Shaun Bradley PAGE 1

Select Visual Works & In-Store Marketing Elements

PAGE 2Shaun Bradley

Overview: Store Interior - Holiday 2014

PAGE 3Shaun Bradley

Overview: Store Interior - Fall 2014

PAGE 4Shaun Bradley

2014 Windows Archive

• Archival document of all quarterly store-front marketing for 2013 - 2014• Aided the EVP of Creative & Visual Merchandising Director in planning of future window concepts to

help drive store and company performance

PAGE 5Shaun Bradley

Master Signage Library

• Comprehensive document of all permanent and seasonal window & in-store marketing collateral• Reference tool used by Planning & Visual Merchandising to help determine weekly planned in-store promotional changes and updates

PAGE 6Shaun Bradley

Monthly Floorset Signage Update

WINDOWBANNER:

R3448F

• Replaces existing banner “ENTIRE STORE BUY 1, GET 1 50% OFF”

¤

R3342 R3362N - 13”x 11” - 5”x 7”

• •

R3342

R3362N

• • • • • • •

NOTE:•

• -

•

•

•

•

R3352CO

• R3352COR3448F

IN STORE

•

R3489C R3479B-E -18”x 23”

THE PERFECT STRETCH PANT STARTING @ $20

MEET SIENNA

•

R 1982 HR3429C

R3385F - 11”x 13”

R3429D - 5” x 7”

FIT SIGNAGE:

•

R34489D2 - 11”x 13” R3448D1 - 5” x 7”

R 1982 HR3448D2

R 1982 HR3480A

• • • • • • •

• Marketing document sent to all Store Teams in conjunction with the monthly floorset directive• Provided stores with a top-line overview of the planned signage needs to coincide with B.O.M. floorset

PAGE 7Shaun Bradley

Field Communication Documents

2014 NOVEMBER FLOOR-SET ITEM INDEX

STYLE NUMBER STYLE NAME # OF CC'S ZONE FIXTURE314538 SOLID KNIT INFINITY SCARF - AQUA 1 ZONE 4 WALL 4314854 AZTEC MARLED CARDI 1 ZONE 2 WALL 3 JETRAIL 2314856 ENGINEERED OPEN SWEATER - PINK 1 ZONE 1 WALL 1 JETRAIL 1314856 ENGINEERED OPEN SWEATER 2 ZONE 1 BALLET BAR 4314857 WILLA MIX STITCHED SWEATER 5 ZONE 6 TABLE 11314858 GRANDPA CARDIGAN - BLACK 1 ZONE 2 WALL 3 JETRAIL 1314858 GRANDPA CARDIGAN - CAMEL 1 ZONE 2 WALL 3 JETRAIL 2314860 POPPY POINTELLE TUNIC SWEATER 6 IZ LAUNCH FRONT314862 SADIE SHAKER STITCH SWEATER 5 ZONE 2 TABLE A315006 LOGAN - BLACK RINSE 1 ZONE 5 TABLES F & G315007 LOGAN - INDIGO RINSE 1 ZONE 5 TABLES F & G315010 TAYLOR - TINTED BLUE 1 ZONE 3 TABLE 8 BENCHES315040 LIV - LIGHT ACID 1 ZONE 5 TABLES F & G315040 LIV - LIGHT ACID 1 IZ TABLE 2315041 OLIVIA - DARK ACID 1 ZONE 5 TABLES F & G315041 OLIVIA - DARK ACID 1 ZONE 1 WALL 1 FACEOUTS315041 OLIVIA - DARK ACID 1 ZONE 1 WALL 1 JETRAIL 2315052 LESPORTSAC IPHONE 5 CASE 2 ZONE 3 BALLET BAR 14315054 LE SPORTSAC - KASEY 1 ZONE 4 BALLET BAR 12315057 LIV - DARK WASH 1 ZONE 1 TABLE 3 BENCHES315118 MARLED OPEN CARDIGAN 2 ZONE 1 WALL 1 JETRAIL 1315118 MARLED OPEN CARDIGAN 2 ZONE 1 WALL 1 JETRAIL 2315129 OVERSIZED LIGHT TENCIL SHIRT 1 IZ TABLE 1315141 LACE INSET BF CARDIGAN - CREAM 1 ZONE 1 WALL 1 JETRAIL 1315141 LACE INSET BF CARDIGAN - CHARCOAL 1 ZONE 1 WALL 1 JETRAIL 2315142 VINTAGE WASH DENIM SHIRT 1 IZ TABLE 2315149 NAVY DOT BUTTON DOWN 1 IZ BALLET BAR 2315153 LACE PEASANT TOP - IVORY 1 ZONE 2 WALL 3 JETRAIL 1315187 FLOCKED POLKA DOT DRESS 2 ZONE 1 BALLET BAR 7315188 BILLIE MESH GLITTER DRESS - SILVER 1 ZONE 1 BALLET BAR 8315201 PRINT CROP TWIST BACK SS 3 ZONE 6 BALLET BAR 17315201 PRINT CROP TWIST BACK SS 9 ZONE 6 BALLET BAR 17315202 ALLOVER SOLID CROP SS 3 ZONE 6 BALLET BAR 17315207 VEGAN LEATHER BOMBER 1 ZONE 2 WALL 3 JETRAIL 1315228 JAYDEN - INDIGO WATERS 1 ZONE 2 WALL 3 FACEOUTS315229 SKYLAR - SNOWSTORM 1 ZONE 6 TABLE 11 BENCHES315230 SKYLAR - THUNDERSTORM 1 ZONE 6 TABLE 11 BENCHES315234 LIV - BLUE DUE 1 IZ TABLE 1 BENCHES315239 LIV - BLACK W/ COATING 1 IZ TABLE 2 BENCHES315240 OLIVIA - SMOKE GREY ACID 1 ZONE 1 WALL 1 FACEOUTS315244 JAYDEN - NIGHTENGALE 1 ZONE 5 TABLES F & G315245 LIV - WASHED OUT GREY 1 ZONE 5 TABLES F & G315245 LIV - WASHED OUT GREY 1 IZ TABLE 1 BENCHES315246 OLIVIA - CAMO 1 ZONE 2 WALL 2 JETRAIL315247 TAYLOR - PAINT SPLATTER 1 ZONE 3 TABLE 7 BENCHES

