tim radley@vm-unleashed-profile-case-studies

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tim radley is the managing director of vm-unleashed.

he has been working with european retailers for over 20 years, in spain, france, italy, germany,
switzerland, scandinavia, portugal, belgium, ireland, poland as well as the uk

tim works across the whole store environment, specialising in commercial space planning,
store layout, visual merchandising, vm training, brand identity, visual communication,
promotional design and store refreshment.

his working methodology is very interactive, collaborating closely with clients teams not only to
deliver project results but also to leave a legacy of understanding and new skills within the team

he has worked with leading retailers such as allsaints, camper, marks & spencer, carrefour,
primark, cortefiel, otto versand, bonprix, sonae, modalfa, koton, boots, sainsbury, gruppo
vestebene, eroski, gruppo coin, bally, adidas, sony, clarks, benetton, orange, imaginarium,
porcelanosa, trucco and ben sherman

tim also speaks regularly at european retail events.

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tim radley@vm-unleashed-profile-case-studies

  1. 1. tim.radley@VM-unleashed!
  2. 2. who we are VM-unleashed is a retail specialist consultancy working with retail companies to integrate the functions of buying, selling and visual merchandising for increased efficiency, sales and profit…and deliver across channels. which product? how much of it? how to segment and group it? how to display and communicate it? how to promote and sell it! ...and how to make it happen in your company?www.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -2- +44 (0)7967 609849
  3. 3. what we do we develop best practice in... which product… buying & merchandising how much product… commercial space planning how to segment product… assortment structure how to display product… store layout & site architecture visual merchandising & display how to sell… retail calendar development events & sales promotions visual communication store and site design & refreshment how to make it happen… benchmarking & analysis vm tools & processes team structures & resourceswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -3- +44 (0)7967 609849
  4. 4. our clientswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -4- +44 (0)7967 609849
  5. 5. tim radley tim radley is the managing director of vm-unleashed. he has been working with european retailers for over 20 years, in spain, france, italy, germany, switzerland, scandinavia, portugal, belgium, ireland, poland as well as the uk tim works across the whole store environment, specialising in commercial space planning, store layout, visual merchandising, vm training, brand identity, visual communication, promotional design and store refreshment. his working methodology is very interactive, collaborating closely with clients teams not only to deliver project results but also to leave a legacy of understanding and new skills within the team he has worked with leading retailers such as allsaints, camper, marks & spencer, carrefour, primark, cortefiel, otto versand, bonprix, sonae, modalfa, koton, boots, sainsbury, gruppo vestebene, eroski, gruppo coin, bally, adidas, sony, clarks, benetton, orange, imaginarium, porcelanosa, trucco and ben sherman tim also speaks regularly at european retail events.www.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -5- +44 (0)7967 609849
  6. 6. what we do – which product… 1. buying & merchandising • Benchmarking and correcting key architectures • Size, colour, price & product category parameters • Identifying/optimising historical best seller category patterns • Balancing image makers, best sellers & basics • Defining product attribute/style enhancements • Matching end-use & fashion positioning to sales/profit • Optimising option width & unit depth • Assortment volumes related to rates of sale Product Theme Category Total Category 1 2 3 * Options Jackets Shirts T-Shirts Knitwear Total Tops Trousers Skirts Total Bottoms Suits Dresses Coats Total * Category colours in line with trends and corewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -6- +44 (0)7967 609849
  7. 7. what we do – how much product… 2. space planning & allocation • maximising sales/profit productivity per sqm • maximising sales of best selling stock • minimising markdowns • space density and store capacities – store grading • “gorging” & “starving” store grades • square metre to linear metre conversion • allocating space according to profit contribution • facilitating effective visual merchandising • stimulating maximum rates of salewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -7- +44 (0)7967 609849
  8. 8. what we do – how to segment product… 3. assortment structure planning • Building the proposition for authority and inspiration • Balancing “product story grouping” • Categories, themes, silhouettes and killer categories • Controlling over-coordination for commerciality • Hero products and price heroes • Planning the flow of goods with rates of sale • Constructing and destructing product storieswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -8- +44 (0)7967 609849
