HomeStore Visual Merchandise Training 2017

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Elinor Ferguson
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1 HomeStore Visual Merchandise Training 2017

Table of Contents Visual Merchandising Guidelines Lifestyles - Merchandising, Accessories and Signage GEN*NOW Dream Destination - Merchandising, Signage Entry Experience Master Bedroom Furniture

2 Table of Contents Visual Merchandising Guidelines Lifestyles - Merchandising, Accessories and Signage GEN*NOW Dream Destination - Merchandising, Signage Entry Experience Master Bedroom Furniture Display Standards Top of Bed Display Standards Home Accent Display Standards Living Room Furniture Display Standards Occasional Table Display Standards Ashley Rug Display Standards Home Accent Display Standards Dining Room Furniture Display Standards Accessory Strike Zones Accessory Boutique (Optional) Display Fixtures Hanging Wall Décor HomeStore Lighting Protective Measures GoHomeStores.com 2

3 Visual Merchandising Guidelines The Visual Merchandising Standards are a visual guide for merchandising the sales floor using Ashley and third party home accents. The goal of the standards are to accentuate the Ashley furniture and provide visual interest with home accents for additional sales. By reviewing these standards, HomeStore staff will know the proper way to accessorize furniture groups and create a standard appearance for AFHS nationwide. All of the visual standards and other useful information can be found on 3

4 Urbanology- Merchandise Characteristics Downtown Unexpected Raw materials Rough Industrial Eclectic Wood Types Worn-black Rich chestnut Antiqued white glazing Metallic silver 4

5 Urbanology- Accessories Tabletop Mirrored surfaces Clocks Metals Larger scale Wall Decor Mirrors Oversized letters 5

6 Urbanology- Signage 6

Contemporary Living - Merchandise Characteristics Classic, clean lines Casually inspired Neutral base colors with accent colors Simple designs

7 Contemporary Living - Merchandise Characteristics Classic, clean lines Casually inspired Neutral base colors with accent colors Simple designs with no carvings Brushed nickel hardware Exposed legs Scatter trendy colored accent pillows Wood Types Espresso finishes Ebony Marbleized surfaces 7

8 Contemporary Living - Accessories Tabletop Neutral colors Ceramics Metal Clear & colored glass Wall Decor Abstract canvas Metal wall sculptures Mirrors Floral/Greenery Simple, clean containers Grasses 8

9 Contemporary Living - Signage 9

10 Vintage Casual- Merchandise Characteristics Relaxed and casual Merging of old and new Saturated in neutral colors Wood Types Natural finishes Reclaimed wood Burnished wood 10

11 Vintage Casual - Accessories Tabletop Repurposed items Metal, wire, natural wood Clear & colored glass Natural rope Wall Decor Clocks Metal/wood wall sculptures Floral/Greenery Succulents (terrariums) 11

12 Vintage Casual - Signage 12

13 Heritage Road - Merchandise Characteristics Authentic Rustic All American Nostalgic Welcoming Wood Types Hand-hewn beams Lapboard siding Firewood 13

14 Heritage Road - Accessories Tabletop Natural wood Clear glass Natural rope Wall Decor Clocks Wood wall sculptures Floral/Greenery Natural grasses and ferns 14

15 Heritage Road - Signage 15

16 New Traditions - Merchandise Characteristics Classic, refined traditional styling Timeless Subtle curves Skirted uph. frames Wood Types Cherry Mahogany Walnut Warm Finishes Dark stain 16

17 New Traditions - Accessories Tabletop Neutral colors Clear or antiqued glass Lanterns Silver accents Natural elements Wall Decor Sea scape images Mirrors Floral/Greenery Ferns 17

18 New Traditions - Signage 18 new traditions EMBRACE THE GOOD & GRACIOUS.

19 Grand Elegance - Merchandise Characteristics Ornate Detailed carvings Wood Types Cherry Mahogany Walnut Warm Finishes Dark stain 19

