VM Basic Guide Book 14march2016

OUR BASIC VISUAL MERCHANDISING GUIDE BOOK Corporate

OUR CORPORATE BASIC VM GUIDEBOOK

PROJECT: Cecilie Malene Eirstrand, Birgitte Benzon & Mette Bjerregaard

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OUR CORPORATE BASIC VM GUIDEBOOK

our change VM gUIDE BOOK OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Being successful requires a clear profile which is relevant to the customer – a profile which is understood by all of us and passed on by the way we look, everything we say and everything we do.

It all adds up to what we call the CHANGE Lingerie brand – in essence, it is our reputation in the world.

At CHANGE, we respect your natural beauty. That’s why our lingerie doesn’t dictate how your body should look or promise a whole new you. What it will do is give you a variety of styles in a fit that feels just right. It’s all about feeling beautiful. So feel free to express yourself.

To explore the different facets of your femininity. And the woman within. You.

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

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5

index The INDEX page gives an overview of the content and use of elements in Our basic Visual Merchandising Corporate Guide Book.

Enjoy and please pass this guide book to all relevant new colleagues.

1.0

1.1 How to use this VM Guide book........................

1.2 Definition of Visual Merchandising...................

1.3 The CHANGE Lingerie Brand............................

1.4 The CHANGE Lingerie Consumer/ Customer.

1.5 The communication Traget Group.....................

1.6 The Brand & Seasonal Campaign Guidelines..

1.7

2.0

introduction

The Brand & Store Concept................................

1.8 The store expression.............................................

- facade, logo, etc.................................................

1.9 The Brand & Visual Merchandising...................

- hangers...............................................................

- packaging...........................................................

- signing & pos-material....................................

8 10 12 13 14 15 19 20 22 34 37 38 40

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5.0 vISUAL MERCHANDISING STANDARDS

visual merchandising

2.1 Visual Merhandising Basic Guide Book............

51

5.2 Visual Merchandising Standards - how to do .

3.0 the team 3.3 Visual Merchandiser............................................

3.1 Introduction...........................................................

3.2 Store Manager.......................................................

3.3 Visual Merchandise Responsible........................

3.5 Atmosphere............................................................

4.0

53 54 55 56

interior principleses

4.0 Introduction...........................................................

4.1. Area value..............................................................

4.2 Planning of product zones.....................................

4.3 Planning of the zone.............................................

4.4 Consumer/ Costomer Flow.................................

5.1 Introduction...........................................................

62 63 71 76 85

5.3 Visual Merchandising skills................................

5.3 Visual Merchandising vocobulary.....................

5.4 NEW - Visual Merchandising standards...........

5.5 Visual Presentation general guidelines.............

92 97 98 99 103 105

WHY DO WE HAVE A VISUAL MERCHANDISING BASIC GUIDE BOOK?

1. INTRODUCTION

1. INTRODUCTION 1.0 Introduction

our change VM gUIDE BOOK Click on play botton, to watch Our Corporate basic VM Guide Book - Intro video.

1.1 How to use Our Corporate basic Visual

Merchan dising Guide Book 1.2 Definition of Visual Merchandising 1.3 CHANGE Lingerie - The Brand 1.4 CHANGE Lingerie - the Consumer/ Customer 1.5 The Communications targetgroup 1.6 CHANGE Lingerie - The Brand and Seasonal

Campaign Guidelines 1.7 CHANGE Lingerie - The Brand and Visual

Merchandising

why A visual merchandising

Guide book?

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INTRODUCTION

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INTRODUCTION

Visual Merchandising creates visual value!

THIS BOOK IS FOR

All Change Lingerie International Stores FROM

Corporate VM VISUAL MERCHANDISING

Our Corporate VM 2016

Your store is like a “scene”, where our CHANGE Lingerie concept as well as values must be reflected.

Visual Merchandising is a tool to form that scene and give our customer an exceptional experience. It is a means of increasing sales Visual Merchandising must attract the customers attention and differentiate us from other chains.

This applies both the store and the individual brands.

The purpose of “Our Corporate Basic Visual Merchandising Guide Book” is to give you a tool to optimize the visual expression of your store and create the best possible basis for optimizing sales The largest of our senses are our sight and therefore it is extremely important that the stores are visually appealing to our customers ...

It’s about profiling and instore solutions!

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HOW TO USE

HOW TO USE

How to use:

OUR CORPORATE BASIC VM GUIDE BOOK

1.1 How to use this VM Guide Book This basic VM Guide Book sets the guidelines and standards for the visual merchandising of Change Lingerie.

Use it as future reference in connection with visual merchandising. Correct use of visual merchandising in accordance with the Change Lingerie brand will optimize visual store presence. The guidelines applies to all stores unless other is indicated.

how

to use

THIS basic

VM GUIDE

BOOK

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HOW TO USE

HOW can this help you?

How can this basic Visual Merchandising Guide Book help you?

This basic Visual Merchandising Guide Book is part of a larger Concept Book. It contains all the elements and information you need to present your Change store successfully.

Our visual merchandising (VM) tool books consist s of:

Our Corporate Basic VM guidebook Our Golden Rules VM guidebook Our Seasonal Campaign VM guidelines

Partner Toolbox Our Corporate basic Visual Merchandising Guidebook

Our Golden Rules VM guidebook

Our Seasonal Campaign Visual Merchandising Guidelines

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our visual merchandising

TOOL BOOKS

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DEFINITION OF VM

definition of vm

1.2 Definition of Visual Merchandising (VM)

OUR

visual MERCHANDISING

DEFINITION

Visual merchandising can be defined as selection, placement and presentation of products. Visual merchandising is an “Art” not a science.

It is a means of inspiration to increase sales.

Visual Merchandising is not a decoration method – it is an overall solution in the sales process where the actual decoration only counts about 10%.

In our everyday speech we mention Visual Merchandising with the acronymn

“VM”

“visual merchandising is a means of inspiration to increase sales”

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CHANGE LINGERIE - THE BRAND

our brand

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CHANGE LINGERIE - THE BRAND

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our brand

1.3 CHANGE Lingerie - the brand

our change BRAND

Change Lingerie is one of the world best and largest Danish lingerie brand, which our products entitles us to lead with more the 200 stores in 12 countries distributed over Europe and North America.

Change Lingerie stands for good designs that fit perfectly in all sizes. We offer expertly designed collections every season, which embraces women’s curves, sizes and personalities all around the world.

We believe our customers are not defined by their measurements, but by their own perfect uniqueness and this is exactly why we continue making the perfect bra, for each individual customer.

At CHANGE Lingerie, we consider ourselves a collective; A place to share, to grow, to engage and to belong. We are all unique but united by our passion and positivity!

“one look one brand one message” OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CUSTOMERS

our cUSTOMER

1.4 CHANGE Lingerie – The Consumers/ Customers Our most important Consumers/ Customers

70% of our lingerie is bought by women over 25+ 90% of our Customers are Club members

In terms of Marketing it means that nearly 90% of our revenue comes from consumers who are 25+

our change

cUSTOMER

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Marketing wise it does not mean that we only show professional models who is over 25 years. We also use younger models. But we show them in such a way that the older women can identify with them. There is a difference among our main target group (25+) and our communication audience (because our lingerie models are as undressed as they are). Our Club members are important to us, because it brings us in directly contact with our Customers.

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THE COMMUNICATION -TARGET GROUP

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Communication - Target group

1.5 CHANGE Lingerie – The Communication target group/ audience.

Our Communications Targetgroup/ Audience:

our change COMMUNICATION

TARGET

GROUP

mainly woman 25-60 years have a balanced, active lifestyle is quality conscious and interested in lingerie (fashion, basic, sports-, swim-, shape-, loungewear and accessories) want lingerie that is comfortable and gives her a good fit, feel and well-being require the same of lingerie for work, leisure or celebration

This means that all communications, including the way we communicate in the store and in our Visual Merchandising, is aimed at this group.

We do not have resources to market each of our lingerie style groups, and it is not decisive for us that a particular style group is “top seller”. The most important is that the product accurately signals the brand’s seasonal position.

“if you try to be everything to everyone, you end up not being anything to anyone” OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE BRAND

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OUR BRAND & SEASONAL CAMPAIGN

1.6 CHANGE Lingerie – The Brand & Seasonal Campaign Guidelines By communicating a single clear message and common position, we strengthen our identity and brand.

