induction workbook

7/27/2019 Induction Workbook

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DEBENHAMS

INDUCTION

WORKBOOK


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Dear Colleague

Hello and welcome to DEBENHAMS xxxxx and your first days training. Over the

next few days a brand new and exciting store will take shape and you will be part of

the team that makes it happen, so you have joined us at a very exciting time.

Debenhams and our partner Planet Retail value the people who work for them and

recognise how important it is to give people the skills to enable them to do the first

class job that is expected of them.

Being part of that DEBENHAMS team means you will be working with many

exclusive brands and ensuring that the customer service you offer and the

merchandise standards you maintain in your store are the best at all times.

This workbook has been designed to help guide you through your first few days with

us and once completed will give you something to keep and refer back to once the

store is open.

Some of you may already have had some retail experience with previous employers,

so these next few days will be a fantastic opportunity for you to take those existing

skills to a new level. For those of you just starting out in retail this training

programme is designed to give you everything you need to make a great start in the

business.

The full content of your training programme is detailed on the next page.

Remember that this workbook is yours and the more you use it during your training

the more information you will have to refer to in the future.

I would like to take this opportunity to welcome you to DEBENHAMS and hope that

your time in this store is a happy one.

Good Luck

Ashley Pearce

Ashley Pearce

International Learning & Development Manager

Debenhams Retail PLC

London

UK

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CONTENTS

Section 1 Welcome to Debenhams

A Brief History

Debenhams Today Your Store

Section 2 Working as a Team

Store Structure

Team Values

Section 3 Working with Debenhams Brands

Debenhams Brand Names

Identifying Brands

Brand Family Tree Brands by Division

Designers at Debenhams

Good Better Best

Section 4 Product Information

Barcode tags

Garment care labels

Washing Instructions

Size Information

Section 5 Delivering Excellent Customer Service

Meet and Greet

Customers who Ask

No Service No Sale

At the Dressing Room

At the Service Centre

Driving ATV

Section 6 Working with CVs

Understanding CVs

Basic Layout Guidelines

Section 7 Product Presentation Standards

Creating/ Maintaining Perfect Fixtures

Creating / Maintaining Perfect Tables

Creating / Maintaining Perfect

Mannequins

Recovery Standards

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Section 1

A Brief History of Debenhams

William Franks

Started in 1778 by William Franks who opened a small store in Wigmore

Street, London, selling dress fabrics, ribbons and accessories ( gloves etc)

Our International Office is still just around the corner on Wimpole Street,

London.

William Debenham joined the company and eventually took over thebusiness. He lived in a house at 1 Welbeck Street, London.

Our Head Office address is still 1 Welbeck Street although the old building

was replaced with a modern office block in the 1950s.

By 1900 Debenhams had export offices all over the world from South

America to the Far East sending goods from around the world to their stores

in the United Kingdom. Today all products are now sourced by a London

based Buying Team.

.

Section ECTION ECTION XsECTION 1

4

NOTES

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Section 1

DEBENHAMS TODAY

Oxford Street London

UK based department store with its Head Office in Central London

155 Stores across the UK

Stores range in size from 2,000 m2 and 204,000 m2

Our largest store is on Oxford Street, London, the busiest shopping street in

the UK

Debenhams (UK) employs..people

Debenhams is a brand driven business based around exclusive Debenhams

brands. ( see Section 3 - Working with Debenhams Brands).

Section 1

NOTES

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Debenhams International

The first International Store opened in Bahrain in 1997

Debenhams works with International companies on a Franchise basis and

currently has stores in the following territories.

EUROPE

Reykjavik Iceland

Prague Czech Republic

Bucharest Romania

Cluj Romania

Constanta Romania

Moldova

MEDITERANEAN

Cyprus

Istanbul Turkey

FAR EAST / ASIA

Jakarta Indonesia

Manila PhilippinesKuala Lumpur Malaysia

Delhi

Mumbai

MIDDLE EAST

Jeddah Saudi Arabia

Riyadh Saudi Arabia

Dharhan Saudi Arabia

Mecca Saudi Arabia

Medina Saudi Arabia

Amman JordanDoha Qatar

Bahrain

Dubai UAE

Abu Dhabi UAE

Kuwait

Sharjah UAE

Tehran Iran

NOTES

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Section 1

Your Store

Your Store in.