20 Grand Elegance- Accessories Tabletop Neutral colors Clear or antiqued glass Clocks and globes Books and trunks Wall Decor Classic landscapes, antique images Detailed wood carvings or medallions Metals Floral/Greenery Ferns 20

21 Grand Elegance - Signage 21

22 Family Spaces- Merchandise Characteristics Motion (power & non-power) Sectionals and sofa/love options Majority of occasional tables will have wheels or a lift-top Wood Types Vary 22

23 Family Spaces - Accessories Tabletop Small scale for cocktail tables Metal Colored ceramics Wall Decor Landscapes Floral/Greenery Varies depending on style of living group 23

24 Family Spaces - Signage 24

merchandised with Girls groups to the entry

o Merchandise may be risered or stacked to

25 Gen*NOW Furniture Display Standards o Typically GEN*NOW departments are merchandised with Girls groups to the entry right and boys groups to the entry left. o Merchandise may be risered or stacked to create vertical interest within the department. o Third party accessories, props and decals may be utilized to create visual interest and inviting spaces. 25

26 Gen*Now- Signage 26

27 Gen*NOW Accessories Girls Table top Wire baskets Jeweled containers Colored ceramics Wall Decor Ashley Canvas sku s Poufs & Ashley Pillows 27

28 Gen*NOW Accessories Boys Table top Sports memorabilia Metal Wall Decor Ashley Canvas sku s Poufs & Ashley Pillows 28

Dream Destination Concept The Dream Destination In-Store POP program blends powerful lifestyle imagery, the mattress comfort story, technology story, and style to help introduce the Dream

29 Dream Destination Concept The Dream Destination In-Store POP program blends powerful lifestyle imagery, the mattress comfort story, technology story, and style to help introduce the Dream Destination showroom. The POP also creates an impact through the use of a strong color palette in multiple mediums that will work in conjunction with the neutral paint palette of the showroom. 29

30 Dream Destination 30

31 Entry Experience Rejuvenating your HomeStore s Entry Experience four times a year allows you to showcase changing product lines. The seasonal Entry Experience document utilizes color schemes and layouts that complement upcoming products, seasons and promotions. Recommended furniture layouts, paint information and specific Ashley SKU s are included. All updated entry planners are posted to GoHomeStores.com. 31

32 Entry Experience Example 32

Master Bedroom Furniture Display Standards o When wall space is at a premium, a chest of drawers may be displayed on a riser behind the headboard.

33 Master Bedroom Furniture Display Standards o When wall space is at a premium, a chest of drawers may be displayed on a riser behind the headboard. Generally not recommended for BEST groups as features may not be accessible. o Layering of merchandise may be used when space is limited: Bed: layer in front and off to the side of the dresser/mirror. Also may layer additional design of headboard/footboard on riser fixture off to the right or left side, behind the bed. Nightstand: layer in front of bed at footboard (right or left side) or in front of dresser/mirror. o A floating bed not shown against the wall may utilize a chest of drawers backed up to the back of the headboard. o Exposed, non-finished backs of furniture should be covered in black fabric. o Showcase unique features such as hidden drawers, jewelry storage and valet bars. 33

Master Bedroom Top of Bed Standards o Add coordinating Ashley accent pillows, solid color sheets and multiple Ashley top of bed sets for added layering.

34 Master Bedroom Top of Bed Standards o Add coordinating Ashley accent pillows, solid color sheets and multiple Ashley top of bed sets for added layering. o When mattresses are being retailed in the showroom, dress only the left side of the bed. o When dressing a bed, lay standard pillows flat when placed against low headboards. o Display bed skirts tucked in the rails. This allows any decorative wood features on the rails to be shown or storage drawers to be operated. o Display Ashley accent pillows with any top of bed to enhance the set. Be sure each pillow is clearly tagged so as to not confuse the customer. o Display Ashley throws with any top of bed for added interest. o Top of bed (TOB) bags should be saved and stored under the bed or between the mattress and box spring. 34

Master Bedroom Home Accent Display Standards o When using one nightstand next to the bed, place one lamp on the nightstand and the other lamp on the opposite side of the dresser.

