Scpetersen Portfolio 03_14_2016

STEVEN C. PETERSEN Brand Building through Visual Merchandising Visit my website at www.scpetersen.com

BRAND“ is a set of expectations, memories, stories and relationships, that taken together, account for a consumers decision to choose one product or service over another....” - Seth Godin

Branded Environments

Visual Merchandising

Communications

Branded Equipment

Brand Launches

Bra

nded

Ex

tens

ions

Signing

Brand Development

Project ManagementVi

sual

Sty

ling

Flagship Enhancements

Showrooms

Special Events

Martha Stewart Collection Brand ExtensionObjective: Support the new product with newcollateral while maintaining the master brand.

VISUAL ELEMENTS

Macys Martha Stewart Collection- Whim Concept Presented to Macys

©2014. Designs may not be used or copied without the express written permission from The Bernard Group

219215 Whim 1.12.15

100% Employee Owned

Rendering-Concept A

SIGNING

5778

1_M

SV

ers

ion

s: 3

Wh

im

R

OU

ND

3C

om

po

site

: 18i

n. X

54i

n.

Ind

ivid

ua

l blo

cks

: 18i

n x

18i

n

love your bed!

follow your !“Mix and match this collection of coordinating sheets, comforter sets, and quilts in fun prints and bright colors to put your own personal spin on bedroom decorating!”

Find more colors and styles at macys.com.

57781_MS_Whim_18x18_S15.indd 4 1/8/15 3:12 PM

MS_

5814

6_V1

follow your ! “Like the fun prints and brightcolors on this beautiful bed? Whim sheets, comforter sets,and quilts mix and match, so look for all of your favorites!”Find more colors and styles at macys.com/martha

58146_MS_Whim_Bedsash_36x6_S15.indd 1 1/15/15 10:00 AM

follow your ! “You’ll love thisfun and bright collection of sheets, comforter sets, and quilts. Every piece is designed to mix and match, so look for all of your favorites!”

Find more colors and styles at macys.com/martha

sets, and quilts. Every piece is designed to mix

MS_

5815

0_V1

58150_MS_Whim_Shelftaker_4x16_S15.indd 1 1/16/15 11:47 AM

MS_

5895

6_V1

58956_MS_Whim_BrandedIceBlockSign_20x8_S15.indd 1 1/6/15 2:25 PM

EXECUTION

Martha Stewart Collection Brand RefreshObjective: Renew brand presence throughout the home store.

Epic Threads Re-branding Objective: To introduce new logo to reflect the evolution of the brand.

53616_ET # of versions: 5 Logo Plaque 42 in x 14 in Round 4

macys.com/epicthreads

ET_5

3616

_V5

53616_ET_42x14_LogoPlaque.indd 5 1/20/14 5:35 PM

OLD LOGO OLD IN-STORE

ET_47690

BOYS 2-7

NEW LOGO

53616_ET # of versions: 5 Logo Plaque 42 in x 14 in Round 4

macys.com/epicthreads

ET_5

3616

_V5

53616_ET_42x14_LogoPlaque.indd 5 1/20/14 5:35 PM

NEW IN-STORE

4977

8_ET

#

of V

ersi

ons:

4

12 in

. x 7

2 in

. Bel

la T

ower

RO

UN

D 2

ET_4

9778

_V4

BOYS

Find more sizes andstyles at macys.com

8-20

macys.com

49778_ET_BellaTower_12x72_S14.indd 4 1/7/14 11:24 AM

4977

8_ET

#

of V

ersi

ons:

4

12 in

. x 7

2 in

. Bel

la T

ower

RO

UN

D 2

ET_4

9778

_V3

GIRLS

Find more sizes andstyles at macys.com

7-16

macys.com

49778_ET_BellaTower_12x72_S14.indd 3 1/7/14 11:24 AM

EXECUTION

American Rag Visual ElementsObjective: Enhance Existing American Rag Shops with brand right visual elements.

INC Flagship Visual ElementsObjective: Enhance Herald Square Flagship Shop with brand right visual elements.

Alfani Press EventObjective: Create branded event space to introduce a new Alfani spokesman.

Martha Stewart Collection ShowroomObjective: Design showroom space to feature the brand strategies for the upcoming season.

Home Design Studio Brand LaunchObjective: Achieve consistent execution through effective communication.

STORES MUST MAINTAIN ACCESSIBILITY PER ADA, INCLUDING 36" MINIMUM TO ALL AMENITIES & ALONG PERIMETERS. REFER TO CAPACITY GUIDE IN VM STANDARDS FOR ADDITIONAL DETAILS.

