Welcome !
Ander-Ando Invites all of it’s exclusive guests backstage at an art gallery showing. Here guests have the opportu- nity to purchase , interact and touch the art work. The key words in the story are Exclusive + Experience.
When guests step into our stores , their stepping into the backstage area of a gallery. The artwork is our exclusive clothing and the experience in-store is referred to as our gallery.
We’re so excited to have you apart of our gallery and
art story, there really isn’t anything else like it. On the following Pages you will be inducted into the world Of Visual Merchandising. This document has been created so that at the end of training you should have no questions of the basic VM standards.
Feel free to always reach-out to the VM Team at any point if you do have any questions via email on The Hub.
A Glossary has been placed at the back of the manual for all themed lan- guage references
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Contents Page
Boutique 4 -16
Target Market 17 -22 Merchandise 23 – 31
Floor Plan 32 – 45 Planning 46 – 49
Wall Sets 50 – 58
Style Merchandise 59 – 66 VM Tools 67 – 69
VM Aids 70 – 83
House Keeping 84 – 88 Trouble Shooting 89 – 92 Glossary 93
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BOUTIQUE
Location, Look, Target Market
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LOCATION Flagship RESEARCH AND DEVELOPMENT
THE AMERICANA AT THE BRAND
889 Americana Way, Glendale, CA, USA Anchor Stores: Apple , Barnes+Nobel ,
Nordstrom
The Americana is one of the most iconic shopping malls within California let alone the united states. The mall has a high amount
of visitors from both local , domestic and international consumers. During weekdays
the mall is seen typically busier trade than other enclosed shopping malls. Inspired by the Industrial Era of the United States of America
, consumers and shoppers are immersed in
a world class retail experience complete
with art-deco inspired cinemas , huge water features and flagship stores.
Features:
-The entire shopping mall is outdoors, unlike most shopping malls
-State of the art water show every hour -Luxury apartments above the shopping mall -Transportation trolley , to transport guests through out the mall
Benefits :
-Constant foot flow and traffic within the area -Well branded and iconic location
-Consumer tend to increase spending budget as shopping mall provides an experience rather than just product
-Near Glendale large scale corporate offices, where average salary is higher.
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LOCATION
RESEARCH AND DEVELOPMENT
Motifs within the decor and materials
-American Flags -Construction Metal -Construction wire -Industrial aged clocks
-Bricks
Google Map Aerial View
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LOCATION Two RESEARCH AND DEVELOPMENT
Sunset BLVD
Sunset BLVD is the heart of west Hollywood. There are lots of iconic stores and eateries. The area is well know with the younger adult demographic who would be very responsive to the product of Ander Ando
Anchor Stores:
Fred Segal HM
Soul Cycle Mel’s Diner
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LOCATION Three RESEARCH AND DEVELOPMENT
The Grove
The grove is one of America’s most iconic shop- ping malls. The Mall is situated next to the NBC studios and the Farmers market. celebrities can usually be spotted shopping and eating within the grove
Anchor Stores:
Top Shop Apple Cinemas
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Mood/Feel Store Design
STORE DESIGN
Ander-Ando store design is elegant yet playful. Keeping in mind the in-store Backstage Gallery experience.
Store Design Buzz Words -Playful
-Clean
-Youthful -Artistic -Futuristic -Vibrant -Twisted -Experimental -Knowledgeable -Calm
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Lifestyle Experience
BRAND EXPERIENCE
Lifestyle : Contemporary x Trend
Ander-Ando store is based of a Los Angeles Gallery but backstage. The in store experience should be creatively calming. We are a contemporary x Trend brand as we are leaders in the fashion and retail industries. Our pieces are timeless , and always ahead of the game. We’re not on trend , we predict it for years ahead.
Mood Buzz Words
-Unique -Interactive -Immerse -Timeless -Expanding -Stylish -Limited Edition -Personalized -Bright
-Bold -Connected
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Lifestyle Materials
BRAND EXPERIENCE
Ander-Ando’s materials have to keep in mind the backstage qualities of a gal- lery however still need to be clean and perfected to be calming to the consum- er.
Materials Buzz Words -Controlled Chaos -Creative Mess -Transitional -Funky
-Textured
-Polished
-Perfected Almost Perfect*
*Perfected almost Perfect is a very weird contra- dictory saying. Our store is a backstage space to a gallery and to keep that experience authentic certain fixtures , materials and props may have intentional touches and finishes that make them look a little unfinished as if they were about to be given final touch ups or if they were about a week out of going to on stage in a gallery.
