styling - bestseller.com · styling is the composition of products, ... each area comprises of six...

Styling

General

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content

Styling 04

Season and brand area 05 Lighting Plan 16

Jeans Intelligence area 18 Accessories area 27

Shoes area 30

Window 31

Staff, Mannequin & Consumer 32

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At JACK & JONES, we believe that our foundation is built on having a constant focus on the right products and presenting them to the consumer in the right way. For this, we use the craft of styling.

Styling at JACK & JONES consists of four different competencies:

• Styling of areas• Styling of windows• Styling of mannequins, staff and consumers• Lighting

The fundamental aspect of our styling of areas is that they convey the feeling of a Men’s Comfort Zone; a place where it’s easy to see what we offer and where the consumer can clearly see that we give him Value for Money. We are not afraid to tell him what our products cost because we are proud to sell products that are high quality – in terms of fabrics, treatments and design – at a good price.

Styling on the whole is the key to inspire a consumer. Our styling concept is built over 25 years of not just our own, but also our partners’ experiences. Covering windows, staff, store and consumer styling, our styling concept will ensure that each one of our consumers and colleagues feel Proud, Secure and Satisfied.

Like all other crafts, styling deserves respect and training. This guide is based on years of our experience and aims to inspire you to create a global JACK & JONES experience for our consumer, and add more value to our products, thus maximising the basket size and turnover index.

Go ahead, inspire yourself!

Styling

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Styling

What is styling? Styling is the composition of products, colours and placements within a store. It is a creative expression used to present selected products that match each other in terms of style, material or colour; thereby adding more value to the product.

Styling at Jack & Jones • Maintains a global experience of the values and emotions of JACK & JONES. • Helps maximise the basket size and hit rate.

therefore, at JACK & JOnES we always style the:• Season & brand areas• Jeans Intelligence area• Accessories areas• Shoe area• Windows• Staff• Mannequins • Consumer

This guide ‘General styling,’ provides an overview that will help you work with those points.

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SeaSon & Brand areaS

The following pages will give you the highlights on how to build your season and brand areas to inspire the consumer.

Each area comprises of six parts:

1. Table2. Rack3. Wall4. Mannequin5. Signs6. Light

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1. table

There are 2 types of tables; product table and combination table.

Product table:A product table helps focus on a single category of products that promise a high performance during a given period. For instance, formal shirts during Christmas or shorts during high summer.

• Choose one category with various models or colours. • Colour combinations are placed in a mixed way. • The bottom shelf should have 4 positions showing 1 category which can be combined

with the products on the table top. E.g. shirts on the table top, jeans on the bottom shelf.

Combination table: A combination table is used in order to create a simple combination of two categories which will inspire the consumer to buy one model from each category.

• 2 categories on the table top with various models or colours.• Think in terms of combinable styles, like shirt and knit or T-shirt and sweat.• The bottom shelf should have 4 positions displaying one category that is combinable with

the table top products. E.g. knit and jeans on the table top, shoes on the bottom shelf.

Product table

Combination table

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1. table: Highlights

1. table top • Defines the table type. Product table or combination table.

2. Shelf below the table • The shelf below the table should have 4 positions displaying 1 style in 1-4 combinations.

3. Shelf below the table - at the back • The back of the shelf below the table is used for a stock of the styles displayed on the

table.

4. Accessories tray • Maximum one accessories tray on each table. • Placed on 1 of the 3 middle positions on the table top or on the shelf below the table.

5. Stacks on the table (not illustrated)• The height of the stacks must be even. • The number of styles in a stack is based on the volume & folding principles. • Sizes are organised from smallest to largest.• At least 1 style in each size.

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CAtEgOry

Tank top

T-shirt/polo shirt

L/S T-shirt

Casual shirt

Tailored shirt

O-Neck sweat

Hoodie sweat

Light knit

Heavy knit

Shorts

Jeans / pants

PiECES

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Wide fold: CAtEgOry

Tank top

T-shirt/polo shirt

L/S T-shirt

Casual shirt

Tailored shirt

O-Neck sweat

Hoodie sweat

Light knit

Heavy knit

Shorts

Jeans / pants

PiECES

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lengthwise fold: CAtEgOry

Tank top

T-shirt/polo shirt

L/S T-shirt

Casual shirt

Tailored shirt

O-Neck sweat

Hoodie sweat

Light knit

Heavy knit

Shorts

Jeans / pants

PiECES

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regular fold:

Volume & folding principlesWe use three simple folding solutions and the right volume of styles to ensure that the tables and walls are always ready for selling with a clean and simple overview.

