ss-origionals当你完成这次培训将

1、Adidas originals visual merchandisingquickly training toolkits14/03/2012Footer2Once you complete this training you will:当你完成这次培训你将：Understand the importance of the Brand Retail Standards and how to implement them理解品牌零售标准及怎样去实施这些标准Know the contents of the latest Visual Merchandising Manuals了解最新版本陈列手册

2、的内容Be aware of the Global expectations of VM execution in stores明白店内陈列执行标准的全球期望14/03/2012Footer3Vm is the responsibility of all陈列是所有人的职责Brand retail standards 品牌零售标准Getting to know your store 了解你的店铺Merchandising overview 陈列总览Display & communication 陈列与宣传Mannequin strategy 模特策略training modules培训模块Bra

3、nd retailStandards品牌零售标准112345brand retail standards品牌零售标准getting to know your store了解你的店铺merchandising overview陈列总览display & communication陈列与宣传 mannequin strategy模特策略14/03/2012Footer6Learning objectives 学习目标By the end of this module, you will be able to:学完这个模块，你将能够：Know how to display products corr

4、ectly掌握正确陈列产品的秘诀Know how to dress mannequins掌握模特穿着的秘诀Know the display standards of a window掌握橱窗陈列标准的秘诀Know how to handle lighting correctly掌握正确投射灯光的秘诀14/03/20127Introduction to brand retail standards 品牌零售标准介绍Drive traffic 提高客流Increase conversion 提升购买率Increase ATV 提升客单价Increase UPT 提升成交量14/03/2012Foo

5、ter8Introduction Objective 目的The successful running of any retail store is how to uphold a strong presentation of desirable products. If a store is presented to a consumer in an orderly fashion they are more likely to want to shop and explore what there is on offer.强烈的视觉呈现凸显出令人满意的产品，是所有零售店铺成功运营的关键所在

6、。如果店铺能呈现出整齐、潮流的形象给到顾客，那么顾客将会光顾该店并且购买商品。There are four key objectives in the purpose of upholding and maintaining Brand Retail Standards:有以下4个具体目标去达成这一目的，并且维护品牌零售标准。Operational Excellence through a strong and tidy store it highlights a tight operational set-up 卓越运营- 通过强有力整齐的店铺去凸显严谨的零售运作执行2. Sharpen t

7、he Brand Image the sharper the store looks, the stronger the Brand is represented 敏锐的品牌形象- 敏锐的品牌形象是一个品牌强大的表现3. Consistency following all principles will mean across all stores we will achieve consistent product presentation 一致性- 执行所有的原则将意味着所有店铺将实现产品呈现的一致性Drive Sales ultimately consumers will want to

8、 shop a store where the product is presented in a premium fashion 推动销售- 最终顾客将想去店铺购买商品，因为那里的产品呈现特别潮流的时尚感14/03/2012Footer9Introduction Purpose 目标The purpose of this manual is to help train and educate all members of staff on the different standards needed to maintain a store.这份指引的目标是帮助培养/训练所有员工，学习不同的技

9、巧去维护店铺陈列。There are two sides to each section within the manual to help structure the different processes within a store:这份指引包含2个部分的内容，能帮忙处理店内不同的流程方案：Preparation this will highlight all the processes that need to be implemented before handling stock on the shop floor准备 这部分的内容将强调，在店内做陈列之前的准备工作流程2. Pre

10、sentation - this will highlight how stock should be treated once it is then displayed on the shop floor陈列呈现 这部分的内容将强调，怎样将产品完美的陈列在店铺内Once every chapter and standard has been trained, all members of staff should then be able to maintain a high standard of presentation.当所有的章节及标准培训过后，所有的员工将能执行高标准的陈列效果Th