35 Master Bedroom Home Accent Display Standards o When using one nightstand next to the bed, place one lamp on the nightstand and the other lamp on the opposite side of the dresser. o When two nightstands are used on each side of the bed, place a lamp on each nightstand. o If only one nightstand is present and it is placed at the foot of the bed, place both lamps on the dresser. o A coordinating Ashley rug may be placed partially under the bed. o When mattresses are being retailed in the showroom, dress only the left side of the bed. 35

36 Master Bedroom Home Accent Display Standards o When selecting accessories, chose items that have similar style characteristics. o Consider hardware, lines and finish of the bedroom group when choosing accessories. o Be sure to keep in mind the scale of the accents in comparison with the furniture. o Place accessories on top of a dresser off to one side of the mirror in place of a lamp (or on a chest.) Do not block the view of the remaining lamp shown on the dresser. o Accessories should coordinate and have varying heights. o A bed tray with minimal accents may be used, but limited to significant case goods collections (Better, Best.) 36

Master Bedroom Wall Décor Display Standards o When selecting wall décor, choose items that have similar style characteristics. o Consider hardware, lines and finish of the bedroom group.

37 Master Bedroom Wall Décor Display Standards o When selecting wall décor, choose items that have similar style characteristics. o Consider hardware, lines and finish of the bedroom group. o Be sure to keep in mind the scale of the art in comparison with the furniture. o Take into account the price of the art in relation to the price of the furniture. o Refer to Wall Décor Hanging Standards located at the end of this guide. 37

Living Room Furniture Display Standards o Coordinating pillows with upholstery groups should be shown with the zipper seam down. o Ensure skirted upholstery have flat, smooth skirts.

38 Living Room Furniture Display Standards o Coordinating pillows with upholstery groups should be shown with the zipper seam down. o Ensure skirted upholstery have flat, smooth skirts. Skirts wrinkled in transit should be steamed. o Upholstery groups & Ashley rugs should not flow over into the customer pathway. o When space constraints dictate, display the sofa and loveseat conversationally across from each other with a large item (wall unit or Strike Zones) as a focal point facing the customer pathway. o Keep all ancillary pieces of an upholstery group within the same vignette. 38

39 Living Room Occasional Table Display Standards o Place cocktail table centered and visually balanced with the upholstery collection. o Most stationary groups will have two end tables, one on either side of the sofa. Once end table may be used with some sectionals that have a chaise arm. o If the end tables consist of a square and a round, utilize the square between the sofa and loveseat, leaving the round more visible on the other side of the sofa. o As space constraints dictate, move one end table to an accent chair or remove. o Sofa tables should be shown exposed if possible. o Accessorize cocktail and sofa tables with 3 or 5 accessories, keeping the scale and varying heights in mind. o Accessorize one end table with 1 or 3 appropriately scaled table top accessories (including greenery) keeping in mind the scale of the table lamp. 39

Living Room Ashley Rug Display Standards o Place rugs according to the merchandise layout and/or Ashley product associations. o Place rug parallel with the direction of the length of the sofa.

40 Living Room Ashley Rug Display Standards o Place rugs according to the merchandise layout and/or Ashley product associations. o Place rug parallel with the direction of the length of the sofa. Rugs should not impede into designated customer pathway. o 8 x 10 Ashley area rugs may be placed with living groups for those HomeStores featuring hard surfaces. o Rug pads or appropriate rug tape may be used on hard surfaces to prevent slippage. o Buckled and wrinkled rugs should be rotated or replaced to avoid a tripping hazard. 40

41 Living Room Home Accent Display Standards o Place lamps with each group per the latest associations. o Floor lamps should be placed near the inside arm of the upholstery, preferably with an accent chair. o Lamp shade seams should be turned to the back. o Lamps that cannot be plugged in must still have light bulbs and cords wrapped and secured between the end table and the sofa. o Two different lamps may be specified to be placed within a living room setting to showcase Ashley s selection. o Use throws on living groups for added interest. 41

42 Dining Room Furniture Display Standards o Formal dining groups, angle one group of side chairs (closest to the customer pathway) at 45 degrees. o Nesting dining tables with coordinating pub height tables will help when space is a constrain as well as add visual interest. Higher table should be placed as a 45 degree angle over an end of the formal dining table. Consider the style, size and scale of the accessory for each group. 42

Dining Room Furniture Display Standards o Use dishes, decorative plates and small scaled glass to accessorize formal dining china s and hutches.