  9. 9. what we do – how to display product… 4. store layout & site architecture • Controlling space blocks and department depth & widths E • Creating sightlines, valleys & cascades D C B A • Space zoning, product grouping and movement F • Power walls, focal points and hot spots • Facilitating the customer journey • Allocating sqm according to sales productivity • Optimising destination departments and impulse product product display principles store location principles Men: number of priority floor fixture co- strategic role type of product story: display principles: wall modules store visibility store location placement: ordination of story ideally: Collection 1 - new 1 theme/category* * 3 table/rack impulse high front Collection 2 - new 2 theme/category* * 3 table/rack impulse high front Denim wall 3 category (co-ordinated)*** repeated/frontal 3 table/rack destination high visible but not front UP 4 theme symmetrical/frontal/lateral 3 table/rack destination medium mid-back Overstock 5 category (co-ordinated)*** repeated/frontal 2+ 2 table/rack destination medium mid-back Basic Accessories 6 categories repeated/frontal 3 ladders/grills destination medium/low mid-back/near cash Collection 1 - refresh 1 7 theme/category (co-ordinated)** * 2 core low flexible Collection 1 - refresh2 8 theme/category (co-ordinated)** * 2 core low flexible Collection 2 - refresh 1 9 theme/category (co-ordinated)** * 2 core low flexible Notes: * in menswear any of these stories * dependant on story being Additional floor could be themes or categories. VM theme or category furniture: team needs to identify the strongest 2 islands story from the product 2 tables ** the refresh is the ideal place to 4 racks use co-ordinated categories with 25 1 circular refresh stock and category product *** coordinating the categories is a possibility to make these categories more fashionable and dynamic Women: Collection 1 - new 1 theme symmetrical/frontal/lateral 3 table/rack impulse high front Collection 2 - new 2 theme symmetrical/frontal/lateral 2+ 2 table/rack impulse high front Denim Wall 3 category** repeated/frontal 3 table/rack impulse high front-mid/visible Collection 1 - refresh 1 4 theme/co-ordinated category* * 2 table/rack core medium mid/back/visible Basic Accessories 5 category repeated/frontal 2 ladders/grills destination medium/low mid-back/near cash* Intimates 6 categories repeated/frontal 1.5 small table/rack destination medium/low mid/back/private Collection 2 - refresh 1 7 theme/co-ordinated category* * 2 core low flexible Collection 2 - refresh 2 8 theme/co-ordinated category* * 2 core low flexible Notes: * the refresh is the ideal place to * dependant on story being Additional floor * fashion accessories co- use co-ordinated categories with theme or category furniture: ordinated with new refresh stock and category product 2 islands collections on hero wall 19.5 ** coordinating the categories is a 2 circulars frames possibility to make denim more fashionable and dynamicwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd -9- +44 (0)7967 609849
  10. 10. what we do – how to display product… 5. visual merchandising product display • presenting product stories with authority • displaying product commercially with optimum option and unit densities • displaying product attractively to generate maximum rates of sales • presenting displays based on actual and planned best sellers, image makers, high & low margin productwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 10 - +44 (0)7967 609849
  11. 11. what we do – how to sell product… 6. retail calendar, events & sales promotion • dynamic strategies for stimulating sales • managing price perception – price & prime promotions • optimising best seller category trends • events for core, occasional & new customers • delivering the dynamic brand personality • coordinating space, time, assortment & messages • promotional layering – windows, walls & focal points • managing department and assortment flex • creating store promotional journey Everyday Promotions Specific design Value Offers for each seasonal promotion Brands Price reduced Could include one or more of Multi-buy Category/brand Monthly Wider-seasonal everyday offer Promotions Promotions Promotions messages, or Caprabo BOGOF everyday value Brand messages Multi-buy Could bring Gift together 2 or Alcosto more monthly brand “when its gone…” Campaigns e.g. Christmas Template 1 Template 2 Template X Template Y Template Zwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 11 - +44 (0)7967 609849
  12. 12. what we do – how to sell product… 7. store experience • creating the “box of customer delights” • integration of buying, selling & VM display • “dynamism with distinction!” • low cost solutions for maximum “Wow!” impact • focusing investment on “dynamic content” • coordinating visual merchandising and visual communication • “simple mechanics! simple processes! smart thinking!” • multi-channel integration • product interaction & customer servicewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 12 - +44 (0)7967 609849
  13. 13. what we do – how to sell product… 8. visual communication & branding • logos and visual identities • sub-brand strategy, positioning and identity • price communication • promotional design and delivery • functional graphics and navigation • emotional graphic & environmental graphics • product & service information – “solution not pollution!” • POS reduction and efficiency • graphic tools: bags, uniforms, packaging, ticketingwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 13 - +44 (0)7967 609849
  14. 14. what we do – how to make it happen… 9. benchmarking & analysis • specify what elements need to be improved or introduced to generate additional sales. • illustrate what are the current strengths and weaknesses of the wider product proposition. • recommend actions to allow the product propositions to achieve their full commercial potential. • output charts to illustrate important conclusions: • competitor and best practice comparisonswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 14 - +44 (0)7967 609849
