise be blocked in this area and signed with appropriate branding.

JERSEY AW14 will be all about creating a contemporary, clean, City Edit feel with a sports inspired vibe.

All categories are blocked together using t-arms with relevant coordination.

New Jersey shapes are a focus and should be used as a lead-into the department alongside best sellers and Polaroid lines.

Key categories include: flower collar vest, lace trim, cropped rib, washed sweats, new v neck, baseball tees.

One large colour story: Khaki, Black, White, Blush, Grey, Wine & Ink.

Chrome fixtures are used for a clean statement with double t-arms and straight arms to properly showcase key shapes and categories. Light boxes are encouraged to create a premium feel.

Commercial block of basic leggings with hoody and stripped tee.

Note that clear hangers have been used as part of a trial, we must continue using standard TOPSHOP black hangers.

JERSEY

JEANS AW14 aims to achieve a clean, androgynous look with a nod to Uncommon People.

Ripped and distressed styles are still key and are to be merchandised on table to drive volume.

New colours have been merchandised in key sight lines and managed by colour gradient, running from light to dark.

Product is double hung on straight arms across wall to show coordination. Secondary walls to show central panels of t-arms with shelving.

New shape Luca jean used as a way to wear.

White rails, 4-ways and white denim table. All denim should be placed on white hangers.

Polaroids: Ripped Jamie $70 with commercial blocks based on store's best selling categories.

TALL / PETITE / MATERNITY

LAST CHANCE TO BUY

Activity.

1h30 minutes.