Will be .sq metres

It will have .floors

Section 3

Your Store will have the following Debenhams Brands

.

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Your Store will have the following Designers At Debenhams

.

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.

.

The Main Competitors for your store are .

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Section 2

Working As A Team

Your Store Manager is

Your Sales Managers are.

.

.

Your Visual Manager is ..

Your Team Goals are.

To Give Excellent Customer Service

To Create a Selling Culture in the Store

To Maintain Excellent Merchandise Presentation Standards

To Work Together as a Team

To Have Efficient Processes and Procedures

To Work as a Team we have to..

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..

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Section 3

Working With Debenhams Brands

All Debenhams products are sold under a range of Brand Names that are exclusive toDebenhams

Debenhams employs its own in-house team of designers to create the products that make

up those brands.

Debenhams works with several famous UK fashion Designers to create exclusive ranges

that we call Designers at Debenhams

Brand Family Tree

Special Occassion Business

FORMAL

Gender

Age

Styles/Designs

Price

Sizes

Fabrics

Colours

Leisure Sport

CASUAL

BRAND NAME

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Section 3

Brand Mens Womens Ling Childrens Accs Home

Jasper

Conran

YES YES YES YES YES YES

J Jeans YES

Rochas John

Rochas

YES YES YES YES YES

Little

Rochas

YES

Matthew

Williamson

YES YES YES YES

Julian

MacDonald

YES YES YES YES YES

Betty

Jackson

YES YES YES

Janet Reger YES

Maine YES YES

Collection YES YES

Thomas

Nash

YES

Mantaray YES

Red Herring YES YES YES YES

Pineapple YES YES

St George YES YES

Presence YES

Gorgeous YES

Ultimate YES

Debut YES YES

Tigerlily YES

J junior YES

Babbleboom YES

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Section 3

Debenhams Brands are designed to reflect distinct age groups and price ranges

Debenhams Brands also fit into one of three categories

CORE FASHION DESIGNERS

(GOOD) (BETTER) (BEST)

Basic Styllng Trend Styling Design Features

Limited detail Detail features Designer Handwriting

Entry Prices Mid Range Prices Higher Prices

Essential Pieces Must Have Pieces Unique Pieces

Quality Fabrics High Quality Fabric Luxury Fabric

BRANDS BRANDS BRANDS

Are. Are. Are..

Collection Red Herring Jasper Conran

Maine Pineapple Star by Julien MacDonald

Classics Mantaray Betty Jackson . Black

Debut Denim Brands J Jeans ( Jasper Conran)

Thomas Nash Ben Sherman Rocha. John Rocha

Babbleboom St George by Duffer

Tiger Lily Janet Reger

Presence

Gorgeous

NOTES

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Section 4

Product Identification

Every Debenhams product has a price label with a barcode

DebNumber

Size

Colour and ColourCode

PriceBar Code and SKUNumber

DepartmentNumber

NOTES..

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Section 4

Fibres Each fibre has properties that impact on the textile fabric.For example, cotton shrinks and wrinkles easily but is comfortable because it absorbs moisture and has a soft handle.

You will come across to type of fibreso Natural Fibres- which are either animals, vegetal or minerals.

o Manmade fibres

Natural Fibres

CottonAdvantages Comfortable, absorbent, strong resistant to heat, colourfast if properly dyed, accepts dyes

easily, not damaged by bleach.Disadvantage Wrinkles easily unless treated, shrinks unless controlled, not resistant to mildew or

sunlight, burn readily.

Linen (Flax)

Advantages Comfortable, absorbent, strong, can be iron at high temperatures.Very cool to wear in hot climates.Disadvantage Easily wrinkles and shrinks unless finished, burn readily.When used at designer level or for fashion is expected to crease, however for mid market daywear it is

often blended with polyester or given a special finish to help prevent creasing and assist easy care.

