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1、,NSWNew Concept Store PP Guideline,The NSW New Concept Door Target Consumer,目标顾客,The NSW New Concept Door Style Derived From Sports,设计灵感,BJ Solana,BJ OP NSW,中国第一家NSW新概念零售店铺,The 1st NSW New Concept Door in China,AGENDA_PRINCIPLE 陈列原则_ZONING 区域划分_LARGE(CASE STUDY:BJ OP NSW)_MIDIUM(CASE STUDY:SH NEW WO
2、RLD)_EACH ZONING(INITIATIVE,APP WALL,FW WALL,TABLE,SINGLE HANG,TEE WALL)_FIXTURE CAPACITY 道具容量及陈列规范_Q&A,AGENDA_PRINCIPLE 陈列原则_ZONING 区域划分_LARGE(CASE STUDY:BJ OP NSW)_MIDIUM(CASE STUDY:SH NEW WORLD)_EACH ZONING(INITIATIVE,APP WALL,FW WALL,TABLE,SINGLE HANG,TEE WALL)_FIXTURE CAPACITY 道具容量及陈列规范 _Q&A,_F
3、EWER,BETTER STYLES.明确的故事分区，并利用颜色增强视觉冲击力,_LEVERAGE THE POWER OF ICONS.根据季节主题在店铺各区合理分布ICON 产品,02,03,01,_ANCHOR THE WALL IN ICONS.季节主打ICON产品展示在主板墙区域,_CREATE IMPACT WITH COLOR.单品陈列用色彩创造冲击力,EDUCATE THROUGH PRODUCT COMMU.加强SPORTSWEAR产品信息沟通,_LEVERAGE THE POWER OF THE TEE.创建T恤专区推广T恤文化,05,06,04,_ANCHOR THE W
4、ALL IN ICONS._LEVERAGE THE POWER OF ICONS.ICON产品重点展示,_FEWER,BETTER STYLES.明确的故事分区,_LEVERAGE THE POWER OF THE TEE.创建T恤专区,_EDUCATE THROUGH PRODUCT COMMUNICATION.加强产品信息沟通,_CREATE IMPACT WITH COLOR.用色彩创造冲击力,_CREATE IMPACT WITH COLOR.用色彩创造冲击力,AGENDA_PRINCIPLE 陈列原则_ZONING 区域划分_LARGE(CASE STUDY:BJ OP NSW)_
5、MIDIUM(CASE STUDY:SH NEW WORLD)_EACH ZONING(INITIATIVE,APP WALL,FW WALL,TABLE,SINGLE HANG,TEE WALL)_FIXTURE CAPACITY 道具容量及陈列规范_Q&A,3 initiatives,Brazil Black,GS POLO,WsTrue Color,Ms 1st zoneTrue Color,Ws 1st zoneN98,Ms&WsTEE,Ms 3rd zoneWin drunner,Ms 2nd zoneN98,Ws 2nd zoneWindrunner,Ms&WsPOLO,_SH N
6、EW WORLD,FTW,EQP,_BJ OP NSW,UK,Ws ZONE 女子区域,Ms ZONE 男子区域,Ws 1st App Zone Windrunner+NSW TEE,Ws 2nd App Zone,Ms 3rd App Zone Feb products,Ws 3rd App Zone Feb.products,Ms&Ws N98,Ms UK,Ms TEE,Ws Brazil,Ws UK,Ws TEE,Lunar Rejuven8,Ms Brazil,Ms FTW&EQP,Ws FTW&EQP,Ws POLO,Brazil,TEE Group,Ms 1st App Zone
7、Windrunner+NSW TEE,Ms 2nd App Zone,Initiative ZONE引导区域,TABLE+MANNEQUIN+SINGLE HANG 引导桌+模特群组+单挂通,_ INITIATIVE引导区,_INITIATIVE 引导区,MANNEQUIN CLUSTER 模特群组,_服装板墙区域 APPAREL WALL,FROM,TO,_中岛区域 TABLE WITH SINGLE HANGS 引导桌和单挂通组合,_中岛区域 SINGLE HANGS WITH MANNEQUINS 单挂通与模特组合,_鞋区 FOOTWEAR WALL,CUBE 鞋墙/鞋区引导道具陈列台,
8、_FOOTWEAR ICON SIGNS 鞋墙ICON信息牌,_ T恤专区 TEE WALL T恤墙,AGENDA_PRINCIPLE 陈列原则_ZONING 区域划分_LARGE(CASE STUDY:BJ OP NSW)_MIDIUM(CASE STUDY:SH NEW WORLD)_EACH ZONING(INITIATIVE,APP WALL,FW WALL,TABLE,SINGLE HANG,TEE WALL)_FIXTURE CAPACITY 道具容量及陈列规范_Q&A,_TEE WALL T恤墙,Product Presentation Directions 陈列规范1.运用T恤
