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VM GUIDE

Amsterdam

Singel 350

Haarlem

Anegang 21

Groningen

Zwanestraat 6

Westfield Mall

Leidschendam

Maastricht

Stokstraat 38

Roermond Varkensmarkt 1A

VISUAL MERCHANDISING GUIDE

You are holding the Visual Merchandising Guide. It has been created as an additional tool to support optimal store presentation, both in-store and in the windows. It is important that all store staff become familiar with its contents. This manual provides practical guidelines and inspiration, while also offering a solid foundation to build on.

Good luck!

Team Marketing, A fish named Fred

Scan the QR code to watch the complete VM video

WHAT IS VISUAL MERCHANDISING?

Visual Merchandising = Visual Selling & Product Presentation

Visual Merchandising is the technique we use to encourage customers to buy visually, enabling you to sell visually.

We do this to:

• Attract and entice customers visually,

• Make it easier for customers to make choices,

• Draw more customers into the store,

• Highlight specific product groups and collections.

WHAT IS THE PURPOSE OF VISUAL MERCHANDISING?

By using Visual Merchandising, sales will increase.

When you apply the right Visual Merchandising techniques:

• You gain a silent salesperson,

• ‘Run shoppers’ can shop quickly and easily.

Run shoppers are customers who shop with a clear purpose and already know exactly what they want to buy.

• ‘Fun shoppers’ will stay longer in the store, leading to higher sales.

Fun shoppers are customers who enjoy shopping, want to be inspired, and are easily encouraged to make a purchase.

10 BASICS OF VISUAL MERCHANDISING

Present the different themes per drop together in one wall unit.

Present the window theme on the entrance table.

Ensure that a frontal presentation consists of layers, meaning you create a complete outfit using top pieces. See further examples of frontal presentations in this guide.

Make sure the shelves in the wall units are always well stocked. Create stacks of equal height. For example: 4 lightweight knit cardigans, 3 heavy knit sweaters, 4 polos, 4 T-shirts, and 3 shirts.

Use shelves for decoration/props and maintain a good balance.

Use POS materials and ensure they are up to date.

Present combinations. A hanging combination can look like this: start with a blazer, followed by a shirt, a waistcoat, another shirt, and finish with a blazer. Place the blazers at the beginning and end of the rail to create balance.

Always turn the last item on the rail (on mid-floor fixtures) facing forward, so the customer can clearly see the product. Exception: items with a print on the back.

Hang and fold all items by size, arranged from small to large, from left to right, and from small to large from top to bottom within stacks.

10.

Create balance in every presentation in terms of color, print, material, and length.

There are two basic color combinations:

a) From light to dark, left to right (often used during SALE).

b) Contrast-based, alternating dark and light items.

Balance in materials is important to avoid a flat presentation. Create variation in length by combining waistcoats, T-shirts, and short-sleeve polos within the presentation.

10 BASICS OF MANNEQUIN STYLING

Always use items in the window display that you have sufficient stock of, and truly want to highlight. Style them with decorative elements and the orange fish head.

Ensure that a group of mannequins is dressed within one theme, with colors recurring in each outfit.

Use the correct size for each set, see the mannequin size chart.

Steam the garments presented on mannequins if they are wrinkled.

Pin the mannequin at the back to create a perfect waist, and pin the back of the sleeve for a more casual look.

Make sure the mannequin stands straight on the base.

Always use shoes in the window display.

Use accessories such as hats, belts, pocket squares, and scarves to complete the look.

Check that the window display is clean before placing the mannequins back.

10.

Finally, check the lighting in the window display. Ensure all lights are working and properly directed at the mannequins.

CUSTOMER BEHAVIOR

What triggers a customer to buy?

An attractive window display with a clear and cohesive color story.

The entrance should feel accessible, and customers should feel at home immediately.

There should be a clear store layout, so customers understand how to navigate the store. Ensure walkways are wide enough for wheelchair access.

Themes or promotions must be clearly visible through POS materials. Note: one sign per wall unit is sufficient.

Create clear color stories. Use a maximum of three main colors per section.

A strong combination of clothing and decoration or accessories for an optimal shopping experience.

Place mannequins throughout the store to guide customers from one point to another.

Ensure mannequins are styled with complete outfits. Use layering and accessories to show customers how to combine items.

Hang the outfits shown on mannequins as close as possible to them, so customers can easily pick the look without searching.

10.

Build wall presentations in combinations, allowing customers to easily find strong outfit sets.

11.

Place the right products in the right locations. For example, accessories like socks or boxers near the checkout, and belts near the fitting rooms.

Scan the QR code to watch the VM video

MANNEQUIN SIZE CHART

Mannequins are the ultimate example for the customer. Therefore, always ensure the correct sizes are presented. Well-fitted clothing looks more stylish, showcases the fit better, and increases purchase intent. Items that are too large or too tight detract from the overall appearance of the collection.