Silk, queen of fibre silk is known as a prestigious material.Advantages Absorbent, wrinkles drop out, does not burn easily (self extinguishing), lustrous, prestige

fibre with soft handle and good drape. Cool to wear in summer.

Disadvantage Difficult to achieve machine washable standard, mostly hand wash and dry clean. Can bedamage by detergents and will degrade in sunlight and perspiration. Need washing frequently and with

care.

WoolAdvantages Warm absorbent, resist wrinkles, dyes easily, retain colours, maintain shape, resist soiling,

hard wearing and does not burn easily.Has a natural crimp giving unusual elasticity and good shape recovery to the garment. Tend to be soft.

Merino or Botany, very high wool quality, fine, soft and crimpy.

Woolmark is a registered trade mark identify product made of pure new wool which meet strict qualitystandards.Disadvantage Tendency to form small pills. Prone to attack from moths unless treated. Very sensitive

to bleaches and alkalis causing laundering problems.

Mohair, Hair fibre clipped from the Turkish Angora goat.

Advantages Smooth handle with a very attractive lustre, very hard wearing.

Disadvantage Like wool it should be treated against moths.

Cashmere, Hair fibre clipped from the Turkish Angora Goat.Advantages Luxury fibre, very similar to wool but has very fine fibres. Beautiful soft handle, good drape

making it warm and comfortable.Disadvantage Has poor wearing properties, better blended with a synthetic fibre to add strength.

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Section 4

Manmade Fibres

Acrylic-Acrilan, Cashmillon, Courtelle, Creslan, Dolan, Dralon, Orlon.Advantages Soft, Warm, wool-like, Light weight, resilient, washable.

Disadvantage Tend to pill, not absorbent or strong. Sensitive to stretching when moist- need carefulwashing temperature control and flat drying. Sensitive to heat-needs ironing on cool to avoid glazing.

Mod-acrylic-SEF, Teklan, Velicran, Verel.Advantages Flame, chemical, abrasion resistant, Washable.Disadvantage Melt at low irning temperatures, not absorbent.

Nylon-Antron, Cambrelle, Cordura, Tactel, Meryl.Advantages Very strong, easy care, resilient, dries quickly, abrasion resistant, will not shrink.

Disadvantage -Not absorbent, heat sensitive, static build up, whites may discolour.

Acetate- Avron, Celanese, Dicel, Estron.Advantages Luxurious feel and appearance, wide range of colours, lustrous, drapeable, relatively

inexpensive, fast drying.

Disadvantage Weak, not absorbent, doesnt hold a crease, wrinkles easily, sensitive to heat, poor

abrasion.

Polyester-Dacron, Diolen, Fortrel, Setila, Terinda, Terital,Terylene, Tergal, Trevira.Advantages- Strong, easy care, quick drying, wrinkle resistant, stable if properly heat set.

Disadvantage Not absorbent, heat sensitive to ironing.

Viscose- Danufil, Fibro, Sarille, Tufcel, Viloft.Advantages Soft, drapeable, absorbent, easy to dye, washable.

Disadvantage Not stable unless treated, wrinkles unless treated.

Modal- Very similar to viscose but with greater strength,particularly when wet.

Triacetate- Amel, Lintrelle, TricelAdvantages- Easy care if properly finished, more heat resistant than acetate, wrinkle resistant, good pleat

retention.

Disadvantage Weak, heat sensitive.

Metallic- LurexDecorative fibre, can tamish, expensive.

Elastane- Lycra, Dorlastan, Spandex.Advantages- Extremely elastic, good holding power. Can be incorporated within woven fabric. Thestretch can either be one or two way, which helps with the fit and comfort of the garment.

Disadvantage Fairly weak, damaged by strong concentrations of chlorine, expensive.

