Spring 2015 Merch Guide - Spreads
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Transcript of Spring 2015 Merch Guide - Spreads
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SPRING | SUMMER 2015 MERCHANDISING GUIDE
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COASTAL LIVING Spr ing / Summer 2015 Collect ion The Spring 2015 collection explores the surf cultures of three richly diverse coasts on the Pacific Ocean:
Japan, Baja California, and Peru - capturing design details intrinsic to each region.
The first delivery of the collection debuts with strongly influenced motifs of traditional Japanese
culture including; The Great Wave, legendary Samurai surfers, koi fish, shibori pattern dyeing,
alphabet characters and indigenous floral prints.
The second delivery of the collection travels to the Baja California coast and embraces elements
of vibrantly colored Aztec skull art, Mexican mosaics, broad watercolor strokes, vivid surfboards
and vintage Woodie trucks.
The collection’s third delivery journeys to the coast of Peru and draws from historical Inca textile designs
with strong geometric patterns juxtaposed against bright tropical kaleidoscope prints.
Overall, the Spring 2015 Collection is characteristically rich with cultural identifiers of
distinct Pacific Ocean coastal destinations combining uncompromising prints and
patterns.
The color palette, balanced in neutral tones, ranges from hues of blues, reds, purples, greens,
oranges, and yellows. There are unexpected mixes of conversational embellishments paired with
fabrics, paisleys, checks, and stripes of high quality and varied degrees. The unusual balance of
technology and artisanal craftsmanship lends a particularly expressive and sophisticated tone.
The surf-rich coastline motifs are woven throughout the spring 2015 collection telling a
cohesive story about going to the unexpected places and building unmistakable memories.
Robert
SPRING | SUMMER 2015
Merchandising Guide
Primavera Verano 2015Guía merchandising
2015 年春夏マーチャンダイジングガイドブック
Printemps Eté 2015Guide de marchandisage
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contents• Delivery One• Delivery Two• Delivery Three• Denim l Basics l Swim • Dress Shirts • Accessories • Fit Guide• How-To Fold
contactsMichael G. Walker • Director of Wholesale Visual, Merchandising & Events [email protected]
Stephanie Hess • Southeast Visual Merchandising Manager [email protected]
Sara Brown • West Coast Visual Merchandiser [email protected]
Emily Epstein • Northeast Visual Merchandiser [email protected]
Ryann Spencer • Wholesale Events [email protected]
www.robertgraham.us
DELIVERY ONE
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1st Delivery debuts with strongly influenced motifs of Traditional Japanese culture including :
o The Great Wave
o Legendary Samurai
o Surfers
o Koi Fish
o Shibori Pattern Dying
o Alphabet Characters
o Indigenous Floral Prints
The color palette is comprised of bold blues and indigo, vibrant sea greens, and pops of coral
that reflect the natural beauty of the Japanese coastline. The cultural influences are reflected
in many details throughout this delivery. Silk jacquard applique inspired by Japanese Bamboo
shoot ink drawings, laser cut shell & glass buttons, silk brocade trims, and cherry blossom inspired
embroidery details are all reminiscent of the coastal lifestyle.
SHIRT: Sonoma XS151020
JACKET: San Benito RS155006
DENIM: Wains RS153110
SHIRT: Lake Wanaka RS151223
DENIM: Jeano 3 - Stone RR143201
SHIRT: Picnic RS151000
DENIM: Limestone RS153111
STYLING TIP: Create a layered look with a sport coat and woven to suggest options for the customer
STYLING TIP: Adding a backpack to this mannequin creates a weekend lifestyle effect for a more casual look.
STYLING TIP: Adding a hat to the look is a good way to display Robert Graham accessories
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The F9 rolling rack can also be used
to display a face-out look instead of
side hanging the product depending
on how much space and merchandise
is displayed.
Choose one style on the rack like a solid or
tonal woven with an interesting contrast
to highlight the inner details by folding the
cuff half way.