We do that by developing campaigns, which all have the same basic message. It creates a connection between our Seasonal campaigns and our product segments. The campaigns are used for advertising on all levels:

magazines, outdoor- & retail campaigns.

our change Brand & SeasoNal Campaign Guidelines

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OUR CHANGE BRAND & SEASONAL CAMPAIGN

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OUR BRAND & SEASONAL CAMPAIGN

Campaign Lookbook

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Outdoor Campaigns

Seasonal Store Campaigns

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AW 2015 LOOKBOOK

OUR BRAND & SEASONAL CAMPAIGN

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Autumn 2015

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AW 2015 LOOKBOOK

OUR BRAND & SEASONAL CAMPAIGN

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Autumn 2015

OUR CHANGE STORE CONCEPT

dESCRIPTION

1.7 CHANGE Lingerie – Store concept Our CHANGE Lingerie store concept is unique, it has a Nordic look & feel, lasting for everyday use. It consists of a furniture serie designed by Change of Scandinavia (COS) “from the first idea to final product”. The store concept consists of an ivory Romance Collection made to fit any type of store - it is “designed like a flexible Lego system”. That way we secure a dynamic store and it leaves room for simple, effective seasonal changes.

Handmade mannequins in the right size are made to fit the Change Lingerie.

Change Lingerie

our change

STORE CONCEPT

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

1.8 CHANGE Lingerie – Store expression CHANGE Lingerie offers an “unique store concept” with attractive designs and shopping experiences. The CHANGE Lingerie concept store is an expression of our identity, strength and what we stand for. Our brand is the platform, a meeting place for kindred spirits: “I am a CHANGE Lingerie kind of person” - and this image we want to print in the awareness of the cunsumer and their perception of Change Lingerie in the marked. Living the Brand! With the Change Lingerie concept stores we create a relation with the customer and strive to be more than a shopping place, but a place where a passion for personal lingerie is shared! “When details are everything”

Fittingroom

our

STORE

EXPRES

SION

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Spring/ Summer (SS) Autumn/ Winter (AW)

80% of all buying decisions are made in the store and the selection happens in the first place through the senses; see, hear, smell, taste and feel.

We therefore work consciously with creating sensuous universes in tune with the season and trends “total experience”. The product line of each lingerie brand is created by our designers and takes it’s inspiration from the world. The assortment range consists of two head collections; Spring/ Summer (SS) & Autumn/ Winter (AW).

The CHANGE Lingerie brand and image are supported by marketing and seasonal campaign activities.

Spring/ Summer (SS)

Autumn/ Winter (AW)

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Internationally/ nationally CHANGE Lingerie Seasonal Lookbook is a sales tool across the whole organisation. In other words CHANGE Lingerie Seasonal Lookbook is the foundation (nerve, core, essence) of the new season and the well spring of the creativity.

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

1.8 CHANGE Lingerie – Our store expression

Front Our “face” out to the customer

Frieze, Ivory Ivory timber frieze at the top and bottom of the windows

Frieze, Ivory For A-stores with specially good location, CHANGE Lingerie provides a concept with Ivory timber stuffing hits as the facade can be mounted as a frieze at the top and bottom of the windows.

Awning, black It is possible to choose to put an awning up on the facade above the windows if the shop is located on the sunny side. The awnings are black with white chage lingerie logo, booked locally in The countries.

Awning, black Awning location over the window or entryway with logo

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Facade The store front is our face to the customer. Via the store front we stand apart, step into character, ask attention, get attention and seduce. In the following we give you a brief describtion of the store expression and which elements we work with, when it comes to our CHANGE Lingerie store concept. The listed items are mandatory for any CHANGE Lingerie concept store and should always appear in high quality and maintained “fresh, clean & welcoming” Our facades are adjusted in relation to the individual store, but basically we secure a clean, calm facade where the materials are in harmony with each other. Facades always have one entrance and glass windows. If the facade is large enough the intrance will always be in the middle supplemented with a window on each side.

Window depth is 1000 mm so there is plenty of room to decorate the windows. To create a pleasant, calm and peaceful background there is a back wall behind the window. It also creates intimacy in the store. The entrance can be glass doors or roller blind for center shops.

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Entrance with logo Backlit single seated acrylic letters placed above the entrance Black wingsign with light and white logo

Our store expression

Entrance with logo - “a sign says more than thousand words” CHANGE Lingerie is our name. Our name vil always appear on the store’s facade with single seated acrylic letters above the entrance. Clean, simple, sophisticated signal, which is easy to perceive on the go - which is important as the customer moves at a different pace. This ensures our CHANGE Lingerie name to be printed in the awareness of the customers everytime they see the store front and visit the store.

Logo signing - placed above entrance Logo ‘CHANGE Lingerie’ of black acrylic single seated letters

Logo signing - placed on store wall Logo ‘CHANGE Lingerie’ white on black wingsign - placed on the store wall

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Logo signing We use the black wingsign placed on the wall of the store so it can be seen in the street walking direction.

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Windows Our windows are light, open and leaves the possibility to add various window operations such as ongoing future theme changes. Hereby we ensure new attractive storytelling and communication messages speaking directly with our target audience - like showing “topical movie clips” via changing seasonal images. This will be done according to our CHANGE Lingerie Seasonal Plan.

“we ask attention”

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Inviting entrance We ask for the customer’s attention and welcome all in the store. Via nice clean glass entrance doors (roller blinds for center stores) we invite our audience to visit our stores. Not least, we open the entrance doors on days when the weather / temperature permits. No one should be in doubt that they are welcome in our Change Lingerie store.

Ongoing changes may in the future be made for stores where space permits to example place decorative outdoor pots with trees, branches or lights on each side of the entrance door or other initiatives to create life. We refer to the Visual Merchandising Seasonal Plan for additional information and inspiration.

The alarm & security system of goods are placed in the entrance. Alarm “mussels” to attach all product items are always in stock and can be reordered at any given time.

“we get attention”

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Instore Through the store we show “true personality” and what value we can bring to the customer. We will now provide a short description of the shop instore expression and the elements of material we work with. These basic elements create the frame and set the standard. The listed items are mandatory for any CHANGE Lingerie store and should always appear in high quality “crisp, bright, clean & welcoming”.

“we give attention”

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Ceiling & walls White ceiling and bright warm mocha walls

Ceiling & walls Light white ceiling - if the store has a high ceiling it is possible to have a suspended ceiling system to 600 * 600 mm laths. The instore walls are kept in a bright warm mocha color instore. The windoe walls are white. The fittingroom has a feminine wallpaper on the walls.

Floor We use oak, brushed wood floors - respectively light brown to give a clean, natural expression.

Floor Oak, brushed wood floors

Lighting (instore) White LED spots mounted in the ceiling rails

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Lighting We work with LED illumination, with low energy consumption of only 12 and 25 watts with the color of 2700 Kelvin, which shows the products in the best possible way. LED spots mounted in the ceiling rails. The fitting rooms are mirrors with indirect light and LED ceiling.

LED spots have a spread up 25-45 degrees to give the best possible lighting effect on selected products. They can be rotated 360 degrees, adjusted in exactly the desired direction and nor the least pleasant to work with, because they do not heat up (last up to 40,000 hours).

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Furniture modules To support our product, brand and image we use own furniture module system.These furniture items are to present our CHANGE Lingerie store and make it possible to work effectively with the exposure of our lingerie brands as well as VMprinciples (these principles will be defined and described in the CHANGE Lingerie Season Plan).

CHANGE Lingerie Interior module Flexible Seasonal shifts - hooks & shelves

CHANGE Lingerie shelf Flexible seasonal shifts - shelf placement

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

The listed items are mandatory for any CHANGE Lingerie Store, but tailored in cooperation with CHANGE of Scandinavia (COS) - Store Design in the establishment and store opening. All furniture parts should always appear in high quality “clean & welcoming”

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Counter The CHANGE Lingerie store is equipped with a large curved counter to give plenty of room for the staff to work from. It is designed to meet the functional needs in order to secure optimum customer service.

It inclues room for our customer service package (packaging concept) as well as IT equipment.