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Section 4

MENSWEAR SIZING

FIT OPTIONS GARMENT MEASUREMENTS

How to Measure

Collar Measure round neck where top of collar would sit

Chest Measure round the fullest part of chest and across shoulder blades

Waist Measure at natural waistline just above hip bone

Seat Measure at fullest part

Coat Length Measure length from centre back of neck in a straight line

Inside Leg Length Measure from top of inside leg down to the floor

Formal Shirts

Size 14.5 15 15.5 16 16.5 17 17.5 18 18.5 19 19.5

Guidelines cm in cm in cm in cm in cm in cm in cm in cm in cm in cm in cm in

Chest 91 36 96 38 101 40 106 42 111 44 116 46 121 48 127 50 132 52 137 54 142 56

Collar Size 37 14.5 38 15 39 15.5 41 16 42 16.5 43 17 44 17.5 46 18 47 18.5 48.4 19 49.6 19.5

Formal Jackets & Outerwear

FITTING SIZE: SHORT FITTING

DUAL SIZES SMALL MEDIUM LARGE

SIZES TO ORDER 36 38 40 42 44

cm in cm in cm in cm in cm in

CHEST 92 36 96 38 101 40 106 42 111 44

OVERARM 76 30 77 31.25 78 30.75 79 31.25 80 31.5

BACK LENGTH 75.5 29.5 76 29.25 76.5 30 77 30.25 77.5 30.5

FITTING SIZE: REGULAR FITTING

DUAL SIZES SMALL MEDIUM LARGE X LARGE XX LARGE

SIZES TO ORDER 36 38 40 42 44 46 48

cm in cm in cm in cm in cm in cm in cm in

CHEST 92 36 96 38 101 40 106 42 111 44 116 46 121 48

OVERARM 78.5 31 79.5 31.25 80.5 31.75 81.5 32.25 82.5 32.5 83.5 32.75 84.5 33.25

BACK LENGTH 78 30.75 78.5 31 79 31 79.5 31.25 80 31.5 80.5 31.75 81 32

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Section 4

FITTING SIZE: LONG FITTING

DUAL SIZES MEDIUM LARGE X LARGE

SIZES TO ORDER 38 40 42 44 46

cm in cm in cm in cm in cm in

CHEST 96 38 101 40 106 42 111 44 116 46

OVERARM 82 32.25 83 32.25 84 33 85 33.5 86 33.75

BACK LENGTH 82 31.25 81.5 32 82 32.25 82.5 32.5 83 32.75

WOMENSWEAR SIZING

FIT OPTIONS GARMENT MEASUREMENTS

Garment Size Code

Euro

6

34

8

36

10

S

38

12

M

40

14

M

42

16

L

44

18

L

46

20

XL

48

22

50

24

52

Bust cms

ins

81

32

84

33

88

34

92

36

97

38

102

40

107

42

113

44

119

47

125

49

Waist cms

ins

61

24

64

25

68

27

72

28

77

30

82

32

88

34

95

37

102

40

109

43

Hip cms

ins

85

33

88

34

92

36

96

38

101

40

106

42

111

44

117

46

123

48

129

51

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NOTES


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Section 4

Shoe Sizes

System

Europe 35 36 37 37 38 38 39 40 41 42 43 44 45

21.5 22 22.5 23 23.5 24 24.5 25 25.5 26 26.5 27.5 28.5 29.5M

Japan

W 21 21.5 22 22.5 23 23.5 24 24.5 25 25.5 26 27 28 29

3 3 4 4 5 5 6 6 7 7 8 8 10 11M

U.K

W 2 3 3 4 4 5 5 6 6 7 7 8 9 10

3 3 4 4 5 5 6 6 7 7 8 8 10 11M

Australia

W 3 4 4 5 5 6 6 7 7 8 8 9 10 11

3 4 4 5 5 6 6 7 7 8 8 9 10 11M

U.S. &

Canada

W5 5 6 6 7 7 8 8 9 9 10 10.5 12 13

Russia &Ukraine

*

33 34 35 36 37 38 39

Korea

(mm.)231 235 238 241 245 248 251 254 257 260 267 273 279

Inches 91/8 9 93/8 9 95/8 9 97/8 10 101/8 10 10 10 11

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Section 5

DELIVERING EXCELLENT CUSTOMER SERVICE

Step 1

LOOKING THE PART/ FIRST IMPRESSIONS COUNT

My uniform should be

Hands should be

ME

Personal Hygiene

should be

Name badge should be

Hair should be

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Shoes should be


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Section 5

Step 2

MEETING AND GREETING

ESCORT?

