CASE STUDY: Visual Merchandising Story of Success
Partnerships that encourage brand guardianship lead to results.
In 2012, HH Global began working with one of the world's largest global apparel companies, the leader in fashion’s most iconic and recognisable brands. We developed a strategic partnership delivering end-to-end creative projects. To enable this, we use our industry-leading technology to develop solutions that streamline processes, increase efficiencies, and drive down costs. As a strategic partner, HH Global supports the varied teams for this client across the brand, including visual merchandising, marketing, creative concepting, windows, procurement, and the parent company's in-house "University" skills training.
The dedicated HH Global account team works closely with central marketing and mobile visual merchandising teams to manage projects from conception to implementation.
This approach delivers central visibility, stringent quality control, and consistency. Our HHub technology solution is used to ensure visibility and ease of use for all users. This includes Brandcentre, our digital asset management tool, for all photography assets. The client's central marketing teams manage creative work in progress and confirm colour management though our pre-flight workflow platform. Our HHub solution incorporates a store database, providing an interactive view of all locations to ensure that point-of-sale, fixtures, and windows allocations are correct. Compliance and progress are reported via tablet by local visual merchandisers and reports are generated for each store and campaign.
Throughout our partnership with this international brand leader, HH Global has delivered brand consistency, cost savings, reduced risk, innovation, and streamlined workflow.
Visual Merchandising Story of Success
Research conducted by HH Global’s insight team shows that 40 percent of POS material never reaches the store floor. The challenge was to encourage brand education and compliance through the creation of a fun, engaging, and easy-to-understand guide. Store managers were be encouraged to set their stores according to the strong identity guidelines provided for each collection, while maintaining the essence of the client's brand.
Our dedicated account team works with the client's marketing and visual merchandising teams to develop their designs and concepts, contributing to the overall look and feel. We book photographers, lighting, and studios. Then we install our people: designers, artworkers, and retouchers at the client site and in the studio. We compress the timeline by being on site, working with them every step of the way, streamlining the process by using Brandcentre, our digital asset management module, and Media Collaboration System, our online approval tool. We manage the print production and distribution of 25,000 guides per year, shipped to our clients' offices and stores across the globe.
The project is an ongoing process of producing two seasonal guidelines per year, with nine books each, to cover all divisions. We are adaptable to the timeline challenges of newly released and updated collections. To improve flexibility and speed to market, we also developed an app as a companion piece to the printed material. From the latest commercials, movies, and catwalk content, we can update and publish new, fresh content as soon as it is released.
Partnerships that encourage brand guardianship lead to results