11、ese standards need to be imbedded within every retail store. Therefore every member of staff, management and visitor to the store needs to understand the standards and their importance.这些标准需要在每一家自营店铺执行。因此每一位成员/管理者，去到店铺都需要懂得这些标准，及其重要性。14/03/2012Footer10Apparel preparation服装 准备 11Placing the tag at th

12、e back and at the bottom will allow for maximum amount of product displayed on fittings防盗扣安放在产品的背后及靠下的位置，要最大程度的考虑到产品陈列的安全性Ensure that only one type of security tag is used throughout the store确保在一家店内只能使用一种防盗扣When putting the pin through the garment ensure it is placed through a seam, so as to not da

13、mage the garment当钉防盗扣时，请确保是由拼接缝的地方穿过，这样能防止产品被损坏When applying to premium garments e.g. Gortex, ensure it placed through a double seam 当用于高端的产品时，比如：Gortex，请确保防盗扣使用2次Apparel preparation Security Tags防盗扣12Ensure all hung garments in the store are size cubed to highlight to the consumer the sizes availab

14、le请确保在店内的所有挂装产品都使用尺码珠，并且尺码珠和所展示的产品尺码一致Make sure a full size run is always available on the shop floor when possible如果可以的话，请确保在店内展示的产品是全尺码出样Ensure the correct size cubes are used for the correct age group/gender (kids size cubes do vary)请确保不同的产品使用其正确的尺码珠Apparel preparation Size Cubes 尺码珠Mens Size Cub

15、esInfants / Little Kids / Juniors Size CubesWomens Size CubesWomens Size Cubes (UK)13Steam the following items within a store:在店铺以下事项中需要使用蒸汽熨烫：In-store and window mannequins, ensure all garments are fully steamed within an outfit店内及橱窗的模特，所有穿着的产品都需要蒸汽熨烫Front item of any forward facing article正挂及所有正面展

16、示的产品Sleeves of any side facing articles任何侧面展示产品的袖子Apparel preparationSteaming 蒸汽熨烫14/03/2012Footer14APPAREL FOLDING 服装 叠装展示14/03/2012Footer1515When folding stacks of t-shirts use the basic fold 当T恤使用基础的叠法This simple fold will allow for easier maintenance这个简单的叠放将更易于维护Ensure size stickers are applied

17、to all products on left hand side确保尺码贴张贴在每件产品的左侧Stack from smallest on top to largest on the bottom一栋产品由上至下为小码到大码Stacks should be a maximum of 10 t-shirts highMaximum of 10 t-shirts in each stack每栋产品最多陈列10件Apparel folding Basic T-Shirt Fold 基础T恤叠法16Apparel folding Basic T-Shirt Fold 基础T恤叠法123456717U

18、se this fold when stacking hoodies on tables当陈列在展桌上时使用这种叠法Use of folding board allows for easy maintenance and consistency使用叠衣板将更易于维护并能保持一致性Maximum of 6 hoodies in each stack每栋产品最多陈列6件Stack from smallest on top to largest on the bottom一栋产品由上至下为小码到大码Ensure size stickers are applied to all products on

19、 left hand side确保尺码贴张贴在每件产品的左侧Apparel folding Hoodie Half Fold 戴帽衫的叠法14/03/2012Footer1818Apparel folding Hoodie Half Fold 戴帽衫的叠法12345678910111213141514/03/2012Footer1919Use this fold when folding hoodies into shelf spaces or cubes to highlight hoodie detail这种叠法适用于戴帽产品陈列在墙面或叠装盒里去凸显细节时Ensure the stack

20、 fits tightly in the space when they are positioned确保产品放置时的紧密性Maximum of 4 hoodies in each stack每栋产品最多陈列4件Stack from smallest on top to largest on the bottom一栋产品由上至下为小码到大码Ensure size stickers are applied to all products on left hand side确保尺码贴张贴在每件产品的左侧Apparel folding Hoodie Roll Fold 戴帽条纹衫的叠法Apparel

