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Avenues of Light

Avenues of Light. Visual Merchandising Guidelines 2/15/08 – 3/23/08. Overview.

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Avenues of Light

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  1. Avenues of Light Visual Merchandising Guidelines 2/15/08 – 3/23/08

  2. Overview This year’s spring summer collection is a celebration of urban spirit and vibrating energy you are only able to find in the city. It is inspired by vital elements of cities such as Tokyo or New York: Architecture, design, geometric forms, light reflections. The collection shows the different styles in the city, sometimes functional and modern, and then fashionable and more refined or just absolutely glamorous and sparkling that lets a woman feel like a movie star. Operations Information Please read these guidelines thoroughly before beginning the floor set. White vs. Blue Blue Display Stores Reference both the SCS and Valentine’s day guidelines for set up of all cases with blue displays. If there is a please set the focal and feature showcase with silver fashion displayers instead of the white displays that are shown. White Display Stores These guidelines include photos of all products on white displays. All of the visual guidelines from this point on will be photographed on white displayers. Thank you for your patience during this transition. _____________________________________________________________ Tracking Your Collateral Shipments If you discover you’re missing any seasonal collateral that ships to you from Cranston, you can now call customer service to track or replace your missing item. Please refer to the prop overview (pages 6 and 7) and report the missing item(s) by their proper name or customer service will not be able to help you as efficiently. You can also reference the missing items sku number from the order overview at the end of this guideline. Call 1-800-426-3088 This does not include graphics form Synnott Imaging. You must still fax your packing list back to Synnott to verify that you received all of your paper graphics.

  3. Calendar 2/15, 2/18 - 2/19 Avenues of Light Floor Set 2/15 - 3/23 Avenues of Light Program 3/24 - 3/26 Bridal Floor Set 3/24 - 4/27 Bridal Program 4/28 - 4/30 Mother’s Day Program 4/28 - 5/25 Mother’s Day Program Signage Overview Blue Display Stores Only • Notes: • If multiple jewelry items are displayed on a neck form, center the price point under each item. • If multiple jewelry items are displayed on a pedant form, stagger the price points with the front price referring to the lowest necklace on the form and the rear price referring to the highest necklace. • If multiple items are on one fixture and the price of all of them is the same, place only one price point that refers to all of the items on that display. • Price signs should be straight and parallel with the front of the case. • The price signs must always be placed on the right side of the displayer or the product • When product is displayed on a riser, the price sign is placed on the displayer • Place the price sign on the glass when an item is displayed on the glass Multiple items on a neck form Multiple items on a pendant form

  4. Signage Overview White Display Stores Only • The price signs must always be in line with the right side of the displayer or the product. • The price sign may only be placed on the outside when another displayer is blocking the view of the price sign. • On a vertical displayer, the price sign is placed on the glass. • On a horizontal displayer, the price sign is placed on the displayer. • When displaying more than one item on a horizontal displayer, place the price sign in line with the right side of the product. • When you have multiple items on a vertical display, center the price sign below the product as shown in A. • When the price is in front of vertical displayers, place the price sign about ¼ inch away from the displayer. • If the front displayer is blocking the price sign in back, move the price signs out to the edge so that it is visible, see B. A. B.

  5. Graphics Mega Poster 1 Mega Poster 2 • Alternate the fashion and crystal living images throughout the store. Duratran Graphics

  6. Graphics Leaseline Graphics 11x17 Graphic Period 1 Period 2 2/25-3/09 3/10-3/23 Cash Wrap Display Graphics

  7. Window Props Column Cover Tops Showcase & Window Sticker Base Covers VD08 WAD Lcovers and Inserts WAD Lcover Inserts

  8. Feature Showcase Props Feature Showcase Backdrop VD08 Showcase Acrylic Displays- SAD Use the same backdrop from Valentine’s Day Showcase Sticker Large Backdrop Holder SAD Lcover Inserts