43 Dining Room Furniture Display Standards o Use dishes, decorative plates and small scaled glass to accessorize formal dining china s and hutches. o Consider the finish, style and hardware of the case piece when accessorizing. o Be sure to plug in the china or hutch. o One 8 X10 or two 5 X8 Ashley rugs (positioned together) may be placed under formal dining groups. o Place the rug so the length of it is running the same direction as the length of the dining table. o Rug pads may be used on hard surfaces to prevent slippage. 43

Accessory Strike Zones o Each Strike Zone fixture should contain 4-5 different textures which include but are not limited to: Glass Ceramics Metal Greenery or single floral arrangements Textile

44 Accessory Strike Zones o Each Strike Zone fixture should contain 4-5 different textures which include but are not limited to: Glass Ceramics Metal Greenery or single floral arrangements Textile (pillow or throw) o Avoid landscaping on individual shelves. Items should be placed in a row of 3-5 pieces per item on each shelf. o Each shelf may contain 3-4 different items depending on the size o Ideally, items will be placed together in increasing heights (i.e. smaller item on the left, taller item in the middle and the tallest item on the right.) The direction of the height changes should be opposite for each shelf (i.e. smallest item on the left of the bottom shelf, on the right of the middle shelf and on the left of the top shelf.) 44

Accessory Strike Zones o Begin by accessorizing the bottom shelf first. Find your largest/heaviest item to place on the bottom shelf this will dictate the height of your first glass shelf.

o Avoid placing the same texture next to each other (i.e. two different glass vases next to each other on the same shelf) o It is an option to merchandise the top of the fixture using a landscape display.

45 Accessory Strike Zones o Begin by accessorizing the bottom shelf first. Find your largest/heaviest item to place on the bottom shelf this will dictate the height of your first glass shelf. o Glass shelves do not need to be placed at the same height for adjoining fixtures. The heights of the glass shelves are based on the height of the largest item. o Avoid placing the same texture next to each other (i.e. two different glass vases next to each other on the same shelf) o It is an option to merchandise the top of the fixture using a landscape display. o Repeat items on the shelves within the surrounding vignette to reinforce the possible use and the whole room package to the customer. o Use a color blocking approach that coordinates with the furniture and home accent associations within the surrounding vignette. o Place larger/heavier items on the bottom shelves. 45

46 Ashley Boutique - Merchandise Fixtures o Ashley bookcase (pillow rack) Art rack TOB display hooks Pendant display ceiling fixture 46

47 Display Fixtures Fixtures Platform Risers Upholstered Bed Display Headboard/Footboard Riser 47

48 Hanging Wall Decor o Wall décor is selected for each vignette based on the scale, style, finish and hardware of the furniture. The current Floor Set Documents provides coordinating wall art for each story however, feel free to add additional pieces as your vignettes allow. o Coordinate the art with the wall color, rug, lamps, top of bed, accessories and subject matter within the vignette. o Large pieces can be hung alone while smaller pieces should be grouped together. o To add variety, use numerous wall décor categories together (ex: framed art, wall clocks, metal wall sculptures and wall sconces.) o When arranging a group of art, think of the group collectively as a single piece of art and anchor the arrangement by placing larger individual pieces in the center. o When in doubt, lay the pieces on the floor before placing them on the wall, to determine the appropriate layout. 48

Hanging Wall Decor o Wall décor should be hung with the centerline at eye level (60 on average). Adjust from that height based on the relation to the furnishings.