21、 folding Hoodie Roll Fold 戴帽条纹衫的叠法12345678910111213141514/03/2012Footer2121Apparel preparation Hanging Techniques 挂装技巧Bikini / Swimsuit HangerBikini Hanger (NEO)Bra Hanger (Performance)Ensure straps are clipped into the hanger确保把肩带收好放置在衣架卡槽内Ensure top ties are clipped into the top of hanger取保上装的肩带收好

22、放置在衣架卡槽内Ensure bottom is also clipped into the hanger确保下装的带子同样收好固定在衣架上Can be used to either hang bikini tops or to hang the bottoms also可以用于比基尼的上下装Ensure all ties are clipped in and nothing is hanging lose确保所有的肩带系带放置在衣架卡槽内To be used on performance bras适用于SP的内衣产品Tuck bra straps into clips on top of h

23、anger确保内衣的肩带收好放置在衣架卡槽内Can also be used for bikini bottoms同样适用于比基尼的下装产品 14/03/2012Footer22Footwear鞋类14/03/2012Footer2323FootwearLacingWatch the Footwear Preparation video hereEach shoe should be completely re-laced when taken out the box每只鞋都需要穿鞋带，当从鞋盒拿出时Any design feature or large logo on the tongue

24、should be made visible to the customer by adjusting the laces任何鞋舌上的设计特点及大logo都需要通过调整鞋带来呈现给顾客Laces should run over the eyelets and under (opposite to how they are when taken out the box)鞋带需要由上至下穿在鞋孔里（与刚从鞋盒里拿出时相反的方向）Display the left shoe (depending on market) in the following sizes按照以下尺码陈列左边的鞋子在卖场里（取决

25、于市场）Mens UK 8.5Women UK 5.5Kids UK 3.5Infants 11Baby stay boxed14/03/2012Footer2424footwearLacing12345678910111213141514/03/2012Footer25Accessories配件14/03/2012Footer2626accessoriesBag Standards 包类标准Watch the Accessories Preparation video hereEnsure that bag is well stuffed in every pocket to appear

26、full确保包里有填充物以凸显立体感All labels must be tucked inside the bag所有的标签要收纳在包里Straps should presented as shown and not hanging lose 包带需要如图所示收纳整齐，不可随意散落27Accessories Bag Standards 包类标准12345678910111213141514/03/2012Footer2828accessoriesBag Standards 包类标准Watch the Accessories Presentation video hereEnsure that

27、 bag is well stuffed in every pocket to appear full确保包里有填充物以凸显立体感Only the front item should be stuffed and remaining pieces flat packed behind仅正面的第一个包需要填充，后面的包需扁平整齐的排列All labels must be tucked inside the bag所有的标签要收纳在包里Straps should presented as shown and not hanging lose包带需要如图所示收纳整齐，不可随意散落14/03/2012

28、Footer2929accessoriesBag Standards 包类标准1234567891011121314514/03/2012Footer3030accessoriesCap Standards 帽子标准Watch the Accessories Presentation video hereUse small accessory clips to hang accessories e.g. caps and hats使用小号配件夹用于陈列帽子的挂样Ensure the clip is placed in the middle of the product so that it h

29、angs straight确保夹子放置在产品的正中间，以保持挂样的整齐一致Create a gap between the pin and the clip to allow for the clip to hold the cap properly 建立夹子与挂钩的间距一致，以更好的展示帽子14/03/2012Footer3131accessoriesCap Standards 帽子标准1112345678910514/03/2012Footer32Mannequins模特14/03/2012Footer3333mannequinsPreparation Choosing a mannequ

30、in outfit准备 选择模特的整套搭配Watch the Mannequins Presentation video hereEach concept/brand has its own specific mannequins, do not mix mannequins每个模特有它自己独特的装置，不要混合装置模特Product displayed on the mannequin should be merchandised close by模特所穿着的产品，必须和邻近器架展示的一致Ensure looks chosen reflect the styling of the specif

