Merchandising Standards Part 1

7/27/2019 Merchandising Standards Part 1

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Debenhams

InternationalProduct Presentation

Standards


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Dear Colleague

Welcome to the part of your induction that covers Product

Presentation standards.

As you will know already from your other training our Brands are

unique to Debenhams.

They give you a fantastic opportunity to offer something new and

exciting to your customers.

Making sure that those brands look good all the time is a key

part of your job with us.

Good luck and Good Standards!

Ashley Pearce

International Learning and Development Manager


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Tools to Help You Succeed

C.V. Documents include

Product Presentation Guides

Customer 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 range

bought to sit together likethis

A single product statement

looks like this

A mixed product statement

this will consistent of two

product types like this


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Debenhams Brands work across 3

categories Remember them from your

workbook?

CORE

FASHION

DESIGNERS


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These departments willbe

planned the most fixturedense, yet still allowing thecustomer to easily shop themat. Core departments willgenerally be the biggestmoney takers within a

division, so strongauthoritative statementsshould be key to theseareas.

These departments shouldbe presented with authorityand are the areas which anincrease in product densityis appropriate.

Core Departments


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Example of a Core Brand

Maine for Men


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Mannequinsdressed to onestyle Casual

Accessorizedwith sunglasses

Singleproduct

statementBack W all

BrandColouration

Maine New England A Core Brand

Singleproduct

statement

Products showexamples of

layering

Logo


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An Example of a Core BrandCollection for Women


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Dressable Merchandiseaccessible to customer Product ondressable

reflectsproduct

adjacent to it

Co-ordinatingstatement of 5mix and match

garments

Layering tocreate add-on

sales

Single productstatement

Good

circulationspace

betweenfixtures

Same pile width

Collection for W omen 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 inorder to create theatre andexcitement. The priority onthese departments however, is

to differentiate the productthrough the Merchandising.This product is generallybought in a lifestyle format, withthe addition of some singleproduct statements.

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 level

Attitudemannequin

Clear floorspace

Back wall

branding colourBrand Logo

Co-ordinatingstatement

Red Herring for W omen A Fashion Brand

Accessorizedfor Add-on

Sales

Show mehow to wear

this

Same widthfolding


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These departments, willbe planned with more

circulation space, aroundthe fixtures in comparisonto Fashion and Core. Thiswill create a morepremium feel. Theenvironment shouldreflect the price points ofthe product within thesedepartments.

The amount of stock willbe lower in a designer

department to giveproduct a more exclusivefeel. It makes thecustomer feel they arebuying something special.i.e. Designer handbags

Designer Departments


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An Example of a Designer Brand

Jasper Conran for Men


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Designer Logo

and

Colouration

Back W allLogo and

colour

Addition ofJasper

Accessories foradd-on sales

Designerspecific

manne uins

Colour co-ordinated

display

Table branded toJasper Conran

Single productstatement

Layering forAdd-on sales

Themedproducts

DesignerBiography

Jas er Conran

Mixed productstatement on

Designer rail

Product inSize order

Piles folded tosame width

Jasper Conran A Designer Department


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An Example of a Designer Brand

STAR by Julien MacDonald


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Designer

Logo

Colour co-ordinated

roducts

Themedproducts

Correctmannequins

Back wallcolouration

Use ofSTAR

accessories

Co-ordinated

statementfixture for

Add-onSales

Use of Accessoriesfor Add-on Sales

STAR by Julien MacDonald A Designer Department


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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 theappropriate 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

and a natural progression on price.

Merchandise larger items such as boxedsets on China at the bottom of backwallswith smaller items such as cups andsaucers at the top this gives a morebalanced look.

Merchandise product by Material always

grouping like product together i.e. Wooden

photoframes together.

Create height in the middle of the tables bymerchandising appropriate product stackedor 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.

Home Product Presentation Principles


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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 such as Valentines Day and Mothers Day, Priority

should be given to the appropriate layout of product and storefocus 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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Ensure the customer can identify the

end use areas clearly solutions/fullerbust 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 Product Presentation Principles


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Verticalcolour

blocking

CorrectProduct

Sequence

Productin correctsize order

H igh level

mannequindisplay

CorrectBrand

Header

Use of coloursequence tocreate visual

interest

Mixing Plainand pattern

to createvisual interest

LINGERIE


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High levelmannequin

display

CorrectBack W all

Colouration

Brand Logo

Verticalblocking of

product

Vertical

blocking ofcolour

Co-ordinatingStatementfor Add-on

sales

Correctmetalwork

la out

Correct Brandhanger

Product 5rows deepas er CV

LINGERIE


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If time is spent on the fixture

and metalwork layout withinthe Accessories division, there

should be little need to change

this throughout the year.

Particular attention should bepaid to the Handbags

department as presentation is

key poor presentation will not

only affect sales but also

potentially damaging productcrushing handbag handles.

Accessories Product Presentation Principles


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Ensure Product is merchandised

within Brand/Designer DO NOT mixproduct statements.

Consider price when merchandisinghandbags and dont overfill fixturesand backwalls.

Ensure handbag handles are fullyextended and not impeded by theshelf above.

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

Medium and Small handbags shouldbe merchandised four options acrosswith three units displayed of eachoption.

Floor fixtures should only bemerchandised two options high

Accessories Product Presentation Principles


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Debenhams

Product Presentation

StandardsEnd of Part One

Date post:	14-Apr-2018
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