Some wovens can be folded to highlight the intricate design details and
quality construction that goes into every Robert Graham shirt, like this Limited
Edition, Admirality. This design depicts the japanese cultural theme with a
liberty conversational and floral print. Ikabana inspired embroidery on the
front sides and unique inset of mixed patterns, and a silk brocade inner detail
contrasting the neckband and cuffs
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The weldhouse car hood table is a fixture unique to the Robert Graham
shop concept. The lower nesting tables are great for displaying
accessories or back stock of denim.
Shibori is a Japanese dyeing techn ique using indigo that typically involves folding, twisting or bunching cloth,
binding it,then dyeing it in indigo.
Create dimension by adding in different categories when side
hanging merchandise on the F9 rolling rack. Start with a sport coat
or outerwear jacket, followed by a long sleeve woven, denim, short
sleeve wovens, knits and denim, Avoid hanging more than 3 wovens
or knits consecutively per style.
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The Japanese recogn ized koi fish not just for their beauty, but for their ability to transform the observer into other worldy states of perception. These altered states of perception ultimately lead to the attraction of high energy and this man ifests in the form of prosperity of all kinds in our lives
Citadel RS152004Multi color geometric embroidery panel front with sushi print body
Honolulu RS152006Engineered tropical ombred floral print with over embroidery
Ensenada RS152053 Polynesian themed abstract floral print
Ensure all folds are neat and the buttons
are lined up down the center of the stack
The trunks are a unique fixture integral to the Robert Graham shop concept. Merchandising
product in the trunks is a great way to keep a clean presentation. It allows a variety of product
categories to be displayed by way of different hanging or folding techniques.
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The Roatan knit is offered in multiple colorways and can be stacked to
highlight the contrast tipping on the collar and placket. Limit folded
stacks to no more than three or four units.
DELIVERY TWO
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2nd Delivery Travels to the Baja California Coast and embraces elements of :
o Vibrant colored Aztec Skull Art
o Mexican Mosaics
o Broad Watercolor Strokes
o Vivid Surfboards
o Vintage Woody Trucks
This delivery is anchored by the abstract geometric and camouflage inspired prints. The tonal
palette is infused with darker blues, navy and cognac. Digital printed linens inspired by ancient
cave paintings discovered throughout the peninsula, combined with burnt wooden and hand
painted shell buttons. Psychadelic techno digitals prints convey a vintage feel that reflects the
time and culture of Baja California. Coastal culture, fine art, and organic aesthetics merge.
SHIRT: Wave RunnerRS152036
JACKET: Nipimo RS155103
SHORTS: Hiker - Ash RS154202
SHIRT: Equador XS152014
PANTS: Monroe RF143115
SHIRT: LaJolla RS152037
SHORTS: Hiker - Navy RS154202
STYLING TIP: Leave jacket open to show details of the shirt underneath.
STYLING TIP: Arm cuffs on short sleeve wovens can be turned up to draw attention with the inner grossgrain contrast details.
This short sleeve woven, La Jolla is a digital
floral print that moves with a vintage car print
on outside cuff and surf ready micro bus
embroidery detail.
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New items or limited edition wovens are perfect
for a face-out, as they are immediately visible.
Side hang a coordinating color story or theme,
it creates an attractive display with a symetrical
balance.
Another element of the Robert Graham shop
concept are the F-4 tiered shelf (right) and
2-way (below) fixtures. They are a great way
to display multiple categories. Bright printed
wovens mixed with solid knits can be folded
and an array of color options offered in the
basic replenishment program. On the 2-way,
suggested look combinations can be hung,
acompanied by a denim or pant option just
as it would be worn. This can influence the
customer’s choice and promote additional
purchases.
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Surfboards were highly prized by the
ancients and the sport became reserved
for Hawai i 's kings
Wovens should be paper folded and stacked neatly
with the buttons lined up down the center. Limit the
number of shirts in a stack to three or four units.
