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Training Seminar

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    Training Seminar Training Seminar Presentation Transcript

    • Daniel CremieuxSpring 2007Training Seminar
    • Who is Daniel Cremieux? Daniel Cremieux is a French designer whose collection is exclusive to Dillard’s in the United States The brand is geared toward a clientele who seeks a product that is contemporary and classical with impeccable fabric quality The collection is not logo driven, rather, it expresses its flair through creativity, the quality of the finishings and the concern for detail and fabrics—all elements that combine to create the individuality and renown of the Cremieux brand Dillard’s began showcasing the Daniel Cremieux sportswear collection in the year 2000. Since then, it has grown to be the second highest volume department in the Men’s area. In 2006, sales reached $137 million. Our goal for 2007 is $158 million!
    • Who is Chuck?  Chuck is Daniel Cremieux’s chocolate Labrador  He has become the most widely recognized emblem of the Cremieux brand  Chuck likes to spend his time traveling with Daniel or he can regularly be found napping on a Persian rug beneath a crystal chandelier in the middle of Daniel’s flagship Cremieux boutique in Paris, France!
    • Scope of Daniel CremieuxBrand in Dillard’s Stores Men’s Sportswear Dress Shirts Ties Men’s Tailored Clothing Denim Jeans Belts Swim Wear Lounge Wear Underwear Socks Watches Bedding Dinnerware Boy’s Sportswear
    • The Designer’sInspiration Daniel Cremieux draws inspiration for his collections from the spirit of the times. Steeped in the culture of the cinema, he is also widely traveled. During his journeys, he absorbs the atmosphere, the architecture, the colors and everything that is part of the make up of a culture. All of this is then reflected in his choice of themes for his collections.
    • Spring 2007 FashionCollections February: Boulevard Saint-Germain March: Adventurier April: Paradise May: Vintage Summer June: Cremieux Club
    • Understanding StyleNumbers S7WX301 301+ Specifies month S=Spring W=Woven of shipment (3) 7=2007 X=Cremieux and particular item (01)
    • Key to Style Letter Codes W=Woven K=Knit P=Pant H=Short Q=Hat or Belt D=Dress Shirt S=Sweater C=Cloth Outerwear L=Leather M=Swim
    • Daniel Cremieux SportswearProduct Information
    • Product Information:Product Categories Knits Wovens Pants Shorts Definitive Collection Golf collection Dress Shirts Swim Wear
    • Tailored Fit vs Classic FitTailored Fit is: 1.0” shorter in length 2.0” more narrow across the shoulder 1.5” more narrow across the back .75” more narrow across the chest 1.5” shorter sleeve
    • Cremieux KnitsFeatures and Benefits  Cremieux Knits are made from 100% cotton which is a natural fiber known for its strength and absorbency and is one of the most breathable fibers known.  Types of Knits are Pique, Interlock and Jersey
    • Special Enzyme Wash  Sets the size of the shirt so that there is no shrinking or stretching  Sets the color so that there is no fading or bleeding
    • Rib Knit Collar and SleeveBands  Rib Knit retains original shape better than any other type of knit
    • Buttons  Made of ground shell combined with hardening polymers and resins for durability  Polished and beveled for shine and ease in buttoning  Recessed stitching helps prevent thread wear and abrasion  Cross-stitched so the buttons are more secure
    • Extra Buttons  Extra Button stitched into inner side seam to be easily found if needed
    • Tubular Seam Taping  Sewn over flattened seams of the neck and shoulder seams providing for more comfort and increased durability
    • Cremieux WovensFeatures and Benefits  Carded Cotton-process using cylinders of wire teeth to separate the fibers to remove foreign material  Combed Cotton-further straightens and removes short fibers resulting in long smooth fibers which are very soft and durable  Types of Weaves are Oxford, Poplin, Broadcloth
    • Fine Italian Fabric  Italian cotton is ranked as one of the finest cottons in the world  Natural water that runs down the Italian Alps contains minerals and nutrients that nourish cotton crops  Italian cotton is luxuriously soft and durable
    • Center Back Box Pleat  Provides a little extra fabric allowing for ease of movement and greater range of motion
    • Single Needle Tailoring  Each row of stitches is sewn one at a time, rather than using a machine with two needles that sews two rows of stitches at a time.  The result is very straight and durable seams