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2. rack

A rack helps put extra focus on a category with expected high performance during a given period. For instance, denim jackets in April. There is only one type of rack, a product rack.

When used combined with a table, we show a style that is combinable with the products on the table, to create a complete outfit. For example, if the table has jeans, knits and shoes, then the rack complements the table with a jacket.

Product rack:• Choose from styles that are best presented hanging; i.e, jackets or shirts.• Display 1 category with up to 4 styles or 1 style in up to 4 different combinations. For

example, a 2-armed rack with a denim jacket in 2 different colours. • The rack can be used with 2, 3 or 4 arms

3-armed rack - with an integrated mannequin. Combined with a table or alone.

2-armed rack - next to a table.

4-armed rack - alone or combined with a table

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2. rack - Highlights

1. Product rack combined with a table• Styles used are combinable with the styles on the table.

2. Product rack – alone • Category with a high performance in a given period.

3. Front arms • 1 style in up to 4 combinations. • 1 category with up to 4 different styles depending on arms.• Always only 1 style in 1 combination on each front.• All fronts must be filled up and be ready for selling.• Sizes are organised from smallest to largest.• At least 1 style in each size.

4. Styling • Styles on fronts are always steamed and styled with layers or accessories. • Styled based on the styling guidelines of the brand in question.

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3. Wall

There are two types of walls; a product wall and an outfit wall. Both walls are comprised of various elements such as fronts, shelves, rails, in-store material and mannequins. Depending on how many parts there are in a wall, it can consist of anywhere between 8 - 20 sales options (products), to inspire a consumer.

Product wall:• Used to focus on 1 category with a high performance in a given period.• 1 style or category in all combinations is displayed.

Outfit wall:• All categories are mixed in order to inspire the consumer in complete outfits.

Shoe, pants/jeans, 2-3 layers on top and accessories.• Combinable categories.• Top Trends.

Product wall

Outfit wall

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3. Wall Highlights

1. Fronts• Front arm displays 1 category.• Styled with accessories or multiple layers, such as a jacket with a scarf or a shirt with a jacket. • Styled with steamed products at all times.• Styled based on the styling guidelines of the brand in question. • All fronts must be filled up and be ready for selling.• Sizes are organised from smallest to largest. • At least 1 style in each size.

2. Vario fronts • Shows one of the following categories: jeans, pants or shorts. • Same style on both arms.

3. Shelves • Short shelves have 2 position options. • 1 category or 2 combinable styles.• Long shelves have 4 positions. • 1 category or 2 to 4 combinable styles.

4. in-store material• Is part of the lifestyle package from the brand in question.• Always placed on a shelf in the wall, primarily the top shelf.• Placed based on the current TO DO Month National.

5. Side rail• Short side rail displays 2-3 categories with 5-6 items on each. • Long side rail displays 5-7 categories with 5-6 pieces on each. • Jackets and heavy items are placed in the front or back in order to create a balance.• Jeans are placed on the right-hand side, but not too close to the edge.• The rest of the wardrobe is placed as you would put on the clothes: top, bottom and jackets.

6. Mannequin• Styled with focus on products that are placed in the same area. Which means, a man-

nequin placed in the wall is styled with focus on the styles from the siderails or shelves on the wall.

Outfit wall

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Mannequins for table

Mannequins for rack

COOL mannequin / RELAXED mannequin

Mannequins for wall

4. Mannequins

Mannequins have been used by the fashion industry since the 15th century. Mannequins give us the possibility to display complete outfits and top trends, so we can inspire our consumers.

Mannequins are styled to focus on products from the area. For instance, if placed in a wall, mannequins are styled with styles displayed on the wall. If they are placed next to a table, the styles from the table are used on the mannequins.

there are two types of mannequins:

COOL:• Used in the wall at all times. • Used by a table only when there are two mannequins.

RELAXED: • Used in combination with a table when there is either one or two mannequins next to the

table. • Always used next to a rack.