BODY LANGUAGE

SHOULD BE?.

ASK?

..

..

..

LISTEN TO?

..

..

..

SMILE!

SAY?

STOP?

..

..

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FIRST IMPRESSION ARE IMPORTANT BECAUSE


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Section 5

Step 3

CUSTOMERS WHO ASK

1. Always greet the customer with a smile

2. Stop..

3. Make eye..

4. Give them your full .

5. Show a genuine

6. Listen

7. Ask

8. Escort.

9. Suggest

10. Always say..

NOTES

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Section 5

Step 4

NO SERVICE NO SALE

Sometimes customers will need you to do more than just show them to the right product they may

need your help to find exactly the right thing they are looking for.

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IF THE CUSTOMER IS SHOPPING FOR SOMETHING FOR THEM WHAT QUESTIONS COULD

YOU ASK THEM TO FIND AND SELL THEM THE PERFECT PRODUCT?

..

..

..

..

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..

..

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IF THE CUSTOMER IS BUYING FOR SOMEBODY ELSE WHAT QUESTIONS COULD YOU ASK

THEM TO FIND AND SELL THEM THE PERFECT PRODUCT?

..

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Section 5

Step 5

AT THE DRESSING ROOM

Top 10 Actions

1. Always welcome the customer with a smile

2. .

3. .

4. .

5. .

6. .

7. .

8. .

9. Always say THANK YOU and GOODBYE..

10. And last of all?..

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NOTES

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Section 5

Step 6

AT THE SERVICE CENTRE

Top 10 Actions

1. Welcome the customer with a

2. Say?.

3. Then?.

4. .

5. .

6. .

7. .

8. .

9. .

10. Say THANK , GOOD BYE and?.

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NOTES

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Section 5

INCREASING THE AVERAGE TRANSACTION VALUE

(ATV)

Why is this important?.

How can you do this?

..

.

Think of some ideas for ADD ON SALES

..

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..

..

Think of some ideas for SELLING UP and how you would do it

..

..

..

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Think of some questions you could ask a customer to help you with CROSS SELLING

..

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Section 6

WORKING WITH CVS

CV stands for Customer Visual is the name given to the documents that help you layout and maintain the

look of each department.

Have a look at a few examples of the CV documents.

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?

..

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How does using the CV help to increase your ATV?

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NOTES

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Section 6

Layering Dressing a mannequin or end of armdressing with one garment worn overanother( jacket over an open shir t

over a T shirt) as you would wearit .

Mannequin Models placed on departments todisplay show how the clothes lookwhen they are being worn

Merchandising Placing stock onto fixtures in sizeorder and according to companyguidelines

Option 1 size in 1 colour of 1 styleExample S . M . L . XL of onecolour = 4 options of that style ( In2 colours = 8 options)

Photographic A large mounted photograph ofproduct (various sizes and formats)

Prong Small straight fixture used to hangsocks and accessories

Size ordering Arranging stock on a fixture arm withsmallest size in front largest sizebehind

SKU Stock Keeping Unit (Line number,colour, size and fit)

Statement - Single product A fixture filled with one productExample Mens T shir ts

Statement - Lifestyle A fixture showing several co-ordinating pieces that can be worntogetherExample Ladies Skirt, blouse,jacket, trousers

Statement Mixed Product A fixture showing a mix of productthat could be worn together but not

directly part of a coordinating set.Example 2 x sweat shirt and 2 xleather jacket ( one style on eacharm)

Step Arm Part of a CR3 fixture shaped like astep to show one option behind theother

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Section 7

PRODUCT PRESENTATION 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

..

..

..

..

..

..

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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 NED TO DO THE FOLLOWING ACTIONS

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