Presentation Directive With Technique Training

Daniel Cremieux Guide to Merchandising

Daniel Cremieux Collection Guide to Merchandising

Conveyor Belt Zoning is used in Daniel Cremieux Shops

Based on the premise that the newest collection must always be placed at the premiere, most focal area of the shop while older collections shift towards the opposite, less focal end.

The conveyor belt always begins on one side of the shop and moves to the other end. Zones are front to back, including walls.

Determine the premiere side of shop by adjacencies (Polo) and the flow of foot traffic (doors, mall entrances, escalators). Your ADRD has significant experience in determining shop flow, enlist their help if needed to determine the beginning of your conveyor belt. Note that adjacen-cies and traffic flows change over time - what once was your best side now may be the worst, take some time today to evaluate the shop’s current conveyor belt. Each month will bring a new collection. As each collection arrives, the older collections move over one zone. At the end of the season, the first collection will be in the least focal area of the shop. As markdowns generate, conveyor belt zoning de emphasizes markdowns and highlights the freshest merchandise.


Three categories of merchandise are housed in the Daniel Cremieux Shop - Collection, Classics and Signature Collection / Silver Label. Regardless of category, the product presentation techniques are the same for all Daniel Cremieux men’s apparel. This guide begins with product presentation techniques and then goes on to detail collection and classics merchandising. A separate guide is being developed for Signature Collection / Silver Label. Until it is received, merchandise Signature with the collection merchandising guide-lines.

Daniel Cremieux Product Presentation Techniques

“the design is in the details” … Daniel Cremieux

Keep in mind that Daniel Cremieux merchandising must highlight the details that Daniel Cremieux is famous for adding to all of his products - these include collar treatments, contrasting waistband and cuff fabrics, sleeve details and mixed patterns. To properly merchandise a Daniel Cremieux shop, whether merchan-dising Collection or Classics, be very familiar with the details of each garment. When something comes in,

unfold it completely! Look at it from the front, the back and then turn it inside out. Knowing the design de-tails of each item, it is simple to determine the appropriate product presentation technique needed. The

following outlines the most often used techniques.

Daniel Cremieux Product Presentation Techniques

FLIP it up when you have a collar detail underneath. Stacks with contrasting or novelty collars can be turned the opposite direction .of the other stacks to call out the detail.

A single contrasting or novelty collar can be turned out on the bottom shirt only in a stack.

Alternate heel / toe when you have a collar detail that is visible on top.

Highlighting details

Collars

Daniel Cremieux Product Presentation Technique

Highlighting Details

Sweaters and long sleeve knits that have stripes on the tail or arms have to be merchandised open folded to show all of the detail. The top sweater pictured would appear to be solid

Shirts that have tipping on the cuffs should be shown with the sleeve folded out front. If the shirt also has collar tipping, utilize one of the collar ideas listed earlier.

Daniel Cremieux Product Presentation Technique

Highlighting Details

Hang the sleeve out the back to show it is long sleeved! The top shirt of the stack is reversed and the sleeve extended out of the back down the balance of the stack. This is particularly helpful at the start of fall when you will likely have both short and long sleeved knits in the shop.

Show your Salon pant has cuffs by hanging bottom pair of cuffs out of each stack. Great for tables, walls and pant fixtures.

Half fold a shirt with pocket logo to emphasize the logo.

Daniel Cremieux Guide to Collection Merchandising

All Collection tables must have the following elements:

Woven Shirts Knit Shirts

Sweaters / Sweater Vests* Pants or Shorts

Outerwear * Hats

22 x 28 Collection Theme Sign

2 Bust Forms Centerpiece Stack

*Pending availability


The collection table blueprint provides a placement guide for tops (knits, wovens, sweaters) and bottoms (pants and shorts). It also provides placement direction for the visual elements which are: 2 bust forms, the 22 x 28 theme image sign, and the centerpiece. For merchandise placement, use the blueprint as an inspirational tool, not as an absolute rule. Tops should be primarily on the upper table and bottoms usually on the lower table. Visual elements must remain grouped in the same manner, but forms can be on either side of the table and the centerpiece can shift as needed, while remaining focal. T Stands should feature outerwear or hanging styles that are published with each collec-tion’s merchandising guidelines. These guidelines are sent when the collection begins to ar-rive in stores by the ADRD. These guidelines provide direction for the DC 7 item table, styles to hang, as well as what styles should be rigged on the bust forms.

