merchandising guidelines

Transcription

1 merchandising guidelines

2 table of contents section 1: must-know how-to s 1.1 and 1.2 recovery 1.7 price tagging/stickering 1.3 hanging pants 1.8 size rings 1.4 hanging tops 1.9 stockroom merchandising 1.5 understanding sizing 1.10 signing floor fixtures 1.6 floor fixture capacity section 2: first impressions are lasting impressions! 2.1 windows 2.2 front of the store 2.3 window grids 2.4 cash wrap section 3: scrubs walls 3.1 scrub wall sizing steps 3.2 scrub wall sizing example 3.3 scrub wall face-outs and details section 4: floor fixtures 4.1 floor fixture sizing and display steps 4.2 H-racks 4.3 four-ways and T-stands 4.4 pipe racks 4.5 cube units section 5: special fixtures 5.1 clearance, just arrived and broken prints 5.2 lab coats section 6: shoes 6.1 shoe wall section 7: accessories 7.1 and 7.2 accessory wall 7.3 accessory fixture section 8: notes

3 merchandising guidelines section 1: must-know how-to s

4 recover! recover! recover! a. Definition of recovery: Keeping the store neat and looking good throughout the day so it is easy and comfortable for our guests to shop. b. Recovery occurs closing to open. The closing shift recovers the store entirely before leaving for the day. It should be 100% recovered when the opening shift arrives in the morning. c. Recovery includes sizing merchandise, fanning sleeves and straightening fixtures, tucking pant tags, straightening shoe and accessory departments, dusting, cleaning mirrors and windows, vacuuming, removing trash and more. 1 of 2 1.1

5 recover! recover! recover! d. Fanning is a major part of recovery: 1. Begin at the end of a hanging top size run and lay the exposed sleeve back to the right neatly so the entire sleeve is visible and straight. 2. Move left into smaller sizes, laying the next top s sleeve over the sleeve you just fanned. 3. Continue through the size run so that all sleeves on a fixture are fanned back to the right. See image on the left for an example. e. Sizing is a major part of recovery: 1. Sizing is the practice of placing and keeping merchandise in a particular size and style order. 2. The way fixtures are sized depends on the fixture type, which is explained in further detail in this section and sections to follow. 2 of 2 1.2

6 hanging pants Do not mix long neck short neck a. Pants that exceed the hanger width should be folded to a smaller width as shown in images 1b and 1c. 1. Clip the pants all the way at the end on the right side. 2. Fold in any excess pant and clip over all four folds. See 2a. b. Two hanger types: long and short neck 1. If both hanger styles are present, do not mix on the same fixture. Use long neck hangers towards the front of the store on floor fixtures and short neck hangers towards the back of the store or on the walls near the rear of the store. c. Tie drawstrings on pants. d. Pant tags: Tuck the tag under the hanger clip as shown in image 1c. FITS hanger width NO NEED TO FOLD Clip hanger over all four folds. 1a 2 a (fig. b) 1b 1c 1.3

7 hanging tops a. If hangers do not come with foam attached, add foam to hanger shoulders to prevent tops from slipping off or to one side of a hanger. b. For ease of shopping, vendor tags should be in full view for the customer. Do not tuck vendor tags in arm holes or waist lines. 1. Vendor tags display size. 2. Vendor tags display price. c. If merchandise arrives with tag in the neck, reattach under left sleeve. 1.4

8 understanding sizing a. Definition of sizing: To place and keep merchandise on a fixture, in a particular size and style order, so customers and store personnel can quickly find the size and style needed, and the store fixture maintains a neat appearance. b. When placing scrubs on a fixture, always begin with the smallest size on the far left, with scrub top and pant fronts facing left. c. Sizing tops: Create a size run beginning with XS on the left and moving right to the largest size available. d. Sizing pants: Pants are sized not only by actual size, but by length as well. Create a size run beginning with Petite XS, XS and Tall XS on the left, then Petite Small, Small and Tall Small, then Petite Medium, Medium and Tall Medium, and so on, moving right to the largest size available. To indicate Petite and Tall sizes to customers, add the hanger toppers (donuts) to the neck of the hanger. e. All sizes are represented on the floor. Duplicate sizes that will not fit on the floor are back stocked in the stockroom and sizes are filled to the floor daily. f. Four types of sizing: 1. Walls 2. Floor fixtures including four-ways, towers, H-racks, pipe racks, cube units, T-stands, and rounders. 3. Clearance, lab coats, value prints and new arrivals. 4. Accessory and shoe walls g. Color blocking: Group merchandise based on its color. When placing blocks of color in a row, consideration should be given to which colors are complimentary. For example, Wine next to Caribbean is bright and contrasting, while Navy next to Royal may clash. 1.5

