VISUAL MERCHANDISING STANDARDS

Transcription

1 VISUAL MERCHANDISING STANDARDS OUR VISION We believe the power of business can change the world and we invite our customers to join us in our mission. We create unique, authentic and stimulating experiences that inspire our global movement to make change. We allow customers to connect with the world around them, empowering them and reinforcing that we re all in this together.

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3 BRAND GUIDELINES BRAND GUIDELINES GOALS Incorporate and share our Giving story Provide an immersive shopping experience rich in product variety and education Frequently refresh and stock shelves to keep displays looking new and exciting Inspire the customer and provide them the opportunity to make change in the world through One for One KEY WORDS Innovative Stimulating Welcoming Comfortable Authentic Intimate Inspiring TOMS AMSTERDAM STORE

4 BRAND GUIDELINES - DESIGN BRAND GUIDELINES DESIGN PRINCIPLES DESIGN PRINCIPLES HONESTY OF MATERIALS FORM FOLLOWS FUNCTION Only use materials well-suited to the design Use raw, natural materials and minimally alter them Don t force a material to act in a way it cannot Choose materials that create authenticity Avoid plastics and synthetic materials Product displayed clearly & consistently Innovative forms maximize storytelling & engagement Spaces are built around how they are used and how people naturally move through an environment HUMANISTIC TOUCH & EXPERIENCE We do not overcomplicate keep displays & spaces simple and easy to navigate We invite customers to engage by building a story to each display or space Infuse a sense of discovery into displays and the space itself Provide spaces that build community connections Highlight artisanal crafts from giving communities to connect our customers on an intimate level CRAFTSMANSHIP Each fixture is created with care and attention to detail Unconventional and DIY construction methods are embraced it brings our voice and story into the physical space Simplicity and resourceful thinking create approachability and an easy feeling for customers

5 BRAND GUIDELINES - MATERIALS BRAND GUIDELINES - MATERIALS MATERIALS PAPER Use only materials similar to those shown If wood tones vary, be sure to keep them within the accepted TOMS range TOMS WOOD UNAPPROVED MATERIALS No plastic or synthetic materials No laminates or faux woods No mirror finish metals Material New pine or equivalent Color See image for range of tones Finish Textured as shown No gloss finishes No plastic or vinyl fabric No nylon rope Description Hemp paper Color Natural Weight 110Lb (305 gsm) Notes Preferred paper for seasonal risers Not for use in takeaways Description Neenah paper Color Ultra white or Environment Mesa White Weight 80 cover (216 gsm) Notes No laminates No reclaimed wood No faux wood Notes Alternative when hemp paper is not available Use ultra white for imagery that needs to be true to color HARDWARE FABRIC + ROPE Material Color Finish Notes Canvas, 9oz (305 gsm) Natural or white (specified with each project) Overlocked edge (shown) or hemmed (specified with each project) This is an uncoated canvas material Grommets, 1/4 (6mm) opening, gunmetal color Description Color Finish Tack, 3/4 length (19mm) Head is 1/4 diameter (6mm) Dark grey/black Matte URL: Description Color Finish Dims Screw eye Raw steel Aged, rustic, matte 7/16 opening diameter (11mm) Material Color Finish Notes Hemp cord Natural Natural Approx 1/8 thick (3mm) For best match, refer to the brand in the photo Description Color Finish Dims Bulldog clip Raw steel Aged, rustic, matte 2 wide (50mm) URL: (no magnet) Material Color Finish Notes Sisal or jute rope Natural Natural Approx 1/4 1/2 thick (6-12mm) Use for hanging heavier items like shelves Description Color Finish Pony clamp Raw steel Aged, rustic, matte

6 BRAND GUIDELINES - USAGE BRAND GUIDELINES - USAGE BRANDING USAGE Maintain original flag set up and proportions Do not remove letters from the flag Do not put product in front of branding Use only approved versions of flag Always capitalize One Use in addition to the flag, never by itself Use only approved versions of One for One Always have a after the period UNAPPROVED FLAG VARIATIONS UNAPPROVED ONE FOR ONE VARIATIONS Do not print color flag on wood without white background Do not compress, skew warp or distort flag proportion Do not add a border around flag Do not remove letters from flag Do not run statement vertically Do not angle statement Do not stack statement Do not outline parts of flag, or remove blue bars Do not color letters or parts of the flag other than approved versions Do not put pattern in the flag Do not use letters from flag on their own APPROVED ONE FOR ONE VARIATIONS APPROVED FLAG VARIATIONS Flag printed on canvas, full color Flag printed on wood, full color Laser cut and backlit on aged plywood Can be hand painted on surfaces, or printed on wood in either black or white Flag printed on wood, all black

