@MAXINEWOODRING HERITAGE Fall Update WHEN WHAT’S IMPORTANT PRIORITY: Mannequins must wear a minimum of 5 styles to drive UPT up! • Adjust layering throughout the shop and on mannequins based on seasonality • BEGIN: MONDAY, SEPTEMBER 18, 2017 COMPLETE BEFORE STORE OPENING: FRIDAY, SEPTEMBER 22, 2017 WHAT’S NEW • Refreshing the pop spot by highlighting new Fall receipts and featuring cold weather styles • New mannequin configuration to ensure front of shop entryways are open and easily accessible for customers to walk into the shop CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED For visual related questions, contact visualdept@forever21.com BUSINESS DRIVERS • Highlight these categories in focal locations of the shop: -- Logos -- Sweaters -- Casual Jackets -- Outerwear -- Skirts -- Essential $17.90 Denim -- Boots FOREVER 21 FALL UPDATE 2017 | 1 HERITAGE MERCHANDISING MARKETING OVERVIEW CALLOUT FROM CORPORATE FLOORSET: • Feature sweaters on interiors to transition to Fall outfitting Large Clamp Sign POP SPOT SAMPLES WERE USED Clamp Sign is for N1 Large stores below 60,000 square feet; Stores 60,000 square feet and up, replace with price point marketing COLOR STORIES 1 SUGGESTED COLOR STORY White, Red, Burgundy, Olive, Denim, Black 2 White, Camel, Gold, Pink, Denim, Silver, Black DISCLAIMER: Color stories will vary from store to store, adjust as needed based on inventory CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED FOREVER 21 FALL UPDATE 2017 | 2 HERITAGE $$$ PRIO 1 STYLING • SYMBOLS Open Top Layer Place in hand Tuck in KEY LOOK $$$ • Hot & Tropical stores High AUR Replace with socks OLV BRN/BLK BLK/WHT MD DNM BLK/SLV RED BLK BLK SUBSTITUTION OPTION Use these styles if featured styles are not available in the store’s inventory • OLV BLK CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED BRN/BLK BLK MD DNM RED BLK FOREVER 21 FALL UPDATE 2017 | 3 HERITAGE • PRIO 2 STYLING SYMBOLS Open Top Layer Replace with crop top $$$ Tuck in KEY LOOK $$$ BLK WHT/BLK OLV/RED MD DNM RED BLK/SLV BLK BRN/BLK Hot & Tropical stores High AUR BLK REPLACEMENT SUBSTITUTION OPTION RED Use these styles if featured styles are not available in the store’s inventory • BRN/BLK BLK WHT/BLK OLV/MULTI MD DNM CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED BLK BLK/WHT FOREVER 21 FALL UPDATE 2017 | 4 HERITAGE MERCHANDISING SYMBOLS C CSF FRONT Commodity Category Focus Merchandise from light to dark MARKETING N1 Double expose the Essential $17.90 denim; Maintain an impactful wall presentation Small Adjustable Editable Shelf Table Top Sign Sign CSF C CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED FOREVER 21 FALL UPDATE 2017 | 5 HERITAGE MERCHANDISING MARKETING BACK Brand Frame CALLOUT FROM CORPORATE FLOORSET: • Merchandise hosiery with shoes to pair appropriate non-apparel categories CONFIDENTIAL COMPANY MATERIAL – MAY NOT BE RE-DISTRIBUTED OR REPRODUCED FOREVER 21 FALL UPDATE 2017 | 6