CHANGE Lingerie counter version “CLEAN LOOK” Stylish and inviting // cash & customer service function

“stylish & inviting” CHANGE Lingerie Counter wall “CLEAN LOOK” Stylish and inviting/ use of torsos

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

CHANGE Lingerie wall module Room for presentation changes - flexible shelf & hook placement

CHANGE Lingerie floorstand module Room for presentation changes - flexible shelf & hook placement

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Furniture modules All equipment is designed and produced by Change of Scandinavia (COS). Everything is made of good materials and fit all size stores. The fittings are available in two widths that can be put together in countless ways. A series of tables with three kinds of boards and three types of drawers called Romance Collection. Romance Collection is high quality and has a simple, yet romantic look. Legs and feet are turned in solid wood and everything is painted in a warm ivory tone.

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

our

STORE

EXPRES

SION

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Furniture overview CHANGE Lingerie wall & floor modules.

Flexible shelf & hook placement.

Display table

Store design modules

Floorstand

Wall modules - narrow

Store design modules

Street stand

Floor stand

Small wall

Counter

Floorstand w.acrylic shelves

Wall modules - wide

Brief rack

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E-Rack

Brief-Rack

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OUR CHANGE STORE EXPRESSION

OUR STORE EXPRESSION

Furniture overview CHANGE Lingerie fitting items.

Flexible placement.

Hook ivory

Hook - doubble briefs - ivory

Hook - nightwear - ivory

Hook - ivory

Hook- ivory

Shelf short - ivory

Hook - bra - ivory

Shelf large - ivory

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OUR BRAND & VISUAL MERCHANDISING

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OUR BRAND & VISUAL MERCHANDISING

Top

our change Brand &

VISUAL MERCHANDISING Change Lingerie

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OUR BRAND & VISUAL MERCHANDISING

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OUR BRAND & VISUAL MERCHANDISING

1.9 The Brand & Visual Merchandising We merchandise our stores with one campaign at a time and our product focus lies at specific productgroups. Our stores are designed in a uniform way, but with an individual look:

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

from a few guidelines we facilitate the consumers search in the store navigation from window to front tables to product zones on walls - we guarantee that our consumers find our stores inviting, inspirational and interesting styling guidelines, which shows our lingerie from the right angles makes the store appear structured and makes it easy, comfortable and inspirational to shop in a CHANGE Lingerie store

OUR BRAND & VISUAL MERCHANDISING

- from stopping power to shopping power...

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OUR BRAND & VISUAL MERCHANDISING

Campaign window

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Campaign on front table

Campaign on A-wall

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OUR BRAND & VISUAL MERCHANDISING

Our instore “brands/ hangers”...

HANGERS

HANGERS

OUR BRANDS

OUR BRANDS...

STATEMENTS: • • • • • • •

“Change lingerie loves your natural curves, your personal style and your need for the perfect bra. That’s why we offer the perfect fit, form and function in over 100 sizes in styles that suit your every mood and your every moment.

Your uniqueness is your perfection and that’s why at Change we always celebrate YOU.” The perfect fit - for the perfect you.

• • • • • •

“Charade believes size shouldn’t define sexy. That is why our exquisite lingerie comes in all sizes. With sensual styles in refined fabrics and without compromising on the perfect fit; that is how we empower women of all preferences to embrace their curves and free themselves from definition.”

Refined - Exclusive - Unique

• • • •

“The Intimate believes fashion, form and fun should be a part of your everyday. Finding passion in the little details and adding a fearless glamour to our lingerie we dare you to stay curious.”

The Intimate - Passionately Playful.

Categories under each brand:

Fashion Basic Loungewear

5.0 BRAND OPDELING 5.0 BRAND OPDELING CHANGE Lingerie består af CHANGE, Charade og Britney Spears CHANGE Lingerie af CHANGE, Charade og Britney Spears Varegrupper underbestår hver Brand: Varegrupper under hver Brand: CHANGE •Fashion CHANGE •Basic •Fashion •Loungewear •Basic •Accessoires •Loungewear •Swimwear •Accessoires •Shapewear •Swimwear •Shapewear •Disse tre Brands skal altid merchandises på hver sin væg.

•Disse tre Brands er skal altid merchandises på hver sinde væg.

•Vores designere ansvarlige for hver deres brand, tænker i historier når de designer, og det er de historier vi skal have frem ude i butikkerne.

•Vores designere er ansvarlige for hver deres brand, de tænker i historier når de designer, og det er butik, de historier vi skal have fremfor ude butikkerne.

•Når i merchandiser jeres skal i hænge CHANGE sigi selv, Charade for sig selv og Britney Spears for sig selv, dog med nogle små undtagelser.

•Når i merchandiser jeres butik, skal i hænge CHANGE for sig selv, Charade for sig selvfølgende og Britney Spears for sig selv, dog med små undtagelser.

•Se på de sider, hvordan man kan mixe denogle forskellige varegrupper, under hvert brand.

•Se på de følgende sider, hvordan man kan mixe de forskellige varegrupper, under hvert brand.

Fashion

Fashion Loungewear Swimwear

Accessoires Swimwear Shapewear

5.0 BRAND OPDELING 5.0 BRAND OPDELING CHANGE Lingerie består af CHANGE, Charade og Britney Spears CHANGE Lingerie af CHANGE, Charade og Britney Spears Varegrupper underbestår hver Brand: Varegrupper under hver Brand: CHANGE •Fashion CHANGE •Basic •Fashion •Loungewear •Basic •Accessoires •Loungewear •Swimwear •Accessoires •Shapewear •Swimwear •Shapewear •Disse tre Brands skal altid merchandises på hver sin væg.

•Disse tre Brands er skal altid merchandises på hver sinde væg.

•Vores designere ansvarlige for hver deres brand, tænker i historier når de designer, og det er de historier vi skal have frem ude i butikkerne.

•Vores designere er ansvarlige for hver deres brand, de tænker i historier når de designer, og det er butik, de historier vi skal have fremfor ude butikkerne.

•Når i merchandiser jeres skal i hænge CHANGE sigi selv, Charade for sig selv og Britney Spears for sig selv, dog med nogle små undtagelser.

•Når i merchandiser jeres butik, skal i hænge CHANGE for sig selv, Charade for sig selvfølgende og Britney Spears for sig selv, dog med små undtagelser.

•Se på de sider, hvordan man kan mixe denogle forskellige varegrupper, under hvert brand.

•Se på de følgende sider, hvordan man kan mixe de forskellige varegrupper, under hvert brand.

THE DIVIDING OF OUR BRANDS

THE DIVIDING OF OUR BRANDS

CHANGE Lingerie consists of:

CHANGE Lingerie consists of:

the brands

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the brands

OUR BRAND & VISUAL MERCHANDISING

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OUR BRAND & VISUAL MERCHANDISING

Our instore “brands/ hangers”...

HANGERS

HANGERS...

BRIEF

NIGHT WEAR

BRIEF

NIGHT WEAR

BRIEF

NIGHT WEAR

THE CHANGE LINGERIE HANGERS -

the brands

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OUR CHANGE

PACKAGING

At CHANGE Lingerie we add value via an inspirering totalexperience and visual merchandising, which communicate directly with our customer. Nor the least create additional sale and supplement with an unique packaging concept of high quality “from product to service, from service to experience, from experience to meaning”

OUR CHANGE PACKAGING

PACKAGING packaging

The CHANGE Lingerie packaging package consists of: • • • •

CHANGE Lingerie - PAPER BAGS small & large CHANGE Lingerie - BOX small CHANGE Lingerie - Box medium CHANGE Lingerie - Box large

The CHANGE Lingerie box design in our feminine CVI powder color folds easily for use.

It supports our unique classic CHANGE Lingerie expression.

To see the Change Lingerie packaging package... click on

the link:

http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/AW15_packaging_concept_ material_guideline.pdf

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Today gifts are connected with dreams, identity and self-understanding.

We don’t just receive a piece of lingeri, but the accompanying image and the feeling of wealth, style and luxury, located in the brand. We buy the consumption fantasies and mythologies attached to the individual products - as much as we buy things....

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our change

OUR CHANGE SIGNING

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SIGNING

& POS-

SIGNING, Poster & POS-material

MATERIAL

We guide the customer through the store via inspirational seasonal activity changes and inform about our lingerie brands, styles and offers through our signing concept.

