day 3 induction

7/27/2019 Day 3 Induction

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DEBENHAMS

InternationalINDUCTION

Day Three


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Contents Session 1 Re-cap Store Layouts

Session 2 Maintaining Standards

Session3 Understanding CVs

Session 4 Basic Product PresentationStandards

Session 5 Create Your Own Brand andCV

Session 6 What happens next


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Maintaining Basic Standards

Hanging Fixtures

Table Fixtures

Mannequins


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THE PERFECT TABLE

Fixture always

clean

Correct brand

on fixture

Surroundingfloor clear of

rubbish

No broken or

dirty ticketframes

CorrectBarcode tag on

every item

No size orcolour options

missing

Garmentscolour blocked

Garments in

size orderSmall to XXL

All products

folded the sameway

Correct size

ratios

All piles to besame height

Use correct

ticketing

Check for

standards

every time

ou ass!

Any Mannequins

to wear tableproduct


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Correct brand on fixtureTHE PERFECT MANNEQUIN

Always wear

gloves when

handlingmannequins

Check the

standardsevery time

you walkpassedProducts worn

are the correctBrand for that

mat

Garments tofit perfectly

Never mix

product fromdifferent brands

Standing safely ,

secure and willnot fall over

No damagedfaces , chips ,

cracks or marks

Garments

clean andpressed or

steamed

Alwaysaccessorise with

appropriateBrand

Never leave a

mannequinundressed if

you sell off it

Layer productsto create ideas

and add interest

Always haveproduct nextto grouping

Every

mannequin tohave correct

hands

Always colour

co-ordinate

Never dress in

the last size /piece of stock

you have

Barcode tagsmust be tucked

away inside

All groups to

reflect samestyle or theme


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BrandProduct Presentation

Standards


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Tools to Help You Succeed

C.V. Documents include

Product Presentation GuidesCustomer and Brand Profiles

Mannequin / Collateral GuideEnd of Arm Dressing Guide


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Example of a C.V Document


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Example of a Fixture Layout GuideShowing how your fixtures should be placed on the relevant

department


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Example of a Brand Profile


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Example of Mannequin Guide


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Example of End of Arm Dressing

Guide


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Your C.V. will tell you about STATEMENTS

A lifestyle statement which

is a co-ordinated rangebought to sit together like this

A single product statement

looks like this

A mixed product statement

this will consistent of two

product types like this


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Working with CVsWhat information do they give you to help you layout

and maintain a department?

Why is it important that you always follow theguidelines

on the CV documents?

How does using the C.V document

help to increase you ATV?


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These departments will beplanned the most fixturedense, yet still allowing thecustomer to easily shop the

mat. Core departments willgenerally be the biggestmoney takers within adivision, so strongauthoritative statementsshould be key to these areas.

These departments should be

presented with authority andare the areas which anincrease in product density isappropriate.

Core Departments


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Example of a Core Brand

Maine for Men


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Mannequins

dressed to onestyle Casual

Accessorizedwith sunglasses

Singleproduct

statement

Back Wall

Brand

Colouration

Maine New England A Core Brand

Single

product

statement

Products show

examples of

layering

Logo


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Dressable Merchandiseaccessible to customer

Product ondressable

reflectsproduct

adjacent to it

Co-ordinatingstatement of 5

mix and matchgarments

Layering to

create add-onsales

Single productstatement

Good

circulationspace

betweenfixtures

Same pile width

Collection for Women A Core Brand

Colour blocking

Size order


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These Departments will beplanned in line with core, but insome instances will haveadditional Visual elements in

order to create theatre andexcitement. The priority onthese departments however, isto differentiate the productthrough the Merchandising. Thisproduct is generally bought in alifestyle format, with theaddition of some single productstatements.

Fashion Departments should bepresented in such a way as tohighlight key trend items, looksand colour

Fashion Departments


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An Example of a Fashion Brand

Red Herring for Women


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Single Style &

Price statement

Co-ordinatinguse of colour

Clear priceticketing

Fashiontrendtheme

Layering

For add-on

sales

Dust-freebases

High levelAttitude

mannequin

Clear floorspace

Back wallbranding colour

Brand Logo

Co-ordinatingstatement

Red Herring for Women A Fashion Brand

Accessorizedfor Add-on

Sales

Show mehow to wear

this

Same widthfolding

Designer Departments


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These departments, will beplanned with morecirculation space, aroundthe fixtures in comparisonto Fashion and Core. This

will create a more premiumfeel. The environmentshould reflect the pricepoints of the product within

these departments. The amount of stock will be

lower in a designerdepartment to give product

a more exclusive feel. Itmakes the customer feelthey are buying somethingspecial. i.e. Designerhandbags

Designer Departments


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An Example of a Designer Brand

Jasper Conran for Men


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Designer LogoandColouration

Back WallLogo and

colour

Addition ofJasper

Accessories foradd-on sales

Designerspecific

manne uins

Colour co-ordinated

display

Table branded to

Jasper Conran

Single productstatement

Layering for

Add-on sales

Themed

products

DesignerBiography

as er Conran

Mixed productstatement onDesigner rail

Product inSize order

Piles folded to

same width

Jasper Conran A Designer Department


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An Example of a Designer Brand

STAR by Julien MacDonald

STAR b J li M D ld A D i D t t


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Designer

Logo

Colour co-ordinated

roducts

Themedproducts

Correctmannequins

Back wallcolouration

Use ofSTAR

accessories

Co-ordinated

statement

fixture for

Add-onSales

Use of Accessoriesfor Add-on Sales

STAR by Julien MacDonald A Designer Department

Home Product Presentation Principles


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In line with the Fashion departments,a detailed Product Presentation

Guideline has been issued to support

the Home division.

