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Merchandising and Visual Merchandising Guidelines

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<strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong><br />

<strong>Guidelines</strong><br />

December 2011


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

6. Eyewear<br />

Eyewear<br />

p.78


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

1.<br />

Separate men <strong>and</strong><br />

women collections<br />

men<br />

women<br />

2.<br />

Display glasses<br />

face or sometimes side to<br />

the client show the temple<br />

General rules<br />

men<br />

3.<br />

Group glasses by collection<br />

(Première, Panthère…)<br />

then by color<br />

women<br />

Eyewear<br />

4.<br />

give priority to the Best sellers<br />

creations at eye-level<br />

p.79


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

In the Eyewear backwall<br />

5. 7.<br />

hide the reference tags Alternate the face <strong>and</strong> side views<br />

6. a 8.<br />

Display some pairs side to the client to show the temples Always display the glasses with the temples open<br />

a<br />

c<br />

b<br />

b<br />

b<br />

c<br />

Eyewear<br />

p.80


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

In a «lifestyle» universe<br />

• Display them on a brass st<strong>and</strong> in the «lifestyle» presentation <strong>and</strong> exterior window<br />

a<br />

Women Lifestyle window Men Bag backwall<br />

• Do not display them on the bags!<br />

a<br />

Displaying creations<br />

with storage trays<br />

• Only present storage kits during a sale, otherwise,<br />

storage kits must be kept in a safe area<br />

Eyewear<br />

p.81


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

7. Perfumes<br />

Perfumes<br />

p.83


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

Display the classic range with Les Heures de Parfum<br />

collection<br />

ALL BOuTIQuES<br />

Display only the Best sellers:<br />

- Déclaration 100ml<br />

- Eau de Cartier 100ml<br />

- Cartier de Lune 125ml<br />

- Baiser volé 100 ml<br />

1.<br />

BOuTIQuES WITH LHDP<br />

Display the Best sellers with<br />

Les heures de Parfum<br />

collection<br />

General rules<br />

2.<br />

- Never display the bottle<br />

1/3 empty<br />

- Always display the bottle with<br />

the cap on<br />

- Make sure the bottles are<br />

clean <strong>and</strong> in good condition<br />

3.<br />

Always make sure<br />

the blotters are<br />

available to help<br />

the client discover<br />

the perfumes<br />

Perfumes<br />

4.<br />

Never display<br />

derivative products<br />

(body lotion ...)<br />

p.84


When the boutique offers only the classic range<br />

• Separate the men, women <strong>and</strong> unisex offer<br />

• Display:<br />

Baiser<br />

Volé<br />

- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong> Perfumes<br />

- Déclaration<br />

- Eau de Cartier*<br />

- Baiser Volé<br />

- Cartier de Lune<br />

Déclaration<br />

Eau de Cartier<br />

Cartier<br />

de Lune<br />

* Eau de Cartier essence of wood will replace Eau de Cartier essence of orange in april 2012<br />

Baiser Volé<br />

Baiser Volé<br />

Cartier de Lune<br />

Déclaration<br />

Eau de Cartier<br />

On a tester tray<br />

on a flower table<br />

• A women tray with Baiser Volé <strong>and</strong><br />

Cartier de Lune testers a<br />

• A men tray with Déclaration <strong>and</strong><br />

Eau de Cartier testers b<br />

a<br />

b<br />

p.86


- <strong>Merch<strong>and</strong>ising</strong> <strong>and</strong> <strong>Visual</strong> <strong>Merch<strong>and</strong>ising</strong> <strong>Guidelines</strong><br />

Men<br />

Women<br />

Unisex<br />

Always have<br />

CR66417640<br />

Déclaration<br />

CRFP320640<br />

Baiser Volé<br />

CRFK411640<br />

Eau de Cartier<br />

CRFL01641<br />

Cartier de Lune<br />

Perfumes<br />

p.88

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