LANCE A. HARDER

lanceharder79@gmail.com
CONTEMPORARY




The primary tool for merchandising outfits on ballet bars and dressing
mannequins was published monthly i...
CONTEMPORARY
                                                                                                 PROTOTYPICAL...
CONTEMPORARY




    Denim is the primary bottom in Contemporary zone, and was presented two ways:
                    • A...
IMPULSE
Tiered Denim Front Line Table                                                                                     ...
JUNIORS
Premium Denim Front Line Table                                                                  Denim T-Stands



...
JUNIORS
Junior Trend Zone   Mannequin Style Guide




                     • Merchandise Bohemian inspired tops within Tre...
SWIMWEAR
           • Place Departmental Tickers on
            departmental walls
            throughout swim department
...
SWIMWEAR
Swimwear Floor Fixtures

                                         • Position each swimwear lifestyle front to bac...
INTIMATE APPAREL




• Create a linear wall formula as shown. Walls can include a combination of face-outs and side hang, ...
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Lance Harder Portfolio

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A brief look at my visual merchandising direction during my tenure as Visual Designer for Macy\'s West

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Lance Harder Portfolio

  1. 1. LANCE A. HARDER lanceharder79@gmail.com
  2. 2. CONTEMPORARY The primary tool for merchandising outfits on ballet bars and dressing mannequins was published monthly in the Macy’s West San Francisco Report. • Merchandise ballet bars with key outfits and layering items. • Place mannequins individually throughout the department, adjacent to ballet bar. • Dress mannequins in the corresponding outfit that is on ballet bar(s).
  3. 3. CONTEMPORARY PROTOTYPICAL FLOORPLAN AND MANNEQUIN PLACEMENT • Grid floor using ballet bars placed in “L” formation, as shown on prototypical floorplan. • To create interest, ballet bars may also be gridded in linear (2-3 racks in line) formation. • Locate tee shirt table in prominent location in Casual Zone. • Place single mannequins with ballet bar “L”s throughout department. • Use mannequin to feature key outfit look from merchandise on adjacent ballet bars, following San Francisco Report direction.
  4. 4. CONTEMPORARY Denim is the primary bottom in Contemporary zone, and was presented two ways: • Add denim bottoms to outfit options on ballet bars throughout department. • Add denim to primary tee shirt table, folded on table to highlight pocket detail.
  5. 5. IMPULSE Tiered Denim Front Line Table Tiered Denim Table ballet bar (backside) Ballet Bar “L” format with small table • Merchandise tiered tables with denim only, using a ½ fold. Stack denim to maximum stack height (twelve high) in vertical columns, within each style and color. • Colorize denim stacks from light to dark, left to right. • Feature back pocket detail, ensuring size strip is visible for ease of customer shopping. • Merchandise hanging fixtures with tops forward, denim on the back, with complete layered look.
  6. 6. JUNIORS Premium Denim Front Line Table Denim T-Stands Denim Wall • Merchandise Classification Trend bottom floor by price point, featuring Skinny silhouettes front and forward. • Lay out denim to feature skinny silhouette. • Maximize table capacity, stacking denim to a maximum of 12 units per stack. • Merchandise Skinny denim by price point on adjacent T-Stands. • Merchandise basic skinny denim on back wall, where possible, creating a front to back Skinny zone.
  7. 7. JUNIORS Junior Trend Zone Mannequin Style Guide • Merchandise Bohemian inspired tops within Trend space. • Selected strong color story or trend idea when choosing items for Trend space. • Merchandise solid tops in coordinating color stories or silhouettes within Trend space to balance presentation. • Layer tops with sublimation screen tees, fringe or crochet vests to complete the bohemian look. • Pair tops with destructed or colored skinny denim or destructed denim. • Style mannequins using newest delivery. Use attached mannequin style guide for inspiration.
  8. 8. SWIMWEAR • Place Departmental Tickers on departmental walls throughout swim department as shown. • Place SWIM, SUN, FUN, and SPLASH dimensional lettering directly onto matching printed words on wallpaper creating dimension throughout the department. • Place decorative suns on wall as shown. Grouping of suns is preferred. Crop suns, as shown, to create visual interest • Use aluminum frames and imagery on walls (as shown) or leaning against columns.
  9. 9. SWIMWEAR Swimwear Floor Fixtures • Position each swimwear lifestyle front to back on floor. Junior Swim should occupy #1 position on floor. • Merchandise floor by vendor, then color story. • Locate paired sets of T-Stands throughout the department. Large volume doors may strategically place triple T-Stand groups, where possible, for intensification. • Merchandise fixtures vertically, from small silhouette to large, with tops over bottoms. • Add gravity arms for maximum capacity. Contemporary “Trend” Zone • Create a “Trend” Presentation at the lead of the Contemporary zone using mannequin statement, floor fixtures, trapeze bars and pylon. • Merchandise “Trend” swimwear within zone. • Alternate between printed and solid swimwear for a balanced merchandise presentation. • Style mannequins in “Trend” swimwear.
  10. 10. INTIMATE APPAREL • Create a linear wall formula as shown. Walls can include a combination of face-outs and side hang, with the majority of the wall faced out. Maximum wall height should not exceed 83” as shown. • Merchandise wall with one vertical row of camis followed by one vertical row of pants. Continue to alternate across the wall. Separate pattern and solids, creating vertical stripes of color. • Pant rows should coordinate with the camis to the left in color or pattern to create “sets”, as shown. • Size each face-out, small to large, front to back.

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