Our CHANGE Lingerie signing package consists of: INSTORE SIGNS

Campaign - Instore signs A4 - sign A3 - sign Terms & Conditions A5 - sign Club Change A5 - Folders Campaign - Windows ½ A4 - pricesigns

A3

A4 Campaigns Campaigns

Terms & Conditions Club Change - Folders

Campaign - Outdoor A-sign

A5 ½ - A4

Window Pricesigns

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Outdoor A-sign

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signing poster & pos-material

“one sign, says more - than a thousand words” Wall frame posters

Brand walls

WALL FRAME SIGNS

Seasonal Campaign A-wall 900x500 mm - seasonal campaign poster 650x500 mm - seasonal campaign poster 900x320 mm - seasonal campaign poster 650x320 mm - seasonal campaign poster

900x500 mm - brand poster 650x500 mm - brand poster 900x320 mm - brand poster 650x320 mm - brand poster

900x500 050-900x500-harlow.indd 1

am Ex

of S ple

INSTORE SIGNS

16-10-2015 08:40:14

easonal Campaig nA -w al l!

am Ex

of S e l p

easonal Brand w all!

650x500

049-650x500-harlow.indd 1

16-10-2015 08:42:20

900x320 048-900x320-harlow.indd 1

650x320 047-650x320-harlow.indd 1

16-10-2015 08:42:39

16-10-2015 08:40:39

Seasonal -example

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Seasonal -example

OUR CHANGE SIGNING

42

signing, poster & pos-material

“one sign, says more - than a thousand words” Brand walls

Floor standposters

WALL FRAME POSTERS

600x220 MM

35x110 mm - brand poster (bra guide) 70x180 mm - brand poster

INSTORE SIGNS -generic

PÅ ALLE VARER

KØB 3 DELE BETAL FOR 2 Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.

am Ex

Seasonal -example

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

o ple

f Sea

sonal Brand w all!

Seasonal -example

OUR CHANGE SIGNING

= 1 year/ 2 seasons!

Spring/ Summer (SS) & Autumn/ Winter (AW)

SIGNING & POSTER MATERIAL no. of changes pr. season

VM GUIDELINES 2015

CHANGES to follow:

-

1 change PR. YEAR COUNTER SIGN Business Conditions

PR. SEASON MAX. 5 Window changes/ including Sale

1 change PR. YEAR

2 changes PR. SEASON

COUNTER SIGN

COUNTER CAMPAIGN SIGN (focus on hosiery seamless, briefconcept)

Club Change (rules, info)

Budget 1000.- / window & in-store

SEASON X 5 SEASON X 2 SEASON X 1 YEAR X1 NEED X?

BRA GUIDE (close to fittingroom)

Posters, pos-material, pricesigns, etc...

1 change PR. SEASON

FRONT TABLE

WALL POSTERS Brand Identity

1 change PR. SEASON

- st

OVERVIEW OURCorporateBASIC VISUALMERCHANDISING GUIDE book

ge in Ch ima an ge

D

FLOOR STAND POSTERS Special Campaign offer

FLOOR STAND POSTERS General Offer (ex. 3for2)

e BRAN

Poster Brand guidance (change with window)

1 change PR. SEASON

WALL/ IMAGE POSTERS Brand Identity

th to

A-WALL

- fit a) are ti n ge 1 change PR. SEASON

g

- co un 1 change PR. SEASON

ti varia ons try

- wa ll, Change AFTER NEED A-SIGN Info that customer need in connection with a given product

s, etc...

Poster (change with window)

FLOOR STAND POSTERS Brand guidance

ble ta

“outdoor” A-SIGN

2x POSTERS (in fittingroom)

1 change PR. SEASON

places (Cha n

gn! tsi

re e 1 change PR. SEASON “outdoor” SIGN Generic Poster (Seamless, BriefConcept)

1) MESSAGE: - know-how 2) MESSAGE: - new product w. volume of substance

ea ar

Poster (change with window)

signing, poster & pos-material

Signing, poster & pos-material overview Our signing, poster & point-of-sale (pos-) material overview shows an A-store floorplan (store seen from above).

The walls are laid flat down to give a feeling of the store as a whole and with the different furniture modules.

1 change PR. YEAR

WINDOW: 5 Window changes/ including Sale

43

Our yearly overall VM guideline is divided into two main seasons Spring/ Summer (SS) and Autumn/ Winter (AW) and in terms of our visual communication it means that there are different changes pr. season: 4 window changes (including Sale) • front table • outdoor a-sign • a-wall brand guidance - changes pr. season includes different, signs, and poster size versions

OUR CHANGE SIGNING

= 1 year/ 2 seasons!

Spring/ Summer (SS) & Autumn/ Winter (AW)

Example overview...

SIGNING & POSTER MATERIAL 2 changes PR. SEASON COUNTER CAMPAIGN SIGN (focus on hosiery seamless, briefconcept)

!

no. of changes pr. season SEASON X 2 SEASON X 1

Udvalgte

TRUSSER

3 for

140,1 stk. 60,-

6

7

• RA BA T • V PÅ IP • K AR R ON A KU

20

4

Medlems

FORDELE Bliv VIPmedlem og få 20% rabat:

• Som Club CHANGE medlem får du rabat, hver gang du handler, og du kan benytte dig af alle vores fantastiske medlemstilbud både i butikkerne og online.

• Handler du lingeri, badetøj m.v. for under 800 kr. om året, opnår du 10 % rabat på alle dine køb*.

• Handler du for over 800 kr. om året, bliver du VIP medlem og du opnår 20% rabat på alle dine køb et år frem*.

• Din størrelse registreres på din personlige profil og her kan du også følge din saldo.

• Gennem vores klubmails præsenterer vi dig for nyhederne før alle andre.

• Du inviteres til at deltage i konkurrencer med skønne præmier.

• Du inviteres til førudsalg og særlige arrangementer i din lokale CHANGE Lingerie butik. *

21

R TRUSSE

Udvalgte

19

BH!

Bliv målt

ÅRLIGT

18

nye din ... ud af trusser glæde Få størreKøb ekstra

B KØ TE R E EN LL EM ER NG E NC RR

5

A

1 change PR. SEASON

- gi’ din barm den opmærksomhed, den fortjener!

Mærk efter inden du vælger!

Step 2.

Step 1.

Bæltet - Step 1.

Om bh’en er en favorit, kan du ikke bare se - det kan du mærke.

Bh’en skal sidde fast omkring kroppen i en vandret linje.

Ellers kanstroppen trække i skulderen og give dig spændinger eller hovedpine.

Skålen - Step 2.

Tjek, at skålen er stor nok, så den ligger glat over barmen uden buler.

Signing, poster & pos-material overview Our signing, poster & point-of-sale (pos-) material overview shows an A-store floorplan (store seen from above).

The walls are laid flat down to give a feeling of the store as a whole and with the different furniture modules.

Hægten - Step 4.

Step 4.

Husk endelig, at din nye bh skal passe i den yderste hægte.

Så kan du stramme lidt til,

Bøjlen - Step 3.

140,-

Bøjlen skal have den rigtige

når materialet giver sig i brug.

bredde, så den ligger ind til

1 stk. 60,-

kroppen bagved brystet. Således undgår du, at bøjlen generer brystet.

WALL POSTERS Brand Identity

entrance

1 change PR. SEASON 2x POSTERS (in fittingroom)

Udvalgte

TRUSSER

3 for

140,1 stk. 60,-

- st

re e 1 change PR. SEASON “outdoor” SIGN Generic Poster (Seamless, BriefConcept)

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

ge in Ch ima an ge

places (Cha n

OVERVIEW

D

Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.

FLOOR STAND POSTERS General Offer (ex. 3for2)

e BRAN

KØB 3 DELE BETAL FOR 2

ti varia ons try

- co FLOOR STAND un POSTERS 1 change Special CamPR. SEASON paign offer

th to

WALL/ IMAGE POSTERS Brand Identity

1 change PR. SEASON

PÅ ALLE VARER

- fit a) are ti n ge 1 change PR. SEASON

g

FLOOR STAND POSTERS Brand guidance

ea ar

gn! tsi

1 change PR. SEASON

aWALL

signing, poster & pos-material

Step 3.

Gælder ikke særlige kampagnetilbud eller ved køb af gavekort.

3 for

3

CHANGES to follow:

nye BH af din de ud rre glæ tra tru sser...

Få stø Køb eks

2

VM GUIDELINES 2015

44

Our yearly overall VM guideline is divided into two main seasons Spring/ Summer (SS) and Autumn/ Winter (AW) and in terms of our visual communication it means that there are different changes pr. season: 2 instore changes • counter general offer (generic) 1 instore change • wall brand guidance • floorstand brand guidance • floorstand general offer/ special campaign offer (generic) • fittingroom signs (2.pr/room) (generic) • outdoor/ indoor general offer (generic) - changes pr. season and includes different poster size versions

OUR CHANGE SIGNING

Example overview...