• Top monthly trends as determined by dELiA*s Planning Team

• Tiered and organized into a visual reference aid to support sales for store associates

• Document created in conjunction with the monthly floorset directive

• Assisted store teams in quickly locating merchandise within specific zones for customers

PAGE 8Shaun Bradley

Monthly Floorset Directive

PAGE 9Shaun Bradley

Monthly Floorset Directive

DEC WK 1 FLOORSET DIRECTIVE - WALL 1 (LET IT SNOW) ¤

WALL 1merchandise (faceouts) q 311963 FEAUX FUR VESTq 313528 VINTAGE STEREO GRAPHIC TEEq 312713 MOTO DENIM SKINNYq 311109 FAUX FUR COLLAR JACKET (LAYER 1ST UNIT W/REINDEER SWEATSHIRT)q 313237 REINDEER SWEATSHIRTq 312712 BRAIDED DENIM SKINNYq 313244 LACE SKIRTq 313238 CROCHET SHOULDER SWEATSHIRT - WHITEq 313218 CROCHET SHOULDER SWEATSHIRT - GREYq 312757 DOT MESH SKATER SKIRTq 312758 LACE SHOULDER TANK - NAVY MULTIq 313591 SWEATER KNIT OPEN CARDI - NAVY (HAS BEHIND TANK)q 312466 STRAPLESS SEQUIN DRESSq 313360 RAGLAN SLEEVE DRESS’q 312851 DISCO SEQUIN DRESS

merchandise (jetrail 1) q 312684 BLING CREAM CARDIq 312576 GOLD GLITTLE MESH DRESSq 312685 BLING GREY CARDIq 312464 STRAPLESS PEACH DRESSq 312570 BLING BLACK CARDIq 312471 JEWEL WAIST DRESSq 313249 CROCHET INSET TOP - IVORYq 312474 DOT TIERED MESH SKIRTq 312851 DISCO SEQUIN DRESS

merchandise (jetrail 2) q 313249 CROCHET INSIDE TOP - LILACq 313244 ALL OVER LACE SKIRT - NAVYq 312465 STRAPLESS RED LACE DRESSq 313249 CROCHET INSET TOP - CHARCOALq 311041 QUILTED MOTO JACKETq 312706 DOT FLOCK MESH DRESSq 312469 BLACK MESH LACE DRESSq 311518 TIE WAIST MOTO JACKET - BLACK

merchandise (shelves) q 311869 EMBELLISHED SIDE SWEATSHIRTq 311870 EMBELLISHED FRONT SWEATSHIRTq 314305 FUZZY INFINITY SCARF - 5 CC’S (IVORY & BLACK ALL STORES)q OLIVIA JEGGING- COTTON CANDYq OLIVIA JEGGING - OCEAN BLUE

11

VISUAL DOR CHECK-OFF

faces front entryWALL 1 - 20 FT.

Wall is broken up by 4 ft sections and labeled by number of importance. If your Wall 1 is smaller than 20 ft, refer to the numbers below to help prioritize which sections should be set. If you

are unable to set faceouts in sections 4 or 5, place merchandise within jetrails.