9、墙或者服装板墙创建T恤专区；确保在店铺入口第一眼就能能看到T恤墙；2.T恤墙顶部两层斜层板用于展示T恤图案，下面三层用于摆放容量,每个SKU出样6-8件；3.T恤墙从左至右色彩排列为暖色系过度至冷色系；,SKU容量=3 列数 SKUs,_FTW WALL 鞋墙,SKU容量=32 40 SKUs,选择男女各一块鞋墙用于陈列ICON鞋，另外的鞋墙用于陈列其他故事的鞋款(按故事分类陈列),_FTW WALL 鞋墙,A.创建ICON鞋墙,ICON鞋墙上选择第3排陈列ICON信息牌+对应鞋，摆放顺序从左至右依次为AF1,DUNK,CORTEZ,AIR MAX，同一ICON鞋不同SKU请纵向排列,AF 1
10、,DUNK,CORTEZ,AIR MAX,AF1,DUNK,CORTEZ,AIR MAX,_FTW WALL 鞋墙,B.鞋款按照故事纵向陈列,如果ICON鞋款SKU数量不足，可以将最上层和最底层的位置用于陈列其它鞋款，按照故事类别分开摆放；,_FTW WALL 鞋墙,C.陈列细节要求 1.每个ICON鞋托上只陈列1只对应ICON鞋款（见右图A）；2.阵列组合包括以下3种：1）一只鞋；可用小鞋托陈列（见右图B）；2）两只鞋组合，要求同款不同色，可一只直接放层板，一只使用鞋托（见右图C）；三只鞋组合，要求同款不同色，使用斜鞋托陈列（见右图D）；3.注意细节处理，鞋带一定要按照标准系好，并塞在鞋内勿
11、散露在鞋外（见右图E）,_FTW WALL 鞋墙,_PANEL WALL 扣件板墙,SKU容量=6 SKUs,Product Presentation Directions 陈列规范1.Display FTW or bags on panel wall as a break between app walls.扣件板墙作为服装板墙的隔断,多用于陈列鞋（或包）类产品；2.Simplify and go.陈列手法简单，整齐；Hook up with the app story besides.注意出样鞋款与相邻服装板墙故事的关联性；,_APP WALL 服装墙,SKU容量=6 SKUs,Produ
12、ct Presentation Directions 陈列规范1.Simplify and go.陈列手法简单：正挂/侧挂/半身模特展示/吊挂（仅用于展示有多款色彩的背心类产品）；2.Creative and strategic use of color maintains balance within the wall.确保整体板墙色彩和结构平衡；,_APP WALL 服装墙,SKU容量=6 SKUs,Product Presentation Directions 陈列规范1.Simplify and go.陈列手法简单：正挂/侧挂/半身模特展示/吊挂（仅用于展示有多款色彩的背心类产品）；2
13、.Creative and strategic use of color maintains balance within the wall.确保整体板墙色彩和结构平衡；,_SINGLE HANG 单挂通,Product Presentation Directions 陈列规范1.For key items,show color blow out.用于陈列单品，突出展示重点产品颜色变化；产品排列遵循色相渐变（或明度渐变）原则2.For entire story,show outfit from head to toe.用于陈列完整故事，展现整套服装搭配；产品排列顺序由内至外，由上到下,SKU容
14、量=6 10 SKUs,_EQP WALL 装备墙,Product Presentation Directions 陈列规范1.Display same styles on one shelf.同一层陈列同款式类型的包类产品；2.Use boxes to display accessories.用陈列盒陈列小配件产品；Creative and strategic use of color maintains balance within the wall.确保整个板墙色彩和结构平衡,SKU容量=24 30 SKUs,_LEAD-IN TABLE 陈列桌,Product Presentation
15、 Directions 陈列规范1.Use cross merchandising products strategically to enhance the story.搭配陈列鞋类和装备产品完整讲述季节主推故事或重点产品 Keep it commercial use capacity of products to provide consumers with immediate access of key styles 陈列桌上的产品要有容量，便于顾客购买以促进销售,SKU容量=6 SKUs,AGENDA_PRINCIPLE 陈列原则_ZONING 区域划分 _LARGE(CASE STUDY:BJ OP NSW)_MIDIUM(CASE STUDY:SH NEW WORLD)_EACH ZONING(INITIATIVE,APP WALL,FW WALL,TABLE,SINGLE HANG,TEE WALL)_FIXTURE CAPACITY 道具容量及陈列规范_Q&A,Thanks!,
