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A page from Lacoste’s Spring/Summer 2010 merchandising manual contains step-by-step instructions for visual display |
FRANCE. Lacoste has created a selection of sales and merchandising tools for travel retail. These can be seen at the company’s stand at May’s TFWA Asia Pacific Exhibition in Singapore (Stand number: H19).
These tools are designed to maximise the brand’s presence and appeal and assist sales personnel in creating optimum displays, Lacoste said.
Key innovations include a dedicated visual merchandising manual, which provides a number of different sized display solutions to fit all retail space variations. The manual gives instructions for wall and window displays; a list of merchandising “˜rules’ for hanging and folded items; ways to cross merchandise; and ideas on sales pitches.
“We felt it was important to establish certain criteria for the way Lacoste is displayed and merchandised instore and wanted to give our sales people as much guidance as possible,” said Lacoste International Travel Retail Director Catherine Bonelli.
“The manual will change with each new collection and, we believe, will become an essential sales tool for every outlet,” she added.
Merchandising and display solutions include a new “˜Visplay’ wall. This flat-back wall incorporates a built-in flat screen TV which plays footage from Lacoste fashion shows. The Visplay wall has debuted at Paris-Charles de Gaulle Airport’s Terminal 2C in Lacoste’s new enlarged store, as part of a strengthened partnership with Aéroports de Paris.
Additionally Lacoste has introduced several new furniture concepts for travel retail, including units with hidden storage space, rails and shelves for mixing and matching products, and a wheel-able mannequin.
Bonelli said: “Visual display is absolutely key for travel retail; not only to draw customers into the outlets in the first place but then to ensure the pieces are merchandised for maximum appeal.”
Looking ahead, Bonelli is confident that 2010 will see continued expansion for Lacoste in travel retail. “Cannes was an excellent show for us and we are now very much looking forward to TFWA Asia Pacific in Singapore,” she concluded.
For enquiries, contact Catherine Bonelli , Lacoste Devanlay, 92, rue Réaumur, 75002 Paris, France, e-mail : cbonelli@devanlay.fr
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