MERCHANDIS ING

1, 3, 4, 5, 6, 7, 13, 15, 19, 21, 23, 31, 33, 36, 37, 53, 59, 69, 74, 75,, 76, 81, 90, 95, 173, 174, 213, 215, 217, 218, 231, 232, 233, ,239, 259, 301, 302, 323, 324, 333, 334, 358, 359, 361, 367, 368, 370, 371, 381, 392, 406, 408, 409, 428, 429, 430, 433, 466, 482, 491, 501, 502, 508, 511, 515, 523, 524, 528, 533, 534, 535, 543, 553, 560, 561, 562, 584, 621, 665, 686, 687, 693, 704, 715, 716, 717, 730, 731, 732, 733, 743, 757, 760, 761, 762, 769, 771, 776, 810, 831

WALL ART DOORS: 3, 301, 358, 368, 428, 523, 553, 560, 769, 776, MCOM

DOOR L IST

V ISUAL COLLATERAL

VENDOR CONTACT: Visual Citi- [email protected]

See pages 2-5

PRODUCT DETA I LS

• Stores will use the following collateral for this set-up:WOW FixtureVisual Kit - risers (two set of three) to elevate product - easels (three sets of three) to show product detail - stacking plexis (six) to stack product and create height - throw draper (three) to feature throws• All doors will receive the visual package from Visual Citi by

12/21• Use the visual kit to showcase product as shown. Paint• Stores with wall are to paint the wall Benjamin Moore HC-

156 Van Deusen Blue in Q1NOTE: The home decor presentation will NOT be branded

HOME DESIGN STUDIO.

• 100 doors will receive the new Home Design Studio home decor product.

•The product is to be placed on the floor in a trend position between tabletop and textiles. Refer to ZOG for details if needed.

•Stores are to present the product on a WOW fixture, ideally with a wing wall.

• The assortment consists of core product that will be on the floor throughout the season and trend product that will update each quarter.

• Q1 “Now and Zen” from 12/14-3/7 and Q2 “The Good Life” from 3/7-6/6

• Candles and diffusers in store 1/18/16. •10 doors and MCOM will carry wall art and will need

to present it on the wall as shown

HOME |TOP OF TABLE | 2O16 Q1 EXECUTION GUIDE 1

SET UP: 12/28/15| TAKE DOWN: ON GOING | VISUAL CONTACT: [email protected] MMG: [email protected] | MERCHANDISING CONTACT: COLLEEN.MILLER@MACYS,COM

HOME DESIGN STUDIO – VOLUME: $1.2M HOME DECORNEW

Wall paint color:Benjamin Moore HC-156 Van Deusen Blue

HOME |TOP OF TABLE | 2O16 Q1 EXECUTION GUIDE 2


Dec pillows- Fringe (linen/gray), stripeDec Pillows- Fringe (indigo), chevron, relax pillowBoxed productBorder Stripe Throws Long Tassel ThrowsX-Large wood tray with candles, wood pillar, whale tale (trend),

relax object (trend) Silver taper & votive candle holderChevron bowlChevron oval platerSmall black lacquer trays Small white lacquer traysGold statement bowlLarge white lacquer trayBoxed small white traysDouble wick candlesLarge white vase with vertical textureLarge black lacquer traysGlass display boxSet of three glass tea light holdersSmall & medium pierced hurricanesSmall & medium black lacquer boxesLarge & extra large gold statement vasesSmall & medium glass boxesX-large, large & medium wood lanternsThrows on throw draperTower with single wick candles & diffusers (one scent per shelf)NOTE: Candles and diffusers in store 1/18/16. X-large crosshatch vase, small bud vase, medium vase, extra

large statement tray & large gold statement vase (trend) Large Orbit vase & center piece bowlWall- see page 3 for detail

PRODUCT DETA I LS

WOW F IXTURE WITH WALL

HOME DECORHOME DESIGN STUDIO – VOLUME: $1.2M

VENDOR CONTACT: MMG VISUAL- [email protected] VENDOR CONTACT: MMG EXECUTION- [email protected]

• Assortment consists of core product that will be on the floor throughout the season and trend product that will update each quarter. Core and trend product are mixed together to create an impactful presentation.