    • Separate Set In Placket  The placket is sewn separately, then sewn into the garment  Quality construction feature that allows the placket to hang properly after repeated washings
    • Mitered Cuff  On a long sleeve Woven, cuffs are sewn separately then attached to the sleeve  A labor intensive process usually found only on custom tailored shirts
    • Buttons  Made of ground shell combined with hardening polymers and resins for durability  Polished and beveled for shine and ease in buttoning  Recessed stitching helps prevent thread wear and abrasion  Cross-stitched so the buttons are more secure
    • Extra Buttons  Extra Button stitched into inner side seam to be easily found if needed
    • Red Stitched Button Hole  The last button hole on the placket is horizontal to keep shirt from coming unbuttoned during motion or activity  The red color is borrowed from Daniel’s French Foreign Legion uniform which symbolized courage. It has become a Daniel Cremieux signature
    • Cremieux PantsFeatures and Benefits  Luxurious, light weight, soft hand feel  Cremieux blue and white stripe seam taping  Selling Technique- Hang a pair of Pants inside out near your wrap stand to initiate conversations with customers about the features and benefits of the Pant
    • Full Curtain Waistband  Allows for easy alterations at the waist  No rolling over the belt after washings or long periods of wear  Shirts stay tucked in  Construction typically found in dress trousers
    • Taped Seams  Prevents seams from unraveling  Prevents seams from bunching and causing poor fit and discomfort  Flat finished seam lays nicely against the body and is not noticeable to the wearer
    • Pockets  Made from high quality 40X1 thread count shirting cotton  Higher quality cotton adds durability and comfort  Coin pocket inside left pocket to prevent loose change from making noise during activity  Stitching around the pocket bag adds extra reinforcement to prevent holes after repeated wear
    • French Fly Construction  Fly is constructed separately with two different materials as with dress trousers  Two buttons, one inside, one outside the fly ensures a smooth fit from the waist down  Pant lays better which makes for a more flattering fit
    • Buttons  Ground horn (harvested from the ground in the wilderness) is combined with hardening polymers and resins for durability  Recessed stitching helps prevent thread wear and abrasion  Cross-stitched so the buttons are more secure
    • Extra Buttons  Extra Button stitched into inner pocket bag to be easily found if needed
    • Basic Pant Models  Paris-Double Pleated, Plain Hem, Colors: Khaki, Stone, Navy, Black  Salon-Double Pleated, Cuffed Hem, Colors: Khaki, Caramel, Olive  Bayonne-Flat Front, Plain Hem, Colors: Stone, Honey Brown, Black
    • Cremieux ShortsFeatures and Benefits  Made of 100% Cotton Twill  Twill is a basic weave which interlocks warp and filling yarns to create a diagonal effect on the fabric face
    • Full Curtain Waistband  Allows for easy alterations at the waist  No rolling over the belt after washings or long periods of wear  Shirts stay tucked in
    • Taped Seams  Prevents seams from unraveling  Prevents seams from bunching and causing poor fit and discomfort  Flat finished seam lays nicely against the body and is not noticeable to the wearer
    • Pockets  Made from high quality 40X1 thread count shirting cotton  Higher quality cotton adds durability and comfort  Coin pocket inside left pocket to prevent loose change from making noise during activity  Stitching around the pocket bag adds extra reinforcement to prevent holes after repeated wear
    • French Fly Construction  Fly is constructed separately with two different materials as with dress trousers  Two buttons, one inside, one outside the fly ensures a smooth fit from the waist down  Pant lays better which makes for a more flattering fit
    • Buttons  Ground horn (harvested from the ground in the wilderness) is combined with hardening polymers and resins for durability  Recessed stitching helps prevent thread wear and abrasion  Cross-stitched so the buttons are more secure
    • Extra Buttons  Extra Button stitched into inner pocket bag to be easily found if needed
    • Basic Short Models  Monaco-Double Pleat, 9” Inseam, Colors: Chinchilla, Caramel, Stone, Blue Graphite  Nice (pronounced like the French city)-Double Pleat, 7” Inseam, Colors: Chinchilla, Honey Brown, Stone  Bayonne-Flat Front, 9” Inseam, Colors: Chinchilla, Stone, Blackness
