Project Main Details
2012-08-21 08:16:11 GMT 2012-08-27 14:00:00 (GMT +01:00) Amsterdam, CopenHagen, Madrid, Paris, Vilnius Yes (click here to learn more about ) Closed 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 150 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
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First we show where the concept is based on;
We found six pillars to build our new concept
- Volume versus Inspiration
- Warm and Welcoming
- Fast furniture
Based on this pillars we would like to bring “Life and Style “ to the people
To make our concept a strong and inspiring one, ready for the future, there are developed five starting points, which you will find translated in all our stores
- The big dining table, to give a at home , cozy and familiar feeling
- In and out of the closets, to let our customer be inspired by the combinations in the wardrobe
- Modest beauty, a relaxed, contemporary atmosphere without presumption
- Fun to finds/curious mind; there should be little pleasant surprises in our store
- Third place; we would like our store to be the place where the customer should feel at home, like in the café, the sports club or the library
Al this resulted in the concept store that we will guide you through;
First impression when the consumer walks by; an open and lively store.
Surprising fact is that there is a mix between fashion and life-style in the window, still it is clear that this is all about fashion.
Coming through the big black doors, as a customer you should feel by the first impression what you can aspect in the store.
Our Intention to inspire the customer within a warm and welcoming atmosphere is translated in what you can see as a “loft”. This could be seen as the living from our ideal customer”, but more important, this is the place where we give a first impression of our collection.
This area is an open meeting place, ideal for interaction between mutual customers and between customers and sales representatives. Most important in this area is to present our collection in a way that our customer is inspired and wants to go on to visit our sales area.
The first impression the customer gets from our collection is what is presented on our mannequins. That is why we want to present this collection in the men’s wardrobe. In this way it is recognizable, easy to find and a inspiring point of sale.
Make a good balance between frontal and sleeve presentation, have a good eye for detail, for example roll some sleeves, present a belt or a scarf.
If the closet has two or three departments, show some books or picture frames on the top shelves.
If the closet is build up with more than three departments, use the fourth one to present life-style,
To be sure to present a complete theme from our men’s collection in the ‘Warm Welcome Zone’ use the round table that is placed in front of the wardrobe. On this table there is always a presentation of various items. Preferable a set combination. If there are drawers underneath this table, only use them to present accessories.
For both MEN and WOMEN is an inspiration rack in our ‘Warm Welcome Zone’. On this rack is a complete outfit presented, including a scarf, belt or in some cases a bag. In store specific cases there will be added more inspiration racks to increase the volume possibilities.
Central in the ‘Warm Welcome Zone’ there is the big dining table. This table has two important functions;
The first function is to present a part of the Women’s collection, always in relation with the outfits on the mannequins. And always as a set combination. This area is not about volume articles, it is about selling by inspiring.
The second function of this table is to create an interactive part in our store. Here customers can read a newspaper, fashion magazine or check there smartphone while they wait for friends our family,
A sales representative can serve coffee or water, it is a nice place for some ‘small talk’ about our collection, promo’s or just about the weather.
If there are two tables placed in the Warm Welcome Zone, use one for collection and one as a table for customer use, if there is one table placed, use 2-3th for collection and 1-3th for customer use.
In stores where we sell our women collection, it is an option to add a small feature. The small side-table gives possibilities to present a few accessories in a way that the costumer can buy these accessories in an impulsive way. The rule here is also to find the good balance between inspiration and volume. This option will be places store specific.
This Warm Welcome Zone is a unique component in our stores, we differentiate ourselves from other retailers by having this zone There is a positive sell-off of products presented in the ‘Warm Welcome Zone’ . And the zone has been proven successful in inspiring and surprising people.
Entering the sales area there are some recognizable features, The mannequins and the wooden tables are the same as in the Warm Welcome Zone. Don’t present lifestyle in the sales area, this area is all about our collection.
Every store has a clear path through the store from entrance to the back. This path is important in the concept. It will guide the customer through the store. On both sides of the path the customer can see inspiring wall build ups with our collection. On this path there is a line up of wooden “big dining tables”.
These tables are used to present a theme. Use different ways to fold a product to inspire the customer. Don’t make this folding technics to complicated, just show the strong and special details in a product. Make use of accessories, mannequins and the right POS materials to make this table inspiring for our costumer.
In the front of the sales area there is a line-up of mannequins. The mannequins will guide and inspire the customer. This line up should have a minimum of three mannequins. A group of mannequins tells a stronger story.
Our wall build up for the Smart collection has three variations for Women. There is the high build up, whit the presentation of the heads next to it.
Place the heads always in one line, to keep the contemporary feeling. This buildup gives the least closet feeling, but has got the possibility to place the drawers for stock.
A buildup if there is a smaller collection for Women is the buildup in which we us frontal presentations. This build up is only suitable for women, because of the length of the garments.
Important for Smart presentations is to keep a clear line in the buildup. As well in walls as in the middle units.
In the casual buildup the “closet feeling” is recognizable. There is a playful line in how the bars and shelves are placed. Be aware of a good balance in sleeve and frontal presentation.
Uplift our collection by presenting accessories in the accessory – boxes, and place the right POS. Important in the whole store; eye for detail, up dress the frontal presentations whit a simple shirt or an scarf.
The new underwear line needs to be presented hanging. This can be done in the middle units. A new and option is to present the underwear in the accessory units. In most stores these units are built in the neighborhood of the fitting rooms.
