WOMEN’S SEQUENCE UPDATE

SEPTEMBER 10, 2014 08-FW14 / UK

NEW!
FALL / WINTER 14
THE LATERAL WALL MERCHANDISING STRATEGIES HAVE BEEN UPDATED FOR
THE FALL/WINTER 2014 SEASON! READ THE BUILDING TIPS PROVIDED,
THEN APPLY THEM WHEN BUILDING THE WOMEN’S LATERAL WALLS.

MERCHANDISING
S T R AT E G I E S
LATERAL WALLS

SEQUENCE BUILDING FLOW

The HOT ZONE COMPOSITION visually forms a WAVE, from the front
to the back of the store.
The graphic below represents the flow of the lateral wall. The red shelves represent
the approximate HOT ZONE LOCATION in each section of the lateral wall.

FRONT OF STORE BACK OF STORE

COMBINING SECTIONS
When combining sections, build the hot zone in the appropriate location in order
to MAINTAIN THE WAVE EFFECT.
ADJUST the hot zone FOLLOWING A COMBINED SECTION in order to maintain
the wave effect, when necessary.
If INVENTORY LEVELS are high, replace handbags with footwear and adjust
shelf heights if necessary.

FOOTWEAR ROTATIONS
Each shelf in a section highlights the styles shown using ROTATION REPETITION.
Use ONE ROTATION per shelf.
DO NOT use the same rotation directly ABOVE or BELOW the same rotation,
unless shown in the sequence update.

SIDEWAYS 45º ANGLE

FORWARD
LATERAL WALLS

ADJUSTING SHELVES
Product shown in the sequence update photo may not be available in select stores.
SHELF HEIGHTS and MINI SHELVES shown in the sequence update CORRESPOND
to the height of the footwear shown.
Refer to the graphics for correct shelf height adjustment when product is unavailable.

EXAMPLE: SEQUENCE UPDATE PHOTO

DO DO NOT

EMPTY SPACE

REPLACE the mini shelves with regular shelves and DO NOT merchandise low-shaft footwear in spaces
adjust shelf heights if necessary. created for high-shaft footwear.
Create a section set-up that properly SHOWCASES
the styles available.
WOMEN’S SEQUENCE UPDATE
SEPTEMBER 10, 2014 08-FW14 / UK

SECTION ORDER
1 CASUAL 1

2 CITY 1

W H AT ’S 3 CITY BOOTS 1

NEW! 4 CITY BOOTS 2

Combination section photos will no longer be
provided in the sequence update, unless noted.
5 CITY BOOTS 3
The combination icon indicates which sections
to combine. Refer to the combining section
in the lateral walls chapter in the VM Guide
6 CITY 2
for further information.
7 CITY 3

8 CITY 4

9 CASUAL 2
SALE 10 DRESS 1
Regroup ALL SS14 SALE styles at the BACK of the store
with a PGK SALE gatorboard sign.
Keep all FW14 SALE styles in their respective sections 11 DRESS 2
and identify them with a PAM SALE CLIP.

LEGEND COMBINATIONS
Block: Ribbon Wall:
Use a white block. Display merchandise
on the ribbon wall. 1 + 9 1
Back of shoe: Combine these
Display shoe with sections. 2 + 6 2
heel facing forward.

Replace the color of the

NEW
10 + 11 10
/40 footwear with the color
noted inside of the icon. ICON!

VM Refer to the LATERAL WALLS, FOOTWEAR and HANDBAGS chapters in the Merchandising Standards binder for further information.
GUIDE
CASUAL 1 9
FEATURES: ESPADRILLES, PLIMSOLL, OIL SLICK, IRIDESCENT GLITTER, SNEAKER WEDGES
HANDBAG FEATURES: BAG IN A BAG, TOTES, BACKPACKS

Black Purple Gold Cognac Beige

SHELF HEIGHTS

TREND WINDOW
04 07 11

6 5 5

6 4 4

HOT ZONE
10 9 9

9 8 8

6 4 4

7 5 5

11” - 28 cm
CITY 1 6
FEATURES: LUG SOLES, PATENT, OIL SLICK, ZIPPERS, LACE-UPS
HANDBAG FEATURES: ZIPPERS, CROSS-BODY BAGS, TECH ACCESSORIES

Black Navy Dark Red Gold

SHELF HEIGHTS SHELF HEIGHTS

TREND WINDOW
04 07 11 04 07 11

HOT ZONE
7 5 5 5 5

7 5 5 5 5

9 7 7 7 7

7 5 5

14 14

!
7 6 6

5 5
7

22” - 56 cm 11” - 28 cm

! Display black boot in front.

Stores with low inventory levels,
relocate styles from this section to CITY 2.
CITY 1 RISE
FEATURES: LUG SOLES, PATENT, OIL SLICK, ZIPPERS, LACE-UPS
HANDBAG FEATURES: RISE

Black Burgundy Navy

SHELF HEIGHTS

TREND WINDOW
04 07 11

8 7 7

7 6 6

7 6 6
HOT ZONE

7 5 5

7 5 5

23” - 58.5 cm

Stores with RISE collection ONLY,

use this set-up.
CITY BOOTS 1
FEATURES: MID-CALF BOOTS, STACKED-HEELS, DISTRESSED, ANKLE BOOTS
HANDBAG FEATURES: TOTES

Black Khaki Brown Cognac Taupe

SHELF HEIGHTS SHELF HEIGHTS

TREND WINDOW
04 07 11 04 07 11

6 5 5

HOT ZONE
5 3 3

12 12

7 6 6

9 7 7 7 7

5 5
6 5 5

6 6

23” - 58.5 cm 11” - 28 cm

CITY BOOTS 2
FEATURES: ANKLE BOOTS, POINTED-TOES, RIDING BOOTS
HANDBAG FEATURES: TOTES, BARRELS, STRUCTURED, METAL ORNAMENTS

Black Grey Burgundy Cognac Beige

SHELF HEIGHTS SHELF HEIGHTS

TREND WINDOW
04 07 11 04 07 11

7 5 5 5 5

/18

HOT ZONE
8 6 6 6 6

!
6 6
7 6 6

6 4 4

12 12

6 5 5

6 6

23” - 58.5 cm 11” - 28 cm

! Display black bag in front.