    • Cremieux DefinitiveCollection  Nanotechnology- very high tech process by which the fabric is manipulated at the molecular level to give the material it’s wrinkle and stain resistant properties
    • Cremieux DefinitiveCollection-Scope of Product  Wrinkle and Stain Resistant Knits  Wrinkle Resistant Wovens  Wrinkle and Stain Resistant Pants  Wrinkle and Stain Resistant Shorts
    • Cremieux Golf Collection  A collection designed for today’s golfer  Functional, yet fashionable  Meets stringent Country Club Dress Code requirements
    • Cremieux Golf Collection-Scope of Product  Mercerized Knit Shirts- a process that eliminates the small impurities of yarn resulting in a lustrous fabric finish  Woven Golf Shirts  Golf Pants  Golf Shorts  Golf Caps
    • Cremieux Dress ShirtsCollar Styles  Staney-Button Down Collar  Richard-Spread Collar  Denis-Point Collar  Henry-Wide Spread Collar  Martin-Narrow Spread Collar and French Cuffs  Amalfi-(Silver Label) Narrow Spread Button Down Collar
    • Cremieux Dress ShirtsFabrics  Broadcloth-a close plain weave fabric made of cotton that has a very soft hand feel  Pinpoint Oxford-a soft, porous cotton shirting weave that creates a soft, nubby texture
    • Cremieux Swim Collection-Features and Benefits  Made of fast drying nylon  Comfortable elastic waist styling or board short styling options  Interior hotel key or credit card pocket  Coordinating bag to store wet swimsuit
    • Break Time Please take a 20 minute break
    • View Merchandising DVD
    • Daniel Cremieux SportswearMerchandising Guidelines
    • General Cremieux ShopGuidelines The Cremieux Shop must be clean and free of dust All hanging regular priced and 25% off goods must be hung on Cremieux wooden hangers. 50%, 66% and 75% off goods must be hung on plastic hangers All price tags must be tucked into the shirt for a neat presentation All merchandised must be sized from smallest to largest
    • Merchandising Guidelines In the following slides, we will learn how to properly merchandise Cremieux Fashion Collections, Cremieux Classics and Cremieux Basics using the Cremieux fixtures. Merchandising is sometimes the first impression the customer has of the product. Effective merchandising will ring the cash register!
    • Fashion CollectionMerchandising Each component of an outfit are represented on a fixture-Knits, Wovens, Bottoms (Pants or Shorts) and Hats All monthly Fashion Groups must be merchandised as a Collection The customer should be able to walk up to a Collection presentation and pull an outfit together
    • Collection Tables
    • Collection TablesGeneral Guidelines Each of your shops has a designated “First Position”, “Second Position” and “Third Position” on an imaginary Conveyer Belt that we use as a guide on where to place monthly fashion deliveries. Your newest delivery always goes on the First Position Collection Table The group that was on the First Position Collection Table moves to the Second Position Collection Table The group that was on the Second Position Collection Table moves to the Third Position fixture (not all stores have three Collection Tables so a different fixture is designated as Third Position in many stores)
    • Collection TablesGeneral Guidelines  A Collection Table presentation always consists of the following fixtures:  Wooden Collection Table and Wooden Riser  Lower Glass Nester Table(s)  T-Stands (usually 2)  2 Bust Forms
    • Collection TablesGeneral Guidelines  Wovens on a Collection Table should always be stacked in Presentation Style stacks  The collar of the bottom woven is facing front while all other shirts are with the collars to the back
    • Collection TablesGeneral Guidelines  If the stack is too high, it seems as though it will tower over  To prevent this, fold a shirt in half midway in the stack to give the stack a good base and to ensure sturdiness  The top shirt of a Presentation Style stack should never be folded in half
    • Collection TablesStep by Step  Begin with an empty Collection Table, Glass Nesters, and T-Stands  Place Wooden Riser toward the back of one side of the Collection Table  Place 2 Bust Forms together toward the back on other side of the Collection Table
    • Collection TablesStep by Step  Add a Bottom (Pant or Short) to the Front Glass Nester Table
    • Collection TablesStep by Step  In front of the Bust Forms, add Knits and Wovens at a diagonal facing the center of the table  Add Knits and Wovens to the front bottom Glass Nester Table