For Men and Women this will give a clear presentation. The stores whit a so called ‘bathroom’ will receive a lay-in so they are able to present the underwear in the plexi-glass boxes.
There will be a change in the delivery of accessories. The scarfs, belts, shoes and bags can be presented in a 1.20 wall or in a middle unit. And there is the option to present accessories in the accessory units. Bijoux and jewelry will be presented concentrated on a hanger rack. Present accessories also in the accessory boxes and on the big dining tables, mixed whit the collection.
Although we want to present our collection in an inspiring way, we also are clear in product presentation. The basics should be easy to find and recognizable for our costumer. Therefore there are three ways to present the basics.
1st at the start of the sales area, next to the glass wall that separates the Warm Welcome zone from the Sales Area.
2nd on the glass tables, each type concentrated, clear POS on top. On the top of the glass table there can be a presentation of two torso’s who representing the collection on that table.
Another option is volume presentation on each table. Use for one item a different, but simple folding technique, to give it just a little something special.
If a store has round glass tables, these are also ideal to present volume articles like the Basics on.
3rd in a middle unit if there is enough space to do so. Combine this middle unit with a glass table with Basics to make a clear zone. This possibility can be used for both, Men and Women.
Be sure that the right POS is placed whit these Basic articles, it helps the customer to find the right article.
Volume articles can also be placed on a roun drack. Make sure that there are no more than three different articles on this rack.
In stores with a staircase we were used to present a volume presentation of jeans. Important is that the staircase invites the customer to go upstairs. Therefore there needs to be a lot of inspiration in this area.
A mix of collection and denim gives a good representation from what the customer can aspect upstairs. Be sure that it is always a mix with Denim. Keep the denim props as a surprising element on the staircase. Also the line-up of mannequins and the brand walls will inspire the customer.
The look and feel for Men Casual should be rough. Still our total concept has a more contemporary, smart look and feel.
To make this collection at his strongest, add details; rolled sleeves, rolled denim, add accessories as shoes or scarfs.
Show different possibilities to combine the collection. In the walls as well as in the middle units there should be a good variety between bars and shelves, sleeve and frontal presentation.
The big dining table for men can be presented in the same way as for women. If a volume presentation has to be presented on the big dining table, this should always be presented as a set combination.
It is, from a selling point of view good to have a clear and strong denim wall for men. The buildup for this wall can change every season. The Denim Wall can be used as the partition between Casual and Smart. A good availability of sizes helps the customer to shop autonomic. The frontal presentation of the jeans gifs a clear look on the different fits and washings.
Next to the options we showed for women Smart, there is an option to buildup Smart in a contemporary way and still keep the wardrobe feeling. Place two torso’s in this wall divided over two times 1.20. This emphasizes the Smart look and feel and gives us also a possibility to show the collection.
A middle unit build up for Smart should be in one line, to differentiate Smart from Casual.
In most stores the buildup for Men Business is in the same handwriting as it is for Smart. Our business collection should have a contemporary look and feel. Still the business customer is a customer who needs the attention from our sales representatives. The business area should have a luxurious look and feel.
In one level stores there is, at the back of the store a special, denim dedicated area. This area has a warm look and feel and can be seen as a shop in shop for our Denim Jeans.
For Women this area can be filled with a mix between casual collection, best buys and denim, but always whit a denim look and feel.
For men in this area the basic denims will be presented, and next to that there is a wall were a mix between collection and denim is presented.
In this area you will find the entrance to the fitting rooms. To make it comfortable for the customer, this area should be inspirational.
Place a wooden bench for the customer to take place. The denim look and feel is amplified by denim-covered books and props.
Our kids collection is full of color and playful. That is why present our kids collection really theme related and ad some fun.
In the wall buildup it is possible to present three frontal presentations next to each other. Details in styling, like rolled sleeves or a dressed up frontal presentation are important.
The playful look and feel gets stronger if there is a shelve added whit mannequins placed in the wall buildup. Use the denim props to give the mannequins something extra.
In the styling of the mannequins layering and details are important. In the kids area you can use the glass tables to present a theme, but most stores will need these glass tables to present denim, basics or the eye-catcher. Use the instore speedframes. Underneath the speedframes a drawer can be placed. Accessories and kids underwear can be combined on a middle unit or presented in accessory boxes.
In the concept “feeling at home” is important, also for the kids. Fun, in the way of a fun dressing room or for example a tricycle adds this special feeling.
The last impression that our costumer gets is at our check out. That is why this should be an open and inviting area. Stores with two floors which have a check out upstairs give this check out a clear and clean look and feel. No distraction from boxes or empty hangers. Working on this desk with the collection should not be a problem, as soon as the packaging is not in the view of the customer.. Be sure that the customer has enough space to put down the garments that he wants to buy.
In the Warm welcome zone is the check out a clear component. To make the “at home feeling” recognizable, the check out has the look and feel of a kitchen. This is one of the surprising elements in the store. This check out needs to be clean and stylish, it is the last impression of our store. And there is no doubt that the sales representatives gives a friendly impression when he or she says the friendly goodbye.
We hope this movie inspired you to take all possibilities within the concept to work in this store. The inspiring way of presenting our collection is one of the biggest selling points. We need your enthusiasm and knowledge to make this store to a even bigger success, thank you for watching.
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