• Boxed product is housed behind the product on the table as shown and on the back of the fixture and bottom of the etegere for ease of shopping

• Double expose the following product as quantities space allows: -Large white vases with vertical texture, meduim vases, small bud vases, small & medium glass boxes, large white laquer trays, Ocean Mist diffusers

= TREND = CORE

= TREND = CORE

HOME | TOP OF TABLE | 2O16 Q1 EXECUTION GUIDE 3

Large black lacquer trayGlass display box Gold Statement bowlX-large crosshatch vaseInspire pillow- select door- substitute with other pillow as neededLinen fringe pillowX-large, large, and medium lanternsSilver taper candle holderWood pillar candle holderMedium vase,Small bud vaseLarge Orbit vaseOrbit centerpiece bowlBoxed wood lanternsLarge white vase with vertical textureSmall & medium pierced hurricanesSmall & medium glass boxesVintage mirrored boxVintage mirrored trayX-Large wood tray

PRODUCT DETA I LS

WOW F IXTURE WITH WALL - WALL DETA I L



= TREND = CORE



= TREND = CORE



WOW F IXTURE WITH WALL AND WALL ART



= TREND = CORE


• Boxed product is housed behind the product on the table as shown and on the back of the fixture and bottom of the etegere for ease of shopping


PRODUCT DETA I LS

Dec pillows- Fringe (linen/gray), stripe Dec Pillows- Fringe (indigo), chevron, relax pillowBoxed productBorder Stripe Throws Long Tassel ThrowsX-Large wood tray with candles, wood pillar, whale tale (trend),

relax object (trend) Silver taper & votive candle holderChevron bowlChevron oval platerSmall black lacquer trays Small white lacquer traysGold statement bowlLarge white lacquer trayBoxed small white traysDouble wick candlesLarge white vase with vertical textureLarge black lacquer traysGlass display boxSet of three glass tea light holdersSmall & medium pierced hurricanesSmall & medium black lacquer boxesLarge & extra large gold statement vasesSmall & medium glass boxesX-large, large & medium wood lanternsThrows on throw draperTower with single wick candles & diffusers (one scent per shelf)NOTE: Candles and diffusers in store 1/18/16. X-large crosshatch vase, small bud vase, medium vase, extra

large statement tray & large gold statement vase (trend) Large Orbit vase & center piece bowlWall- see page 3 for detail Small star burst mirror- select doorRound mosaic mirror- select doorLarge star burst mirror- select doorChain link wall decor- select doorQuadrant wall decor- select door

= TREND = CORE

HOME | TOP OF TABLE| 2O16 Q1 EXECUTION GUIDE 6


DOUBLE WICK CANDLES PRESENTED WITH STACKING PLEXI. ENSURE THE SAME PATTERN CANDLES ARE STACKED ON TOP OF EACH OTHER FOR EASE OF SHOPPING

NOTE: ACTUAL STACKING PLEXI’S THINNER THAN SHOWN.

SMALL LACQUER TRAY DISPLAYED INSIDE LARGE LACQUER TRAY

NOTE: TRAYS ARE SOLD SEPARATELY. STACKING IS A VISUAL MERCHANDISING TECHNIQUE

X-LARGE WOOD TRAY WITH WHALE TAIL & RELAX PAPER WEIGHTS IN SMALL WHITE LACQUER TRAY, WOOD PILLAR & DOUBLE WICK CANDLES

NOTE: WHALE TAIL AND RELAX ITEMS ARE Q1 TREND

HOME DECORHOME DESIGN STUDIO – VOLUME: $1.2MMERCHANDIS ING DETA I L



X SAVE COLLATERAL

RISERS- SMALL, MEDIUM AND LARGE TWO SETS OF THREE



EASELS- SMALL, MEDIUM AND LARGE TWO SETS OF THREE

THROW DRAPERTHREE

STACKING PLEXI SIX

VENDOR CONTACT: Visual Citi- [email protected]

Note: Full document available for review upon request.

Brand Integrity GuidesObjective: Achieve consistent execution in all brands, in all stores.

Core objectives:Educate: Provide guides for store teams to ensure proper execution. Empower: Store teams with more knowledge in a consistent format.Align: Close the loop between stores, central office and consumers. Impact: Increase private brand awareness and drive sales.

BRAND INTEGRITY SHOP EXECUTION GUIDELINESfor employee reference only

JUNIORS & PLUS

BRAND INTEGRITY SHOP EXECUTION GUIDELINES

RTW

for employee reference only

BRAND INTEGRITY SHOP EXECUTION GUIDELINESfor employee reference only

Note: Full documents available for review upon request.

Scpetersen Portfolio 03_14_2016

Documents

Transcript of Scpetersen Portfolio 03_14_2016