Your Guide to Carhartt Merchandising

2007

PLN720-1 carhartt.com

Assembling Your lozierintroduction

Welcome to Carhartt merchandising! We know your customers will be excited to learn that you now carry our merchandise, and we’re just as eager to help you create a cohesive, dynamic and exciting merchandise presentation for them.

Research shows that consumers largely base their purchasing decisions on visual cues. In this guide, we’ve put together some standards and guidelines for presenting Carhartt products in a neat, organized manner that will draw customers in, “wow” them, and inspire them to make multiple purchases.

If you’re not sure where to start when it comes to creating a retail presentation – don’t worry. We’ll take you through the process step-by-step, from setting up your fixtures to folding, stacking and hanging the merchandise.

Now let’s get started on setting up your Carhartt merchandise display!

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As an example to get you started, we’re demonstrating how to merchandise a single, 8-foot Lozier® fixture with two end caps. Lozier dimensions are 84” in height, 22” deep and 4’ wide. Loziers are versatile, all-purpose fixtures used in thousands of retail settings, from hardware and grocery stores to big box retailers. Your actual fixtures and components may vary.

• Assemble your Lozier according to the manufacturer’s instructions and retailer guidelines.

• Plan on spending about an hour per four-foot section to set up the fixture components and arrange the merchandise.

The Carhartt Logo Macro Sign is a great component to add to the top of your Lozier or hang above your display. This sign not only announces that you have a Carhartt-dedicated retail space, it also directs customers to the area.

Puck Mount Graphic Frame,

24” x 36” *

Logo Macro Sign,

8’ x 2’ *

* These Carhartt components are optional pieces you can use to enhance your merchandise presentation. They may not be part of your individual fixture assortment. For more details on these components and ordering information, please see page 10.

Folding cArhArtt bottomsAssembling Your lozier

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• Based on your product assortment, determine the number of hangrods, shelves, peg hooks and faceout arms you’ll need to maximize your Lozier selling space.

• Strive for equal balance when spacing shelves and peg hooks.

displAYing cArhArtt outerweAr / bib overAlls

When merchandising seasonal-appropriate merchandise such as Carhartt coats, jackets and bib overalls, follow these guidelines:

• Always work from left to right.

• Hang fabric weights from light to heavy.

• Hang colors from light to dark.

• Hang sizes from small to large within each style.

Crosstube (see image below)

Faceout arm (see image below)

Shelf (equal spacing)

Unlined (lightweight) Lined (heavyweight)

Light color Dark color

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1. Fold pant lengthwise with pocket flasher side down. When folding pant leg up, angle away from side seam to reduce bulk.

2. For 30-32” lengths, fold hem to the bottom of back pocket seam. For 33-36” lengths, fold hem to bottom of Carhartt patch.

3. Fold over, so fold meets bottom of waistband or back seam.

4. Turn pant over so pocket flasher faces up and middle of size sticker is visible.

It’s important to fold Carhartt bottoms properly to present the product features and create a clean, flat stack for your Lozier shelves. Follow these simple steps to fold a bottom:

Side Seam

30”-

32”

34”-

36”

Fold

Lin

e

Middle of Size Sticker

TIP: Call out the flannel lining in Carhartt bottoms by cuffing one pant leg per stack in each row.

Hangrod

End cap (two, one on either side)

Peg hook

hAnging productscreAting bottom And shirt stAcks

shirts

• Stacks should not exceed eight units

• Show a complete size run in each stack (from small to large, top to bottom)

• Make sure size stickers are aligned within a stack

Fit

Slim to Full Left to Right

color

Light to Dark Left to Right

STW DST DKI HDK BLK

GKH LDN MUS CHR

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pAnts

• Stacks should not exceed eight units

• Stack with the smallest waist/ shortest inseam at the top down to the largest waist/longest inseam at the bottom

• Make sure size stickers are aligned within a stack

bottoms stAndArds

The charts below will help you arrange your bottoms stacks on your Lozier shelves. These charts outline Carhartt bottoms by fit color coding and by fabric color.

TRADITIONAL RELAXED LOOSE DUNGAREE

34x30

34x34

S

XL

There are two techniques to present hanging products: sleeve out and face out. However, don’t feel that you’re limited to using just one technique. Try a combination of both to maximize Lozier versatility.

FAce out

• The front of the garment faces the customer and shows product features and benefits

• Especially effective at attracting a customer’s eye

sleeve out

• The front of the garment faces to the left and the sleeve faces the customer

• Shows the range of colors and styles Carhartt offers

• Maximizes your hanging capacity

displAYing Accessories

End caps are very versatile areas for displaying Carhartt accessories such as hats, caps, socks and belts. The variety of items that can be displayed engage customers and show the breadth and depth of Carhartt merchandise offerings.

• Merchandise accessories vertically so customers can easily see different product categories, even if the lower rows are not visible from a distance.

30x30 30x32 30x34

31x30 31x32 31x34

32x30 32x32 32x34

123

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cross merchAndisinglozier merchAndising completed

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You’ve completed merchandising your Lozier and are ready for your customers.

One way of inspiring customers to make multiple purchases is cross merchandising, or displaying multiple garments together. Cross merchandising creates a visual representation of a full or partial clothing ensemble.

The displayer shown above is an optional Carhartt component you can use to enhance your merchandise presentation. It may not be part of your individual fixture assortment. For more details on this component and ordering information, please see page 10.

• Increase sales by utilizing displayers to show complete outfits.

• Use current, in-stock products on displayers.

• For a clean look, tuck in price and hang tags.

cArhArtt Fixture componentsFixture components

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The list below includes fixture components featured throughout this guide. Though Lozier fixtures and components are used, these guidelines can be applied to any merchandising environment.

For an overview of the complete Carhartt signage options, please see the 2007 Carhartt Retail Guidebook.

shelves

Depth: 16 or 22 inches Width: 3 or 4 feet

hAngrod

Width: 4 feet Bracket depth: 12 or 16 inches

uprite extension

Height: 24 inches

crosstube

Width: 4 feet Faceout arm: 12 or 14 inches

S0000S

S0000S

AccessorY topper

ACF-700

• For use on generic 4-ways and rounders

• Attaches to center crossbars

• Includes 20 peg hooks

• Depth: 15.5” / Width: 17.5” / Height: 35.5”

• Capacity: 60-80 units

displAYer (two per box)ACF-800

logo mAcro sign

LON792 (Denim Macro Sign also available, DNN792)

• 8’ x 2’

• Indoor use only

puck mount grAphic FrAme

MAA-890

• 24” x 36”

• Metal and wood grain finish

• Hardware supplied to attach frame to walls

smAll AccessorY Fixture

ACF-600

• Pegged merchandise product presentation

• Include 40 peg hooks and signage

• Depth: 19” / Width: 18.5” / Height: 69”

• Capacity 40-80 units

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