REUSE

45

signing, poster & pos-material

INSTORE GENERIC POSTERS 350x1110

700x1800

1200x1800

350x1110

700x1800

1200x1800

PÅ ALLE VARER

KØB 3 DELE BETAL FOR 2 Tilbuddet gælder Club CHANGE medlemmer og kan ikke kombineres med andre rabatter. Du betaler kun for de 2 dyreste dele.

600X220 MM

600X220 MM

1

FLOORSTAND - 3 for 2 350X1100 MM

350X1100 MM

600X220 MM

700X1800 MM

700X1800 MM

1200X1800 MM

1200X1800 MM

600X220 MM

2 INSTORE WALL

3

FLOORSTAND - brand

Seasonal Campaign

REUSE

Wa l l p o s t e r Image of: Change Hope Placement: Wall

Wa l l p o s t e r Image of: Change logo Placement: Wall

Wa l l p o s t e r Image of: Change Hattie Placement: Wall

Wa l l p o s t e r Image of: BS Placement: Wall

wa l l p o s t e r Image of: BS logo Placement: Wall

Wa l l p o s t e r Image of: Hannah Placement: Wall

Wa l l p o s t e r Image of: Charade logo Placement: Wall

650x320 650x500 900x320 900x500

650x320 650x500

650x320 650x500 900x320 900x500

650x320 650x500 900x320 900x500

650x320 900x320 650x500 900x500

650x320 650x500 900x320

650x320 650x500 900x320 900x500

900x320 900x500

CHANGE 4

Signing, poster & pos-material overview Our signing, poster & point-ofsale (pos-) material overview shows the different instore elements for a:

THE INTIMATE

WALL POSTER

RE-USE ELEMENTS OURCorporateBASIC VISUALMERCHANDISING GUIDE book

900x500

CHARADE

To see the CHANGE Lingerie seasonal VM guidelines...

click on the botton

OUR CHANGE SIGNING

Example overview...

signing, poster & pos-material

PRIMARY WINDOW POSTERS XXL XL

1

SECONDARY WINDOW POSTERS M

L

700X2200 MM

200X2200 MM

200X2200 MM

200X2200 MM

S

700X2200 MM

XS

700X2200 MM

XXL XL

700X2200 MM

700X2200 MM

2

POSTERS FOR PRIMARY WINDOW

PRIMARY & SECONDARY WINDOW PRIMARY XL

PRIMARY & SECONDARY WINDOW PRICESIGN + INSTORE SIGNS

S

M

L

200X2200 MM

700X2200 MM

XS

700X2200 MM

200X2200 MM

700X2200 MM

Seasonal Campaign

POSTERS FOR SECONDARY WINDOW

OUTDOOR A-FRAME & INSTORE A-WALL

Signing, poster & pos-material overview Our signing, poster & point-ofsale (pos-) material overview shows the different instore elements for a:

INSTORE POSTER

TERMS & CONDITIONSIGN L

M

S

XS

GÆlder alle varer

GÆlder alle varer Tilbuddet forudsætter medlemskab af ClubCHANGE.

Du betaler kun for de 2 dyreste dele. Kan ikke

kombi-

Tilbuddet forudsætter medlemskab af ClubCHANGE. Du betaler kun for de 2 dyreste dele. Kan ikke kombineres med andre rabatter.

600X220 MM

700X1000

FOIL 600X600 MM

FOIL 400X400 MM

CARDB 600X600 MM

CARDB 400X400 MM

900x500/

650x500/

900x320/

650x320/

1

FLOORSTAND - 3 for 2

INSTORE FRONT TABLE & DISPLAY TABLE

SECONDARY

FOIL 600X600 MM

FOIL 400X400 MM

CARDB 600X600 MM

CARDB 400X400 MM

380X380 MM

PRICESIGN

1

46

WINDOW FOIL - 3 for 2 splash & board

2

A3 SIGN A4 SIGN

A3 SIGN

A4 SIGN

PRICESIGN, TERMS & CONDITIONS & A3 SIGN FOR PRIMARY WINDOW

900x500/ 650x500/

3

900x320/

650x320/

A- FRAME & A-WALL POSTER

ELEMENTS OURCorporateBASIC VISUALMERCHANDISING GUIDE book

1240X610 MM

4

FRONT TABLE & DISPLAY TABLE

To see the CHANGE Lingerie seasonal VM guidelines...

click on the botton

OUR CHANGE SIGNING

Example window xxl-xs size overview...

47

signing, poster & pos-material

Window size overview Our windows are divided into different sizes and range from xxl to xs. The signing, poster & point-of-sale (pos-) material is made to fit the different: Seasonal Campaign windows

To see the CHANGE Lingerie seasonal VM guidelines...

click on the botton

WINDOW SIZES OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE SIGNING

Example window xxl-xs size overview...

48

signing, poster & pos-material

Window size overview Our windows are divided into different sizes and range from xxl to xs. The signing, poster & point-of-sale (pos-) material is made to fit the different: Seasonal Campaign windows

To see the CHANGE Lingerie seasonal VM guidelines...

click on the botton

WINDOW SIZES OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE VISUAL MERCHANDISING

49

OUR CHANGE VISUAL MERCHANDISING

Mannequins

2. VISUAL MERCHANDISING 2.0 Visual Merchandising 2.1

2.2 2.3 2.4 2.5

Visual Merhandising - Our Corporate Basic Visual Merchandising Guide Book Seasonal Campaign Guidelines Seasonal Campaign Package Academy Visual Merchandising training Seasonal Visual Merchandising video drops - how to... (selection video drops)

our change

VISUAL MERCHANDISING

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE VISUAL MERCHANDISING

50

OUR CHANGE VISUAL MERCHANDISING

2.0 Introduction - Visual Merhandising CHANGE Lingerie provide all the materials needed for you to always keep your store up-to-date CHANGE Lingerie’s Visual Merchandising Concept offers the elements described in the following pages, and all materials are marked with the Visual Merchandising symbol

Our Corporate basic Visual Merchandising Guide Book

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE VISUAL MERCHANDISING

51

OUR CHANGE VISUAL MERCHANDISING

2.2 Visual Merhandising Basic Guide Book The Visual Merchandising basic Guide Book is part of the “overall Partner toolbox - Concept Book” It covers all aspects of Visual Merchandising in your CHANGE Lingerie store.

ide

c asi

b

VM

gu

our visual merchandising

TOOL BOOKS

Our Corporate basic Visual Merchandising Guide Book & Our Seasonal Campaign Visual Merchandising Guidelines in Partner toolbox

a

on eas

ide

u lg

S

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

THE TEAM

responsiblity - the team

3. Responsibility - The Team 3.0 Introduction 3.1 Responsibility 3.2 Visual Merchandising Responsible

THE respon sible TEAM

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

52

THE TEAM

responsiblity - the team

3.1 Introduction Our Visual Merchandising - standards are implemented at all levels of our Retail organisation.

A clean responsibilities helps all to concentrate on the tasks

Using good results we will be the leading team in Retail

CHANGE Lingerie Visual Merchandising -standards implemented at all levels of our Retail organisation

Clear responsibilites helps all to concentrate on their tasks

Using good results we will be the leading team in Retail

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

53

THE TEAM

54

responsiblity - store manager

3.2 Responsibility - The Store Manager The store manager is the overall responsible for all Visual Merchandising in the store.The described principles and rules of Our Corporate basic VM Guide Book and Seasonal VM guidelines must be followed and respected The Visual Merchandising must be evaluated every day and may be necessary to evaluate and organize to local conditions.

Please contact VM manager at vm@change.com before changes are made or questions in relation to the VM For further information see Our Internatonal Retail Manual.

“the store manager is always OVERALL responsible ” “ALSO sending in photo reports - every monday”

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

THE TEAM

55

responsiblity - vm responsible

Specific responsibilities

3.3 Responsibility - VM Responsible

Responsibilities and key tasks:

All stores must have someone who is responsible for the visual Merchandising.

