Fashion retailer Open32 uses Mockshop

Supported by iShopShape’s deep understanding of the fashion market we are now empowered to quickly and efficiently communicate visual Guidelines through our entire chain of stores
— Gaby Koijck, Visual Merchandise Manager Open32
 

Holland based Open32 is a fashionable multi-brand store, selling famous brands like G-star, Replay, PME legend, Dept, Vero Moda and of course its own trendy brand Silver Creek. Open32 is a household name in the Netherlands. First store was opened in 1971 in the city of Arnhem, close to the German border. Its unique multi-brand concept quickly expanded throughout the entire country. Open32 currently operates 70 stores in the Benelux and Germany, with an average of 350 square meters.

 

Silver Creek

Open32’s own brand Silver Creek is perfectly balanced with the other leading brands being sold at their shop floor. Silver Creek consists of a fashionable product line. The quality, pricing and product DNA, are perfectly in tune with the other brands in the store, resulting in consistent growth throughout the complete chain of stores.

 
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The Challenge

Open32 recognized the importance of proper visual merchandising as a key influencer of sell through results. Increasing sales performances per linear meter has been one of the main topics on the management’s agenda. With a team of 15 visual merchandising professionals, the merchandise buying concept has to be converted to a visual sales presentation on the shop floor.

 

Vital business process

Retail buying processes as well as VM guideline production, had to be structured by visual technology in order to simplify difficult sourcing and Visual Merchandising processes on individual store level. By connecting the two processes into one single source of technology, the need for expanding on personal staff was avoided. With vrMockshop, the Open32 team has a strong tool to communicate their Visual merchandising plans to the local teams. Stores have never looked better, in most cases their sales conversion rates improved significantly.

 

Success factors

Clearly visual communication can only be executed if good visual material of the entire product grouping is available. StyleShoots proved to be an excellent piece of equipment for producing high quality photos in less than 30 seconds. Operated by an iPad, Styleshoots can be handled by any non skilled professional. StyleShoots images are being used in the complete workflow including the vrMockshop VM software. Crystal clear images of super quality are send to individual stores, to help local staff execute the VM guidelines as planned at headquarters.

 

Future

Connecting global sourcing partners to the visual workflow proves to be of high value to all professional fashion retailers. iShopShape’s ChainReaction PLM+, the most versatile cloud based PLM solution for Fashion, is the logical next step for optimizing business critical processes in the concept to consumer lifecycle.

Stephen WarrComment