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ANDER ANDO
ANDER ANDO
Branding Branding
logo
MAIN LINE – PAINTING BOX
ADD ON BAG – FOLIO
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SHIPPING
ANDERANDO PAINTING SKU:
TSHIRT A113 PANT 2312 KEYCHAIN051297
RECIEPT 1955001
A RECIEPT HAS BEEN PLACE INSIDE THE PACKAGE FOR EXTRA CONVIENCE. PLEASE HOLD ONTO INTERNAL OR PACKAGING RECIEPT FOR PROOF OF PURCHASE
ANDERANDO PAINTING SKU:
TSHIRT A113 PANT 2312 KEYCHAIN051297
RECIEPT 1955001
A RECIEPT HAS BEEN PLACE INSIDE THE PACKAGE FOR EXTRA CONVIENCE. PLEASE HOLD ONTO INTERNAL OR PACKAGING RECIEPT FOR PROOF OF PURCHASE
Out of Courtesy to our guests, If additional bags are requested- they are allowed to take as many bags as items they’ve purchased.
This increases brand awareness and word of mouth through packaging,
BAG INSTRUCTIONS BOX MAIN FOCUS
MAIN LINE – PAINTING BOX
To complete the interaction at the counter, our guests leave with a last tangible memory- their BOX BAG , Just like how a painting would be boxed up when purchasing , so will our tangibles. This to contribute to the authentic guest gallery experience.
SHIPPING
Feel free to talk about the box bag when finalizing purchase with an Interaction rather than transaction
The following facts can be used in the closing interaction at POS – biodegradable material
– can be planted in guest garden
-all packaging is made within the united states
Box Bags with logo damaged cannot be given out to guests due to brand protection. If a batch of box bags are damaged please get in contact with your area manager.
Good to point out to guest that all store details are on the sticker placed on box bag for convince.
The biggest feature of the Box Bag is that on the back of a print out sticker will be a copy of the guest’s receipt ( without prices) as if it were being shipped to them. This can be used as a Proof Of Purchase in case of a refund. Internally an additional receipt will be placed for guest convince.
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ANDER ANDO
ANDER ANDO
ANDER ANDO
BOX BAG Instructions
1.Start with Box Bag net design face down
2.Place Tangibles and receipt in the middle of the net 3.Fold end tabs in towards Tangibles
4.Fold over remaining side peel off adhesive slip tab and attach to other side of the Box
Bag
5.Grab attachable handle strips, peel off adhesive tabs 6.Box is now complete. and stick to Box Bag
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ANDER ANDO
BRANDING Tags
Our tags are made with strong re-usable cardboard. This should create a strong / sturdy piece. If the tag is bent at all , please dispose.
The tag ‘ string ‘ is made out of an elastic like material. This is so that it can be
put either around the coat hanger or on the garment , exactly like you would tag a suitcase.
BACK OF TAG
SKU A113
SKU A113
ANDER ANDO
$ 2313
ANDER ANDO
$ 2313
You will notice or tags do
not have barcodes and our
POS machines do not have
scanners. This is because
every single one of our tags
has a four didget SKU, that
is manually entered into the
computer. 15
PLAYLIST Music
You can find the full playlist on the store’s intranet
Sunlight Yono
Waking Up Mr Little Jeans
Dance To This
Troye Sivan ( Ft. Ariana Grande)
The Keepers Santigold
A Dream Of You And Me Future Islands
Not So Bad In LA Allie X
We Have Everything Young Galaxy
Laugh It Off Chelsea Jade
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Target Market
Activities , Food , Personality
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TARGET MARKET MOODBOARD
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Target Market
Gender : Male Age : 25-30
Income : $$$ must have disposable in order to meet price point
The Ander-Ando target market is
one that really hasn’t had much exploration in the male gender. We are a very strong artistic based brand , and no fashion store is offering the male demographic fun , on trend and exciting clothes – that aren’t taken seriously.
The male market is crowded with serious , boring clothing – and no one is having fun for the male who wants it.
Today in retail ; the consumer is spending more the on the experience rather than a product. It’s about time the male market got a fun one .
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Target Market Activities
Activities
– Visiting Gallery – Large Festivals – Shopping
– Colour Run
– Fashion Shows
-Instagram Photoshoots -Shopping
-Walks in the sun
– Drawing and Paining
– Contemporary Arts + Crafts
Our guest is never shy of having fun and exploring. They believe home is boring and later is the time to sleep as now you could be exploring.
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Target Market Food
FOOD
– Health foods
– Trend foods
– Food for photos
– Colour matters over taste.
– Food is about the experience over taste
– Food can be a form of art
– Going back to basic , with or- ganic foods.
Our guest loves food but what they eat for a meal and what they like can be two different things .
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Target Market Personality
Personality
-Bright
-Bold
-Bubbly
-Child At Heart -Adventurous -Infectious
Our guest is outgoing , usually loud however not overbearing. They express that artistic flair in not only art but speech , body language and of course what they wear
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MERCHANDISE
Brands, Apparel, Manchester
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Merchandise Key Looks
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BRAND STOCKIST Weekend + Resort
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BRAND STOCKIST Weekend + Resort
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Shoes Evening wear