  15. 15. what we do – how to make it happen… 10. vm culture, team structure & training • instilling a culture of visual merchandising “from boardroom to stockroom!” • improving visual merchandising skills in-store • improving vm awareness throughout the company • using vm glue to improve internal communication • discovering new “heroes” in the business • increasing efficiency in reduced teams • turning “survivors into pioneers”www.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 15 - +44 (0)7967 609849
  16. 16. what we do – how to make it happen… 11. vm guidelines, tools & processes • developing guidelines & manuals • fundamental rules and principles • monthly updates & implementation guides • space plans - “every store is different, but every linear metre is the same!” • setting up teams and chains to work across store groups and clusters • developing store regimes and routineswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 16 - +44 (0)7967 609849
  17. 17. selected case studies
  18. 18. homebase – UK project objective: • to improve the assortment structure in-line with competitor best practice and sales profitability • build strategic category dominance • build competitive price structure • balance own-brand and label assortment • allocate appropriate sqmetres • define ideal display densities and unit depth project scope and deliverables: • competitor benchmarking & recommendations: • assortment structure • price architecture • display densities • commercial space planning • store layout and department locations • delivery of brands and labels • visual merchandising • events and promotions & seasonal dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 18 - +44 (0)7967 609849
  19. 19. atlantic homecare – ireland project objective: • to develop and implement a low-cost store refreshment solution, • focusing on visual communication, and promotional delivery • to communicate added-value, unique assortment and low prices • 4 months from concept to implementation – weekly work programme • implementation by internal team project scope and deliverables: • best practice benchmarking • refresh logo and define rules for colours/fonts/imagery etc. • conceive and develop “great product! great price!” • design graphic templates including all information • visualise store exteriors/facades • define rules for delivery of all graphics • definition of promotional strategy for stores • space planning of promotional/campaigns • rules for promotional delivery • space planning & allocation of test stores • implementation in 3 test stores • subsequent roll-out • brand manuals for communication production • store manuals for maintenancewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 19 - +44 (0)7967 609849
  20. 20. porcelanosa – spain & UK project objective: • to create a new concept for the porcelanosa store environment • space allocation, layout and the customer journey • 3 months concept & development • implemented by internal teams project scope and deliverables: • best practice benchmarking • range segmentation by fashion position & end-use • space allocation for improved productivity • space planning and layout adjacencies • outposting and cross-selling by fashion/style • visual merchandising principles and recommendations • visual communication messages and templates • environmental graphics and area refreshment project benefits: • improvement is cross-selling by style and fashion positioning • higher conversion rate into customerswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 20 - +44 (0)7967 609849
  21. 21. portico – spain & europe project objective: • to use best practice space planning, product blocking and visual merchandising to increase fashion perception and sales productivity • Set-up assortment strategy cross channels • Set-up effective store grading • Set-up VM tools & guidelines project scope and deliverables: • best practice benchmarking • recommendations of display densities • recommendations on % of product folded, hung etc • product blocking with display criteria • store grading and zoning of space • re-planning of existing and new stores • new concept vm for product blocks • new priorities for accessories display and cross- merchandising • improvement of vm manuals and processes • catalyst for improvements in assortment structure plan • new store practices and regimes • selection and training of vm guardians in-storewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 21 - +44 (0)7967 609849
  22. 22. m&s – uk project objective: • to refine the strategy for delivery of seasonal promotions, • in particular the use and implementation of outposting • developing the retail calendar • location strategy for promotions • 2 months strategy & concept • developed and implemented by internal teams project scope and deliverables: • best practice benchmarking • development of product based promotional calendar • defining the customer journey and “points of impact” • defined the use of outposts for seasonal campaigns • visualisation of promotional activity and messages • space planning/flexing and grading of promotions • principles of phasing campaigns over seasonal periods • using outposts to driver customers to destination departments • visual merchandising and product display guidelines • design templates for all visual communication recommendationswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 22 - +44 (0)7967 609849