49 Hanging Wall Decor o Wall décor should be hung with the centerline at eye level (60 on average). Adjust from that height based on the relation to the furnishings. o Wall decor hung above furniture should be placed between 5-8 above the furniture (back of sofa, top of bed headboard, etc.) o Wall décor should be approximately 2/3 of the visual space between the furniture and the bottom of the crown molding. HomeStores with higher crown molding should keep in mind that not all surfaces of the wall should be covered. Goal is to present a home interior setting to the customer. o When possible, center the artwork above furniture pieces to create a focal point. o Space artwork equally, approximately 2 to 6 inches apart. Smaller artwork should be placed closer together, while larger pieces can be spaced further apart. o Vary heights (stagger) to add visual interest. 49

Hanging Wall Decor o Select the hanging hardware based on the weight of the art and hanging devices provided on the back of the wall decor item. o Use picture hangers in sizes 10 lbs., 50 lbs.

50 Hanging Wall Decor o Select the hanging hardware based on the weight of the art and hanging devices provided on the back of the wall decor item. o Use picture hangers in sizes 10 lbs., 50 lbs., 75 lbs. and heavy duty drywall hangers for wall décor up to 150 lbs. o Use a nail with a large head if a saw tooth hanger is provided and the wall décor is light in weight. Use two hangers if the wall décor is heavy or if two hooks are attached to the back of the item. o Only lean wall décor against the wall or piece of furniture, if there is a layer of protection (i.e. cardboard) between the wall décor and the surface. o Daily maintenance is required to make sure wall décor has been replaced when sold. 50

51 HomeStore Lighting 1. Types of Lighting Ambient Lighting Overhead Fluorescent Provides a diffused layer of uniform illumination throughout the showroom. Typical Ashley HomeStores have a louvered fixture mounted at 18-0 above the finished floor. Accent Lighting Track Lighting Emphasizes the shape, color, texture and finish of the merchandise. Creates contrast between merchandise and background. Typical HomeStores have Par38 lamps mounted on 4-0 or 8-0 track at 11-0 above the finished floor. Task Lighting Table and Floor Lamps Provides a low light level to product a home-like effect. Ashley HomeStores recommend 40 watt compact fluorescent bulb. Natural Lighting Daylight through exterior windows and skylights Can positively impact a customer s perception of the retail space and create visual excitement. Daylight should be controlled so as to not distract from product with blinds or window film, which control glare and interior heat. 2. Lighting and Perception Light Intensity The eye tends to move from one highlighted area/object to the next. A pattern is created with varying light levels. 3. Pattern is used to evoke excitement and variety within a retail space Color Rendition The closer the light source can represent the true colors of the merchandise. The more natural the colors will appear. Important in product display so the customer has a true representation of what they will receive in their home; in turn producing less buyer s remorse. 51

52 HomeStore Lighting Aiming Track Heads Utilize Cross Lighting 52

The main causes of surface damage are: o Rough bases of ceramics, resins, cut glass, wood and woven baskets. o Designs featuring sharp feet and pointed corners.

53 Protective Measures Protecting your investment of display furniture throughout your HomeStore is a must. The majority of damages to the furniture surfaces is a result of unprotected bases of accessories. The main causes of surface damage are: o Rough bases of ceramics, resins, cut glass, wood and woven baskets. o Designs featuring sharp feet and pointed corners. It is common for customers and staff to tip and slide accessories rather than lifting them from table top surfaces. Even the most careful movements, when repeated over time, can cause scratching, nicks and gouges in the surface of the furniture. Damage on the showroom floor negatively affects the customers perception of quality and therefore affects Home Accent and furniture sales. Scratches, nicks and gouges on the surface of display furniture on a retail showroom floor can result in nearly $6000 in repair costs per year. HomeStores sell countless display pieces on clearance which means lost profits. All items that are placed on the surface of a table top whether an accessory or a plastic sign holder- should have an adequate number of felt dots placed on the bottom of the item. Felt dots are available from Identity Works in black and clear (for use on glass.) 53

54 GoHomeStores.com GoHomeStores.com is your portal for all information pertaining to your Ashley HomeStore. HomeStore standards, current paint palettes, store design and can be found on this website. All employees in every HomeStore should have access to GoHomeStores.com. 54

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