CITY BOOTS 3
FEATURES: RAIN BOOTS, RUCHING, HIDDEN WEDGES, BUCKLES, TALL BOOTS
HANDBAG FEATURES: CROSS-BODY BAGS, COLOR BLOCKING, BARRELS

Black Grey Brown Cognac Taupe

SHELF HEIGHTS SHELF HEIGHTS

TREND WINDOW
04 07 11 04 07 11

7 5 5 5 5

6 5 5 5 5

HOT ZONE
7 5 5

15 15

8 7 7

11 10 10 10 10

7 5 5

11” - 28 cm 21” - 53.5 cm

CITY 2 2
FEATURES: MILITARY BOOTS, ANKLE BOOTS, LACE-UPS, BROGUES, DANDY SLIPPERS
HANDBAG FEATURES: ZIPPERS, CROSS-BODY BAGS, TECH ACCESSORIES

Black Navy Dark Red Cognac Beige

SHELF HEIGHTS

TREND WINDOW
04 07 11

!
9 7 7

7 5 5

HOT ZONE
5 4 4

9 8 8

/32

6 5 5

7 5 5

11” - 28 cm

! Refer to the Styling Guide for detailing guidelines.

CITY 3 GEN 11
FEATURES: POINTED-TOES, ANKLE STRAPS, BALLERINAS, METAL ORNAMENTS
HANDBAG FEATURES: STRUCTURED, METAL ORNAMENTS, LOCKS

Black Navy Dark Red Cognac Beige

Stores WITH Stores WITHOUT

PREMIUM LEATHER HANDBAGS PREMIUM LEATHER HANDBAGS
SHELF

TREND WINDOW
HEIGHTS

11

/40

6 HOT ZONE

!1
10 !2 /32

23” -
58.5 cm

! 1 Display NAME AND CLAIM marketing materials here.

! 2 Stores with COMBINATION SECTION,
display style 11-5-1 OLYVIA at eye level.
Stores with regular-price flat sandals,
display them at the bottom of this section or CASUAL 2.
CITY 3 GEN 04 & 07
FEATURES: POINTED TOES, STACKED HEELS, ANKLE STRAPS, BALLERINAS, METAL ORNAMENTS
HANDBAG FEATURES: PREMIUM LEATHER HANDBAGS

Black Navy Dark Red Cognac Beige

Stores WITH Stores WITHOUT

PREMIUM LEATHER HANDBAGS PREMIUM LEATHER HANDBAGS
SHELF

TREND WINDOW
HEIGHTS
04 07

7 5
/40

6 4
HOT ZONE

10 9

!2 /32 !1
6 5

8 6

7 5

11” - 28 cm

! 1 Display NAME AND CLAIM marketing materials here.

! 2 Stores with COMBINATION SECTION,
display style 11-5-1 OLYVIA at eye level.
Stores with regular-price flat sandals,
display them at the bottom of this section or CASUAL 2.
CITY 4
FEATURES: ROUND-TOES, SUEDE, STACKED-HEELS, MID-HEEL
HANDBAG FEATURES: ZIPPERS, CROSS-BODY BAGS, TECH ACCESSORIES

Black Dark Red Navy Cognac Beige

SHELF HEIGHTS

TREND WINDOW
04 07 11

7 5 5

HOT ZONE
9 8 8

11 10 10

10 9 9

7 5 5

11” - 28 cm
CASUAL 2 1
FEATURES: DANDY SLIPPERS, BALLERINAS, POINTED-TOES, SUEDE, BOWS
HANDBAG FEATURES: BARREL BAGS, TOTES, TECH ACCESSORIES

Black Grey Burgundy Nude Cream

SHELF HEIGHTS

TREND WINDOW
04 07 11

!1
!2

6 5 5

/96

HOT ZONE
10 9 9

8 7 7

6 4 4

7 5 5

7 5 5

11” - 28 cm

! 1 Display black bag in FRONT.

“Tech Friendly” tags are visible on the front
! 2 Verify
of these handbags.
Stores with regular-price flat sandals,
display them at the bottom of this section or CITY 1.
DRESS 1 11
FEATURES: ANKLE STRAPS, SUEDE, POINTED-TOES, TALL BOOTS
HANDBAG FEATURES: BARREL BAGS, STRUCTURED, DRESS HANDBAGS

Black Grey Pewter Royal Blue Red

SHELF HEIGHTS SHELF HEIGHTS

TREND WINDOW
04 07 11 04 07 11

8 6 6 6 6

6 5 5 5 5

/18

HOT ZONE
11 12 12 12 12

7 6 6 6 6

9 8 8

13” - 33 cm 27” - 68.5 cm

DRESS 2 10
FEATURES: CUT-OUTS, POINTED-TOES, PATENT, OIL SLICK, ANKLE STRAPS, PLATFORMS
HANDBAG FEATURES: FAUX-FUR, CLUTCHES, DRESS HANDBAGS

Black Grey Gold Beige Dusty Rose

SHELF HEIGHTS

TREND WINDOW
04 07 11

/32

7 5 5

HOT ZONE
13 11 11

5 4 4

6 5 5

7 5 5

8 6 6

11” - 28 cm