  23. 23. alessi – uk, italy & germany project objective: • to increase sales across the portfolio of alessi retail stores through modifying the assortment, store layout, display, graphic communication, events and sales promotions and through best seller merchandising • assortment structure planning • store grading & best seller merchandising project scope and deliverables: • best practice benchmarking • rationalisation of store assortment – best seller merchandising • catalyst for store allocation/replenishment processes • development of product based promotional calendar • defining the customer journey and “points of impact” • defined the use of outposts for seasonal campaigns • visualisation of promotional activity and messages • space planning/flexing and grading of promotions • principles of phasing campaigns over seasonal periods • visual merchandising and product display guidelines • design templates for all visual communication recommendationswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 23 - +44 (0)7967 609849
  24. 24. arance – spain project objective: • to develop and implement a new logo and store brand experience, • Develop a new approach to store layout and the customer journey • Ease of shop and which exposed best seller and Image maker products to the customer. • 6 months from concept to implementation – 2 weekly work programme • implementation by internal team and local agencies project scope and deliverables: • best practice benchmarking • new logo and define rules for colours/fonts/imagery etc. • design graphic templates including all information • visualise store exteriors/facades • define rules for delivery of all graphics • definition of promotional strategy for stores • space planning of promotional/campaigns • rules for promotional delivery • space planning & allocation of test stores • implementation in 2 test stores • subsequent roll-outwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 24 - +44 (0)7967 609849
  25. 25. xey – spain project objective: • to develop and implement a new brand identity & concept • Deliver identity across a new store format, catalogues and promotional literature • 5 months from concept to implementation – 2 weekly work programme • implementation by internal team project scope and deliverables: • best practice benchmarking • new logo and define rules for colours/fonts/imagery etc. • design graphic templates including all information • visualise store exteriors/facades delivery of logo • define rules for delivery of all graphics • definition of promotional strategy for stores • space planning of promotional/campaigns • rules for promotional delivery • space planning & allocation of test store • implementation in test store • subsequent roll-out • content and design templates for new product cataloguewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 25 - +44 (0)7967 609849
  26. 26. boots summer travel shop – uk project objective: • to make boots a destination for summer from february to october. • to build on boots authority in health, beauty & travel accessories. • to create a dynamic excitement to the proposition, and integrate new ranges • to create a “physical presence” on the second floor of stores project scope and deliverables: • best practice benchmarking • category management to develop the best possible product proposition • development of product based promotional calendar • visualisation of promotional activity and messages • space planning/flexing and grading of summer area • outposting and customer drivers to the summer area • visual merchandising and product display guidelines • design templates for all visual communication • boots has become a destination for travel accessories AYR • increased traffic and sales in both summer and core productswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 26 - +44 (0)7967 609849
  27. 27. boots christmas shop – uk project objective: • to re-establish boots as a destination for christmas, and for gift • to launch boots as a player in electrical, games, video, books, stationery... • 6 months concept & development • implemented by internal teams and external agencies project scope and deliverables: • best practice benchmarking • category management to develop the best possible product proposition • space concept planning/adjacencies and grading of christmas areas • definition of a ground floor “honey-pot” and 2nd floor “destination” • visualisation of promotional activity and messages • defining of customer journey and information hierarchy • outposting and customer drivers to the christmas shop • visual merchandising and product display guidelines • design templates for all visual communication • overseeing of implementation in top 50 stores • scripting and presenting of “store managers” space planning conference • visual delivery of “3 for2” mix and match promotion • development of bags and display mechanicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 27 - +44 (0)7967 609849
  28. 28. flex – spain project objective: • To develop and design a new range of visual communication to communicate and increase the customer awareness of the specialist range of beds within Noctalia stores, and so to increase sales. project scope and deliverables: • best practice benchmarking • new definitions and rules for colours/fonts/imagery etc. • development of logo in visual communication • design graphic templates including all information for tickets & signage • store colour strategy and environmental graphics • visualise store exteriors/facades delivery of logo • define rules for delivery of all graphics across store formats • space planning of information podiums/stands • segmentation and adjacencies of range – method of communicating range • Development of props for communication • implementation in 3 different format test stores • subsequent roll-out into new storeswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 28 - +44 (0)7967 609849