Due to the more static nature of the

product, within the Home division,

priority should be given to the

appropriate layout of the product.

Home product tends to be more of a

replacement purchase with impulse

buying relevant on departments such

as Living.

If time is spent on fixture and

metalwork layout within the Home

division, there should be little need to

change this throughout the year.



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Create Good/Better/Best areas withindepartments giving the customer choice anda natural progression on price.

Merchandise larger items such as boxed sets

on China at the bottom of backwalls withsmaller items such as cups and saucers atthe top this gives a more balanced look.

Merchandise product by Material always

grouping like product together i.e. Woodenphotoframes together.

Create height in the middle of the tables bymerchandising appropriate product stacked

or selecting items which are larger.

Consider Customer Mindset and CalendarEvents and hi-light appropriate productthrough merchandising in volume and pulling

to the front of the relevant mats.



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Lingerie Product Presentation

Principles As with the Home division, product tends to be more static in terms

of newness with the emphasis being placed on Calendar Events suchas Valentines Day and Mothers Day, Priority should be given to the

appropriate layout of product and store focus should be on customer

mindset at the appropriate times of year.

If time is spent on fixture and metalwork layout within the lingerie

division, there should be little need to change this throughout the

year.


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Vertical

colourblocking

CorrectProduct

Sequence

Product

in correctsize order

High level

mannequin

display

Correct

BrandHeader

Use of colour

sequence to

create visualinterest

Mixing Plainand pattern

to createvisual interest

LINGERIE


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Accessories Product Presentation Principles


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If time is spent on the fixture and

metalwork layout within the

Accessories division, there should

be little need to change this

throughout the year.

Particular attention should be

paid to the Handbags departmentas presentation is key poor

presentation will not only affect

sales but also potentially

damaging product crushinghandbag handles.

p

Accessories Product Presentation Principles


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Ensure Product is merchandisedwithin Brand/Designer DO NOT mixproduct statements.

Consider price when merchandising

handbags and dont overfill fixturesand backwalls.

Ensure handbag handles are fullyextended and not impeded by the shelfabove.

Large Handbags should bemerchandised three across with twounits displayed of each option.

Medium and Small handbags should bemerchandised four options across withthree units displayed of each option.

Floor fixtures should only bemerchandised two options high

p


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Hints and Tips For Maintaining Product

Presentation Standards

How to fold

Creating and Maintaining a perfect hanging

fixture

Creating and Maintaining a perfect table

Creating and Maintaining a perfect

mannequin


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Folding Techniques


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g q

Folding Techniques


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Folding Techniques


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Recovery


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Picking up all stock off floor

Sizing the fixture 10 -12 -14 etc

Hanging it on the correct hanger with the correct sticker

Detail-Ensure all zips are done up, belts tied etc

Re-folding tables

Checking ticketing

Check tagging Housekeeping

Fitting room standards

Standing back and reviewing the whole dept ensuring that the fixtures arestraight and spaced correctly and haven't been moved by the cleaners

Retail Standards


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Correct hangers and Size stickers

Finger spacing between hangers Size ratios

Folding standard

Correct pricing

Housekeeping Easy to shop

End of arm dressing

Outfit building

Correct metalwork

Height of metalwork on the backwall

Lighting

Mannequin standards

Focal points in the right place at ends of walkways etc

Ticketing and Photographics Consistent approach to Security tagging

Presentation of Service Centres

Presentation of Fitting rooms


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Maintaining StandardsTO CREATE AND MAINTAIN PERFECT STANDARDS

ON A HANGING FIXTURE ALWAYS MAKE SURETHAT..

TO CREATE AND MAINTAIN PERFECT STANDARDS

ON A TABLE FIXTURE ALWAYS MAKE SURE THAT

TO CREATE AND MAINTAIN PERFECT STANDARDS

ON MANNEQUIN DISPLAYS AWALYS

MAKE SURE THAT

RECOVERY IS SOMETHING WE DO ALL THE TIME TO

MAKE SURE THE DEPARTMENTS LOOK PERFECT AT

ALL TIMES. TO ENSURE THIS HAPPENS WE NEEDTO DO THE FOLLOWING ACTIONS


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What Happens Next?Into the store and start processing stock

Work with the UK opening team

Have a fantastic opening day

Make Day 2 look like Day 1 every day

Remember everything from these 3 days

Pass this knowledge on to new people you work with


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THANK YOU

AND

GOOD LUCK