sia home fashion fall-winter 2012

VISUAL MERCHANDISING

Seasonal Guide Fall-Winter 2012

MERCHANDISING

PRÉCIOSITÉ

DESIGN VOLUPTÉ

URBAN NATURE

pag. 5

pag. 35

pag. 65

POETIC NATURE

COCOON

GLAM COUTURE

pag. 95

pag. 121

pag. 147

The SIA seasonal VM guide is a reference document to refer to: reading it, knowing it and using it will help your everyday work in your point of sale.It is the essential tool that enables the following of the themes calendar as well as the setting up of your products and flower markets. The aim is to optimize sales, therefore increase your turnover while promoting a strong brand image with high impact.For each theme, you will have a summary (style, atmosphere, color, material) for the setup of shop windows, lifestyles, displays, shelves and flower market that must be strictly followed.The setup was done following the generals rules explicated in the corporate visual guide.

OUR GOAL: to help you to set up the SIA collections in the most optimal and OUR GOAL: to help you to set up the SIA collections in the most optimal and OUR GOAL: to help you to set up the SIA collections in the most optimal and OUR GOAL: to help you to set up the SIA collections in the most optimal and efficient way, while always considering the unique SIA image across the whole efficient way, while always considering the unique SIA image across the whole efficient way, while always considering the unique SIA image across the whole efficient way, while always considering the unique SIA image across the whole distribution network.distribution network.distribution network.distribution network.

introduction

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AttentionAttentionAttentionAttentionThis guide is prepared in our SIA school, where we only have samples (and generally only one product of each!). Therefore the atmospheres and shelves give a more empty feeling than in reality.

1

calendar

15 July 15 August 15 September

PRÉCIOSITÉ DESIGN VOLUPTÉ URBAN NATURE

2

15 October 1 November 22 November

POETIC NATURE COCOON GLAM COUTURE

calendar3

PRÉCIOSITÉ

PRÉCIOSITÉ

5

This first collection sways between Dandyism and Romanticism.It could be a country home in Italy or Normandy, late summer or early fall. A long, rustic table illuminated by chandeliers designed by Signe Becker, a console table with beautiful objects in glass and pottery, a display cabinet containing refined dishes. The colors are antiqued; their patinas hold the traces of time. Sea greens, verdigris, natural beiges, crackled ceramics, white porcelain and transparent, hand-blown vases all converse in subtle harmony.As for the flowers: hydrangeas, an abundance of white orchids, wild grasses: there is femininity, delicacy. In short, the discreet charm of refinement.The Jacky Chandelier is the emblematic item of the Préciosité collection.It is signed by Signe Becker, a Swedish designer who fell enough in love with Paris to move there, and with a Parisian to marry him.She was already in love with the great names of the Art Déco movement, with its precursor Joseph Hoffmann and its masters Jacques-Emile Ruhlmann or Paul Poiret. The challenge of this chandelier is to capture the spirit of the 1930s in an object that is resolutely contemporary, yet fabricated according to the state of the art: hand cut by glass craftsmen, the Jacky Chandelier is a collector’s piece.The challenge of this chandelier is to capture the spirit of the 1930s in an object The challenge of this chandelier is to capture the spirit of the 1930s in an object that is resolutely contemporary, yet fabricated according to the state of the art: hand cut by glass craftsmen, the Jacky Chandelier is a collector’s piece.

6

paneltrends

Reference color for the wall:Scale NCS NCS NCS NCS cod S2010 GS2010 GS2010 GS2010 G

Calendar : 15 July15 July15 July15 July

7

must havemust havemajor and representative items of the theme

8

core itemsproduct ranges from collections to reinsert

10

flowers & plantsflowers & plants

12

floral arrangementsfloral arrangements

13

visual14

It is essential to display all aspects of the theme in the Windows. Which is why the windows must be different from one another and should be presented around identifiable stories (furniture, textile ect..)

windows

15

windows

banners16

lifestyle22

To enhance your shop, change the theme environment areas regularly ( every 10 days at least). These environments must always be set up near their respective shelves.

23

The display is made up of attractive products, displayed in high volume, image products and floral arrangements or plants.Work on the display by universe, by grouping 2 to 3 product families.Make sure that quantities are sufficient; never allow a table to empty.

27

The linear is used to The linear is used to display and stock themed products.A theme is composed by several universes (vases, ethnic decorations, traditional or chic).Each universe must be grouped on a linear by material and style for better visibility of the offered product.Group the same product family on a shelf presenting them from biggest to smallest and from right to left.

29

flower marketThe flower market is displayed with 1-2 ranges of transparent cores vases.

