Slide 39 "Red" now known as "Live" was created by Franklyn Azzi Slide 51 Citadium Puma space was created by French Puma PRS Team Slide 55 El Corte Ingles Motorsport Space was designed by architects Plajer Frantz

1. EXAMPLES OF MY WORK

2. LACOSTELACOSTE

3. VISUAL MERCHANDISING

4. Visual MerchandisingVisual Merchandising
 Creation of Green Book of Merchandising. (Old storeCreation of Green Book of Merchandising. (Old store
concept)concept)
 Creation of White Book of Merchandising. (New storeCreation of White Book of Merchandising. (New store
concept)concept)
 Seasonal VM Guidelines.Seasonal VM Guidelines.
 Red VM Guidelines.Red VM Guidelines.
 Creation of store window campaignsCreation of store window campaigns
 Creation & execution of VM trainingsCreation & execution of VM trainings

5. Green Book of MerchandisingGreen Book of Merchandising

6. White Book of MerchandisingWhite Book of Merchandising

7. Seasonal Merchandising guideSeasonal Merchandising guide

8. Seasonal Merchandising Guide

9. Red Merchandising Guide

10. Window image for LacosteWindow image for Lacoste
ValentineValentine’s Day’s Day

11. 10/2002-
05/2005
22 Mkts
800
people

12. Training PragueTraining Prague

13. Training ChinaTraining China

14. Training the Trainer
• In order to increase « reach » I developed (with an external agency) a « training
the trainer » module.
• Nov 2005 trained 10 markets in Paris (UK, Ireland, Turkey, Denmark/Sweden,
Greece, Morocco, Portugal, Netherlands, Spain & Italy).
• Resulting from this session; 43 trainings underway & scheduled and at least 185
participants reached.
• May 2006 trained 14 markets in Bangkok & futher 9 Markets in Mexico City.

15. Training the Trainer BangkokTraining the Trainer Bangkok

16. Training the Trainer Mexico CityTraining the Trainer Mexico City

17. Local Training London further to Training theLocal Training London further to Training the
TrainerTrainer

18. Local Trainings Florence & Rome further toLocal Trainings Florence & Rome further to
Training the TrainerTraining the Trainer

19. « Our shops resemble well organised stock rooms »
Bernard Lacoste Nov 2000

20. Store ConceptStore Concept
 Organised competition of architects bidding for New Concept contractOrganised competition of architects bidding for New Concept contract
 Responsible for retail initiation of winning architect (Designer ChristopheResponsible for retail initiation of winning architect (Designer Christophe
Pillet & Architect Patrick Rubin Canal)Pillet & Architect Patrick Rubin Canal)
 Responsible for adaptation of new Lacoste logo (agency Seenk) into facadeResponsible for adaptation of new Lacoste logo (agency Seenk) into facade
signage. Canal version deemed visually unsatisfactory.signage. Canal version deemed visually unsatisfactory.
 Development of free standing furniture with PilletDevelopment of free standing furniture with Pillet
 Partnered with KMF Media6 furniture producers; achieved 50% cost &Partnered with KMF Media6 furniture producers; achieved 50% cost &
timeline reduction of concept.timeline reduction of concept.
 Developed « take downDeveloped « take down’s » of concept; Access, Access Soft’s » of concept; Access, Access Soft
 Responsible for education of local architects & furniture suppliers.Responsible for education of local architects & furniture suppliers.
 Responsible for approbation of local furniture suppliersResponsible for approbation of local furniture suppliers
 Responsible for validation of all architectural plans for all stores & cornersResponsible for validation of all architectural plans for all stores & corners
global.global.
 Responsible for architectural input (examples; ceiling Salzburg, introductionResponsible for architectural input (examples; ceiling Salzburg, introduction
of Visplay into concept,sourcing)of Visplay into concept,sourcing)
 Development of « Red » furniture with Franklin AzziDevelopment of « Red » furniture with Franklin Azzi

21. Shop Concept From:Shop Concept From:

22. ………………....To:To:

23. New Facade signageNew Facade signage

24. Shop fit system From:Shop fit system From:
€2000 per linear M……

25. ………………....To:To:
….€850 per linear M

26. Introduction of Visplay “Stripes”Introduction of Visplay “Stripes”

27. Salzburg; before & after.Salzburg; before & after.

28. Examples of Lacoste store realizations

29. Vienna beforeVienna before

30. And afterAnd after

31. Berlin Kudamm beforeBerlin Kudamm before

32. And afterAnd after

33. Cologne beforeCologne before

34. And afterAnd after

35. Madrid duringMadrid during

36. And afterAnd after

37. Marrakech beforeMarrakech before

38. And afterAnd after

39. Lacoste « Red » Furniture

40. Architectural Workshop

41. Architectural workshop Vienna NovemberArchitectural workshop Vienna November
20072007
ParticipantsParticipants
 Nine countries were present; Turkey, Greece, Spain, Switzerland, China, Canada, France, England & Germany.Nine countries were present; Turkey, Greece, Spain, Switzerland, China, Canada, France, England & Germany.
Germany covers also Austria.Germany covers also Austria.
Greece covers Cyprus, Bulgaria, Hungary, Poland, Rep of Czech Republic, Macedonia,Greece covers Cyprus, Bulgaria, Hungary, Poland, Rep of Czech Republic, Macedonia,
Malta.Rumania, SlovakiaMalta.Rumania, Slovakia
Objectives:Objectives:
 To get all markets onto the same page (en phase) concerning qualitative level required by Devanlay for LacosteTo get all markets onto the same page (en phase) concerning qualitative level required by Devanlay for Lacoste
POS.POS.
 To highlight & solve as many problems encountered as possible. This to be achieved through exchange.To highlight & solve as many problems encountered as possible. This to be achieved through exchange.
 To identify previous mistakes in the concept. This to help us develop the next step of concept (free standing)To identify previous mistakes in the concept. This to help us develop the next step of concept (free standing)
 To ensure that participants leave feeling they are part of a worldwide team.To ensure that participants leave feeling they are part of a worldwide team.
Subjects to be treated:Subjects to be treated:
 (Prior to the meeting each country will have been asked to provide M² cost sheet completed)(Prior to the meeting each country will have been asked to provide M² cost sheet completed)
 Store review-Photo review of all recent openings highlighting good & bad points.Store review-Photo review of all recent openings highlighting good & bad points.
 Presentation by each market of their recent openings explaining difficulties faced & solutions found.Presentation by each market of their recent openings explaining difficulties faced & solutions found.
 Presentation by each of the markets explaining what works & what doesn’t concerning the concept, the furniturePresentation by each of the markets explaining what works & what doesn’t concerning the concept, the furniture
and the communication (role of Intl Retail Development) what’s missing.and the communication (role of Intl Retail Development) what’s missing.
 New developments-Present and explain in detail new additions to the conceptNew developments-Present and explain in detail new additions to the concept
 Maintenance how do they treat this issue in their marketsMaintenance how do they treat this issue in their markets

42. Architectural workshop Vienna NovemberArchitectural workshop Vienna November
20072007

43. Design of new shopping bagsDesign of new shopping bags

44. PUMAPUMA

45. VM & Marketing storiesVM & Marketing stories
Kaufhof Berlin BeforeKaufhof Berlin Before …….& after.& after

46. Kaufhof Berlin beforeKaufhof Berlin before …….& after.& after

47. Munich airport beforeMunich airport before …… afterafter

48. Citadium 215 M2 with 6 differentCitadium 215 M2 with 6 different
collectionscollections
Ctadium Paris beforeCtadium Paris before Citadium Paris beforeCitadium Paris before

49. Improve the visualImprove the visual
merchandisingmerchandising

51. Citadium Paris 100 M2 with 2Citadium Paris 100 M2 with 2
collectionscollections
Citadium Paris afterCitadium Paris after Citadium Paris afterCitadium Paris after

52. El Corte Ingles (with everything)El Corte Ingles (with everything)

53. Inspiration for Motor SportInspiration for Motor Sport
ConceptConcept

54. Motorsport in productionMotorsport in production

55. El Corte Ingles (after development ofEl Corte Ingles (after development of
separate Motor Sport space)separate Motor Sport space)