7 BRAND GUIDELINES - USAGE BRAND GUIDELINES - USAGE MISSION STATEMENT USAGE EYEWEAR EQUATION Use only approved TOMS mission statements If translated, maintain original typographic style Use only near or with eyewear displays If translated, maintain original typographic style Follow format guidelines for best read Follow format guidelines for best read Equation can be used without the HOW portion FOOTWEAR For use in a space that only displays shoes. Use only sentence breaks below ONE LINE With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One. VERTICAL TWO LINE GENERAL For use in a space that displays shoes and eyewear Use only sentence breaks below With every product you purchase, TOMS will help a person in need. One for One. EYEWEAR For use in a space that displays eyewear Use only sentence breaks below With every pair of eyewear you purchase, TOMS will help give sight to a person in need. One for One.

8 BRAND GUIDELINES - PLACEMENT BRANDING GUIDELINES - PLACEMENT BRANDING PLACEMENT Use one main flag per display Add additional flag or One for One if main flag is not visible from a certain vantage point Do not put product in front of branding Keep branding and imagery at top of displays 3000mm 1800mm & above BRANDING, IMAGERY PRODUCT 2450mm mm PRODUCT, GIVING INFO mm PRODUCT Flag Usage Messaging 0-600mm NO PRODUCT, IMAGERY OR MESSAGING. STORAGE IS ALLOWED. Flag and One for One are a main read at the top of the display Flag is in color, printed on wood Messaging is at eye level for easy reading Imagery Images are incorporated into the header to free up space for shoes below

9 BRAND GUIDELINES - PLACEMENT BRANDING GUIDELINES - PLACEMENT Flag Usage One main flag above eye level at top of display, for visibility from across store Flag is 3 color on canvas Imagery Images and giving information is above shoes at eye level Flag Usage One flag per visible side of display Imagery Prominent giving imagery throughout space communicates brand message Messaging Large facts are used in tandem with giving photography to communicate brand message One for One used as a pattern on flooring subtly brands space

10 BRANDING GUIDELINES - PLACEMENT BRANDING GUIDELINES - PLACEMENT Flag Usage Flag Usage Messaging 3 color on canvas at above level to read from distance Imagery Imagery used with flag and above to be visible from a distance Flag is main read at the top of the display, applied to wood Flag is used above eyewear to be visible from an angle Imagery One large image is printed in white on wood Mission is above eye level to read from distance

11 BRANDING GUIDELINES - PLACEMENT BRANDING GUIDELINES - PLACEMENT Flag Usage Messaging Flag Usage Messaging Flag is main read when entering the space Imagery Imagery is large scale to add depth to shoe displays and transport the shopper Instead of repeating flag, various brand statements are used on other walls Flag is main read from far away Secondary black logo beneath for branding visible under awning Imagery Imagery and giving information is at eye level Mission statement is below product to read from far away, supports larger branding above Eyewear giving equation is at eye level for easy readability

12 BRANDING GUIDELINES - DECOR BRANDING GUIDELINES - DECOR DECOR PLACEMENT GOAL Highlight artisanal crafts from giving communities to tell our global story Infuse a sense of discovery into displays and the space itself Create a warm, comfortable, eclectic feeling Provide spaces that build community connections BEST PRACTICES Be purposeful with decor placement, make sure it does not overwhelm the space, but complements it Make sure props and decor are sourced from countries where we give, to help tell our story Decor should not block or cover branding Create 1-2 bold visual statements using product and props in a vignette, rather than dispersed randomly amongst product PILLOWS Use 1-2 pillows per seating area Place on bench or chair BLANKETS No more than 1 blanket per space Drape over bench or chair Use no more than 3-4 decor elements per space Make sure textile colors work cohesively together, avoid dark or highly contrasting patterns DECOR Use 1-2 decor elements per vignette, no more than 2 vignettes per space SEATING Books should be vintage encyclopedias or travel books Add 1-2 additional chairs as space allows, in addition to TOMS benches For plants, use succulents or simple indoor safe plants, inside a rustic metal tin. Acceptable props are: vintage binoculars, cameras, canteens or containers RUGS Use 1-2 rugs per seating area as space allows

13 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING FOOTWEAR DISPLAYS Displaying shoes on tabletop is ideal for a lower SKU count and various shoe silhouettes. DISPLAY RECOMMENDATIONS Tabletop sign: RECOMMENDED for every display (General or Kids ) Place different genders on separate tables, at least one tabletop piece is RECOMMENDED per display Please make sure that proper POP pieces are ordered to tell our story!

14 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING DISPLAYING SHOES Display only the right shoe If you prefer displaying the left, make sure to tuck in the tag All shoes with laces can be displayed with or without laces When displaying the shoes with laces, tuck the laces in Space shoes three fingers apart for an organized look, approximately 60mm apart Angle rows of shoes 30 to the right for better visibility of each shoe s features Make sure angle is consistent for a clean look Group product by gender and silhouette Separate Men s styles from Women s and Kids Feature newest styles in prominent area of display Place next to each product or silhouette grouping Space shoes evenly Laces should be tucked in, not tied Angle shoes 30 degrees

15 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING Tabletop with small SKU count (1-5 SKUs) RECOMMENDED PIECES: Brand Block All accounts/doors should receive and display this piece Medium Tabletop (5-10 SKUs) RECOMMENDED PIECES: Brand Block Seasonal riser

16 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING Medium Tabletop (10-15 SKUs) RECOMMENDED PIECES: Brand Block Seasonal riser Crate riser Medium Tabletop (5-10 SKUs) RECOMMENDED PIECES: Brand Block Chalkboard ticker

17 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING Kids tabletop with large SKU count (10-20 SKUs) RECOMMENDED: Kids tabletop sign Kids Floor Mat NOTE: Place on floor only Clean regularly Kids table top with large SKU count (10-20 SKUs) RECOMMENDED: Brand Block Crate riser NOTE: OK to merchandise kids shoes with women s

18 BEST PRACTICES - FOOTWEAR MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING Ladder 1 unit (15-20 SKUs) RECOMMENDED: Freestanding Chalkboard NOTE: Can feature mens, womens and kids Ladder 2 unit (20-30 SKUs) RECOMMENDED: Bench NOTE: Can feature mens, womens and kids

19 BEST PRACTICES - BAG MERCHANDISING BEST PRACTICES - FOOTWEAR MERCHANDISING KEY TAKEAWAYS Brand Blocks should always be displayed (General or Kids ) Display shoe sizes are W7, M9, Y2, T4 Group styles by silhouette (example: Ballet Flats together) Use crate risers for large SKU counts NOTE If you have a large SKU count and are having trouble fitting everything comfortably on a table, we suggest displaying the shoes in a wall display or on shelves in a freestanding unit. Flip-flop/bag display & Single bag display NOTE: Adjustable racks Can hold bags or flip-flops

20 BEST PRACTICES - EYEWEAR MERCHANDISING BEST PRACTICES - EYEWEAR MERCHANDISING EYEWEAR DISPLAYS Displaying eyewear with approved messaging and display methods is key to communicating our TOMS story and driving sell-through. DISPLAY REQUIREMENTS Make sure there is branding and messaging alongside all eyewear displays - utilize our POP displays as needed Make sure to display all product frames forward, and group by silhouette Please make sure that proper POP pieces are ordered to tell our story! Riser (1 SKU) Riser 3 (3 SKUs) Single Tree (7 SKUs) Double Tree (14 SKUs) Can be used in an existing case or within a TOMS eyewear tower or display Can be used in an existing case or within a TOMS eyewear tower or display Can be used on a tabletop Locks for security Can be used on a tabletop Locks for security

21 BEST PRACTICES - EYEWEAR MERCHANDISING BEST PRACTICES - EYEWEAR MERCHANDISING Medium Tower (36 SKUs) Utilizes Riser 1 and Riser 3 Locks for security Use images to fill space when stock is low Large Tower (60 SKUs) Utilizes Riser 1 and Riser 3 Locks for security Use images to fill space when stock is low

22 BEST PRACTICES - EYEWEAR MERCHANDISING BEST PRACTICES - EYEWEAR MERCHANDISING KEY TAKEAWAYS Make sure eyewear mission statement, equation and logo are present in eyewear displays Display one of each frame in stock Display frames forwards Group styles by silhouette Use images to fill space in towers and displays when stock is low NOTE If you have a large SKU count and are having trouble fitting everything comfortably on a table, we suggest displaying eyewear in a tower or a larger eyewear display case. Additional Eyewear POP Mirror Image block NOTE: Use images to fill space in tower displays when stock is low

23 THANK YOU FOR SUPPORTING