Sizes needed for a MAF implementation: 90 cm, 70 cm, 45 cm, 30 cm, 20 cm

•Double each group of vases (visual impact)

•Use groups of various sizes (rhythm, movement and balance)

•Create breaks between each group (product accessibility)

•Group flowers by variety

•Put flowers back to original shape before displaying

•One variety of flower per vase

•One vase contains 12 to 24 flowers

•Adapt each vase according to the height of the stem

•Clean the vase before using it

•Create a spiral before inserting into the vase

•SIA logo on the vase must be placed facing-out

Key-words : Accessibility, Visibility, Harmony, Seduction

31

DESIGN VOLUPTÉ

DESIGN VOLUPTÉ

35

Glamor and fashion, a theme that beckons pleasure and joie de vivre.Let’s imagine a very feminine, very contemporary apartment in a city like Paris, London, Milan or Stockholm: the apartment of an active and sophisticated woman.Glass and chromium furniture, washed canvas seats, a beautiful club armchair in gray leather and faux fur throw covers set the scene which is punctuated by designer lamps and lanterns. A pattern inspired by the 1950s is modernized by a silver motif in the dishes designed by Lotta Hallin. The glasses are signed by Marie Garnier.A collection of lenticular mirrored objects explodes with brilliance, in contrast to the softer tones of antique pink, pale pink, beige and warm grays. The flower arrangements are a symphony of roses – languorous, wilted, opalescent – and magnificent exotic Lady’s Slipper orchids which enhance the beauty of the glass vases designed by Signe Becker.The Rock ‘n Roll Vase embodies the spirit of the Design Volupté collection. It was created by the designer Pierre Gonalons, a Camondo graduate, elected Best Breakthrough Designer by the Wallpaper Design Awards and AD Magazine award winner for his scenography at Designer’s Day. Handcrafted in hammered aluminum then nickel plated, the Rock ‘n Roll Vase Handcrafted in hammered aluminum then nickel plated, the Rock ‘n Roll Vase seems to dance on the ephemeral like a Hollywood star. Alone on stage, it is a sculpture. In a duet with a flower arrangement, it gives an inimitable, sensual twist.

36

paneltrends

Reference color for the wall:Scale NCS NCS NCS NCS cod S2010 S2010 S2010 S2010 –––– R10BR10BR10BR10B

Calendar : 15 August15 August15 August15 August

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38


40


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visual44

Windows are communication tools that promote the brand's image.

Create a universe that corresponds with the theme.

The window tells only one story. Showcase the flagship products.

Choose the necessary support (table concept or furniture for sale).

Use various heights for different groups (rhythm).

Distribute material and colours on both sides of the window in a checkerboard fashion (balance).

Accessorise the chairs with cushions.

Place the price cubes.

windows

Renew your windows regularly (every 10 days minimum).

45

windows

banners46

lifestyle52

To enhance your shop, change the theme environment areas regularly (every 10 days at least).These environments must always be set up near their respective shelves.

53

Unlike a table display, the staging of a theatrically set table should be just like "at home".Careful, furniture for sale (tables, consoles, etc) should not be used under any circumstance for storing.It is important not to divert products away from their intended functions, to encourage sales.

54

The display is made up of attractive products, displayed in high volume, image products and floral arrangements or plants.Work on the display by universe, by grouping 2 to 3 product families.Make sure that quantities are sufficient; never allow a table to empty.

57

flower marketThe flower market is displayed with 1-2 ranges of transparent cores vases.














61

URBAN NATUREURBAN NATURE

65

The successful marriage between nature and urbanity, wood and metal, a palette of warm and sumptuous colors for a gentle change of season.Winter has come, Chesterfield sofas set the tone for a masculine ambiance, softened by graciously patterned throw covers. The pure lines of massive dark oak furniture underline the volumes of the room.Dishes with a contemporary rendering of folkloric motifs, leather cushions and a collection of finely finished objects in wood and metal by Pierre Gonalons set the scene for a warm and authentic winter season.Plants give the indispensable rhythm to the décor via a collection of bonsai trees and succulents in pots designed by Signe Becker. Lavish bouquets of exotic orchids in dark violet tones and autumn grasses complete the ambiance with ocherous and burnt earth hues.The Woody Vase summarizes in itself the spirit of the Urban Nature collection.Created by Signe Becker, the Swedish designer mentioned earlier, this vase represents the marriage between nature and technology, roots and sophistication, rough and smooth.The base of each vase is sculpted by hand in solid paulownia wood. The body of the vase is made of black high-gloss lacquered resin in order to form a contrast to the light color and irregular shape of the wooden base.the light color and irregular shape of the wooden base.

66

paneltrends

Reference color for the wall:Scale NCS NCS NCS NCS cod S4050 S4050 S4050 S4050 –––– R10BR10BR10BR10B

Calendar : 15 September15 September15 September15 September

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70


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73

visual74

windowsWindows are communication tools that promote the brand's image.





Distribute material and colors on both sides of the window in a checkerboard fashion (balance).