  9. New/Current Props

  10. New/Current Props

  11. Props to Purge • Prop sale notes: • If you do not sell the prop two weeks after the promotion has ended, discard the prop. Be sure to check the “current list” before discarding. • If a customer is interested in buying a new prop, please take their name and call them when it is available. This is the best way to sell these items as they cannot be displayed on the sales floor after the season is over. • All props must be rung up under the prop sale sku- “PROP ITEM” at the cost listed in these or past guidelines. • If you have more than one customer for a prop, please take their name and attempt to find the prop at a store in your area. If unavailable, call the Visual Merchandising Dept. Sometimes there are a few extra we have here at corporate that we can send to you for your customer.

  12. Window Sticker Application • Notes: • If the window sticker is going to overlap the Swarovski logo on the window glass, do not use the window sticker. • Only selected stores can implement the window sticker. • The Avenues of Light Window Sticker Ornament (one part) is 33” high and 63”wide. • Apply the sticker to the interior of the window. • The sticker must be positioned on the bottom of the window, flush with the floor and slightly overlapping the WFS, but not covering the products or decoration too much. • If you receive a window sticker and you know you cannot display it because of mall restrictions, please discard the sticker and email your district manager to make them aware of the restrictions. 86” 86” 33” 33” • Narrow Window: • Position the bottom of the sticker 41 inches from the floor with 2/3 of the sticker overlapping the window graphic. • Wide Window: • Position the bottom of the sticker 41 inches from the floor with 1/3 of the sticker overlapping the window graphic. • Window Sticker Application: • Clean window with cleaning agent. Dampen the window with water before adhering the sticker. This will allow you to adjust the positioning as you put the sticker on. • Position the top edge of the sticker so that it is level level on the glass. Adhere the top edge with wide adhesive tape. • Remove the backing by pulling carefully downward. Use the squeegee to flatten the sticker moving from the center to the edges, thereby removing any air- bubbles underneath. All stores should have a blue squeegee available in store. • Remove application tape by pulling carefully downward.

  13. Case Sticker Application 1. 3. 4. 5. • How to apply the Sticker Text • Clean the window • Position the sticker on the glass, remove the small strip on the rear of the sticker and fix the top part • Remove backing tape by carefully pulling downward. At the same time use a squeegee to flatten the sticker from the center to the edges, thereby removing any air-bubbles underneath • Remove application tape by carefully pulling downward • If bubbles are still visible afterwards, pop them with a pin, and flatten with the squeegee Application on Showcase 200 ▪ Apply the showcase sticker text to the exterior of the showcase ▪ Position the sticker on the left, with the base of the upper line of text slightly above the second glass shelf

  14. Cash Wrap Direction • Over time each store has been placing an array items on their cash wrap. We would like to keep the cash wrap as free of clutter as possible so we will direct exactly what should be on the cash wrap and what should not. • The following items should be displayed on the cash wrap throughout the year: • The return policy sign (white and gray) in the 5.5x7 Acrylic sign holder with frosted acrylic base • The employment brochure in acrylic holder provided by Human Resources • California stores only--- The Prop 65 sign about air quality • New Jersey stores only--- The New Jersey Discrimination 8x10 sign • The mirror display should be placed on the back of the cash wrap. • The cash wrap display should continue to be placed on the front of the cash wrap • The following items will be displayed periodically throughout the year but only during selected timeframes designated by Marketing or Human Resources: • The hiring sign in acrylic block sign holder provided by Human Resources (only if you are currently hiring) • The current "Events to Inspire" take away in the acrylic brochure holder provided by Marketing promotions • 8x10 Promotional graphics • 8x10 PR related graphics • The following items should NEVER be displayed on the cash wrap • Any postcards of any kind! (These are meant for you to give to the customer, not to display on the counter) • The Optiks Brochure and holder (This should be handed out to customers who show an interest in Optiks) The brochure and holder should not be out on display unless optiks are in an Oval 95 showcase. • SCS brochure and holder (These should be given to customers interested in SCS) The brochure holder may be placed on top of an Oval 95 if SCS is featured in the oval. Otherwise, the brochure should stored out of sight. • Active Crystals Brochure (This should be handed out to customers who show an interest in Active Crystals) • Any business cards of any kind! (These are meant for you to give to the customer, not to display on the counter)

