Presentation Directive With Technique Training


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Presentation Directive With Technique Training

  1. 1. Daniel CremieuxGuide to Merchandising
  2. 2. Daniel Cremieux Collection Guide to Merchandising Conveyor Belt Zoning is used in Daniel Cremieux Shops Based on the premise that the newest collection must always be placed at the premiere, most focal area of the shop while older collections shift towards the opposite, less focal end.The conveyor belt always begins on one side of the shop and moves to the other end. Zonesare front to back, including walls.Determine the premiere side of shop by adjacencies (Polo) and the flow of foot traffic (doors,mall entrances, escalators). Your ADRD has significant experience in determining shop flow,enlist their help if needed to determine the beginning of your conveyor belt. Note that adjacen-cies and traffic flows change over time - what once was your best side now may be the worst,take some time today to evaluate the shop’s current conveyor belt.Each month will bring a new collection. As each collection arrives, the older collections moveover one zone. At the end of the season, the first collection will be in the least focal area of the shop.As markdowns generate, conveyor belt zoning de emphasizes markdowns and highlights thefreshest merchandise.
  3. 3. Daniel Cremieux Guide to MerchandisingThree categories of merchandise are housed inthe Daniel Cremieux Shop - Collection, Classicsand Signature Collection / Silver Label.Regardless of category, the product presentationtechniques are the same for all Daniel Cremieuxmen’s apparel. This guide begins with productpresentation techniques and then goes on to detailcollection and classics merchandising. A separateguide is being developed for Signature Collection /Silver Label. Until it is received, merchandiseSignature with the collection merchandising guide-lines.
  4. 4. Daniel Cremieux Product Presentation Techniques “the design is in the details” … Daniel CremieuxKeep in mind that Daniel Cremieux merchandising must highlight the details that Daniel Cremieux is famous for adding to all of his products - these include collar treatments, contrasting waistband and cuff fabrics, sleeve details and mixed patterns. To properly merchandise a Daniel Cremieux shop, whether merchan- dising Collection or Classics, be very familiar with the details of each garment. When something comes in,unfold it completely! Look at it from the front, the back and then turn it inside out. Knowing the design de- tails of each item, it is simple to determine the appropriate product presentation technique needed. The following outlines the most often used techniques.
  5. 5. Daniel Cremieux Product Presentation Techniques Highlighting details FLIP it up when you have a collar detail underneath. Stacks with contrasting or novelty collars can be turned the opposite direction .of the other stacks to call out the detail. Alternate heel / toe when you have a collar detailCollars that is visible on top. A single contrasting or novelty collar can be turned out on the bottom shirt only in a stack.
  6. 6. Daniel CremieuxProduct Presentation Technique Highlighting Details Sweaters and long sleeve knits that have stripes on the tail or arms have to be merchandised open folded to show all of the detail. The top sweater pictured would appear to be solid Shirts that have tipping on the cuffs should be shown with the sleeve folded out front. If the shirt also has collar tipping, utilize one of the collar ideas listed earlier.
  7. 7. Daniel Cremieux Product Presentation Technique Highlighting Details Hang the sleeve out the back to show it is long sleeved! The top shirt of the stack is reversed and the sleeve extended out of the back down the balance of the stack. This is particularly helpful at the start of fall when you will likely have both short and long sleeved knits in the shop.Half fold a shirt with pocket logo to emphasize the logo. Show your Salon pant has cuffs by hanging bottom pair of cuffs out of each stack. Great for tables, walls and pant fixtures.
  8. 8. Daniel CremieuxGuide to Collection Merchandising All Collection tables must have the following elements: Woven Shirts Knit Shirts Sweaters / Sweater Vests* Pants or Shorts Outerwear * Hats 22 x 28 Collection Theme Sign 2 Bust Forms Centerpiece Stack *Pending availability
  9. 9. Daniel Cremieux Guide to Collection MerchandisingThe collection table blueprint provides a placement guide for tops (knits, wovens, sweaters)and bottoms (pants and shorts). It also provides placement direction for the visual elementswhich are: 2 bust forms, the 22 x 28 theme image sign, and the centerpiece.For merchandise placement, use the blueprint as an inspirational tool, not as an absoluterule. Tops should be primarily on the upper table and bottoms usually on the lower table.Visual elements must remain grouped in the same manner, but forms can be on either sideof the table and the centerpiece can shift as needed, while remaining focal.T Stands should feature outerwear or hanging styles that are published with each collec-tion’s merchandising guidelines. These guidelines are sent when the collection begins to ar-rive in stores by the ADRD. These guidelines provide direction for the DC 7 item table, stylesto hang, as well as what styles should be rigged on the bust forms.
