08 December, 2006

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LOOK-LOOK Merchandising Concepts Draft 01
08 December, 2006
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Agenda
Introduce Target Attributes
Introduce Target Merchandising Concepts (2)
Introduce Upscale Attributes
Introduce Upscale Merchandising Concepts (2)
Feedback / Direction
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Green Merchandising
Targeting Target
Target presents a cohesive brand to its
consumers. They offer affordable products that
are well informed and design savvy. They enlist
some of the biggest names in design and have
helped bring design into the forefront of
American consumer culture, riding the wave of
home improvement and cocooning that has gripped
Americans over the past 5 years. In addition,
Target takes risks. They offer products that are
current in their look and feel, and are
traditionally very trend aware.
The Target consumer is Younger Value
Conscious Trendy Design aware
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Green Merchandising
Store Displays Target
Somewhat ironically, Target has a much more
cohesive and controlled merchandising system than
most other stores (including those in our Upscale
category). As such, there arent many variations
at the store. We would like to propose
something a little beyond what weve been seeing
in order to really highlight the sustainable edge
that Burnes is trying to create with their
products. Merchandising opportunities include
applying graphics to shelves, shelf faces, and
the background. In addition, we can vary
hanging/shelving systems to highlight the line.
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Green Merchandising
Target system
Concept 01 Hanging
Hang larger frames
A key Advantage of Targets system is the
introduction of standard hanging hardware. Here
we have completely transformed their fixtures,
however, by covering the back with a large print
of a textured looking print that also highlights
the ecology line and the Burnes of Boston mark.
The paper is thin enough that the pegs can
still be pressed through it, but the unneeded
holes are concealed, elevating the fixtures
look. Custom graphics have been places into the
edges of the shelves to further differentiate
this area.
Burnes branding and ecology story
Natural looking texture printed on paper
Materials Recycled paper / natural inks
Custom edge graphics on shelves
Natural texture printed on background
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Green Merchandising
Target system
Concept 02 Even it out
Larger frames on top
Instead of a large paper appliqué, weve opted
for a simpler system. Here 12 in x 48 in paper
backs are used, which can also be used to quickly
align the shelves to an even 12 in. spacing.
The larger frames that dont fit on the 12 in.
shelves are placed on top. Graphics are used on
the shelf edge to help differentiate this area.
12 in tall background panels temporarily applied
to back surface (conceals ugly looking surface).
Materials Recycled paper / natural inks
Natural looking texture printed on paper
Custom edge graphics on shelves
Natural looking texture printed on 12 in
background strips
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Green Merchandising
Approaching Upscale
The upscale market, including Linens 'n Things,
Kohls, Federated (Macy's), and Bed Bath and
Beyond, presents a different customer than
Target. Namely, they look for a higher quality
product with more classic design elements. The
upscale consumer is mature, with a more refined
and classic taste. They have more money than
their younger Target counterparts. Value for
this market has more to due with quality, or
perceived quality, than in the Target
demographic.
The Upscale consumer is Mature Less concerned
about cost Family focused Interested in lasting
style Quality driven
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Green Merchandising
Store Displays Upscale
In the upscale category we ran into some of the
worst merchandising. Well be focusing our
concepts on the 4 template weve been provided
as a best case scenario. The shelves are often
nicer (real wood), so they look a bit more
appropriate than the metal ones at Target. In
addition, we can use thicker materials to cover
surfaces since we dont need to worry about peg
holes. Some stores used slatwall however, which
we may not be able to cover, unless smaller
segments of background are used.
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Green Merchandising
Upscale system
Burnes Logo
The Burnes Name Story
Concept 01 Background Info
Pattern adds texture
In this concept, we apply a printed background to
the stores fixture using temporary adhesive
(similar to that rubbery material used in
magazines). The background literally provides
the consumer with background information about
the line, and also serves as a cohesive
environment for the diverse products.
Materials Recycled paper / natural inks
Recycle logo
Messages printed on the back urge the store to
recycle the paper after it is used
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Green Merchandising
Upscale system
Concept 02 Complete Transformation
The Idea here is complete transformation of the
existing fixture. The back panel is covered with
a textured Wolf-Gordon wall covering from their
sustainable collection. It is held in place with
a temporary adhesive. Each shelf is covered with
a cardboard cover that is printed to match the
back panel, and also has the Burnes story.
Materials Recycled cardboard with natural
inks Wolf-Gordon sustainable edition wall covering
Printed shelf covers conceal existing shelves.
Back panel covered with sustainable textured wall
covering
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