31、ic brand e.g. Originals should be stylized head to toe look确保搭配选择能反映出特定的品牌性，比如：三叶草呈现整体搭配的风格化14/03/2012Footer3434mannequinsPreparation Choosing a mannequin outfit 准备 选择模特的整套搭配1213141112345678910514/03/2012Footer35mannequinsDressing a mannequin 模特穿着35Each concept/brand has its own specific mannequins,

32、 do not mix mannequins每个模特有它自己独特的装置，不要混合装置模特Ensure mannequin stands straight on its base, tighten the spigot if needed确保每个模特的地盘是朝前的，如有需要请拧紧螺丝Dress mannequin with care so as not to damage or chip the surfaces穿着模特时请小心，以免损坏或敲碎模特14/03/2012Footer36mannequinsDressing a mannequin 模特穿着3612345678910111213141

33、514/03/2012Footer37Windows橱窗14/03/2012Footer3838Windows are the first point of communication with the consumer therefore they should always: 橱窗是给最先顾客传达重要信息的窗口，所以它必须 保持： Reflect brand identity 反映品牌标识 Be tidy and clean 保持干净整洁 Be priced correctly 正确标价 Always ensure product is king 确保永远陈列重点产品 Adjust lig

34、hting to highlight mannequins and products 调整灯光去凸显模特及产品 If a product sells out, replenish with highly stocked product to avoid customer disappointment 如有产品售罄，请更换为店内库存充足的产品，以免 顾客失望windowsBasic Principles 基本原则14/03/2012Footer39Lighting灯光14/03/2012Footer4040lightingBasic Principles 基本原则Position spotlig

35、hts onto front facing product, graphics or displays聚光灯需投射在产品、海报画和陈列道具上Ensure that no spotlights are directed onto blank walls确保没有聚光灯投射在空的墙面上Check regularly for spotlights that are not working and replace定期检查聚光灯是否有损坏，如果有请立即更换Always ensure lights are moved after completing any kind of re-merchandising

36、如过更换陈列后应立即调整灯光14/03/2012Footer41411234lightingBasic Principles 基本原则Getting to know your store212345brand retail standards品牌零售标准getting to know your store了解你的店铺merchandising overview陈列总览display & communication陈列与宣传 mannequin strategy模特策略14/03/2012Footer43Instead of clear collections Originals product

37、 ranges are now driven by key looks as described below:Originals 产品范围现在不按照清晰的系列划分，而按照如下所述的Key Look 划分：Getting to know your store Product Hierarchy 产品结构StatementFootwearDenimTop FashionEnhanced FashionEnhanced Sport Core SportKidsJeremy Scott, Beckham, Opening CeremonyBlueCollege, etcFleece, Beckenba

38、uer, Superstar, etcadicolorInfants, Little Boys/Girls, Boys/girlsRange Segmentsexample14/03/2012Footer44MannequinsGetting to know your storeSpace & Layout Planning 空间和布局规划ENTRANCEFootwearStatement &Top FashionOffensive LineKidsService AreaDenimMultimedia AreaEnhanced Sport &Core SportEnhanced Fashio

39、nKeyFootwear: Mens/ Womens/ unisexMultimedia area: mi originalsStatement & Top Fashion: Key concepts in line with marketing calendarEnhanced Fashion:Secondary concepts in line with marketing calendarDenimEnhanced Sport & Core Sport: adicolor, Premium BasicsService Area:Cash Desk KidsOffensive line:P

40、romotional lines & seasonal stories14/03/2012Footer45Enhanced FashionStatement & Top FashionOffensive LineFootwearGetting to know your storeSpace & Layout Planning 空间和布局规划14/03/2012Footer46Multimedia AreaDenimEnhanced Sports & Core SportsService AreaGetting to know your storeSpace & Layout Planning