  15. Priority One Morning of 2/15 WindowsOpen SellFocal Must be completed prior to store opening!

  16. Window 1 – Etoile • Notes: • The photo to the left is just an overview of the look of the window. Follow the detail photo for exact product placement. • Use the plexi pedestal covers in your windows. • Clean the window and pedestals thoroughly and focus the lighting to highlight the products and the graphic. • Make sure that your WAD Lcovers and displays are clean and free of fingerprints. • Anytime an item is displayed in the window, a price point sign must be placed in front/right of the product. • Substitutions: • Small euphoria pendant for 933640 • Desert glow kyrat collection for emblema • Large etoile or mini parallel for etoile shown • Props: • Etoile Megaposter • Window Acrylic Displays (WAD) • Window Acrylic Display Lcovers • AOL08 Blue Window Acrylic Display Lcover Inserts • AOL08 Column Cover Tops • AOL08 Window Stickers 933641 933640 933628 933629 933623 933624 945229 933645 920685

  17. Window 2 – Eclipse • Notes: • The photo to the left is just an overview of the look of the window. Follow the detail photo for exact product placement. • Use the plexi pedestal covers in your windows. • Clean the window and pedestals thoroughly and focus the lighting to highlight the products and the graphic. • Make sure that your WAD Lcovers and displays are clean and free of fingerprints. • Anytime an item is displayed in the window, a price point sign must be placed in front/right of the product. • Substitutions: • Ensemble collection for eclipse on left • Eyeliner collection for eclipse in the center • Clear crystal active for new active colors • Props: • Etoile Megaposter • Window Acrylic Displays (WAD) • Window Acrylic Display Lcovers • AOL08 Blue Window Acrylic Display Lcover Inserts • AOL08 Column Cover Tops • AOL08 Window Stickers 959367 959366 935387 935388 935389 935391 909823959369 959368Pink Heart Ware 935352 942885

  18. Built-in Window 1 – Etoile • Notes: • This window should contain an AOL base cover. • Carefully measure the window and cut the base cover to fit. • Clean the window and pedestals thoroughly and focus the lighting to highlight the products and the graphic. • Make sure that your WAD Lcovers and displays are clean and free of fingerprints. • Anytime an item is displayed in the window, a price point sign must be placed in front/right of the product. • Props: • 22x28 Etoile Graphic • Window Acrylic Display Lcovers • AOL08 Blue Window Acrylic Display Lcover Inserts • Window Acrylic Display Set (WAD) • AOL08 Base Cover

  19. Built-in Window 1 – Etoile • Substitutions: • Small euphoria pendant for large euphoria • Desert glow kyrat collection for emblema • Large etoile or mini parallel for etoile shown 933623 933624 920685 933640 933628 945229 933645

  20. Built-in Window 2 – Eclipse • Notes: • This window should contain an AOL base cover. • Carefully measure the window and cut the base cover to fit. • Clean the window and pedestals thoroughly and focus the lighting to highlight the products and the graphic. • Make sure that your WAD Lcovers and displays are clean and free of fingerprints. • Anytime an item is displayed in the window, a price point sign must be placed in front/right of the product. • Props: • 22x28 Eclipse Graphic • Window Acrylic Display Lcovers • AOL08 Blue Window Acrylic Display Lcover Inserts • Window Acrylic Display Set (WAD) • AOL08 Base Cover

  21. Built-in Window 2 – Eclipse • Substitutions: • Ensemble collection for eclipse on bottom left • Eyeliner collection for eclipse on the top • Clear crystal active for new active colors 935389 935391 942885 909823959369 959368 with cord 959366 959366 959367 959368Pink Heart Ware 935388 935387