Woven (above): Sea of Cortez RS152027
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Hula and surfing represent the quintessential Hawai ian experIence
The Hula and surfing traditions both are deply rooted in legend anD
myth. Hula dancing was actually outlawed for oveR SIXTY years.
Incorporate knits from the basic program to use as color multipliers and promote add on sales. Solid
basic replenishment styles are also a great way to break up some of the prints and patterns. Small
leather goods, socks or eyewear are ideal to showcase in the cubbies, while the drawer can be utilized
for extra stock or colors.
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Limited Edition Wovens:
World Travelor RS151609
Bentoo Paradise RS151619
Gold Field RS151603
Sea Journey RS151613
World Travelor is a limited edition woven inspired by Art
Nouveau collage print and Aztec skull art. Abstract multi
color bib front and digital printed skull applique with
beading and embroidery on the back
Indigenous Mexican art celebrates life, with the use of skulls
and skeletons as a common motif. It honors indigenous
Mexicans ancestors and pays tribute to the Aztec gods
DELIVERY THREE
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3rd Delivery journeys to the coast of Peru and draws from :
o Historical Inca Textile designs
o Strong Geometric patterns
o Bright Tropical Kaleidoscopic prints
The color palette for the third delivery is influenced by the Inca culture, known for their
brightly colored textiles using natural dyes, as well as the strong geometric figures which
are commonly used in their textiles. Delivery three depicts these influences using abstract
geometric block patterns juxtaposed against tropical kaleidoscope prints. The color palette
shifts to brighter shades of blue, cobalt, orange and pops of yellow, preparing the floor for the
following summer delivery.
Create a cluster of mannequins to show a variety
of looks that have a cohesive color story. Ensure
all mannequin looks compliment each other and
highlight key items, focusing on current trends and
color stories.
SHIRT: Claim the WaveRS152038
SHORTS: Journeyman -Med BlueRR144000
KNIT: Cayucos RS157015
SHORTS:Hiker -Bark RS154202
STYLING TIP: When styling mannequins roll up one or both sleeves to create a more casual look
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SHIRT: Alaska RS151034
DENIM: Kennedy RS153112S
When merchandising the 2-way fixture, sport coats can
be layered over wovens and shown with bottoms to
suggest a complete look.
The car table is a great way to maximize exposure and display
an array of product categories. Fold down merchandise to show
suggested looks and a variety of options offered. Assorted items
can be arranged by theme. The bottom portion of the nesting
table can be used to display accessories or back stock of denim.
Accessories like eyewear, headwear, and shoes can be incorporated
on top of the table to add interest and dimension.
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When merchandising product atop the
F9, accessories are an easy way to create
clusters of color options and attract the
customer for an add on sale.
Short sleeve wovens can
be folded in half with
cuffs rolled up to show
the contrast grossgrain
ribbed detail and add a
pop of color.
The Legendary Samurai were the great warriors of Feudal Japan who were respected and feared for their gracefulness in peace
and brutality in war
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A Tiki is a wooden carving in humanoid form, from polynesian culture often served to mark the boundaries of a sacred or sign ificant site.
Display the denim to highlight the inner
detail. Fold back the front placket to show the
care and construction that goes into every
Robert Graham design.
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BASICS | DENIM | SWIM
SWIM (from left):
Sunbathe
RS154126
Bail Out
RS154124
Body Surf
RS154123
Swimwear and graphic tees
are a great way to add a pop
of color and brighten up any
display or fixture.
Hawai in tiki gods were worshipped through human
sacrifice, chants (for wealth, death or love),
prayers, surfing and lava sledding.
T-SHIRTS:
(from top)
Tsunami Tee
RS157203
Anchor
RS157214
Paint your own picture
RS157209
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Robert Graham Jeans utilizes the finest premium denim fabrics,
complimenting the casual collection wovens for the perfect
weekend lifestyle. To create a statement, fold the denim in half
and fan multiple styles on the table from lightest to darkest.
