Bench VM Booklet Women EN

V i s u a l M e r c h a n d i s i n g B ø ø k W

ØMEN

/ autu

mn wi

nter 2014

Visual

Merchandising

WØMEN / Visual Merchandising / Multipurpøse City Cløthing

Visual Brand Manager

Broadly speaking, „visual merchandising“ stands for everything which can be seen by the consumer in an merchandising context, supporting the sales of products. The purpose of visual merchandising is to highlight collections and enforce the image of a brand. In the world of modern communication visual merchandising is a central component, especially in retail stores, where the competitors‘ offers and influences are present everywhere and top retailers just cannot afford to leave their customers on their own. Thus in the brand world, visual merchandising takes over the function of a compass. This VM Book is aimed at inspiring, guiding and supporting you in presenting your spring/sommer collection in the best possible way.

The book shows you how to combine the colors of the season. Make sure to structure the hanging in color blocks in a symmetrical order. In other words, if the hanging begins with a blue jacket, it should also end with a blue jacket or an article with the identical color tone. Everything will look calmer and more spacious. Also make sure the color blocks within the hanging have the same width. For instance this would mean to present less jackets and more shirts, due to the differences in volume.Whenever possible, begin your hanging with a jacket and continue in the thought of an outfit, which would be the combination of jacket/shirt/pants. With the season in progress, of course also product groups can be bundled individually.

Høw Tø Use Best

An Intrøductiøn

All the best & a successful season, Klaus Kamenz

Cøllectiøn

WØMEN / Cøllectiøn / Multipurpøse City Cløthing

For more informations visit www.bench.co.uk

This season, the Bench AW14 Womenswear collection is driven by a demand for multipurpose functional, clothing suited to the fast pace of everyday life. Split into two ranges that have been designed with an integrated approach, both provide for the active and style conscious city dweller.The first of the two ranges, Multipurpose Life, brings together a selection of products equipping the wearer for 24 hours in the city. The second range, Multipurpose Performance, utilises performance fabrics with features like waterproofing and breathability whilst maintaining its versatility. A fully integrated approach sees a trickle down of technology such as DWR (Durable Water Repellent) treatments and low bulk insulation from the Multipurpose Performance side of the collection into Multipurpose Life. Throughout the Performance collection the motto ‘Born in the City, Built for the Mountains’ is utilised to underpin an effortless transfer of contemporary street styling into performance fabrics and silhouettes and emphasize the adaptability of the range.Whether Multipurpose Life or Multipurpose Performance, all items within these collections are designed functionally to deliver security, enhance safety and adaptability for 24 hours. In the Multipurpose Life range, pixelated and distorted kaleidoscopic prints and graphic slogans are key. Graphics are inspired by the idea of living fearlessly in the city, engaging with different mindsets of the urban explorer. For the Multipurpose Performance collection, repeated patterns are seen throughout with a multi coloured print inspired by the Northern Lights seen on jacket linings, jersey and tee products. Mirky Twill, a chaotic all-over print (disruptive pattern/ texture), is contrasted with a bold, black and white all-over dot print as seen on the Pebbledice jacket which is complete with a dogtooth lining and strong black and white trim details. Protection and Insulation are the key fabric topics for AW14 with a DWR (Durable Water Repellent) finish applied to a variety of cotton and cotton-mix fabrics with breathable PU finishes also applied to provide further protection from the elements. Traditional fabrics such as denim have been engineered to have technical properties. Utilising Schoeller Ecorepel Technology as applied to 11.5oz stretch cotton denim. Demonstrative in denim style Fixedwheel, the perfect commute to work trouser with revealable reflective elements and a mulititude of hidden pockets. To remain secure and safe when battling the elements and everyday happenings of the city, the AW14 collection introduces Reflect a herringbone shell fabric with 3M reflective yarns woven into the surface and Dazzle a reflective knitwear yarn knitted into tipping stripes and pom poms within accessories. Additional reflective placement prints are also seen throughout. Comfort equally remains paramount with improved wadding weights and the introduction of low bulk Microdown combined with Stretcha, a stretch waterproof, breathable laminated fabric. Colour is inspired by monochromes of the city, ranging from light blue casted to dark greys, with lime accents hinting on the sunlight peaking through and as the days get shorter, the light shades are expanding into the dark of the night and colours get richer and warmer, with an introduction of green, pink and oranges.