Managing VM

Daily present

Fill out and update the store’s checklist

Disseminates information from VMs to Store Manager

Implement any changes to the visual set-up’s according to Seasonal Campaign guidelines and information from VMs

Updates new employees with standards and guidelines for CHANGE Lingerie’s Visual Merchandising

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

The store merchandiser is the direct link between the store manager and HQ. If at all possible the Store Visual Merchandiser must be a person who has flair and interest in visual merchandising, because the person will be responsible for maintaining and renewing the store Visual Merchandising.

Information about the VM must be communicated to all employees to ensure that the store does not “fall apart” regarding the VM if the Store Visual Merchandiser is on vacation or for any other reason is absent

OUR CHANGE HOUSE & ATMOSPHERE

our change

56

OUR CHANGE HOUSE & ATMOSPHERE

HOUSE &

ATMOS-

PHERE

atmosphere

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE HOUSE & ATMOSPHERE

57

OUR CHANGE HOUSE & ATMOSPHERE

Get the consumer into the store The storefront is the first the consumer sees. It represents our brand personality. The window plays a very important role in attracting consumers’ interest and lead them into the store.

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

“lead the consumer into the store”

OUR CHANGE HOUSE & ATMOSPHERE

58

OUR CHANGE HOUSE & ATMOSPHERE

At the moment our CHANGE Lingerie music is under development and we kindly recommend that you play soft gently music reflecting our atmosphere and the products we sell. Make sure never to play music too loud.

our change use of

music

“pleasing sound of atmosphere” OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE HOUSE & ATMOSPHERE

59

OUR CHANGE HOUSE & ATMOSPHERE

At the moment our CHANGE Lingerie fragrance is in the pipeline and we kindly ask for your patience until it is developed for proper use in-store as an important part of our sensual “total experience” store universe.

our change use of

fragrance

“pleasing smell of fragrance” OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE HOUSE & ATMOSPHERE

60

OUR CHANGE HOUSE & ATMOSPHERE

At the moment our CHANGE Lingerie dresscode is considered and we already succesfully have made different initiatives for specific Seasonal Campaigns - example; Our 200 Stores Celebration. we will currently inform you on new initiatives regarding our CHANGE Lingerie code of dressing.

our change

dress

code

“code of dressing” OURCorporateBASIC VISUALMERCHANDISING GUIDE book

OUR CHANGE INTERIOR & PRINCIPLES

61

interior & principleS guidelines

4.0 Interior principle guidelines

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

4.0 4.1 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.2 4.2.1 4.2.2.

4.2.3

Introduction Area value Area value – PRIMARY SPACE Area value - SECONDARY SPACE Area value - DISCOVERY SPACE Area value - SERVICE SPACE Area value - VARIOUS LAYOUT Planning of product zones Planning of product zones – CONCEPT GUIDELINES Planning of product zones – SEASONAL FLOW Planning of product zones – NEW ARRIVALS

4.3 4.3.1 4.3.2 4.3.3 4.4 4.4.1 4.4.2 4.4.3 4.5

Planning of the zone Planning of the zone - PRIMARY SPACE Planning of the zone - SECONDARY SPACE Planning of the zone - DISCOVERY SPACE Consumer-/ Customer flow Consumer-/ Customer flow - STOPEFFECT Consumer-/ Customer flow – VISUAL LINES Consumer-/ Costumer flow – WALKING ROUTES Summary

OUR CHANGE INTERIOR & PRINCIPLES

62

interior & principleS guidelines

4.0 Introduction - Interior & principles guidelines The consumer takes decisions in accordance with product zones: If you are aware of how product groups are placed in relation to each other, it can affect sales It provides not only a better sales performance, but also a more welcoming store in a more positive and real brand experience. In this way, shoppers are transformed into consumers.

The productzones are based on CHANGE Lingeries product groups. The zone division is a very important part of the way we merchandise the CHANGE Lingerie store.

our change INTERIOR & PRINCIPLES

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

our change

AREA VALUE

AREA

VALUE AREA VALUE

4.1. Area value Change Lingerie’ product zones are placed in the order that we believe gives most meaning for the customer and gives the store a logical structure.

Some areas of the store are more commercial than others.

Based on the sales results the total store is divided into areas, which are ranked as Primary, Secondary, Discovery and Service Space. The products are in other words grouped after Primary-, Secondary-, Discovery and Service zones.

There are four types of sales positions in the store. These positions are divided appropriate for the application and commercial value.

A combination of interior and visual merchandising techniques determines an areas commercial value.

A high commercial value is not necessarily synonymous with the highest profit from the area. Products, which are placed in this area have great interest in terms of marketing and branding value, because they will appeal to new customers.

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

63

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

Primary Space

Seasonal Concepts Young Concepts Promotion Concepts

Secondary Space Basic Concepts Volume Concepts

Discovery Space

Concepts, which have been in the collection long Accessories Fragmented Concepts

Service Space

Lingerie related accessories

Primary Space

Seasonal Concepts Young Concepts Promotion Concepts

Secondary Space Basic Concepts Volume Concepts

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Discovery Space

Concepts, which have been in the collection long Accessories Fragmented Concepts

Service Space

Lingerie related accessories

64

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

4.1.2

Area value - Primary Space

PRIMARY SPACE is the most commercial sales area of the store. It is important, that the customers interest is captured by the very first they see - so they get inspired to experience the rest of the collection as well as the entire store.

These areas have a general high commercial value.

A typical area have:

Primary Space

Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts

- high commercial value...

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

High consumer flow Greatest visibility

In this area it is best to use:

Seasonal Concepts Young Concepts Promotional Concepts Innovative Concepts

65

AREA VALUE

a

WALL Primary Space

Seasonal Concepts Young Concepts Promotion Concepts Innovative Concepts

- high commercial value...

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

AREA VALUE

66

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

4.1.3

Area value - Secondary Space

These areas have generally a middle-high commercial value.

A typical area: Is located in the mid-sales area In this area it is best to use:

Secondary Space Basic Concepts Volume Concepts New Arrivals

- middel-high commercial value...

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Basic Concepts Volume Concepts New Arrivals

67

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

4.1.4

Area value - Discovery space

These areas have generally a low commercial value.

A typical area:

Floor modules Isolated wall interior Behind pillars and architectural blind spots

In this area it is best to use: Discovery Space

Concepts, which have been in the collection long Accessories Fragmented Concepts Volume Concepts

- low commercial value...

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Concepts, which have been in the collection

68

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

4.1.5

Area value - Service Space

These areas have generally no commercial value However they are well used as service areas and sales areas for accessories or care products.

In Service Space you need to focus on customer service – it is in this area you “sell” the final CHANGE Lingerie experience of our brand to the customer.

A typical area: Service Space

Lingerie related accessories

In this area it is best to use:

- no commercial value...

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Counter area or other outer rooms

Product related accessories

69

AREA VALUE

Example overview...

AREA VALUE

AREA VALUE

4.1.6

Area value - Different layouts

PRIMARY, SECONDARY & DISCOVERY SPACE are placed in different store layout. The borders between the different areas are floating and can be affected by the focus points and highlight areas. It should be possible to transfer the layout shown, in your store. If you have problems, contact HQ - Store Design for help.

Example : large layout

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70

PLANNING OF PRODUCT ZONES

71

PLANNING OF PRODUCT ZONES

4.2 Planning of product zones

Charade

A product zone is an area, dedicated to a certain concept/ a certain product zone/ a certain room and shall be merchandised in accordance with a number of simple guidelines.

The product zones need to always be placed so they have logical “ neighbors” both in the collection as a whole and in regards to the products in the product zone. Where it is possible, you change from one zone to another by architectural divisions.

Seasonal Campaign a-wall

Change

Logical “ neighbors”

Architectural breakdowns can be pillars, changes in wall direction, counter, stairs, wall highlights or mirrors. Never end with a zone half way down along a shelf unit or across a walk route.

PLANNING

OF PROdUCT

ZONES

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

PLANNING OF PRODUCT ZONES

72

PLANNING OF PRODUCT ZONES

4.2 Planning of product zones Overall, the store is divided into concept “brand rooms” Change, Charade, The Intimate. Other products such as accessories, lingerie related and larger items are to be placed near the counter (or fitting room).

Example overview...

The Intimate

Change

Charade

Entrance Seasonal Campaign a-wall

Charade

Change

This is an example picture...

Place the newest, most innovative or Campaign supporting products in the primary space/ front of store.