  29. 29. pier – uk & france project objective: • To develop the brand and the visual identity to communicate more strongly • to the customer the unique range and exciting products within the store. • 1 month design concept • Handed over to internal team project scope and deliverables: • best practice benchmarking • creation of new logo and development of existing one • new definitions and rules for colours/fonts/imagery etc. • development of new ticket hierarchy and information templates • design graphic templates including all information for tickets & signage • define rules for delivery of all graphics across store formats • develop physical signage mechanics for different formats • conception of new promotional messages and delivery • development of window concept & designswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 29 - +44 (0)7967 609849
  30. 30. gasNatural – spain project objective: • To develop and design a new range of visual communication to increase market share of newly expanded range of energy products, particularly electricity. • Tools to be developed included in-store graphics, brochures and promotional material and mechanics. • Grading of solution across different formats of stores. project scope and deliverables: • best practice benchmarking • new definitions and rules for colours/fonts/imagery etc. • design graphic templates including all information for leaflets • visualise store exteriors/facades delivery of logo • define rules for delivery across 3 generations of stores • delivery of graphics in 3rd party hostile environments • definition of promotional strategy for stores • space planning of promotional/campaigns/information podiums/stands • rules for promotional delivery in store from windows to desk • queuing strategy and system for promotional delivery • implementation in 3 different format test stores • subsequent roll-out into new stores and across other mediawww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 30 - +44 (0)7967 609849
  31. 31. sainsbury’s – uk project objective: • to recommend improvements in visual display, visual merchandising, promotional • delivery, seasonal events and the customer journey for new concept stores. • 2 months programme of store visits, internal interviews • and best practice benchmarking. project scope and deliverables: • best practice benchmarking • key recommendations on strategic areas • delicatessen • fresh produce • promotional delivery • healthy eating • seasonal campaigns • health & beauty • insurance & services • assessment of financial benefit and risk • assessment of current resource and investment required • visualisation of recommendation • recommendations on store grading & demographicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 31 - +44 (0)7967 609849
  32. 32. carrefour – spain & france project objective: • a series of workshops to show best practice visual communication, space planning and merchandising to carrefour national vm managers • to improve the level of in-store communication, display and customer journey project scope and deliverables: • best practice benchmarking • workshop presentations with assessment and recommendations • store exterior • store planning and layouts • customer journey • visual communication • visual merchandising • lighting • retail theatre for fresh foods • promotional planning & delivery • pricing • visualisation of recommended graphic templates • recommended store planswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 32 - +44 (0)7967 609849
  33. 33. primark – spain & UK project objective: • to review current store strengths and weaknesses • to feed into development of new visual merchandising function • to feed into new store design process project scope and deliverables: • Benchmarking & recommendations • commercial space planning • store layout • delivery of brands and labels • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 33 - +44 (0)7967 609849
  34. 34. allsaints – UK & US project objective: physical & online stores • to review current strengths and weaknesses • to revise VM function • to feed into new store design process • to develop online channel interfaces project scope and deliverables: • Benchmarking & recommendations • commercial space planning • store layout • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamics • window strategy • online calendar & messageswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 34 - +44 (0)7967 609849
  35. 35. bonprix (otto versand) – germany project objective: • to review current store strengths and weaknesses • to re-build VM processes & resources • To develop new 1000sqm megastore • To refresh 250sqm store design project scope and deliverables: • deliver in both formats: • assortment planning • commercial space planning • store layout • footwear/accessories areas • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 35 - +44 (0)7967 609849
  36. 36. camper – spain & UK project objective: • to review current store strengths and weaknesses • Develop space planning and VM functions • Develop new guidelines and practices for new store interior designers project scope and deliverables: • benchmarking & recommendations • commercial space planning • store layout • delivery of brands and labels • assortment grouping • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 36 - +44 (0)7967 609849