9 floor fixture capacity a. Capacity refers to the number of garments a fixture is capable of holding neatly. 1. T-stand = Four-ways = 25 on each arm, for a total of rounders = rounders = Scrub bins = H-racks: all hung = 190/ combination hanging and folding = Pipe racks =

10 price tagging/stickering a. Add the white price sticker using your Monarch gun and white sticker tape. Do not cover the vendor barcode or any other important information. See images 1a and 1b to right. b. Place the sticker straight, neatly and consistently from garment to garment. c. If there is not a tag attached, use a blank Life Uniform tag and hand write the required information. Use a price gun to add the price to the tag. See image 1b to right. 1b 1a Do not cover up vendor barcode. 1.7

11 size rings a. Size rings are used on basic scrub walls, clearance, lab coat and print rounders, and pipe rack fixtures between sizes. b. Do not use broken or handwritten size rings. c. Size rings go in front of the size they are representing, so that an XS size ring starts the fixture, and XS merchandise follows the size ring. Do not use hand-written size rings or broken size ring Correct 1.8

12 stockroom merchandising a. The stockroom is kept organized because time spent in the stockroom is time that could be spent with guests on the sales floor, so taking a few minutes up front to organize correctly will create efficiency in the stockroom. b. Scrubs and shoes are organized by brand, style, color and size, exactly as they would be on a fixture or wall. c. Accessories are organized by style. d. Determine a fill schedule so stock is filled to the floor on a regular basis. e. Special orders and monogramming are organized alphabetically. f. Determine a designated location for customer holds that is checked for dates and restocked daily using the 48 hour rule. g. Damages and defects are in a designated area and processed monthly. h. All signage, hardware and supplies are in a designated area, neatly organized and in protective packaging. 1.9

13 signing floor fixtures a. Basic types of sign holders x 14 two-sided plexi-glass sign holders typically used on rounders x 7 two-sided plexi-glass sign holders used on 4-ways and H-racks x 7 two-sided plexi-glass sign holders used on pipe racks. 1 of

14 signing floor fixtures b. All sign holders face the front of the store. c. Use monthly pink/yellow sheets to determine promotional signage to use. d. Use vendor signs that represent the merchandise on the fixture being signed. e. Toppers should be used with signs wherever possible. There are 3 colors of toppers: Green is new Orange is sale Red is clearance 2 of

15 merchandising guidelines section 2: first impressions are lasting impressions!

16 windows grids a. Create window display using the monthly floor layout direction sent by home office. b. Steam all garments placed in windows. c. Tuck all tags on garments so tags are not visible. d. As the display sells down, replace the displays with different styles until the next monthly floor layout is issued. f. When replacing the displays, tell a color story. The outfits should coordinate. signage a. Display the current window banners. b. Display the store hours sign. c. Display the website window cling. e. Display the men s selection window cling (where applicable) maintenance a. Keep the windows and doors free of smudges and handprints. b. Wipe down all window ledges. c. Ensure all clings are straight and have no air bubbles. first impressions are lasting impressions! 2.1

17 front of the store fixtures and walls a. New fashion scrubs are housed towards the front of the store as directed in the monthly floor layout direction. b. Walls are recovered throughout the day and floor fixtures are straightened. first impressions are lasting impressions! 2.2

18 window grids a. Merchandise displayed in the storefront window can be faced out on the backside of the window grid using top faceouts and bottom faceouts for scapacity needs in small square footage stores. b. Capacity for window grids is less than a regular faceout. For safety reasons, be sure not to overload the fixture. first impressions are lasting impressions! 2.3

19 cash wrap a. Less is more! Keep the counters free of clutter. Binders and paperwork are stored and filed. b. The gift card holder and business card holder can be placed on the counter. c. Small accessories such as pens or Scrub-A-Dub can be merchandised at the cash wrap. All other accessories are merchandised on the accessory wall or accessory fixture. d. Dust and wipe down the entire cash wrap as part of daily recovery. first impressions are lasting impressions! 2.4