WØMEN / Phases / Multipurpøse City Cløthing

Phases

25.06. — 11.08.

01.08. — 01.09.

29.08. — 06.09.

27.09. — 27.10.

Phase

Phase

Phase

Phase

1

2

3

4

+12 days post-delivery period for all delivery dates

WØMEN / Støry / Multipurpøse Adaptability

M u l t i p u r p ø s e

A d a p t a b i l i t y

M u l t i p u r p o s e A d a p t a b i l i t y I s M u l t i p u r p o s e D e s i g n

E m p l o y e d T o D e l i v e r V e r s a t i l i t y F o r C o l d W e a t h e r

P e r f o r m a n c e i n t h e C i t y

D a y a n d N i g h t , A c t i v e a n d S o c i a l , W e t a n d C o l d ,

S t o p a n d S t a r t

2 4 H o u r C i t y L i f e d e m a n d s M u l t i p u r p o s e A d a p t a b i l i t y

M u l t i p u r p o s e B y D e s i g n

WØMEN / Multipurpøse Adaptability

WØMEN / Multipurpøse Adaptability

WØMEN / Støry / Multipurpøse Security

M u l t i p u r p ø s e

S e c u r i t y

M u l t i p u r p o s e S e c u r i t y I s M u l t i p u r p o s e D e s i g n

E m p l o y e d T o D e l i v e r C o n t r o l

F o r C o l d W e a t h e r C o n f i d e n c e i n t h e C i t y

D a y a n d N i g h t , C r o w d e d a n d U n c e r t a i n , A l o n e a n d U n s u r e

2 4 H o u r C i t y L i f e d e m a n d s M u l t i p u r p o s e S e c u r i t y

M u l t i p u r p o s e B y D e s i g n

WØMEN / Multipurpøse Security

WØMEN / Multipurpøse Security

WØMEN / Støry / Multipurpøse Safety

M u l t i p u r p ø s e

S a f e t y

M u l t i p u r p o s e S a f e t y I s M u l t i p u r p o s e D e s i g n

E m p l o y e d T o D e l i v e r V i s i b i l i t y

F o r C o l d W e a t h e r C e r t a i n t y i n t h e C i t y

D a y a n d N i g h t , D a r k a n d L a t e , D a w n a n d E a r l y

2 4 H o u r C i t y L i f e d e m a n d s M u l t i p u r p o s e S a f e t y

M u l t i p u r p o s e B y D e s i g n

WØMEN / Multipurpøse Safety

WØMEN / Multipurpøse Safety

WØMEN / Støry / Multipurpøse Insulatiøn

M u l t i p u r p ø s e

I n s u l a t i ø n

M u l t i p u r p o s e I n s u l a t i o n I s M u l t i p u r p o s e D e s i g n

E m p l o y e d T o D e l i v e r I n s u l a t i o n

F o r C o l d W e a t h e r C o m f o r t i n t h e C i t y

D a y a n d N i g h t , C o l d a n d D a r k , O n t h e G o a n d R e l e n t l e s s

2 4 H o u r C i t y L i f e d e m a n d s M u l t i p u r p o s e I n s u l a t i o n

M u l t i p u r p o s e B y D e s i g n

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Multipurpøse Insulatiøn

WØMEN / Støry / Multipurpøse Design

M u l t i p u r p ø s e

D e s i g n

M u l t i p u r p o s e D e s i g n I s A d a p t a b i l i t y , S a f e t y ,

S e c u r i t y a n d I n s u l a t i o n

I t i s t h e s e p r i n c i p a l s o f d e s i g n a p p l i e d t o e n h a n c e

C o l d W e a t h e r W i n t e r P e r f o r m a n c e

M u l t i p u r p o s e B y D e s i g n

WØMEN / Multipurpøse Design

WØMEN / Multipurpøse Design

WØMEN / Multipurpøse Design

WØMEN / Campaign

Campaign

WØMEN / Campaign

WØMEN / Campaign

Americana International LimitedTanzaro HouseArdwick Green NorthManchesterM12 6 FZ

www.bench.co.uk