    • Collection TablesStep by Step  Add Knits and Wovens to the Wooden Riser and to the empty space on the Collection Table. All stacks should face forward  Leave a space in between the diagonal shirts and the straight facing shirts. In this space you will create a “Centerpiece”. There should be only one Centerpiece per Collection Table presentation
    • Collection TablesStep by StepCenterpiece Options  Create a stack of alternating colors of the same style knit  Place one color straight then place the other color at a diagonal and so on  Place alternating stack in between diagonal and straight-facing stacks
    • Collection TablesStep by StepCenterpiece Options  Create a presentation of Vertical Knits with a Cremieux belt wrapped around the bundle  Place in between diagonal and straight- facing stacks
    • Collection TablesStep by StepCenterpiece Options  Add Hat Heads-Hat heads must always be used as a set of three (tall, medium, short)  Place in between diagonal and straight-facing stacks
    • Collection TablesStep by StepBust Forms  Bust Form # 1 end result  The following slides will teach you how to create this Bust Form look
    • Collection TablesStep by StepBust Forms  Begin with a solid white undershirt pinned tightly at the neck so that the form’s “body” does not show  This white tee shirt should never be removed
    • Collection TablesStep by StepBust Forms  In the Spring, Bust Forms must always wear Shorts. Place the Shorts on the form first  Next add the Woven shirt
    • Collection TablesStep by StepBust Forms  Layer the Knit over the Woven  Roll the sleeves of the Woven up to meet the sleeves of the Knit  Pin the sides of the look to create a more life-like appearance
    • Collection TablesStep by StepBust Forms
    • Collection TablesStep by StepBust Forms  Bust Form # 2 end result  The following slides will teach you how to create this Bust Form look
    • Collection TablesStep by StepBust Forms  Begin with a solid white undershirt pinned tightly at the neck so that the form’s “body” does not show  This white tee shirt should never be removed
    • Collection TablesStep by StepBust Forms  Add arms to this Form, as he will be wearing a Jacket  In the Spring, Bust Forms must always wear Shorts. Place the Shorts on the form first  Next add the Woven shirt
    • Collection TablesStep by StepBust Forms  Layer the Knit over the Woven  Pin the sides of the look to create a more life-like appearance
    • Collection TablesStep by StepBust Forms  Next, add the Jacket over the Knit  Place the arms in a natural position
    • Collection TablesStep by StepBust Forms
    • Collection TablesStep by StepBust Forms  Add both Bust Forms behind the diagonal stacks on the Collection Table
    • Collection TablesStep by StepT-Stands  Traditionally, T-Stands should be positioned in a set of 2 near the Collection Table  Use a combination of Jackets, Knits, Wovens and Pants on your T-Stands
    • Collection TablesStep by StepT-Stands  Always add a layered outfit to the front arms of the T-Stands using components hanging on the T-Stands
    • Collection TablesComplete Presentation
    • Collection Merchandising onAlternative FixturesHeel/Toe Woven Stacks  When placing Wovens on any fixture other than a Collection Table always place the Wovens in a Heel/Toe stack
    • Collection MerchandisingDC 5 Bunker  When placing a Fashion Group on a DC 5 Bunker, be sure to add each element of Collection Merchandising: Knits, Wovens, Bottoms (Pants or Shorts) and Hats
    • Collection MerchandisingDC 6 Hang/Fold  When placing a Fashion Group on a DC 6 Hang/Fold, be sure to add each element of Collection Merchandising: Knits, Wovens, Bottoms (Pants or Shorts) and Hats
    • Collection MerchandisingDC 2A Double Hanging  When placing a Fashion Group on a DC 2A Double Hang, be sure to add each element of Collection Merchandising: Knits, Wovens, Bottoms (Pants or Shorts)
    • Classics Merchandising Each monthly delivery of Cremieux Classics consists of enduring styles that transcend the years and complement every lifestyle One style in Classics will be represented in multiple colors. It is important to keep all colors of a style together to give the customer options. Merchandise Classics to contribute to selling multiple colors of one style
    • Classics MerchandisingDC 7 Feature Table  Each month, you will receive an emailed directive indicating how to set the DC 7  Each Dillard’s store has the same item presented in the same way on the DC 7 to create synergy from location to location