The history of surfing began with the ancient Polynesians, and later popularized in southern californ ia. Aspects of the surf culture in the 1960's include the popularity of the icon ic woodie wagon surf truck.
Rolling the sleeves on these casual
basic wovens add dimension to the
rack and also highlight the inner roll
tab button detail.
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DRESS SHIRTS
Robert Graham Dress Shirts
Points of Quality:
• Jacquard interior collar detail
• Convertible cuff
• Jacquard inside cuff detail
• Embroidered icon interior cuff detail
• Jacquard gussets at side seem hems
• Logo snap closure
• Single needle tailoring
• Removable collar stays
• 100’s X 100 100% Cotton
• Laser engraved logo buttons
• Embroidered placket icon
• Knowledge, Wisdom, Truth embroidery at hem
X-Collection Dress Shirts
Points of Quality:
• Tailored Fit
• Removable pleat option
• “X” button detail
• Print accents on cuffs, yokes and gussets
• Logo snap closure
• Single needle tailoring
• Removable collar stays
• 100’s to 140’s 100% Cotton
• Knowledge, Wisdom, Truth embroidered at hem
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The 4-tiered shelf is an ideal fixture to
showcase Robert Graham Dress Shirts
as well as accessories. The top shelf is
great for brand recognition to display
Robert Graham signage.
The skull became known as a symbol of death and a promise for resurrection. The Aztecs carved skulls in monoliths of lava, and made masks of obsidian and jade.
Display shirts by color story alternating their
position in the stack to highlight the inner
collar contrast details.
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ACCESSORIES
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Robert Graham continues to supplement the product offering with the growing
Accessories categories, including dress shirts, neckwear, eyewear, belts, wallets, hats,
hosiery, jewelry and footwear. These products contribute to Robert Graham being a
holistic lifestyle brand, helping round out the assortment and provide the customer with
options to comple any look.
Incorporate accessories on
the nesting tables below
to add color and variety
options.
Using props like this wire basket can
add interest and make a creative and
diplay to lure the customer and grab
attention.
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MEASURING GUIDE
NECK Measure around the middle of the neck keeping a finger between the neck and the tape measure to ensure a comfortable fit.
SHOULDER Measure from shoulder point to shoulder point.
CHEST Measure under arms around the fullest part of the chest and shoulder blades.
WAIST Measure around the natural waistline, loosely holding the tape measure.
SLEEVE LENGTH Measure at the center back base of neck and follow along the top shoulder and arm to the wrist.