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Wool jacket

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JACK & JONESOUTERWEAR LAB

BOOMPUFFER JACKET

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Quality:Nylon with a lightweightpadding

Function:Smock effect atcuffs to preventwind from entering

Styling:Style it witha hoodie for asporty urban look

Recommended retail price.

OXFORDSLIM FIT

SHIRT Mercerized Cotton

34.95

SHORT SLEEVE DENIM WESTERN

SHIRTWear it open with a white

T-shirt underneath

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Style Style XX.XX- Use JJ printerpaper for these signs.- Please cut precisely inside the line!

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Style Style

Style Style


1a. A4 price sign Used on tables along with:Basic signs / National signs / Blue campaign signs.

3. Front sign Used on racks and walls along with: Basic signs only.

1b. A1 campaign sign Used next to tables along with: Green campaign sign only.

4. A5 price signUsed next to mannequins with: Basic signs only.

2. A4 price signUsed on racks along with:Basic signs / National signs / Blue campaign signs.

5. Signs

Price signs talk to consumers. They are one of the first inspiration points in the store. We use price signs to communicate either price or product knowledge or both. The signs are made in Bestsign or are delivered directly to the store.

We use signs on the 4 following places in the store:

1. tablea: A4 sign, always used on the table topb: A1 campaign signs for the current campaign

2. rack• 1 A4 sign or front sign

3. Wall or rack • Front sign; only fronts or front on a rack

4. Mannequin• 1 mannequin sign by each mannequin• Communicates the prices from the top of the outfit to the bottom – at least 3 prices

There are 4 kinds of signs:

Basic price signs Green campaign signs

Blue campaign signsNational price signs

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3b. Rack

5. Mannequin

2. Table top1. Spots

3a. Rack

4. Wall

6. lighting

Without the right lights, we can not do justice to our product display. We use spot lights to highlight and focus on products on tables, racks, walls and mannequins. For more information on lighting, see the gudie Specialist - Light.

1. Spots• Spots is the one kind of light we can adjust, we use them to highlight the

key styles in focus.

2. table top• Always use 3 spots.• 2 spots on the table top and 1 on the shelf below the table.

3. rack a. If placed by a table, use 1 spot. b. If alone, use 2 spots to highlight the styles at the front.

4. Wall• As a basic rule, use 1 spot per wall part. 3 part wall = 3 spots.• All spots are adjusted to highlight the key styles.

5. Mannequin• 1 spot in front of the mannequin.

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LIGHTING PLAN

For each Jack & Jones store there is a lighting plan. This is used for the contrac-tors showing them how to place the rails and electricians where to place the spots. The blueprint of the lighting plan is pro-vided by RIIS RETAIL in the early stage of construction. There are for each store aspecificnumberofspotstosecuretheright lighting and nevertheless our store concept. It’s key that this lighting plan is executed correctly and that it’s followed.

On the picture you clearly see the spot name, spot information, RIIS item num-ber, amount and even though which bulbs to use and order in the future.

The blueprint also showcase the place-ment of the rails and most important where to use the different spots.

Always make sure that when you visit a store that the lighting is according the lighting plan to avoid too less – or too many – spots, the right spots and place-ment.

See shop overview with lighting plan on next page.

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LIGHTING PLAN

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Jeans intelligence areas

Jeans have been our forte for many years now. We use the jeans area to give our consumers an overview of the complete collection, which is 6 fits in many different models.

The following pages aim to help you create the ideal Jeans Intelligence area.

The jeans area is comprised of 7 parts:

1. Wall2. Table3. Racks 4. Half mannequins5. Belt rack6. Signs7. Lighting

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1. Jeans wall

The Jeans wall is used to display the variety of fittings available in the store. The fittings are placed from left to right, from Skinny fit to Anti fit: • Skinny fit• Slim fit• Regular fit• Comfort fit• Loose fit• Anti fit

there are two kinds of jeans walls:• With a top shelf for stock• Without a top shelf for stock