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PLANNING OF PRODUCT ZONES

73

PLANNING OF PRODUCT ZONES

4.2.1 Planning of product zones - Concept guidelines Each product has its own sales focus. The guidelines for how the concepts should be placed are general guidelines that can be affected by the Seasonal Campaigns or changes in the collection.

The Seasonal concepts can be described as follows: AUTUMN / WINTER (AW) Placement:

In the highseason place in Primary Space

Between season in Discovery Space SPRING / SUMMER (SS) Placement:

In the highseason place in Primary Space

Between season in Discovery Space

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PLANNING OF PRODUCT ZONES

74

PLANNING OF PRODUCT ZONES

4.2.2

Planning of product zones - Seasonal flow

Proposals are general and based on high season products for:

AUTUMN/ WINTER (AW) SPRING/ SUMMER (SS)

Seasonal flow...

Entrance Seasonal Campaign a-wall

This is an example picture...

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PLANNING OF PRODUCT ZONES

75

PLANNING OF PRODUCT ZONES

4.2.3 Planning of product zones - New Arrivals CHANGE Lingerie launches new main collections twice a year - a spring / summer collection and an autumn/ winter collection. Between the main launches we launch: New Arrivals New Arrivals may be part of the main collection, to be launched in the following main season, but chosen to launch before the main collection. They are in the store in an exclusive, time-limited period (launched later in large numbers along with the main collection).

An early launch different from the main collection, for example color or material, or may be completely new groups.

Pure Campaign wise these early launches are supported by special in-store promotional material in a way that tells consumers that when they buy this particular lingerie, they buy a special set of lingerie, available only for a limited, exclusive period.

We also operate fixed-to-market deliveries. The lingerie from the current collection in updated colors or materials.

New arrivals must be placed in Secondary Space...

Volume Concepts

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New Arrivals must always be placed in Secondary Space

PLANNING OF PRODUCT ZONES

PLANNING

OF

PLANNING OF the ZONE

the zone

4.3 Planning of the zone A product line is divided in:

Primary

Secondary

Discovery From the sales result at the various placements.

Consider your product zone as a mini version of the whole store.

PRIMARY SPACE: SECONDARY SPACE: DISCOVERY SPACE:

Product zone for Charade - Primary Space

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Profile Products Core Products Basis Products

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4.3 Planning of the zone Examples of how a product is divided in:

Primary space Secondary space Discovery space.

The partitioning is based on the availability and how visual the products are in the various positions. The boundaries are fluid and may be affected by merchandising principles.

AREA VALUE Primary Space

Profile products

Secondary Space

Core products

Discovery Space

Basisc products

Service Space

Related accessories

- seasonal concepts - young concepts - promotional concepts - innovative concepts - basic concepts - volume concepts - new arrivals

- concepter, which have beeb in the collection longer - accessories - fragmentes concepts - volumen concepts - lingerie relaterede accessories

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PLANNING OF the ZONE

1.

2.

3.

4.

5.

Vertically - USE ALWAYS 3 hooks with bras and 1 hook with panties (A).

Do not hang items down to the floor Merchandise always the upper parts at the top and lower parts at the bottom It is possible to merchandise 2 basques vertical - above the other 4 hooks located one below the other, is to be mer chandised as follows:

Hook no. 1 should be in position no. 1 top Hook no. 2 must be in position no. 5 Hook no. 3 must be in position no. 9 Hook no. 4 must be in position no. 14

This means that there are three “positions” in between 1-2 and 2-3, but there are four “positions” between 3-4, this because we have the largest sizes hanging on hooks no. 4 .

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6.

Always use zig-zag hooks for bras and panties. When we use zig-zag hooks so we ensure that our products do not fall off the hooks as easy.

7.

If there is room to hang more than one hanger “pr. hole”, then always start from the rear having two in each “hole”.

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PLANNING OF the ZONE

focal point

COMMERCIAL SALES AREA

High Sight line is purchase line...

Middle

Low

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PLANNING OF PRODUCT ZONES

COMMERCIAL SALES AREA

High

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PLANNING OF the ZONE

Middle

Low

“per square foot = rate-of- sale in a given space” No commercial value Service Space “counter area” Related accessories

High Consumer flow - highest visibility

Mid sales area

Floor modules isolated wall interior Behind pillars & architectural blind spots

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PLANNING OF PRODUCT ZONES

PLANNING

OF the zone

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PLANNING OF the ZONE

4.3.1 Planning of the zone - Primary Space Focus point must clearly communicate the essence of our concept. The focal points guides and navigate the customers through the store.

A typical area:

A focal point at the end of a line of sight An effective focal point defines the concept A focus point is created with a combination of product, Visual Merchandisingprinciples, furniture modules and graphics

In this area you should offer:

Product heroes Clear and strong colors Sight line is purchase line...

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PLANNING OF the ZONE

4.3.2 Planning of the zone - Secondary Space The product must be from the same concept and develop the idea of styling different items of the same fit. It encourages buying more items as well as impulse buying.

A typical area:

The focus to attract the eye, just after it has focused on the focus point It is to the right or left of the focus point Use different furniture combinations to give the product groups in their own setup

In this area we prefer:

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Slow-selling products Color Themes

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PLANNING OF the ZONE

4.3.3 Planning of the zone - Discovery Space In the Discovery Space you usually place visually “heavy” products.

A typical area:

The least visible and accessible area Consumers should be encouraged to act in those are as by providing easy access to them

In this area we prefer:

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The Top Products Volume products

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PLANNING OF PRODUCT ZONES

Example overview...

A strong visual experience function like a stop-effekt and catch the attention of the Consumer...

PLANNING OF the ZONE - must be placed central in the store - that way the Consumer finds the store interesting at all visits...

“New Arrivals”

“Stop effect”

Matching the window campaigns and in-store promotions guarantee that the consumers find the store inviting and interesting

Place vocalpoints at the end of all visual lines to drag the Customer throught the entire store area

If possible, the front table faces the consumers when they come into the store ...

Profileproducts

Coreproducts

Basicproducts

“Positive impact on the sale” Productions placed next to the “logical neighbors” makes the store more accessible to all consumers regardless of audience ...

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When the floor furniture is positioned correctly, the walk-routes makes easy access to all parts of the store ...

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CONSUMERFLOW

4.4 Consumerflow

The way the consumer moves through the store is called; Consumer flow Effective merchandising and location of floor modules in the store helps drive the consumer flow and hereby create a positive buying experience.

It is important to make the link between what appeals to consumers (windows), and what meets them at the moment they enter the store. Different messages confuses consumers, and at worst they encounter something that is so different that they leave again - and just see the entrance.

CONSUMER

FLOW

“traffic pattern = flow of customers through the store”

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PLANNING OF PRODUCT ZONES

Example “customerflow through the store...

CONSUMERFLOW

A-wall

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Back wall

Front table

Primary window

Period no1.

Counter

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PLANNING OF PRODUCT ZONES

Example “customerflow through the store...

CONSUMERFLOW

Period no2.

Counter

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Back wall

Front table

Secondary window

A-wall

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CONSUMERFLOW

4.4.1 Consumerflow - Stopeffect If you do not stop consumers with a compelling visual experience, they can turn around and enter the store.

Catch their attention with an effective presentation of the current campaign, but without blocking the entrance.

Counter

Back wall

Front table

Secondary window

A-wall

Displays with Seasonal Campaign window related products catch consumers’ attention.

Seasonal Campaign Sales Front tables as stopping power.

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PLANNING OF PRODUCT ZONES

Strong focus points guides consumers through the store.

from window

CONSUMERFLOW

4.4.2 Consumerflow - Visual Lines When the consumer is inside the store, the route they take through the area can be affected by the use of effective visual merchandising.

to front table

Strong focus points draw consumers through the store.

Point out the visual lines and create focus points accordingly. Visual lines are areas where the consumer automatically look due to open areas in the store.

A focal point can be made with furniture module combinations, a color or a display.

to counter

to a-wall, etc...

Counter

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PLANNING OF PRODUCT ZONES

CONSUMERFLOW

4.4.3 Consumerflow - Walkways

Floor modules must have a minimum clearance of one meter all around, so there is room for maximum product presentation.

Floor Module Location of leading consumers away from the primary time routes that lead them toward the walls and stop them on the road.

Floor modules must be facing the consumer flow to ensure that the entire product range is available.

When consumers enter the store, you can direct the flow with a floor module and get them to go left or right.

Floor modules that are located in the right directions, providing easy access to all parts of the store, while encouraging consumers to move further in through the store or to stop and look.