INSEAM Measure along the inside of the leg, from just below the crotch to 1” below the ankle.
FIT GUIDE
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68
1012
1416
180
24
68
1012
1416
18
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FIT GUIDE
CLASSIC FIT - Relaxed shoulder and chest- Slightly tapered waist
TAILORED FIT- Slightly trimmer shoulder and chest, compared to our classic fit- Tapered waist- Slightly shorter body length, compared to our classic fit
SLIM FIT - Our slimmest fit- Narrow in shoulders and chest- Tapered waist for a streamlined, proportional “European” fit
SPORT SHIRTS SLIM FIT
Size Neck Sleeve Chest WaistCenter Back Length
S 15.25” 34.5” 40” 37” 29.375”
M 16” 35.25” 42” 39” 29.625”
L 16.75” 36” 44” 41” 30.25”
XL 17.5” 36.75” 46” 43” 30.75”
2XL 18.25” 37.25” 48” 45” 31.25”
3XL 19” 38” 50” 47” 31.75”
4XL 19.75” 38.75” 52” 49” 32.25”
SPORT SHIRTS CLASSIC FIT
Size Neck Sleeve Chest WaistCenter Back Length
XS 15.25” 33.75” 41” 38” 30.5”
S 15.75” 34.5” 44” 41” 31”
M 16.25” 35.25” 47” 44” 31.5”
L 17” 36” 49” 46” 32”
XL 17.75” 36.75” 51” 48” 32.5”
2XL 18.25” 37.5” 54” 51” 33”
3XL 18.75” 37.5” 57” 54” 33”
4XL 19.25” 37.5” 60” 57” 33”
SPORT SHIRTS TAILORED FIT
Size Neck Sleeve Chest WaistCenter Back Length
XS 15” 33.25” 39” 36” 29.5”
S 15.5” 34” 42” 39” 30”
M 16.25” 34.75” 45” 42” 30.5”
L 17” 35.5” 47” 44” 31”
XL 17.75” 36.25” 49” 46” 31.5”
2XL 18.25” 37” 52” 49” 32”
3XL 18.75” 37.5” 55” 52” 32.5”
4XL 19.25” 37.5” 58” 55” 33”
X COLLECTION SPORT SHIRTS TAILORED FIT
Size Neck Sleeve Chest WaistCenter Back Length
XS 15” 33.25” 39” 36” 29.5”
S 15.5” 34” 42” 39” 30”
M 16.25” 34.75” 45” 42” 30.5”
L 17” 35.5” 47” 44” 31”
XL 17.75” 36.25” 49” 46” 31.5”
2XL 18.25” 37” 52” 49” 32”
3XL 18.75” 37.5” 55” 52” 32.5”
4XL 19.25” 37.5” 58” 55” 33”
* PLEASE NOTE, ALL SLEEVE LENGTHS MEASURED FROM CENTER OF BACK TO SHOULDER, SHOULDER TO WRIST.
* PLEASE NOTE, MEASUREMENTS CAN VARY WITH STYLE.
ROBERT GRAHAM JEANS SPORT SHIRTS
TAILORED FIT
Size Neck Sleeve Chest WaistCenter Back Length
XS 15” 33.25” 39” 36” 28.5”
S 15.5” 34” 42” 39” 29”
M 16.25” 34.75” 45” 42” 29.5”
L 17” 35.5” 47” 44” 30”
XL 17.75” 36.25” 49” 46” 30.5”
2XL 18.25” 37” 52” 49” 31”
3XL 18.75” 37.5” 55” 52” 31.5”
4XL 19.25” 37.5” 58” 55” 32”
SPORT COATS
Size ShoulderSleeve inseam
Sleeve Outseam
ChestCenter Back Length
38 18” 17.25” 25.25” 40.5” 30.25”
40 18.5” 17.25” 25.75” 42.5” 30.5”
42 19” 17.25” 26.25” 44.5” 30.75”
44 19.5” 17.25” 26.75” 46.5” 31”
46 20” 17.25” 27.25” 48.5” 31.25”
48 20.5” 17.25” 27.75” 50.5” 31.5”
50 21” 17.25” 28.25” 52.5” 31.75”
CLASSIC FIT - Relaxed fit in shoulder and chest- Slight tapering in waist- Rounded bottom
X-TAILORED FIT- Trimmer on the shoulder point to point- Higher armhole- Tapered chest & waist- Removable stitching in the back to increase waist.