Daniel Cremieux Collection Table Blueprint

1/2 Fold Pant SHIRT OR

Sweater

1/2 Fold Pant

T Stand for Outerwear

Standing Form

SHIRT SHIRT or

Sweater

SHIRT SHIRT or

Sweater

22 x 28 Sign

1/2 fold

SHIRT

Bust Form

Hat

Bust Form

SHIRT SHIRT or

Sweater

SHIRT SHIRT or

Sweater

Hat

Center- piece

SHIRT SHIRT

Arrows indicate angle of merchandise


Nesting tables are the best fixtures for highlighting a collection. Sometimes there are more collections than tables in a shop. A DC 5 4 tier folding fixture can be used as a collection fixture. When using a DC 5 for a col-lection, do not add bust forms, the 22 x 28 sign, or a centerpiece.


The centerpiece...Alternating Shirts

Create an alternating stack centerpiece by getting two different shirts that compliment or contrast well. The first stack is the standard centerpiece with the bottom shirt at a right, or 90 degree angle and the next shirt at a 45 degree angle alternating to the top of stack. The middle stack shows a knit as a layering companion to the woven. The shirts are stacked like a capital letter “L”. The final stack is the combination of a solid woven and striped knit stacked di-rectly on top of each other.


The centerpiece...Belted Stack

Create a belted stack using 4 to 7 tops from the collection. Fold each so they are the same width. Buckle, then place the Cremieux belt around the stack. Roll and secure the excess strap with a rubber band and cover with a hat. If not using a hat, hide rolled excess behind the stack.

Daniel Cremieux Guide to Classics Merchandising

Classics are always merchandised together in an item statement. Utilize special folds to illustrate details of classics.

Solid classics should be placed on the fixture with contrast as the priority. The best way to create contrast is to place light colors next to dark colors. If there is more than one stack of a color, create two equal stacks each containing full size runs and merchandise the stacks independently (not to-gether).


Classic chino pants are merchan-dised first by fit - Paris, Salon or Bayonne, then hashed by size within each fit. The stack progression goes from top to bottom, left to right.

Example: 32 38 33 40 34 42

36

The Salon pant can have the last cuff out on each stack to tell the customer it is a cuffed pant.

Definitive pants are merchandised by color because there is no size sticker which is imperative for maintenance when hashing.


Alternating two colors of the same item in a row will add more interest than two separate blocks of color side by side.

If hanging classic wovens, roll the sleeves twice to add character.

Flip jacket collars up when a different pattern is used on the back of the collar.


Conveyor Belt Zoning - Markdowns

As a collection ages, it is shifted towards the less focal side of the shop. This is the correct place-ment for markdown merchandising. Markdown zones run in the interior area of your shops - avoid sale on both the aisles and in the walls. If you do not have enough regular price to have a complete aisle presentation at regular price, only put 25% on the aisle. 25% Off - The collection remains merchandised on the table just as it was at regular price. The only difference - a Daniel Cremieux Spring or Fall 25% off sign. 50% Off - The collection remains merchandised on the table just as it was at regular and 25% off until integrity/cohesiveness is lost (difficult to pull outfits together) OR the table needs to be used for a new collection. Once integrity is lost or sale needs to be moved for new receipts, CLASSIFY like items together, hang or fold within the sale zone of the shop. Additional chrome 4 ways and rounders can be added to the shop to accommodate this sale merchandise. 75% Off - ALL merchandise at this point MUST be hung on plastic hangers, classified and sized with size markers on rounders.

Daniel Cremieux Approved Markdown Signage

Daniel Cremieux Markdown Collateral

October- March 5 x 7

8.5 x 11

April - September 5 x 7

8.5 x 11

Daniel Cremieux Approved Promotional Signage

Daniel Cremieux Promotional Collateral

All Except Nov/Dec 5 x 7

8.5 x 11

Nov / Dec 5 x 7

8.5 x 11

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