Counter

Back wall

Front table

Primary window

In narrow shops can diagonally floor fixtures seem messy, here they must be positioned lengthwise along the walls.

If possible, the first sales table turned so it faces the consumers when they come into the store

It is important to maximize the location of the floor module to control flow through the consumer area.

A-wall

Flormodules positioned to create “open� walk paths.

- make sure floormodules are never positioned so they block consumer flow through the store

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VISUAL MERCHANDISING STANDARDS

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Visual merchandising STANDARDS

5. Visual Merchandising Standards 5.0 Introduction 5.1 Pre-retailstandards 5.2 General Visual Merchandising standards

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Visual merchandising STANDARDS

5.0 Introduction We create an environment within the store based on coordinating merchandise with the seaon. “Sets the stage” Wall uprights Our wall uprights give strength and bonds the section together. They tell a story the same way a display does.

Design basics

Organization

Attention to detail - ALWAYS!

Torso & Mannequin dressing importance

Full and buyable

Movement Use of space

Coordination more than one area

Dealing with open space... Unusual but exciting!

Color!

Sets the mood, screams the season

Plays a very important part of our store The power of Suggestion... Selling the idea!

Windows They scream to the customer who and what we are A Company Statement... Our best advertising

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Visual merchandising STANDARDS

Brand division CHANGE Lingerie consists of Change, Charade and The Intimate.

Categories under each brand: CHANGE Fashion Basic Loungewear Accessories Swimwear Shapewear

Charade Fashion The Intimate Fashion Loungewear Swimwear

We merchandise these three Brands on each wall.

Our designers are responsible for their own brand, they think in stories when they design, and it is the stories we support through product, brand and image.

We merchandise the store by hanging CHANGE by itself, Charade by itself and The Intimate by itself, with some small exceptions.

See the following pages, how to mix the different product groupings under each brand.

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Visual merchandising STANDARDS

CHANGE CHANGE is produced in Fashion, Basic, Loungewear, Accessories and Shapewear, we merchandise all on the walls along with CHANGE. Swimwear always hang by itself, that is, if it is not mixed together with lingerie.

Basic rules:

Everything must be merchandised by color and al

ways in color blocks

A program with two bra styles use 8 hooks

A program with three bra styles use 12 hooks

Never share a program of the same color from each

other

Use a T-hook, as the last hook on a program. To make

it visible to customers, that there are several brief

styles in a program

Always start building the wall up from left to right

Always start with the lightest color to the left and

end with the darkest color to the right in the same

story on the wall

Using these basic rules when setting up your wall,

you create a calm overview on the walls for the

customers calm to the eye give the customers more

profits to buy

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Visual merchandising STANDARDS

CHARADE Charade is produced in fashion and therefore we merchandise it: Along with Shape Control, silk and wool and Accessories.

Charade is our most exclusive brand, remember when you merchandise your walls. Charade has fine black hangers. Do not mix too many colors together on a wall, use more wall space for Charade, to create ease. If this is possible.

Basic rules:

We merchandise all in color and always in color

blocks

A program with two bra styles uses 8 hooks

A program with three bra styles uses 12 hooks

Never share a program of the same color

Use a T-hook, as the last hook on a program. To make

it visible to customers, that there are several brief

styles in a program

Always start building the wall up from left to right

Always start with the lightest color to the left and

end with the darkest color to the right in the same

story on the wall

Using these basic rules when setting up your wall,

you create a calm overview on the walls for the cus-

tomers calm to the eye give the customers more

profits to buy

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Visual merchandising STANDARDS

THE INTIMATE Britney Spears IS produced in Fashion, Loungewear, all this can be merchandised on the walls along with Britney Spears.

Swimwear always hang by itself, that is, if it is not mixed together with lingerie. End up with the darkest color to the right of the wall and in the same story. When making the walls with the use of these basic rules, you create a calm overview on the walls. Calm to the eye give the customers more profits to buy Basic rules:

We merchandise all in color and always in color

blocks

A program with two bra styles uses 8 hooks

A program with three bra styles uses 12 hooks

Never share a program of the same color from each

other

Use a T-hook, as the last hook on a program. To make

it visible to customers, that there are several brief

styles in a program

Always start building the wall up from left to right

Always start with the lightest color to the left and

end with the darkest color to the right in the same

story on the wall

Using these basic rules when setting up your wall,

you create a calm overview on the walls for the

customers calm to the eye give the customers more

profits to buy

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Visual merchandising STANDARDS

How to do In the Visual Merchandising working process of how to “do” a window front table display, a-wall from start to finish, remember that a display is not finished until:

It is fully stocked All signs are in place All lights are properly adjusted Any excess merchandise/ fixtures are put away The floor is swept and the area is clean

To learn the “basics” of CHANGE Lingerie VM design, both operationally and technically:

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Always keep a positive attitude Promote creativity and encourage the development of an individual style within CHANGE Lingerie guidelines Keep informed

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Visual merchandising STANDARDS

Operational Skills How to do:

Windows, front tables, a-walls, wall uprights, dis-

plays, etc. according to VM standards and guide

lines...

Sign print

Price changes

Identify Store design modules and fittings

Informational resource work - ex. Campaign Work

sheet Overview...

Store Design & VM supplies

Seasonal pos-material changes

Seasonal specialty; ex. plants, flowers...

Organizational skills

Store Operations

Merchandise ordering procedure

Technical Skills How to do:

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Design situations; wall uprights (Change, Charade & The Intimate) Basic Design theories Basic Fixture Configurations CHANGE Lingerie Vocabulary (see next page for details)

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Visual merchandising STANDARDS

CHANGE Lingerie Vocabulary What it means, what it accomplishes and how to achieve it

Attitude of use; show the merchandise as Customers

would use it

False front; moving merchandise forward on a hook

or shelf to give the illusion of fullness

Details; the particulars or finishing touches related to

the whole picture

Continuity; uninterrupted flow of related items and/

or areas

Fake; substitution on a temporary basis

Focal point; what you see first

Story; thematic combination of merchandise

Movement; visual “flow” through a display and/ or area

Per square foot; rate-of-sale in a given space

Traffic pattern; flow of customers through the store

Strength; visual impact of merchandise and/ or

display

Vignette; a smaller “story”, usually used to add

charm/ personality to wall uprights and shelves

Full & lush; a feeling of abundance and depth

Byable; accessible to the customers

Massed out; displaying in quantity

Domino effect; proper progression of display changes

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Visual merchandising STANDARDS

Attitude of use; show the merchandise as Customers would use it Details; the particulars or finishing touches related to the whole picture

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instore 1. period...

Visual merchandising STANDARDS

Change Lingerie

Attitude of use; show the merchandise as Customers would use it

Details; the particulars or finishing touches related to the whole picture

Story; thematic combination of merchandise

Movement; visual “flow” through a display and/ or area

Strength; visual impact of merchandise and/ or display

Full & lush; a feeling of abundance and depth

Byable; accessible to the customers

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2. period...

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Visual merchandising STANDARDS

Attitude of use; show the merchandise as Customers would use it False front; moving merchandise forward on a hook or shelf to give the illusion of fullness Details; the particulars or finishing touches related to the whole picture Continuity; uninterrupted flow of related items and/ or areas Focal point; what you see first Story; thematic combination of merchandise

OURCorporateBASIC VISUALMERCHANDISING GUIDE book

Per square foot; rate-of-sale in a given space Traffic pattern; flow of customers through the store Strength; visual impact of merchandise and/ or display Vignette; a smaller “story�, usually used to add charm/ personality to wall uprights and shelves Full & lush; a feeling of abundance and depth Byable; accessible to the customers Massed out; displaying in quantity

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Visual merchandising STANDARDS

VM STANDARDS Our VM principles to work from: In Our Visual Merchandising Golden Rules Book you find information about our principles which ensure that you have an updated store in relation to the visual guidelines and procedures.

To see the CHANGE Lingerie golden rules guidebook ... click on the

botton

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GENERAL -vm guide example...

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our general vm guideline

To see the Change Lingerie general vm guide... click on the

NEW

link or New botton:

http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/General%20VM%20Guide.pdf

+ How to mount window foil with soapy water... click on the

link or New botton:

NEW

http://srv03dkintra01/retail_int/int_vm/ WORKSHEETS/How%20to%20mount%20 window%20foil%20with%20soapy%20water. pdf

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