ROBERT GRAHAM DRESS SHIRTS
CLASSIC FIT
Size Neck Sleeve Chest WaistAcross Back
S 15” 34.5” 44.5” 42.5” 17.5”
M 15.5” 35” 46” 44” 18”
M/L 16” 35” 47” 45.5” 18.5”
L 16.5” 35.5” 48” 46.5” 19”
L/XL 17” 36” 50” 47.5” 20”
XL 17.5” 36” 51” 50” 21”
XL/2XL 18” 36.5” 53.5” 52.5” 22”
2XL 18.5 36.5 56” 55” 23”
3XL 19” 36.5” 58” 57.5” 23.5”
X COLLECTION DRESS SHIRTS
TAILORED FIT
Size Neck Sleeve Chest WaistAcross Back
S 15” 34.75” 42.5” 38” 17.75”
M 15.5” 35” 43.75” 40” 18”
M/L 16” 35.5” 45” 41.5” 18.25”
L 16.5” 36” 46” 42.5” 18.75”
L/XL 17” 36.5” 47” 43.5” 19”
XL 17.5” 37” 59” 45” 19.25”
XL/2XL 18” 37.5” 50” 47” 19.5”
2XL 18.5” 37.5” 52” 49” 20”
CLASSIC FIT - Sits below waist- Relaxed through hip and thigh- Slightly tapered from knee to leg opening- 16 1/2” leg opening
SLIM FIT- Sits below waist- Straight through hip and slim through thigh- Narrowed from knee to leg opening- 15 1/2” leg opening
SHORTS/SWIM
Size Waist Front Rise ThighLeg Opening
30 32” 9.5” 24.75” 18.75”
32 34” 9.875” 25.75” 19.75”
34 36” 10.25” 26.75” 20.75”
36 38” 10.625” 27.75” 21.75”
38 40” 11” 28.75” 22.75”
40 42” 11.375” 29.75” 23.75”
42 44” 11.75” 30.75” 24.75”
PANTS
Size Waist Front Rise Thigh KneeLeg Opening
30 32” 8.5” 23.5” 16.5” 15”
32 34” 8.875” 24.75” 17.25” 15.5”
34 36” 9.25” 26” 18” 16”
36 38” 9.625” 27.25” 18.75” 16.5”
38 40” 10” 28.5” 18.5” 17”
40 42” 10.375” 29.75” 20.25” 17.5”
42 44” 10.75” 31” 21” 18”
ROBERT GRAHAM JEANS
Style Front Rise Knee Leg Opening
Slim 8.5” 16.75” 15.5”
Classic 9” 17.5” 16.5”
ROBERT GRAHAM TALL 6’4” AND OVER
Size Neck Sleeve Chest
XLT 18” 39.75” 52”
1XLT 18.5” 40” 56”
2XLT 19.5” 40.5” 60”
3XLT 20.5” 41” 64”
4XLT 21.5” 41.5” 68”
5XLT 23” 42” 72”
ROBERT GRAHAM BIG 6’3” AND UNDER
Size Neck Sleeve Chest
1XLB 18.5” 37” 56”
2XLB 19.5” 37.5” 60”
3XLB 20.5” 38” 64”
4XLB 21.5” 38.5” 68”
5XLB 23” 39” 72”
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HOW TO FOLD: DENIM
1. Lay denim flat. 2. Fold denim in half lengthwise, with the back pockets facing outward
3. Fold denim a third way up, making sure to show the bottom of leg. Rolling the cuff to show the hem & seam details.
4. Unzip fly and fold back ensuring to expose inside details and construction
HOW TO FOLD: KNITS
1. Lay knit flat face down. Place paper landscape across the top of center back between shoulders..
2. Fold one arm over along edge of paper
3. Fold other arm over along edge of paper
4. Fold bottom up a third of the way.
5. Fold shirt again in half
6. Turn shirt over and unbutton the placket to show inner detail.
HOW TO FOLD: WOVENS
1. Lay paper vertically in the center back of shirt, slightly below the yoke seam.
2. Fold in one arm keeping the fold close along the edge of the paper. second arm ensuring both arms are centered and flat.
4. Fold bottom of shirt a quarter way up and fold again in half.
5. Turn shirt over and unbutton collar to expose placket and interior details of collar
1. Lay paper vertically in the center back of shirt right below the back yoke seam.
2. Fold one arm in towards the center keeping the fold directly aligned with the edge of the paper.
4. Fold bottom of shirt a quarter way up and fold again in half
5. Turn shirt over and unbutton collar to expose placket and interior details of collar
3. Fold in second arm ensuring both arms are centered and flat, measuring the same width as the paper
3. Fold in second arm ensuring both sides are evenly aligned along the edge of the paper.
SPRING | SUMMER 2015 MERCHANDISING GUIDE