  37. 37. koton – turkey project objective: • to review current store strengths and weaknesses • develop new store concept with rules for space, product allocation and display project scope and deliverables: • benchmarking & recommendations • commercial space planning • store layout • positioning & delivery of brands and labels • assortment grouping • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 37 - +44 (0)7967 609849
  38. 38. springfield – spain & UK project objective: • to review current store delivery • refine store delivery between different countries project scope and deliverables: • develop & deliver training material • commercial space planning • store layout • assortment grouping • product story delivery • visual merchandising • displaying graphics • regimes & rules • VM task schedulingwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 38 - +44 (0)7967 609849
  39. 39. springfield – spain & UK project objective: • To review current VM practices & processes • To develop new VM documents, processes and structures to maximise the role of VM in Springfield • To test the new processes in test stores project scope and deliverables: • develop & deliver VM material • VM bible • VM guideline templates • VM timetables • VM structures & teams • Store regimes & rules • VM task scheduling • VM training modules for VM & stores • Appraisal of space planning processes and practiceswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 39 - +44 (0)7967 609849
  40. 40. cortefiel – spain project objective: • to review current store strengths and weaknesses • to deliver commercial VM processes in existing stores • To deliver commercial VM principles for new design concept project scope and deliverables: • commercial space planning Men: priority number of wall parquesur test stores: number of wall modules: xanadu plazanorte la gavia module variation from more ideal less placement: modules ideally: with intimites • store layout Collection 1 - new Collection 2 - new Denim wall UP Overstock 1 2 3 4 5 3 3 3 3 2+ 2 3 3 3 3 4 3 3 3 3 4 3 3 3 2 4 3 2.5 3 2.5 4 0.5 0.5, 1 Basic Accessories 6 3 5 3 3 3 • product story delivery Collection 1 - refresh 1 Collection 1 - refresh2 Collection 2 - refresh 1 Collection 2-refresh 2 Homewear 7 8 9 2 2 2 2 2 2 1.5 1 2 2 2 1 1.5 1 2 1 2 1 1 0.5 1 1 • visual merchandising Hero modules: 0.6m modules (each 0.5 module) 1.2m modules Total 25 % linear 0.5 1 31 2 1 29 0.5 3 27 22 metres to • new fixture development 51% 55% 56% men priority number of wall Women: more less placement: modules ideally: Collection 1 - new 1 3 3 3 3 Collection 2 - new 2 2+ 2 4 4 2.5 1.5 • events and promotions Denim Wall Collection 1 - refresh 1 Basic Accessories Intimates 3 4 5 6 3 2 2 1.5 3 2 2.5 2 3 2 2.5 2.5 1.5 2.5 0.5 0.5 0.5 Collection 2 - refresh 1 7 2 2 2 2.5 0.5 • Retail calendar development Collection 2 - refresh 2 Hero modules: 0.6m modules (each 0.5 module) 1.2m modules 1.8m modules (each 1.5 module) 8 2 19.5 2 4 1.5 2 5 2 1 Total 26 23.5 0 17.5www.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 40 - +44 (0)7967 609849
  41. 41. kappAhl – sweden, norway, finland project objective: • to re-build VM processes & resources • to deliver VM principles in variety of stores • t refresh stores using only VM project scope and deliverables: • assortment planning • commercial space planning • store layout • product story delivery • visual merchandising • VM mock shop development • VM guidelines production • VM rules & regimeswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 41 - +44 (0)7967 609849
  42. 42. regina – italy project objective: • develop new store concept for 1000sqm variety store project scope and deliverables: • deliver new store concept: • commercial space planning • store layout • positioning & delivery of brands and labels • assortment grouping • product story delivery • visual merchandising • events and promotions • seasonal/fashion dynamicswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 42 - +44 (0)7967 609849
  43. 43. ovs industry – italy project objective: collaboration with oviesse over many years has worked at both the strategic, operational and creative levels, to transform the brand to an aspirational retailer of fashion brands with exceptional value project scope and deliverables: • business and assortment strategy • category management • assortment structure planning • new store concepts • store refreshment programme • development of internal brands/labels • space planning • visual merchandising principles • vm guidelines and tools project benefits: oviesse is now one of the most successful and profitable retailers in italywww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 43 - +44 (0)7967 609849
  44. 44. motivi (gruppo vestebene) - italy project objective: To put in place a VM department, team structures, process and facilities & tools to deliver best practice Visual Merchandising into stores To create materials to communicate the principles of VM To set up a training programme project scope and deliverables: • best practice benchmarking • space planning and allocation principles • store grading and store zoning process • introduction of best seller merchandising principles • introduction of correct option/unit density principles • setting up visual merchandising processes • training of internal visual merchandising team • design templates for vm guidelines & booklets • Production of basics vm manual for all stores • implementation across test stores • roll-out across sweden, finland and norway project benefits: Easy to shop, commercially profitable stores much improved perception of motivi as a fashionable retailerwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 44 - +44 (0)7967 609849
