DEBENHAMS

International
INDUCTION Day Three

Contents
Session 1 Session 2 Re-cap Store Layouts Maintaining Standards

Session3

Understanding CVs

Session 4

Basic Product Presentation Standards Create Your Own Brand and CV What happens next

Session 5

Session 6

Maintaining Basic Standards

Hanging Fixtures Table Fixtures Mannequins

The Perfect Fixture

Fixture always clean Garments colour blocked No size or colour options missing Fixture not too full

Assembled correctly

Correct Barcode tag on every item

No broken or dirty ticket frames

Correct hanger

Correct size ratios

Surrounding floor clear of rubbish

Correct size sticker

Use correct ticketing

Correct brand on fixture

All hangers facing the same way

Check for standards every time you pass!

Garments in size order Small to XXL

THE PERFECT TABLE

Fixture always clean Correct size ratios All products folded the same way Any Mannequins to wear table product

Garments in size order Small to XXL

Use correct ticketing

All piles to be same height

Correct brand on fixture

Garments colour blocked

Surrounding floor clear of rubbish

No size or colour options missing

No broken or dirty ticket frames

Correct Barcode tag on every item

Check for standards every time you pass!

THE PERFECT MANNEQUIN Correct brand on fixture

Always wear gloves when handling mannequins Every mannequin to have correct hands No damaged faces , chips , cracks or marks All groups to reflect same style or theme
Barcode tags must be tucked away inside

Always colour co-ordinate

Never dress in the last size / piece of stock you have Always have product next to grouping

Layer products to create ideas and add interest

Standing safely , secure and will not fall over

Always accessorise with appropriate Brand

Never leave a mannequin undressed if you sell off it

Never mix product from different brands

Garments clean and pressed or steamed Garments to fit perfectly

Products worn are the correct Brand for that mat

Check the standards every time you walk passed

Brand Product Presentation Standards

Tools to Help You Succeed

C.V. Documents include

Product Presentation Guides Customer and Brand Profiles Mannequin / Collateral Guide End of Arm Dressing Guide

Example of a C.V Document

Example of a Fixture Layout Guide

Showing how your fixtures should be placed on the relevant department

Example of a Brand Profile

Example of Mannequin Guide

Example of End of Arm Dressing Guide

Your C.V. will tell you about STATEMENTS

A single product statement looks like this

A lifestyle statement which is a co-ordinated range bought to sit together like this

A mixed product statement this will consistent of two product types like this

Remember? Debenhams Brands work across 3 categories

CORE
FASHION DESIGNERS

Working with CVs

What information do they give you to help you layout and maintain a department?

Why is it important that you always follow the guidelines on the CV documents? How does using the C.V document help to increase you ATV?

Core Departments
These departments will be planned the most fixture dense, yet still allowing the customer to easily shop the mat. Core departments will generally be the biggest money takers within a division, so strong authoritative statements should be key to these areas. These departments should be presented with authority and are the areas which an increase in product density is appropriate.

Example of a Core Brand Maine for Men

Maine New England A Core Brand

Brand Colouration Single product statement Back Wall Logo

Mannequins dressed to one style Casual

Single product statement

Accessorized with sunglasses

Products show examples of layering

An Example of a Core Brand Collection for Women

Collection for Women A Core Brand

Dressable Merchandise accessible to customer

Product on dressable reflects product adjacent to it

Layering to create add-on sales

Co-ordinating statement of 5 mix and match garments Single product statement Good circulation space between fixtures

Colour blocking

Size order

Same pile width

Fashion Departments
These Departments will be planned in line with core, but in some instances will have additional Visual elements in order to create theatre and excitement. The priority on these departments however, is to differentiate the product through the Merchandising. This product is generally bought in a lifestyle format, with the addition of some single product statements. Fashion Departments should be presented in such a way as to highlight key trend items, looks and colour