20 merchandising guidelines section 3: scrub walls

21 scrub wall sizing steps a. Walls typically house multiple styles; WorkWear 4777, 4700 and Life Essentials 8110, 8963 for example. b. Walls are first sized by garment type, secondly by color, thirdly by size, and by style fourth, with the style numbers running from lowest to highest, left to right. c. wall sizing steps: See page 3.2 for an example of wall sizing. 1. garment type: Hang all tops and jackets on the top hang rails and all pants on the bottom hang rails. Jackets hang behind scrub tops. 2. color block: All Wine tops from all styles on the wall would hang together in a section above all wine pants from all styles that are hanging together, all Royal from all styles would hang above and below each other, and so on. 3. size: all extra small from all styles in a color block hang together, then all small from all styles in a color block hang together, and so on. 4. Pants are then sized by size and length as stated in Section style: Color blocked groups of a particular size are then sorted again, by style from lowest to highest style number. Example: Wine XS 4777 tops are in front of the Wine XS 8110 tops, or all the Navy Medium 4101 pants are in front of all the Navy Medium 8962 pants because 4777 is a lower top style number than 8110, and 4101 is a lower pant style number than d. sizers: Use sizers between top, jacket and pant sizes as stated in Section 1. e. prints: Prints may be added to walls for interest. 3.1

22 scrub wall sizing example Tops: White XS 4777 Pants: White Petite Medium 4001 White XS 8110 White Medium 4001 White XS 8219 White Tall Medium 4001 White Small 4777 White Petite Medium 8962 White Small 8110 White Medium 8962 White Small 8219 White Tall Medium 8962 Jackets sized behind tops 3.2

23 scrub wall face-outs and details a. Face outs are added to feature merchandise. 1. If only one face-out is present, feature a single print. 2. If two face-outs are present, feature a single print and a solid. b. Change the face-out as the print sells down to make a full display. c. Walls are recovered throughout the day. d. Size rings are placed between each size of top and pant. Follow size ring guidelines as discussed in section 1.8. Two face-outs feature a print and a solid. 3.3

24 merchandising guidelines section 4: floor fixtures

25 floor fixture sizing and display steps for four-ways, H-racks, pipe racks and cube units a. Floor fixtures are sized by brand first, secondly by color and style, and thirdly by size. b. Floor fixture sizing steps: 1. When possible, a floor fixture would house only a single brand and possibly more than one style within that brand. Avoid dividing the same brand or style among many different fixtures. 2. Complete a size run within a single style; do not mix styles. If there is more than one style of top from the same vendor on the same fixture, use a print top or pair of pants to separate the top styles. The same is true for pants. 3. Pant style groups should be sized as stated in section Coordinating jackets go behind coordinating print or solid tops, and coordinating pants go behind coordinating jackets. 5. Color block top, jacket and pant styles so that three hang together; a wine top style group followed by a wine jacket style group, followed by wine pant style group for example. 4.1

26 H-racks a. H-racks are 4 sided fixtures that can house hanging fashion merchandise. b. If H-racks are housing basic merchandise, the product should be color blocked. c. H-racks have an attachable sign holder. 4.2

27 four-ways & T- stands a. Four-ways T-stands are used to present new and fashion forward groups and are typically placed in the front of the store. b. Hang a single vendor/brand, in one color of top and coordinating pant per arm on four-ways and T-stands, mixing in coordinated prints when appropriate. c. More than one style top, pant, etc. may be housed on a side or single arm, but color blocking should be applied, and various top styles for example should be separated by a print top or pants. d. Four-ways and T-stands have an attachable sign holder. e. All four-ways in a store are aligned with each other and face in the same direction. f. Tops and pants are sized as stated in Section 1 and recovered throughout the day. 4.3

28 pipe racks a. Pipe racks are used in larger square footage stores. b. Pipe racks can be merchandised in 2 ways Fashion or Basics. 1. When merchandising fashion lines on the pipe racks, do not mix the styles. Instead, separate the color blocked top styles with coordinating pant styles. Do not use size rings on fashion pipe racks. 2. When merchandising basics on pipe racks, separate tops by size and style number using size rings. At the end of the tops merchandise pants by size and style number using size rings. c. Pipe racks have an attachable sign holder. d. Tops and pants are sized as stated in Section 1 and recovered throughout the day. 4.4

29 cube units a. These fixtures house unisex scrubs, like Life Essentials and Cherokee. b. Board folding for: cubes: use 9 x 12 folding board. c. Tops and pants have a size sticker on each that is placed on the right hand side of the folded scrub. d. Tops and pants are sized as stated in Section 1 and recovered throughout the day. e. Colors that require only one row have tops in separate cubes above the pant cubes. f. An 11 x 14 sign holder should be placed on the top of the fixture. 4.5