41、空间和布局规划14/03/2012Footer47Getting to know your storeFixtures & Capacities 器架&容量Brand wallDenim wallmin x 7 articlesmax x 16 articlesideal x 12 articles 20 articles 6 pieces per optionBasics wall (a)min x 8 articlesmax x 15 articlesideal x 12 articles Basics wall (b)min x 10 articlesmax x 15 articlesi

42、deal x 12 articles Accessory laddermin x 2 articlesmax x 16 articlesideal x 8 articles Silhouette barmin x 4 articlesmax x 8 articlesideal x 6 articles 14/03/2012Footer48Gondolamin x 5 articlesmax x 7 articlesideal x 6 articles High volume gondolamin x 7 articlesmax x 12 articlesideal x 10 articles

43、Tables with railmin x 8 articlesmax x 16 articlesideal x 10 articles Three tables setmin x 8 articlesmax x 16 articlesideal x 12 articles High volume tablemin x 18 articlesmax x 26 articlesideal x 22 articles T - Standmin x 2 articlesmax x 16 articlesideal x 8 articles Getting to know your storeFixt

44、ures & Capacities 器架&容量14/03/2012Footer49Getting to know your storeFixtures & Capacities 器架&容量Licensed towermin x 5 articlesmax x 7 articlesideal x 6 articles Infants gondolamin x 10 articlesmax x 20 articlesideal x 14 articles Footwear tower10articlesCash desk14/03/2012Footer50Maximum capacity - 11

45、0 articlesCage - 11 articlesBox- 2 articlesMaximum capacity - 120 articlesCage - 11 articlesBox- 2 articles5 PanelGetting to know your storeFixtures & Capacities 器架&容量3 PanelMaximum capacity - 85 articlesCage - 11 articlesBox- 2 articles4 PanelMaximum capacity - 140 articlesCage - 11 articlesBox- 2

46、articles6 Panel14/03/2012Footer51It is important to always have every available size on the sales floor. Please use the chart below as guidance for each product type.Please note that the sizes displayed can vary slightly depending on the consumer type.销售区域始终摆放全部可售尺码的产品非常重要。请使用以下图表作为每种产品的指导。请注意，所显示的尺

47、码根据消费者类型的不同会稍有差别。Getting to know your storeSize Management 尺码管理14/03/2012Footer5214/03/2012Footer52Getting to know your storeSize Management 尺码管理Flip Flops4 pairs per prongJackets1S | 1M | 1L | 1X4 totalHoods1S | 2M | 2L | 1XL6 totalTrack Tops1S | 2M | 2L |1XL6 totalPants & Shorts1S | 2M | 2L |1XL6

48、totalT-Shirts & Polos1S | 2M | 2L |1XL6 totalFolded productsJacketsDo not foldHoods1S | 2M | 2L | 1XL6 totalTrack Tops1S | 2M | 2L | 1XL6 totalPants & Shorts1S | 2M | 2L | 1XL6 totalT-Shirts & Polos2S | 3M | 3L | 2XL10 totalFootwear display sizesMens8.5 UKWomens5.5 UKHanging products14/03/2012Footer

49、53Merchandising overview陈列总览312345brand retail standards品牌零售标准getting to know your store了解你的店铺merchandising overview陈列总览display & communication陈列与宣传 mannequin strategy模特策略14/03/2012Footer54Merchandise in outfits e.g. jacket top pant以Outfit 形式陈列销售，例如夹克 上衣 长裤Create clear color/outfit stories in each s

50、ection每个分区创造分明的色彩/Outfit 主题Cross merchandise coordinating footwear and accessories交叉陈列销售配套的Footwear 和AccessoryFootwear that is cross merchandised should always sit within the footwear wall also交叉陈列销售的Footwear 也应该始终摆放在 Footwear Wall 内Brand wall should highlight only one collection at a timeBrand Wall