  22. Focal – Enjoy Collection • Notes: • Make sure the white or silver fashion displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. • Substitutions: • Emergency collection or ex aequo collection for the enjoy collection • Black or blue intervalle bangles for golf bracelet and alice key chain • Any nirvana ring for ring shown 935362 935363 935361 935360 957033 957035 903718 909887 910852 99888 957032 934032 957031 860475 903723 905780 957027 903722 846392 935364 928355 • For selected stores with large focal cases: • Large Focal, front – Enjoy Collection • Large Focal, top – Nirvana and Glacier rings on thin bracelet displays • Large Focal, right – Clear and gold mini parallel collections • Focal, left – Eyeliner collection

  23. Open Sell- Gold Jewelry • Notes: • Display the product on white or silver displayers on the mini table as shown. • Place the price points as directed. Refer to price point guidelines at the beginning of this packet for more information. • All of the stacks should be set up like a set of stairs, with the higher stack in the back and the lower stack in the front to create interest. • Replenish the open sell quantities as sell-through occurs throughout the day. • Substitutions: • Rhodium mini parallel for gold • Gold stonehenge or brown galet collection for euphoria collection 928365 933642 928366 933641 933643 933643 928365 933641 933642 928366

  24. Open Sell- Easter • Notes: • Display the product on white or silver displayers on the mini table as shown. • Place the price points as directed. Refer to price point guidelines at the beginning of this packet for more information. • All of the stacks should be set up like a set of stairs, with the higher stack in the back and the lower stack in the front to create interest. • Replenish the open sell quantities as sell-through occurs throughout the day. • Substitutions: • Lazo mini sun neck and earring for galet collection • Daeni and dambulla flowers for rabbits 940245940243 949740 933642 933643 940245 949740 940243

  25. Priority Two On 2/18 Oval 95 Cases Cash Wrap Cases Feature Showcase Cash Wrap Displayer

  26. Oval 95- Disney • Notes: • Only place Disney in an oval 95 if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 933152 903725 933148 933155 933151 933150 903722 903723 903720 903718

  27. Cash Wrap- Disney • Notes: • Only place Disney in the cash wrap if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. Desert Rose collection Double collection

  28. Oval 95 – Active Crystal • Notes: • Only place active crystal in an oval 95 if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 959368 959366 909820 959367 909823 959369 959367 959368 909816 959366 909822 909823 959369 909816 909818 909817 909819 909821 909818 909819 909817 909822

  29. Oval 95 – Pins • Notes: • Only place pins in an oval 95 if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 909821 909818 909819 909817 909822

  30. Cash Wrap – Pins • Notes: • Only place pins in the cash wrap if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 909821 909818 909819 909817 909822

  31. Oval 95 – Rings • Notes: • Only place rings in an oval 95 if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 865408

  32. Cash Wrap – Rings • Notes: • Only place rings in the cash wrap if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 959368 920685 910830

  33. Oval 95 – Watches • Notes: • Only place watches in an oval 95 if it is designated on your custom floor plan. • Display what you own and remove the end acrylics if you need to shrink the presentation down a bit. 85% of the watches are shown but not all stores will have all watches. • Stores with blue displays should set up this display on silver fashion displayers. • Make sure the displayers are clean and free of finger prints. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 945980 945981 945982 903344 945964 945966 945967 945979 920820

  34. Oval 95 – Rhodium Jewelry • Notes: • Only place rhodium jewelry in an oval 95 if it is designated on your custom floor plan. • Stores with blue displays should set up this display on silver fashion displayers. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set. 957027 957031 934032 956723 834865 661034 1809006 678198 959286 697331 848563 933555 957038 848564 959266 678187 957033 957032 910490 869978 959288 916976 909887 933616

  35. Oval 95 – DSE Selected Stores • Notes: • Only place DSE in an oval 95 case if it is designated on your custom floor plan. • The glasses shown are for placement only. Each individual’s stores assortment will vary a bit. Be sure to place the newest glasses on top. • Stores with blue displays should set up this display on silver fashion displayers. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set.