Jeans wall with top shelf for stock

Jeans wall without top shelf for stock

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1. Jeans wall - Highlights

1: top Shelf • Displays 1 or 2 lengths E.g. 30 or 30 & 32

2: Fronts • Used equally for half mannequins and for hanging jeans• Used for hanging jeans only in length 32• Used with half mannequins only• The pair of jeans at the front hangs from a C-hook • At least 3 out of 5 jeans are styled with a belt and/or roll-ups

3: Middle shelf • Displays 1 or 2 lengths E.g. 34 or 32 & 34

4: Bottom shelf • Displays 2 lengths E.g. 36 & 38

number of jeans in the wallThe wall must always be filled up and be ready for sellingNumber of jeans on fronts:• 15 pairs

number of jeans in a stack:• 9 pairs• Sizes are organised • At least 1 style in each size

Jeans wall with half mannequins and hanging jeans

Jeans wall with hanging jeans

Jeans wall with half mannequins

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2. tables

Jeans tables are always used as product tables, with no other combinations, so as to have complete focus on the jeans.

There are 2 different sizes of the table:• 2 metres• 3 metres

1. table top• 2 m long table - 6 styles on the table top • 3 m long table - 8 styles on the table top • The jeans displayed must have the same focus:• Same price• 1-2 fitting

2. Shelf below table • Used for stock of the jeans displayed on the table top

Stacks on the jeans table • The table must always be filled up and be ready for selling• Therefore, the number of jeans in each stack would be:• 12 pairs on the table top • 6 pairs on the shelf below the table• Sizes are organised from smallest to largest• At least 1 style in each size

CAtEgOry

Jeans / Pants

VOluME

12

2 m long table

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3. racks

There are two kinds of jeans rack – a library rack and a product rack. The library rack is used to give an easy overview of all jeans in the jeans area. A product rack is used to highlight other denim products.

library rack 1. Always next to the jeans table 2. Displays a library of jeans, from both the wall and table 3. 1 in each fitting from skinny to anti fit4. Jeans hang from C-hooks 5. Styled with roll-ups 6. All jeans are steamed Product rack1. Used as a second rack combined with a jeans table 2. Displays 1 style in 1 colour from 1 of these 2 categories: A denim jacket or denim shirt 3. All items are steamed

Library rack

Product rack

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4. Half mannequin placed on the table

2. Half mannequin placed in the wall1. Half mannequin COOL/ RELAXED

3. Half mannequin placed next to the table on a podium

4. Half mannequins

There are 2 kinds of half mannequins in the jeans area; Cool and Relaxed.

Half mannequin; COOl or rElAXED:1. Half mannequin COOL and RELAXED2. Placed in the wall 3. Placed next to the table on a podium 4. Placed on the table

• Always mix COOL and RELAXED when using 2 or more half mannequins • Always steam the jeans• Style the mannequins with socks, shoes and/or belts• Always place a pair of folded jeans on the top of the half mannequin to maximise the area

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5. Belt rack

A belt rack is used to displays a range of belts, sorted by brands. It goes perfectly in the jeans area as an accessory.

1. Back row • Length 105 cm

2. Mid row • Length 95 cm

3. Front row • Length 85 cm

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6.Signs

There are 2 kinds of signs in the Jeans Intelligence area – a jeans wall sign and an A4 sign.

1. Jeans wall sign:The sign communicates fit, product knowledge and price • Used in the jeans wall • 1 sign used for each style

2. A5 sign The sign communicates 1-2 prices or price and product knowledge • Used on the jeans table 1. Jeans wall sign

2. A5 sign

Jeans wall with signs

A5 sign used on a table

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2. Table

4. Half mannequin

1. Wall

3. Rack

7. lighting

There is 1 kind of light in the Jeans Intelligence area – the spot.

1. Wall• 1 spot per front. E.g. 10 part wall = 10 spots

2. table • 3 spots: 1 from each side and 1 in the middle

3. rack• 1 spot in front of the rack

4. Half mannequin• 1 spot in front of each mannequin

5. Belt rack• 1 spot in front of the rack

5. Belt rack

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Accessories AreA

We offer our consumers the choice of complete outfits and no outfit is complete without accessories. Other than that, accessories are a great way to increase our transaction size.

We give accessories their required focus by displaying them on:

1. Wall2. Floor rack

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Accessories AreA

1. Wall

The accessories wall can be placed in the following areas. They should also be filled up and ready for selling.