    • Classics MerchandisingDC 5 Bunker  Place all colors of a Classic Shirt and all colors of a Classic Pant together  Always merchandise vertically-notice the shirts are in a vertical row and the pants are in a vertical row
    • Classics MerchandisingDC 4 Stair Step  Place all colors of a Classic Shirt and all colors of a Classic Short together  Add Jackets and Vests for added interest  Never hang Pants on this fixture
    • Classics MerchandisingDC 4 Stair StepVest Detail  Vests are folded in a “shirt fold” when shipped and cannot easily be identified as Vests  Always refold Vests to reveal arm holes
    • Classics MerchandisingDC 4 Stair Step  Place all colors of 2 Classic Shirt styles and all colors of a Classic Bottom together  Always roll up sleeves when hanging long sleeve Wovens
    • Classics MerchandisingDC 3 Tall Hang/Fold  Place all colors of a Classic Shirt and all colors of a Classic Bottom together  Arrange shelves and hang bars to accommodate merchandise  Add forms for added interest
    • Classics MerchandisingDC 18 Round Hang/Fold  Place all colors of a Classic Shirt and all colors of a Classic Short together  Add Tee Shirts for added interest  Never hang Pants on this fixture
    • Classics MerchandisingDC 2 Single Hang  Place all colors of a Classic Shirt and all colors of a Classic Short together  Add Jackets for added interest  Never hang Pants on this fixture
    • Basics Merchandising The only category of merchandise currently labeled as “Basics” in the collection are the Basic Pants-Paris, Salon and Bayonne These are the only pants in the shop that must be “Hashed”
    • Basics MerchandisingHashing Separate each of the three styles of Basic Pants-Paris, Salon and Bayonne Size each style by color Colorize within each size Place stacks of pants from left to right, top to bottom
    • Basics MerchandisingBasic Pant Wall  Each section should house an individual style of Basic Pant  Always use Basic Pant 8.5 X 11 Key Item Sign to identify the model of Pant
    • Basics MerchandisingBasic Pant Wall  Space permitting, you may add Classic Shirts to your Basic Pants Wall presentation
    • Basics MerchandisingDC5 Bunker  Each side should house an individual style of Basic Pant  Always use Basic Pant 8.5 X 11 Key Item Sign to identify the model of Pant
    • Basics MerchandisingDC 5 Bunker  Space permitting, you may add Classic Shirts to your Basic Pants DC 5 Bunker presentation
    • Break Time Please take a 20 minute break
    • Spring 2007 AdvertisingMarch: April:GQ, Details, Men’s Dillard’s Men’s SpringVogue, Men’s Health, Catalogue andEsquire Southwest SpiritDress Shirts Featured Magazine Linen and Floral Prints FeaturesMay: June:
    • Cremieux 3-3-3Sales Program
    • Cremieux 3-3-3Sales Program Sales Strategy that focuses on each individual customer’s needs and on training Sales Associates how to examine those needs and then suggest items Designed to increase SPH (Sales per Hour), IPT (Items Per Transaction), and Regular Priced Selling as well as to Decrease Merchandise Returns
    • Cremieux 3-3-3Elements of the Strategy SELECT from 3 TRY 3 SUGGEST 3 For the first phase of training, we will concentrate on Basic Pants Each element will be explained in detail after we view the Cremieux 3-3-3 DVD
    • View DVD“Connect to our GuestCremieux 3-3-3 Style”
    • SELECT from 3 Customer selects from our 3 styles of Basic Pants-Paris, Salon or Bayonne Narrow your focus-Determine your customer’s needs with S-S-C (Style, Size, Color)
    • TRY 3 Send 3 items to the fitting room. In addition to the Basic Pant, select a woven AND a knit (be sure to remove all pins before the customer tries them on) Check back with your customer while he is in the fitting room to determine if alternative styles, sizes or colors are needed Bring additional options for him to try while he is still in the fitting room
    • SUGGEST 3 Increase your IPT (Items Per Transaction) by suggesting: COMPANIONS-related pieces to the customer’s choices (a shirt is a companion to a pant) MULTIPLES-different colors in a style that the customer likes MUST HAVES-a Key Item that is a must have for the season. Must haves should always be discussed before arriving to the wrap stand
    • Cremieux 3-3-3 Your Assistant Director of Retail Development will work on these skills during each visit In between Assistant Director visits, the Men’s ASM should practice these skills with the Cremieux Sales Associates
    • Thank You!!!