  10. 10. Daniel Cremieux Collection Table BlueprintT Stand forOuterwear SHIRT SHIRT SHIRT SHIRT 22 x 28 Bust Bust or or Sign Form Form Sweater Sweater 1/2 fold SHIRT Hat SHIRT SHIRT SHIRT SHIRT Center- SHIRT SHIRT or or piece Sweater Sweater Hat 1/2 Fold Pant SHIRT 1/2 Fold Pant Standing Form OR Sweater Arrows indicate angle of merchandise
  11. 11. Daniel CremieuxGuide to Collection Merchandising Nesting tables are the best fixtures for highlighting a collection. Sometimes there are more collections than tables in a shop. A DC 5 4 tier folding fixture can be used as a collection fixture. When using a DC 5 for a col- lection, do not add bust forms, the 22 x 28 sign, or a centerpiece.
  12. 12. Daniel Cremieux Guide to Collection Merchandising The centerpiece...Alternating ShirtsCreate an alternating stack centerpiece by getting two different shirts thatcompliment or contrast well.The first stack is the standard centerpiece with the bottom shirt at a right, or 90degree angle and the next shirt at a 45 degree angle alternating to the top ofstack.The middle stack shows a knit as a layering companion to the woven. The shirtsare stacked like a capital letter “L”.The final stack is the combination of a solid woven and striped knit stacked di-rectly on top of each other.
  13. 13. Daniel CremieuxGuide to Collection Merchandising The centerpiece...Belted StackCreate a belted stack using 4 to 7 tops from the collection. Fold each sothey are the same width. Buckle, then place the Cremieux belt aroundthe stack. Roll and secure the excess strap with a rubber band and coverwith a hat. If not using a hat, hide rolled excess behind the stack.
  14. 14. Daniel Cremieux Guide to Classics MerchandisingClassics are alwaysmerchandised Solid classics should betogether in an item placed on the fixture withstatement. contrast as the priority. The best way to createUtilize special folds to contrast is to place lightillustrate details of colors next to dark colors.classics. If there is more than one stack of a color, create two equal stacks each containing full size runs and merchandise the stacks independently (not to- gether).
  15. 15. Daniel Cremieux Guide to Classics Merchandising The Salon pant can have the last cuff out on each stack to tell the customer it is a cuffed pant.Classic chino pants are merchan-dised first by fit - Paris, Salon orBayonne, then hashed by sizewithin each fit. Definitive pants are merchandised byThe stack progression goes from color because there is no size stickertop to bottom, left to right. which is imperative for maintenance Example: when hashing. 32 38 33 40 34 42 36
  16. 16. Daniel Cremieux Guide to Classics Merchandising Alternating two colors of the same item in a row will add more interest than two separate blocks of color side by side.Flip jacket collars upwhen a different patternis used on the back of the If hanging classic wovens, roll thecollar. sleeves twice to add character.
  17. 17. Daniel Cremieux Guide to Merchandising Conveyor Belt Zoning - MarkdownsAs a collection ages, it is shifted towards the less focal side of the shop. This is the correct place-ment for markdown merchandising. Markdown zones run in the interior area of your shops -avoid sale on both the aisles and in the walls. If you do not have enough regular price to havea complete aisle presentation at regular price, only put 25% on the aisle.25% Off - The collection remains merchandised on the table just as it was at regular price. Theonly difference - a Daniel Cremieux Spring or Fall 25% off sign.50% Off - The collection remains merchandised on the table just as it was at regular and 25% offuntil integrity/cohesiveness is lost (difficult to pull outfits together) OR the table needs to be usedfor a new collection.Once integrity is lost or sale needs to be moved for new receipts, CLASSIFY like items together,hang or fold within the sale zone of the shop. Additional chrome 4 ways and rounders can beadded to the shop to accommodate this sale merchandise.75% Off - ALL merchandise at this point MUST be hung on plastic hangers, classified and sizedwith size markers on rounders.
  18. 18. Daniel CremieuxApproved Markdown Signage Daniel Cremieux Markdown Collateral April - September October- March 5x7 5x7 8.5 x 11 8.5 x 11
  19. 19. Daniel CremieuxApproved Promotional Signage Daniel Cremieux Promotional Collateral All Except Nov/Dec Nov / Dec 5x7 5x7 8.5 x 11 8.5 x 11