An Example of a Fashion Brand Red Herring for Women

Red Herring for Women A Fashion Brand

High level Attitude mannequin Back wall branding colour Brand Logo

Show me how to wear this Fashion trend theme

Co-ordinating statement

Single Style & Price statement

Layering For add-on sales

Accessorized for Add-on Sales

Co-ordinating use of colour

Dust-free bases

Clear floor space

Clear price ticketing

Same width folding

Designer Departments
These departments, will be planned with more circulation space, around the fixtures in comparison to Fashion and Core. This will create a more premium feel. The environment should reflect the price points of the product within these departments. The amount of stock will be lower in a designer department to give product a more exclusive feel. It makes the customer feel they are buying something special. i.e. Designer handbags

An Example of a Designer Brand Jasper Conran for Men

Jasper Conran A Designer Department

Designer Biography Jasper Conran Back Wall Logo and colour Addition of Jasper Accessories for add-on sales Designer specific mannequins Colour coordinated display Mixed product statement on Designer rail Designer Logo and Colouration

Single product statement

Product in Size order

Themed products

Layering for Add-on sales

Table branded to Jasper Conran

Piles folded to same width

An Example of a Designer Brand STAR by Julien MacDonald

STAR by Julien MacDonald A Designer Department

Designer Logo Back wall colouration

Coordinated statement fixture for Add-on Sales

Use of STAR accessories

Themed products

Colour coordinated products Use of Accessories for Add-on Sales Correct mannequins

Home Product Presentation Principles

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.

Home Product Presentation Principles

Create Good/Better/Best areas within departments giving the customer choice and a natural progression on price. Merchandise larger items such as boxed sets on China at the bottom of backwalls with smaller items such as cups and saucers at the top this gives a more balanced look. Merchandise product by Material always grouping like product together i.e. Wooden photoframes together. Create height in the middle of the tables by merchandising appropriate product stacked or selecting items which are larger. Consider Customer Mindset and Calendar Events and hi-light appropriate product through merchandising in volume and pulling to the front of the relevant mats.

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 such as 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.

Lingerie Product Presentation Principles

Ensure the customer can identify the end use areas clearly solutions/fuller bust etc. Backwalls should be merchandised with three options across and five down. Floor fixtures should be merchandised four across and four down. Product should be merchandised vertically by colour or pattern Bras should be merchandised on the top arms with co-ordinating briefs below where applicable. Bras should be merchandised by back size starting with the smallest at the top, working down with the largest at the bottom.

LINGERIE
High level mannequin display Vertical colour blocking

Correct Brand Header

Correct Product Sequence

Use of colour sequence to create visual interest

Product in correct size order

Mixing Plain and pattern to create visual interest

LINGERIE
Brand Logo High level mannequin display Correct Back Wall Colouration Vertical blocking of product

Coordinating Statement for Add-on sales

Vertical blocking of colour

Correct Brand hanger

Correct metalwork layout

Product 5 rows deep as per CV

Accessories Product Presentation Principles

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 department as presentation is key poor presentation will not only affect sales but also potentially damaging product crushing handbag handles.

Accessories Product Presentation Principles

Ensure Product is merchandised within Brand/Designer DO NOT mix product statements. Consider price when merchandising handbags and dont overfill fixtures and backwalls. Ensure handbag handles are fully extended and not impeded by the shelf above. Large Handbags should be merchandised three across with two units displayed of each option. Medium and Small handbags should be merchandised four options across with three units displayed of each option. Floor fixtures should only be merchandised two options high

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

Folding Techniques

Folding Techniques

Folding Techniques

Folding Techniques

Recovery
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 are straight and spaced correctly and haven't been moved by the cleaners

Retail Standards
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

Folding Techniques

Maintaining Standards
TO CREATE AND MAINTAIN PERFECT STANDARDS ON A HANGING FIXTURE ALWAYS MAKE SURE THAT.. 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 NEED TO DO THE FOLLOWING ACTIONS

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

THANK YOU

AND GOOD LUCK