75

windows

banners76

lifestyle82

The display table is divided into two parts, using 4 product families.families.Floral arrangements : for larger or bulky arrangements work in pairs: seduction.Promotion of a same product family with different references on line and high volume.Work in checkerboard on line and high volume.

83

For the display, select a limited amount of products that are coherent with the theme’s representative products. Don’t overload the textile sofas and furniture with unnecessary products.

87

The flower market is displayed with 1-2 ranges of transparent cores vases.








flower market







91

POETIC NATURE

POETIC NATURE

95

This theme is as white as snow and its crystals, a walk in the wintry frost. Poetic figurines dressed in white amble among plants captured in ice crystals, all illuminated by majestic photophores in bronze glass.

96

paneltrends

Reference color for the wall:BLACKBLACKBLACKBLACK

Calendar : 15 October15 October15 October15 October

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98


100


102


103

visual104






Distribute material and colors on both sides of the window in a checkerboard fashion (balance).




105

windows

banners106

deco display112

The display is a presentation of furniture design goods. The display consists of attractively priced products, displayed in high volume, image products and floral arrangements or plants.Work on the display by universe, by grouping 2 to 3 product families.Make sure that quantities are sufficient; never allow a table to empty.

115

COCO

ON CHRISTM

ASCO

COON CHRISTM

AS

121

The traditional and folkloric charm of the magical Christmases of our childhoods. The nostalgia of stockings on chimneys, with, of course, plenty of red and white for a genuine Nordic feel.

122

paneltrends

Calendar : 1 November1 November1 November1 November

Reference color for the wall:Scale NCS NCS NCS NCS cod S6010 S6010 S6010 S6010 –––– Y30RY30RY30RY30R

123

1


124

core itemsProduct ranges from collections to reinsert

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129

visual130










131

windows

banners132

deco display138

This zone becomes a habitat in which the client can easily imagine living.The dressed tables are to be near the shelves.“Self-service” generates impulsive buying

139

For the display, select a limited amount of products that are coherent with the theme’s representative products. Don’t overload the textile sofas and furniture with unnecessary products.

143

GLAM CO

UTUREGLAM

COUTURE

147

Why not go a little overboard for the holidays? This is more of a nightlife ambiance, between rock and disco - deep colors, Bordeaux maroons, passionate reds and shades of violet for the Christmas decorations. But also vases, candleholders, and very Haute Couture flowers for Christmas and New Year’s Eve.

148

paneltrends

Reference color for the wall:BLACKBLACKBLACKBLACK

Calendar : 22 November22 November22 November22 November

149

must havemust haveMajor and representative items of the theme

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153

visual154










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windows

banners156

deco display161

indexArticleArticleArticleArticleCorresponds to a model or series, any color or size combined.

BestBestBestBest----sellersellersellersellerProduct with the best sales results in both quality or turnover all sizes combined.

ConceptConceptConceptConceptRegrouping in one sale’s outlet a coherent offer of multiple products that correspond to a target customer and their lifestyle.

Core items Core items Core items Core items Permanent items

FacingFacingFacingFacingFront facing product line display unit.

Product FamilyProduct FamilyProduct FamilyProduct FamilyAll the series that have the same value in use

Shelf SpaceShelf SpaceShelf SpaceShelf Space or Linearor Linearor Linearor LinearShelf space on a display unit.

Total shelf spaceTotal shelf spaceTotal shelf spaceTotal shelf spaceTotal shelving unit for product display.

Floor shelf spaceFloor shelf spaceFloor shelf spaceFloor shelf spaceTotal space of floor shelving unit

Mass productMass productMass productMass productThe visual impact of a front or stocked product display, folded either in a single or repeated manner

Mono productMono productMono productMono productProduct offer consisting of combining a series of the same product family

Must haveMust haveMust haveMust haveMajor and representative items of the theme

Product OfferProduct OfferProduct OfferProduct OfferAll the products in the collection or collections

Visual Presentation Visual Presentation Visual Presentation Visual Presentation The action of preparing a presentation of a selected part of the offer that is easily accessible

Additional Sales ProductsAdditional Sales ProductsAdditional Sales ProductsAdditional Sales ProductsProduct association with a similar or complementary usage. (Candles / lanterns)

Sales AreaSales AreaSales AreaSales AreaArea dedicated to sales including the cash and the principle traffic areas

ThemeThemeThemeThemeCombination of a series with the same style, colour theme, or material.

ZoningZoningZoningZoningSituating themes and concepts to one another in regards to their strategic placement vis-a-vis the main stream of customers.

164

www.sia-homefashion.com

SIA DISTRIBUTION115 Avenue de Dreux78370 Plasir (France)

sia home fashion fall-winter 2012

Documents

sia collections

unique sia image

sia school

efficient way

sia seasonal vm guide

strong brand image

signe becker

white porcelain