induction day 03 visual 1b

7/27/2019 Induction Day 03 Visual 1B

1/21

DebenhamsInternational

Induction Day 3

Maintaining StandardsSession 1B

Debenhams

International

Induction Day 3Maintaining Standards

Session 1B


2/21

Remember?

Debenhams Brands

work across 3 categories

CORE

FASHION

DESIGNERS


3/21

Visual Elements Exercise

Step 1Your group will be given 2 pictures of different brands.

Step 2Look at each picture and decide as a group what visualelements you see ( statements, fixtures, ticketing etc)Step 3Compare both pictures and decide as a group on the way

Visual elements are used differently between the brands.

Step 4Feedback and discuss with trainer


4/21

Example of a Core Brand

Maine for Men


5/21

Maine New England A Core Brand

BrandColouration

Logo

Single

productStatement

Back wall

Single product

StatementProducts show

Examples of

layering

Accessorized

Mannequins

dressed to one

style - casual


6/21

An Example of a Core Brand

Collection for Women


7/21

Collection for Women A Core Brand

Mannequin merchandise

Accessible to customer

Layering to

create add-on

sales

Single product

statement

Same pile

width

Size order

Colour

blocking

Product is

next to

display

Co-ordinating

statement of

mix and match

garments

Good Circulation

Space between

fixtures


8/21

An Example of a Fashion Brand

Red Herring for Women


9/21

Red Herring for Women A Fashion Brand

High level

Attitude

mannequin

Co-ordinating

statement

Accessorized

for add-on

sales

Layering forAdd-on sales

Fashion

Trend

theme

Show me

how to wear

this

Dust-free

bases

Clean floor

space

Clear Price

ticketing

Same width

folding

Co-ordinating

use of

colour

Single

style&

Price

statement

Back wall

Branded to

Colour withLogo


10/21

An Example of a Designer Brand

Jasper Conran for Men


11/21

Jasper Conran A Designer at Debenhams Department

DesignerBiography

Graphic

Layering for

Add-on sales

Designer

Specific

mannequins

Addition of

Jasper

Accessories for

Add-on sales

Back wall

Logo and

Colour

Table branded to

Jasper Conran

Designer Logoand

colouration

Mixed productStatement on

Designer rail

Single product

statement

Product in

Size order

Piles folded to

same width

Co-ordinated

And themed

product


12/21

An Example of a Designer Brand

STAR by Julien MacDonald


13/21

STAR by Julien MacDonald A Designer at DebenhamsDesigner

Logo

Co-

ordinated

Statement

fixture foradd-on

sales

Back wall

colouration

Use of Accessories

For add-on sales

Correct

mannequins

Colour

Co-ordinated

Themed

product

Use of

STAR

accessories


14/21

Remember?

Debenhams Brands

work across 3 categories

CORE

FASHION

DESIGNERS


15/21

Will have.

Strong single productstatements

Strong colour blocking

Promotion of Best Buy Lines

Because.

Core departments containthe basic products and yourentry price points

Important to. Keep them replenished

Check all options available

Best Buy Ticketing used

Core Departments


16/21

Will have..

Single and co-ordinatingproduct statements

Lifestyle products

Strong visual presentation offashion looks.

Because Fashion departments contain

the fashion must haves andthis seasons key looks

Important to

Get new lines out as soon asthey arrive keep it fresh

Create lifestyle looks

Have strong use of accessories

Fashion Departments


17/21

Will have

Strong co-ordinating statements

Unique look for each Designer

Specific fixturing

Because

Ranges are small to keep theproduct exclusive and these will

be your top-end price points

Important to..

Keep layout spacious for a

premium feel.

Ensure constant recovery

Avoid over filling the fixtures

Designer Departments


18/21

Maintaining Standards

Group 1

TO CREATE AND MAINTAIN PERFECT STANDARDS

ON A HANGING FIXTURE ALWAYS MAKE SURE

THAT..

Group 2


ON A TABLE FIXTURE ALWAYSMAKE SURETHAT

Group3


ON MANNEQUIN DISPLAYS AWALYS

MAKE SURE THAT.


19/21

The Perfect Hanging Fixture

Fixture always

clean

Garments in size

order

Small to xxxl

All hangers

facing the sameway

Correct size

sticker

Correct hanger

Assembled

Correctly

BEST BUYS

must

Always have a

ticket

No broken or

dirty ticket

frames

No rubbish onthe floor

Correct brand

on fixture

No size or

colour options

missing

Correct barcode

on every

garment

Correct sizeratios

Use correct

ticketing

Check for standards

EVERY TIME

You pass

Garments

Colour Blocked


20/21

The Perfect Table

Fixture always

clean

Garments in size

order

Small to xxxl

Garments

Colour Blocked

Correct size

ratios

No size or

colour options

missing

Correct barcode

on every

garment

Use correct

ticketing

Correct brand

on fixture

Check for

standards

EVERYTIME

You pass

No broken or

dirty ticketframes

All piles to be

the same height

All product

folded the same

way


21/21

The Perfect MannequinAlways wear gloves when

handling

mannequins

Layer products to create

interest

All mannequins in group to

reflect the same theme

Mannequins must be

dressed in the Brand matthey stand on

Never mix Brands on a

mannequin group

Standing safely and secured

to base

All mannequins correctlyassembled

Barcodes must be tucked

away

Garments must be clean and

steamed

Always accessorise with

appropriate Brand

Never leave a mannequinundressed

Garments must fit perfectly

Product must always be on a

fixture close by

Never dress in the last size/

piece you have of a line

Check thestandards

every time you

walk by

induction day 03 visual 1b

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