4 1 3 2 5

Before: After:

PAGE 10Shaun Bradley

DEC WK 1 FLOORSET DIRECTIVE - RUNWAY 1, BB6, MANNEQUINS (LET IT SNOW)

13

VISUAL DOR CHECK-OFF

RUNWAY 1 MANNEQUINSFULL BODY FORM 1: brushed sequin elbow patch in ivory, thermal burnout in ivory, olivia jegging in black dip dye, white metallic glove

FULL BODY FORM 2: brushed sequin elbow patch in lt grey (not all stores, sub w/ charcoal), laura pattern ls in grey, olivia charcoal jegging, mint rubber watch, criss cross bracelet, black metallic hat (in back pocket)

RUNWAY 1 (Let it Snow) merchandise q 313009 BRUSHED SOLID LACE LS - IVORYq 313320 BRUSHED DOLMAN - IVORYq 313338 BRUSHED SEQUIN ELBOW PATCH - 3 CC’Sq 313334 SEQUIN SWEATSHIRT - 2 CC’Sq 312401 LACE DORITO BRUSHED - LT GREYq 903613 WHITE METALLIC HATq 903616 WHITE METALLIC GLOVEq 312617 MICKEY SEQUIN SWEATSHIRTq WATCHES & BRACELETS (ON BAR)

RUNWAY 1

BALLET BAR 6merchandise q 313321 BRUSHED LACE SLEEVE - 3 CC’Sq 311910 BRUSHED BOYFRIEND CARDI - ALL CC’Sq 312803 OLIVIA JACQUARD JEGGINGS (TAKE DOWN TO 1 SIZE RUN FOR NORMAL BALLET BAR)

BACKFRONT

Seated mannequins are in our floorset store only. Two standing full body forms

will fit behind the bench on top of runway. Ivory should face forward and

grey should face backward to show elbow patches.

∆ WHAT’S NEW?! ∆

VISUAL MERCHANDISING TIP:

Runway 1 is colorized from white to black, front to back. Placement

of color and dispersing sparkle throughout runway creates a

holiday gifting feel.

Before: After:

Monthly Floorset Directive

PAGE 11Shaun Bradley

Floorset Floor Maps

12/1 FLOO

RSET DIREC

TIVE

PAG

E 5

VISUAL DOR CHECK-OFF ❒

Decem

ber 2014

cash

wra

p

wall 1

wall 7wall 6

sale

tower 1

tower 4

tower 2

tower 3

zone 1

zone 6zone 8

zone 7

zone 2

sw2

sw1

jewelry fixture

8

9

store entry

wall 4

graphic tees

zone 4

wall 3

wall 2

zone 3

core denim

wall 5 zone 5

F Gdenim bar denim bar

11bb19

bb18

6

accessories

initiative zone

7

B

C

seamless

clearance

denim

launch

gifting

oh deer let them eat cake

we love to partybb13

bb15

graphics & lounge

bb17

bb16

cold weather

9

10

8 9

bb1

bb2

2

1

cable

fron

t pull

over

poppy pointelle sweater

cold weather

A

bb9

bb10

6

sadie

shak

er

stitch

swea

ter

bb11

bb4

3bb6

5

bb5

4

wavy stitch sw

eatersuper soft collection

bb3

bb7

bb8

4

gifting table

3

runway

11

2

5

8

7

thumbhole

bb12

bb14

pointelle eyelash

sweater

12

(Proto Store Layout)

WRA

PDES

K

WAL

L 3

WALL 2

STORE ENTRY

WALL 1

WALL 4 (GRAPH

IC TEES)W

ALL 7

WALL 5 (CORE DENIM)

WAL

L 6

(SAL

E)

DEC WK 1 FLOORSET DIRECTIVEUPDATE 12.2.13

JEWELRY FIXTURE

TOWER 1

TOWER 2

TOWER 3

TOWER 4

SALE

R2 C

SW2

SW1

BR1

WRA

PDES

K

bb13

bb11

bb14

bb10

bb7

bb6

bb1

bb3

10

8

9

7

11

6

21

CANDY LAND

ACCE

SSOR

IES

COZY SHOP

GRAPHIC TEE SH

OP

DENIM SHOP

RUN

WAY 3

A

LAYERING TOPS

HIGHLAND

COLD

WEA

THER

SH

OP

RUNWAY 1

RUNWAY 2

THUMBHOLE LS/HANNA SWEATER/ COLD WEATHER/

ARM CANDY

4

5

bb15

OLIVIA DENIM BAR LIV DENIM BAR

PJ SETS

SWEATERS

SWEATERS

DRESS SHOP

SWEATERS

LEGGING /

SWEATSH

IRT SH

OP

G F

bb8

bb5bb4

bb12

3

INTARSIA SHOP

bb9

bb2

THUMBHOLE LS

LET IT SNOW

BRUSHED BONANZA!

THUMBHOLESHOP /

CANDY LAND

Before: After: