General S t y l i n g

Transcription

1 General Styling

2 2 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

3 3 Styling 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!

4 4 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.

5 5 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. Table 2. Rack 3. Wall 4. Mannequin 5. Signs 6. Light

6 6 Season & Brand areas 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. Product table 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. Combination table

7 7 Season & Brand areas 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 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 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. 2

8 8 Season & Brand areas Volume & folding principles We 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. Regular fold: Wide fold: Lengthwise fold: Category pieces Category pieces Category pieces Tank top 12 Tank top - Tank top - T-shirt/polo shirt 12 T-shirt/polo shirt - T-shirt/polo shirt - L/S T-shirt 12 L/S T-shirt - L/S T-shirt - Casual shirt 8 Casual shirt - Casual shirt 10 Tailored shirt 6 Tailored shirt - Tailored shirt - O-Neck sweat 6 O-Neck sweat 9 O-Neck sweat 9 Hoodie sweat 6 Hoodie sweat 8 Hoodie sweat 8 Light knit 6 Light knit - Light knit - Heavy knit - Heavy knit 8 Heavy knit 8 Shorts - Shorts - Shorts 12 Jeans / pants 8 Jeans / pants - Jeans / pants 12

9 9 Season & Brand areas 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 2-armed rack - next to a table. 3-armed rack - with an integrated mannequin. Combined with a table or alone. 4-armed rack - alone or combined with a table

10 10 Season & Brand areas 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

11 11 Season & Brand areas 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

12 12 Season & Brand areas 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 Vario fronts Shows one of the following categories: jeans, pants or shorts. Same style on both arms 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. Outfit wall 3 6. Mannequin Styled with focus on products that are placed in the same area. Which means, a mannequin placed in the wall is styled with focus on the styles from the siderails or shelves on the wall.

13 13 Season & Brand areas 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. COOL mannequin / RELAXED mannequin Mannequins for table 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. Mannequins for wall Mannequins for rack

14 Recommended retail price. 14 Season & Brand areas 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. Table a: A4 sign, always used on the table top b: A1 campaign signs for the current campaign 2. Rack 1 A4 sign or front sign 3. Wall or rack 1a. A4 price sign Used on tables along with: Basic signs / National signs / Blue campaign signs. 1b. A1 campaign sign Used next to tables along with: Green campaign sign only. 2. A4 price sign Used on racks along with: Basic signs / National signs / Blue campaign signs. 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: JACK & JONES OUTERWEAR LAB Style Style Style Style Style Style Style XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX Wool jacket XXX.XX SHORT SLEEVE DENIM WESTERN SHIRT Wear it open with a white T-shirt underneath XX.XX OXFORD SLIM FIT SHIRT Mercerized Cotton BOOM PUFFER JACKET Quality: Nylon with a lightweight padding Function: Smock effect at cuffs to prevent wind from entering Styling: 3. Front sign Used on racks and walls along with: Basic signs only. 4. A5 price sign Used next to mannequins with: Basic signs only. Style it with a hoodie for a sporty urban look Basic price signs National price signs Blue campaign signs Green campaign signs

15 15 Season & Brand areas 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. 1. Spots 2. Table top 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. 3a. Rack 3b. Rack 4. Wall 5. Mannequin

16 16 LIGHTING PLAN For each Jack & Jones store there is a lighting plan. This is used for the contractors showing them how to place the rails and electricians where to place the spots. The blueprint of the lighting plan is provided by RIIS RETAIL in the early stage of construction. There are for each store a specific number of spots to secure the right 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 number, amount and even though which bulbs to use and order in the future. The blueprint also showcase the placement 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 placement. See shop overview with lighting plan on next page.

17 LIGHTING PLAN 17

18 18 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. Wall 2. Table 3. Racks 4. Half mannequins 5. Belt rack 6. Signs 7. Lighting

19 19 Jeans intelligence areas 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

20 20 Jeans intelligence areas 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 wall The wall must always be filled up and be ready for selling Number of jeans on fronts: 15 pairs Jeans wall with hanging jeans Number of jeans in a stack: 9 pairs Sizes are organised At least 1 style in each size Jeans wall with half mannequins Jeans wall with half mannequins and hanging jeans

21 21 Jeans intelligence areas 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 Category Jeans / Pants 1 volume 12 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 2 m long table 2

22 22 Jeans intelligence areas 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 fit 4. Jeans hang from C-hooks 5. Styled with roll-ups 6. All jeans are steamed Product rack 1. 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 1 Library rack Product rack

23 23 Jeans intelligence areas 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 RELAXED 2. 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 1. Half mannequin COOL/ RELAXED 2. Half mannequin placed in the wall 3. Half mannequin placed next to the table on a podium 4. Half mannequin placed on the table

24 24 Jeans intelligence areas 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 1 2 3

25 25 Jeans intelligence areas 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 Jeans wall with signs 2. A5 sign A5 sign used on a table

26 26 Jeans intelligence areas 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 1. Wall 2. Table 3. Rack 4. Half mannequin 5. Belt rack

27 27 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. Wall 2. Floor rack

28 28 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 A d b c 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 2. Accessories wall - fitting room area 3. Light

29 29 Accessories area 2. Floor rack Types of floor racks: a 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 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 mm rack b. 500 mm rack

30 30 shoe area Shoes are used to complete outfits and displayed on a special Shoe wall and a Shoe podium or table. 1 4 Shoe wall Displays 6-12 styles Mix of all brands At least 1 shoe in each size 42,43 & 44 (best sold sizes) 3 1. Double front Displays 1 style 2 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 Shoe wall 4. Light 1 spot per 2 parts, to highlight the fronts 2 Shoe table 1 Used to highlight 1 style - at least 1 in 42, 43 & Price sign A5 price sign communicates price and is made in Bestsign 2. Light 1 spot per table Shoe table

31 31 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: 2 1. Cleaning (not illustrated in the picture) 2. Special poster 3. Window elements 4. Mannequins 5. Window foil 6. Signs 7. Light (not illustrated in the picture) Details of the above can be found in the TO DO Windows

32 32 Styling of Staff, mannequins and consumers 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 SHOULDER SEAMS The shoulder seams should always circle exactly on the armpit Sleeve The fit of the sleeve is right when the sleeves fall just a little over the wrist SHIRT The fit of the shirt is right when there is room for two fingers between the neck and shirt when it s buttoned WAIST The fit of the waist is right when the product covers the hip (some fits vary) 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. PANTS LENGTH The length of the pants / jeans is right when the leg is slightly below the ankle (specific fits vary)