Professional Documents
Culture Documents
Dear Colleague Welcome to the part of your induction that covers Product Presentation standards. As you will know already from your other training our Brands are unique to Debenhams.
They give you a fantastic opportunity to offer something new and exciting to your customers.
Making sure that those brands look good all the time is a key part of your job with us. Good luck and Good Standards!
Ashley Pearce International Learning and Development Manager
A lifestyle statement which is a co-ordinated range bought to sit together like this
A mixed product statement this will consistent of two product types like this
Debenhams Brands work across 3 categories Remember them from your workbook?
CORE
FASHION DESIGNERS
Core Departments
These departments will be planned the most fixture dense, yet still allowing the customer to easily shop the mat. Core departments will generally be the biggest money takers within a division, so strong authoritative statements should be key to these areas. These departments should be presented with authority and are the areas which an increase in product density is appropriate.
Co-ordinating statement of 5 mix and match garments Single product statement Good circulation space between fixtures
Colour blocking
Size order
Fashion Departments
These Departments will be planned in line with core, but in some instances will have additional Visual elements in order to create theatre and excitement. The priority on these departments however, is to differentiate the product through the Merchandising. This product is generally bought in a lifestyle format, with the addition of some single product statements.
Fashion Departments should be presented in such a way as to highlight key trend items, looks and colour
Co-ordinating statement
Dust-free bases
Designer Departments
These departments, will be planned with more circulation space, around the fixtures in comparison to Fashion and Core. This will create a more premium feel. The environment should reflect the price points of the product within these departments. The amount of stock will be lower in a designer department to give product a more exclusive feel. It makes the customer feel they are buying something special. i.e. Designer handbags
Themed products
Themed products
Correct mannequins
LINGERIE
H igh level mannequin display Vertical colour blocking
LIN GERIE
Brand Logo High level mannequin display Correct Back W all Colouration Vertical blocking of product
Medium and Small handbags should be merchandised four options across with three units displayed of each option.
Floor fixtures should only be merchandised two options high