  36. Narrow Showcase – DSE Selected Stores • Notes: • Only place DSE in a narrow case if it is designated on your custom floor plan. • The glasses shown are for placement only. Each individual’s stores assortment will vary a bit. Be sure to place the newest glasses on top. • Stores with blue displays should set up this display on silver fashion displayers. • Clean the case thoroughly before beginning and focus the lights onto each grouping after the case is set.

  37. Feature Showcase Notes: • This showcase is for selected stores. On each store’s floor plan a FS will be designated on the plan. • The majority stores will receive a set of collateral to create a feature showcase (FS). • Stores with blue displays should set up this display on the SAD’s and silver fashion displayers. • This showcase will focus on highlighting new products for each season throughout the year. • The same backdrop from Valentine’s Day will be used again for AOL. • Props: • Acrylic Backdrop Holder • SAD set • SAD inserts • Feature showcase kit containing: • Case Backdrop • Pink WAD Lcover Inserts • Case Sticker • White or Silver Fashion Displays

  38. Feature Showcase Shelf 1 933642 933641 Shelf 2 933580 933581 848564 933582

  39. Feature Showcase Shelf 3 928365 928366 909888 909887 934032 Shelf 4 940243 940245

  40. Cash Wrap Displayer • Notes: • Please replenish the cash wrap quantities as sell-through occurs throughout the day. 909887 909887 909888 909888 933570 933573 933573 933571

  41. Priority Three 2/18 Fashion JewelryAccessories

  42. Fashion Jewelry 1 A, B & C Stores • Notes: • Clean the case thoroughly before beginning. • Focus the lighting on the product groupings once the case is set. • Stores with blue displays should refer to the layout below and the details shown in the Valentine’s Day visual guidelines. • Never leave a displayer empty for any reason!

  43. Fashion Jewelry 1 A, B & C Stores Shelf 1 935382 935378 935377 935384 935410 935383 900074 Shelf 2 935360 935359 935363 935362 935364 935365 935361

  44. Fashion Jewelry 1 A, B & C Stores Shelf 3 935370 935371 933553 935376 945230933551 Shelf 4 910673 933580 946780 933582 910674 933583 910858910860

  45. Fashion Jewelry 2 A, B & C Stores • Notes: • Clean the case thoroughly before beginning. • Focus the lighting on the product groupings once the case is set. • Stores with blue displays should refer to the layout below and the details shown in the Valentine’s Day visual guidelines. • Never leave a displayer empty for any reason!

  46. Fashion Jewelry 2 A, B & C Stores Shelf 1 935386 933591 935387 933592 933593, 955734 935352935355 Shelf 2 933562 933607 910059 933563 910061 933564 910057 910852 935348

  47. Fashion Jewelry 2 A, B & C Stores Shelf 3 935405 933640 935341 935404 933626 935406 935409 Shelf 4 935396 935411 935399 935397 935395 935398 900076

  48. Fashion Jewelry D and E Stores • Notes: • Clean the case thoroughly before beginning. • Focus the lighting on the product groupings once the case is set. • Stores with blue displays should refer to the layout below and the details shown in the Valentine’s Day visual guidelines. • Never leave a displayer empty for any reason!

  49. Fashion Jewelry D and E Stores Shelf 1 933591 935378 935382 933592 935384 935387 935388 935352935355 933593, 955734 Shelf 2 935360 935370 935363 935376933553 935361 935364 945230933551 910057, 910061, 916958 900074 910059

  50. Fashion Jewelry D and E Stores Shelf 3 933581 933580 910673 933563 910674 933583 910858910860 933582 910852 935348 Shelf 4 935395 935411 935406 935397 935409 935398 935399 900076

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