30 merchandising guidelines section 5: special fixtures including clearance, value prints and lab coats

31 clearance, just arrived, and broken prints a. Rounders and pipe racks house clearance, and rounders house Value Prints, just arrived prints and broken prints. b. See Mark-Down Procedures in your Operations Binder for details of the markdown cadence. c. Clearance and Value Prints fixture sizing steps: 1. Tops, jackets and pants are sorted by size only; brands and styles should not be considered. Value Print rounders should not include pants. 2. Complete a size run of tops, jackets and pants from smallest to largest. 2a. Jackets are sized in with tops so Extra Small jackets are behind Extra Small tops, and so on. 2b. Pants are sized behind the jackets if quantities are low (below 5 per size). If quantities are over 5 per size, create a separate sized section of pants behind largest size tops/jackets. (see picture on 5.1a) 4. When a print is below five in quantity, it should be sized into a broken print rounder. A generic sign, such as a Like Us on Facebook, should be placed on the rounder. 5. Value Print Rounders should have a price point sign, where possible. 6. Add size rings between top and pant sizes as stated in Section 1.8. d. Use the appropriate markdown cadence sign on clearance fixtures. e. Just Arrived rounder sizing steps. 1. Merchandise on Just Arrived rounders should be chunked by style. 2. Each style should be sized from XS 3X. No size rings should be used on this fixture. (see picture on 5.1a) 1 of 2 5.1

32 clearance, just arrived, and broken prints Low pant quantity: add pants behind the size run of tops/jacket s of that size Prints merchandised without size rings. 2 of 2 5.1a

33 lab coats a. Lab coats may be housed on a rounder or a pipe rack/h-rack. b. Lab coats are steamed before they are placed on a fixture. c. Lab coat fixture sizing steps: 1. Lab coats are first separated by Men s/unisex and Ladies, with Ladies in front of Men s/unisex. 2. Men s/unisex buttons are on the right and Ladies buttons are on the left (as if you were wearing the coat). 3. Complete the size run of Ladies from smallest to largest, then begin a size run for Men s/unisex so that Ladies and Men s/unisex are not mixed. 4. Add size rings between sizes in both Ladies and Men s/unisex as stated in Section 1. d. Display your Lab Coat Sizing Chart sign. 1. Rounders use 11 x 17 plexi-glass sign holders. e. Lab coats are sized daily during recovery. Recovery includes buttoning the coats and fanning sleeves. 5.2

34 merchandising guidelines section 6: shoes

35 size 37 size 36 size 35 size 40 size 39 size 38 shoe wall a. Merchandise by brand: Keep brands together, meaning all sizes of Dansko are together, all sizes of Klogs are together, and so on. b. Size vertically, then horizontally: 1. Size shoes starting with the smallest size towards the bottom left. 2. Increase sizes from the bottom up and to the right. See image 1a. c. Clearance: Merchandise clearance shoes towards the bottom of the wall, on the floor below the bottom shelf or neatly stacked on the floor under the display table. d. Display shoes: 1. A display shoe is represented for each style of shoe housed on the wall. 2. The smallest, right shoe will be the display. 3. Each display shoe has a white price sticker, from the stickering gun, on the bottom of the shoe. 1a 6.1

36 merchandising guidelines section 7: accessories

37 accessory wall a. Start with large accessories towards the top and smaller accessories towards the bottom. b. Merchandise horizontally so that all stethoscopes run in a row from left to right, blood pressure cuffs run in a row from left to right, and so on. c. Use plexi-glass j-shelves to house stethoscopes. If more space is needed, use hosiery tags on the boxes to hang on pegs. d. Empty pegs are filled or removed. Rework and fill the wall regularly. e. Hosiery is housed below accessories if separate hosiery wall is not available. 1 of 2 7.1

38 accessory wall Note that even though pegs may be the same length, there are different peg styles that will cause the pegs and merchandise to hang at different heights if mixed in the same row. Use the same style peg along each row so that the row is straight across. 2 of 2 7.2

39 accessory fixture a. Merchandise each side of the fixture independently. b. Group like merchandise together (socks on one side, retractables on another). c. Smallest items should be on the top rows and larger items on the bottom. d. Fill the fixture daily. e. Make sure that styles and colors are kept separated and sized for the ease of our guest. 7.3

40 merchandising guidelines section 8: notes

41

42

43

44