51、 一次应仅突展出一种系列产品Can be mixed genders可以混搭不同的性别MERCHANDISING OVERVIEWBrand Wall Statement / Top Fashion14/03/2012Footer55MERCHANDISING OVERVIEWBrand Wall CapacitiesFront face hanging productSide hanging product Accessories, footwear, bags & POS or folded productPOS, front & side hanging, folded productF

52、ront facing arms1 - 2 articles6-12 piecesSide hanging4 - 5 articles24-30 piecesAccessories 2-3 of the same bagFolded productT-shirts - 10 piecesPants - 6 piecesTops - 6 pieces14/03/2012Footer56MERCHANDISING OVERVIEWBasics Wall Core SportWomenMenGREENBLUEBLUEPINKYELLOWBLACKBLUENAVYWHITEWHITEREDPOS &

53、DUPLICATE STACKS OF PRODUCT14/03/2012Footer57Merchandise basic ranges e.g. adicolor 陈列销售Basic 系列，例如adicolorMerchandise by gender then by colour按性别，然后按颜色陈列销售Create clear colour blocks in each section每个分区创造分明的色块Duplicate stacks of product and accessories in the top row boxes在顶排格子中叠放相同的产品和AccessoryMERC

54、HANDISING OVERVIEWBasics Wall Core Sport14/03/2012Footer58Merchandise by gender collection outfit按性别 系列 Outfit 陈列销售Create clear a product and colour story in each section在每个分区建立清晰的产品和颜色主题Duplicate stacks of product and accessories in the top row boxes在顶排格子中叠放相同的产品和AccessoryCross merchandise coordina

55、ting accessories交叉陈列销售配套的AccessoryMERCHANDISING OVERVIEWBasics Wall Enhanced Sport14/03/2012Footer59Merchandising overviewBasics Wall CapacitiesFolded product or accessoriesSide hanging productPOS and duplicate accessoriesFront face hanging productSide hanging rail4 - 5 articles24 - 30 piecesFront f

56、acing arm1-2 articles6-12 piecesFolded productT-shirts - 10 piecesPants - 6 piecesTops - 6 piecesStep arm1-2 articles6-12 piecesAccessories 2-3 of the same bag14/03/2012Footer60Select a key look 选择一个醒目的外观Merchandise by gender then outfit i.e. jacket top pant按性别，然后按Outfit 陈列销售，即，夹克 上衣 长裤Dress a manne

57、quin with the product merchandised on the bar and position adjacent将Silhouette Bar 上陈列销售的以及摆放在旁边的产品穿在 Mannequin 身上MERCHANDISING OVERVIEWSilhouette Bar14/03/2012Footer61MERCHANDISING OVERVIEWSilhouette Bar - CapacitiesHanging product2 - 4 articles 12 - 24 piecesFront face hanging productColumn or wal

58、lMannequin14/03/2012Footer62Merchandise one product type or similar sized product per accessory ladder每个Accessory Ladder 陈列销售一种产品或相同尺码的产品Can also merchandise one clear story per ladder but ensure product is still blocked horizontally每个Ladder 可陈列销售一个主题清晰的产品，但需确保产品横向成块Do not mix product type on one ro

59、w同一排上不要混合不同的产品类型MERCHANDISING OVERVIEWAccessory Ladder 14/03/2012Footer63MERCHANDISING OVERVIEW Gondola - CapacitiesCoordinating accessoriesSide hanging product Gondola graphic or mirrorVolume accessories / footwearHanging product5 7 articles30 - 42 piecesGondola endFootwear 3 - 6 articles(2 per she

60、lf)Accessories8 articles(based on caps)Bags Max to 2 per shelf14/03/2012Footer64Merchandise in outfits i.e. jacket top pant以Outfit 形式陈列销售，例如夹克 上衣 长裤Create clear product and color stories建立清晰的产品和颜色主题Cross merchandise relevant footwear and accessories交叉陈列销售相关的Footwear 和AccessoryIf there is sufficient