  45. 45. motivi (gruppo vestebene) - italy project objective: to rebrand the retailer and to create an exciting and dynamic store experience, low-cost and easy to roll-out across the chain of 400 stores. 12 months strategy, concept & development implemented by internal teams project scope and deliverables: • best practice benchmarking • space planning and allocation principles • setting up visual merchandising processes • training of internal visual merchandising team • defining the brand position & personality • development of product based promotional calendar • development of appropriate promotional mechanics • visualisation of promotional activity and messages Motivi - Development of new window concept • design templates for all visual communication recommendations Research best practice Priorities for Motivi • strategy & implementation of windows Graphic mechanics Mannequins • development of catalogues and promotional material Decals Calendar integration • implementation of low cost store refreshment • development of new store concept • architecture and design of new website project benefits: significant sales increases much improved perception of motivi as a fashionable retailerwww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 45 - +44 (0)7967 609849
  46. 46. adidas – sweden, germany project objective: to introduce visual merchandising best practice methodologies into both Adidas sports superstores and the new concept adidas originals stores to help launch the first stores in sweden and germany and produce guidelines For the successful roll-out of the concept worldwide project scope and deliverables: • best practice benchmarking • space planning and allocation principles • store grading and store zoning process • introduction of best seller merchandising principles • introduction of correct option/unit density principles • setting up visual merchandising processes • training of internal visual merchandising team • design templates for vm guidelines & booklets • Production of basics vm manual for all stores • implementation across test stores • roll-out across sweden, finland and norway project benefits: Successful launch of adidas originals store concept A modular solution applied effectively across a variety of storeswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 46 - +44 (0)7967 609849
  47. 47. code – portugal project objective: to review the current strategy of the value fashion retailer special area of focus in visual merchandising, brand communication and catalogues and brochures culminating in a new store concept project scope and deliverables: • best practice benchmarking • strategy for assortments and positioning • new principles for space allocation • store grading • visual merchandising principles • vm product densities and techniques • collaboration on new format/design of brochures • new logo and identity • principles for visual communication • promotional strategy and graphic delivery • setting up of vm structure project benefits: good sales performance in current portuguese economic climate increased fashion perception of codewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 47 - +44 (0)7967 609849
  48. 48. coin – italy: space planning project objective: to maximise the sales productivity of the ladieswear department of Coin. To link in a commercial way the assortment structure plan, space allocation, And the zoning and space plan of the stores project scope and deliverables: • best practice benchmarking • market mapping of assortment structure • comparison of colour, size, price architectures • fashion and end-use positioning • space zoning and allocation • Recommendations on assortment planning & flow of goods • Application of correct product density display • Space planning for test stores with new layout • review of vm processes and guidelines • review of brand material – marketing and literature • recommendations on store design and refreshment project benefits: rationalisation of the assortment to best seller focus, competitive fashion, colour and price architecture refinement of space allocation and visual display to the product development changes Identification of additional space with potential for brand development and increased revenuewww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 48 - +44 (0)7967 609849
  49. 49. coin – italy: store branding, events & promotion project objective: To introduce a dynamic excitement into Coin stores to rejuvenate the Coin brand and the create awareness of new product development To refresh the stores with minimum investment but maximum increase in sales project scope and deliverables: • best practice benchmarking • Coin brand positioning • Promotional calendar development • Development of a store promotional journey • Space planning of ground floors and hotspots • Visualisation of the concepts for events • Development of physical promotional mechanics • Development of window concepts and mechanics • Low cost store refreshment • Low cost, low-tax external refreshment and events project benefits: Improved brand perception of coin as a seller of fashionable product Successful repositioning of the brand as younger and more fashionable Retention and attraction of younger, more fashionable brandswww.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.comFacebook/VMunleashed.Ltd - 49 - +44 (0)7967 609849
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