Page 105 - AE Spotlight Sept2017

MANNEQUINS have necklaces, if it fits the look.
No mannequin should be dressed in merchandise that hasn’t been steamed. Want to become an expert? Ask your VM for a quick tutorial!

WHAT YOU A professional stylist sets the tone for our mannequins from head to toe. Follow JEWELRY TABLES AND TRAYS IN THE INTIMATES DEPARTMENT
the extra details we give for mannequins – example: jacket off the shoulders.
NEED TO KNOW IMPORTANT: should you have extra mannequins, follow Lookbook to ensure The idea is to create a candy bar feeling! Give jewellery double exposure to
we are always maintaining our fashion leader presence in the market. make it highly shop-able.
To do so, use trays to merchandise a full selection, and add a full size run as

NAVIGATION a double exposure.
This is such an essential piece of our story. Navigation allows your customer to EXAMPLE: Tray of a selection of cotton panties, with a full size run on your
understand why this certain pant is a key piece for her wardrobe or it explains to Intimates Table Statement as a double exposure.
her the value she is getting by buying more than one or even that she is getting a
two for one (the reversible shirts). HOW TO EFFICIENTLY PLAN YOUR HOURS TO DO YOUR MONTHLY
VISUAL SET UP
Navigation guides her as to how to easily shop our different silhouettes,
leg shapes etc… Sportswear: typically allow the 3 first days of the week (Mon, Tues, Wed)
from 8-11 am or 9-12, with 2 people to set up.

SPACE ALLOCATION / BE A MERCHANT Non-sportswear: Assign Thursday from 8-11 or 9-12, with 2 people to set up.
EXAMPLE: Work with your VM if you feel a certain department is taking too much or not Changes in Fixture / Table Positioning: plan it at night on Sun for
1. Start in Michel Studio BWW: empty wall of old merchandise. Add new merchandise as per Spotlight. Layer the face-outs. enough space. 2 hours MAX.
Add in previous merchandise that fits, if need be (4-section wall in Spotlight, but you have a 6 section wall).
2. a) When this is complete, move to Wall 1, continue with Wall 2, Wall 3, and repeat above steps. IMPORTANT: each department must have a good ROI. If after 10 days a OPS - BE EFFICIENT
b) Then work on racks in front of wall (each rack must tell a story and customer should be able to build an face-out has not sold down, it is time to rework the wall. The same applies Give your team a timeline for completing a shop.
outfit). Exception would be a commodity rack – reversible tops. Always layer face-outs on racks and then move to for lifestyle tables. Discuss with VM, HOWEVER do not wait for them either –
tables in this section. apply merchant mindset and make smart business decisions. Same for when When the setup is for the entire store, start with the front as it is the most
3. Implement navigation – remember marketing, like mannequins, are our silent sellers! Dress mannequins according to face-outs are low: time to rework! visible zone.
Spotlight. Should you only have 3 mannequins where Spotlight calls for 5, follow mannequins 1, 2, 3 in Spotlight. Always make sure your wall sections, floor fixtures, face-outs, “U” bars are SHOP- Replenishment should be done prior to setup.
4. Update lighting according to the floor changes. ABLE for our customers. We want it to be easy for her to find her size! Complete entire shop before moving to next (sizing, standards, marketing,
STORE SETUP

Sign Spotlight page to confirm the setup was done. LAYERING – what is enough and what is too much? replenishment, mannequins).
Once setup is complete, walk your store with your visual checklist and act
Move on to the next Zone/shop, repeating steps 1-4.
as if you are the customer. Your setup should make you say: Wow!
It is important to showcase our jewelry, belts and accessories, but there is a thin line
Follow the same 4 steps for FFZ, Middle zone & Intimates, Nola, Cactus, Jewelry, Footwear, Legging, Shape Wear & accessories. between overdoing it and merchandising these categories giving a double exposure.
*** Use slow time in store to ensure all sections are sized and replenished.*** ALL face-outs in walls and on racks should have a layering piece. SOME should

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