1. By the counter:• Used either for trunks or trunks and socks • A mix of all brands

2. Fitting room area:• Displays maximum 4 categories • Displays a mix of all brands

the wall consists of the following items: a. Prongs - displays 1 style in 1 colour b. Side rails - used for trunks library• Sizes are organised • At least 1 item in each size

c. Shelf - displays 1 trunk mannequin d. Price sign - only use the accessories sign• Made in Bestsign and communicates prices• Only used either for trunks or trunks and socks walls• Place 1 price sign for 2 panels each

3. light• 1 spot per 1 panel, adjusted to highlight the fronts

1. Accessories wall - counter area

3. Light

2. Accessories wall - fitting room area

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Accessories AreA

2. Floor rack

types of floor racks:a. 1000 mm (1 category displayed on each side) b. 500 mm (displays 1-3 styles)

Both kinds of floor racks are placed in connection with the accessories wall near the counter.

1. Prongs• Displays 1 style in 1 combination • The wall must always be filled up and be ready for selling• Sizes are organised • At least 1 item in each size

2. Price signs:• Made on Bestsign• Only use the accessories sign• Used on floor racks with 1 style

3. light• 2 spots adjusted to highlight both sides of the rack

items on the wall• Sizes are organised • At least 1 item in each size a. 1000 mm rack b. 500 mm rack

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shoe area

Shoes are used to complete outfits and displayed on a special Shoe wall and a Shoe podium or table.

Shoe wall

• Displays 6-12 styles • Mix of all brands • At least 1 shoe in each size 42,43 & 44 (best sold sizes)

1. Double front • Displays 1 style

2. Shelf • Used to highlight 1 style

3. Price sign• Front sign communicates price and is made in Bestsign • Placed to the right, on all shelves

4. light• 1 spot per 2 parts, to highlight the fronts

Shoe table

Used to highlight 1 style - at least 1 in 42, 43 & 44

1. Price sign• A5 price sign communicates price and is made in Bestsign

2. light• 1 spot per table

Shoe wall

Shoe table

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Styling of windowS

Our windows are the first point of inspiration that help in inviting consumers into the store. We inspire our consumers with a global JACK & JONES expression.

We use 7 simple steps and the current window TO DO to create an inspiring window:

1. Cleaning (not illustrated in the picture)2. Special poster3. Window elements 4. Mannequins5. Window foil 6. Signs7. Light (not illustrated in the picture)

Details of the above can be found in the TO DO Windows.

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Styling of Staff, mannequinS and conSumerS

SlEEVEThe fit of the sleeve is right when the sleeves fall just a little over the wrist

SHirtThe fit of the shirt is right when there is room for two fingers between the neck and shirt when it’s buttoned

PAntS lEngtHThe length of the pants / jeans is right when the leg is slightly below the ankle (specific fits vary)

WAiStThe fit of the waist is right when the product covers the hip (some fits vary)

SHOulDEr SEAMSThe shoulder seams should always circle exactly on the armpit

Styling, as before mentioned, is the key element used to sell. Other than the areas in the store, we play a big role as stylists, all of which come together to inspire a consumer. First, we style ourselves to show the latest collections, next we style our mannequins to highlight the top trends and of course, we style consumers and give them a choice of outfits.

Staff• Styled so our outfits and personal appearance inspire the consumer• Styled in current JACK & JONES styles• We are all stylists and we are presenting ourselves that way

Mannequins • Styled to inspire the consumer based on the styling guidelines of the brand in question.• Styled in 1 brand - not a mix of brands• Styled in a complete outfit that follows the current season – e.g. 6 items, socks, shoes,

jeans, shirt, knit and jacket

Sizes for a mannequin• Top: L • Jeans/pants: 33/32• Shoes: 42

Consumer • Inspired with current styling trends and with styles in the right fittings/sizes.• Styled in a complete outfit. E.g. shoes, socks, jeans, layers on top, and accesories. • Always given options and alternatives • Always given honest feedback

See the guide General Service for more information on how to inspire a consumer.

Whether it is the staff, the mannequins or the consumer, the outfit must always have the correct fit and size. Take a look at the illustration for a general checklist on fit.

styling - bestseller.com · styling is the composition of products, ... each area comprises of six...

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