Choose fully styled looks in commercial sizes and pay attention to details such as correct sleeve length, clean finishing, and a proper fit at the shoulders and waist. A perfectly styled mannequin builds trust, inspires customers, and drives stronger sales on the shop floor.

COLOUR CHART SS26

This color chart forms the foundation for a strong, clear, and commercial store presentation. By presenting the collection in distinct color blocks per drop, the store creates a sense of calm and makes it easier for customers to combine outfits.

Work from light to dark or from warm to cool within each block. In Drop 1, the focus is on fresh greens, sandy tones, and bright blues, creating a summery and approachable look. In Drop 2, the palette shifts towards warmer orange and coral tones, combined with neutral naturals and deeper blues for more contrast and depth.

Always group products by color family, with sufficient volume and repetition. Combine prints with matching solids to create balance. By structuring color sets logically, a clear flow is created in the store, encouraging customers to purchase complete looks rather than individual items.

A consistent color presentation strengthens the brand experience, improves clarity, and ultimately leads to greater impact and higher sales.

COLOURCARD SS26

DROP 1

DROP 2

FOLDING TROUSERS

Step 1. Lay the trousers flat with the back facing up.

Step 3. Now fold the right leg upwards as well.

Step 2. Fold the left leg upwards.

Step 4. Fold the right trouser leg upwards once more.

Step 5. Finally, fold both trouser legs upwards together. 6.

Step 6. Now fold the trousers in half and place them with the fly facing up.

FOLDING TECHNIQUES

A good folding technique creates calm, clarity, and a strong product presentation on the shop floor. By folding polos, T-shirts, and knitwear in a consistent way, you create a uniform look that reflects professionalism and makes it easier for customers to view and combine items.

Preferably use an A4 template or fixed format to ensure all items are folded to the same width. Always fold from back to front, so the front, collar, and key details remain clearly visible in the stack. Ensure the left sleeve remains visible, creating a recognizable, clean, and well-organized look on tables and shelves.

Pay attention to a neat finish without wrinkles, a straight bottom edge, and equal stack heights. Combine different colors and prints in clear blocks for added impact. This not only enhances the visual presentation but also makes it more commercial and easier for customers to navigate.

FOLDING A POLO

Step 1. Lay the polo flat with the back facing up.

Step 2. Fold the left side inward.

Step 3. Fold the right side inward as well, leaving the sleeve slightly out.

Step 4. Fold the sleeve to the back and fold the bottom of the polo upwards.

Step 5. Turn the polo over and open the top button for a playful effect.

FOLDING KNITWEAR

Step 1. Lay the sweater flat.

Step 2. Turn the sweater over with the back facing up.

Step 3. Fold the right side inward.

Step 5. Fold the other sleeve inward as well.

Step 4. Fold the sleeve inward.

Step 6. Fold the bottom partway upwards.

Step 7. Turn the sweater right side up.

5. 7. 6.

Add POS materials and SS26 theme elements.

Side 1

Alternate with shirts, trousers, polos, and accessories such as a hat and socks.

TABLE PRESENTATION

Working with Color, Sets and Overview

A strong table presentation creates calm, inspiration, and drives immediate sales. Work with clear color blocks and complete outfits, so customers can instantly see how items can be combined. By logically grouping shirts, trousers, polos, and accessories, you create a commercial and visually appealing overall presentation.

Fold products neatly and highlight key items to draw attention. Alternate prints with clean basics to maintain balance and ensure there is enough space between color sets. Accessories such as hats and socks add extra experience and encourage cross-selling.

Always think in commercial looks and ensure sufficient stock. This keeps the table clear, inspiring, and focused on selling complete Fred outfits.

Scan the QR code to watch the VM

Alternate with polos, trousers, and accessories such as hats and belts.

Side 2

video

FRED’S CLASSICS

The Fred’s Classics wall is where recognition, continuity, and commercial strength come together. Iconic prints take center stage here. By presenting the same print in multiple colors close together, you create a strong and clear visual. Customers can immediately see the options and are encouraged to find their favorite variation. Create balance by grouping beige and yellow tones together, as well as the red tones.

FRED’S THREADS

Fred’s Threads introduces a more dressed, refined look within the store. This area is all about modern tailoring with character. Think suits, blazers, and waistcoats that together create a stylish and calm presentation. By displaying belts both front-facing and grouped by color, you increase visibility and the opportunity for cross-selling. Start with the most premium item, the blazer. Then add a shirt, trousers, another shirt, and finish with a waistcoat. This way, you offer the customer two shirt options within the look.

COLLECTION THEME SS26

Fred’s Art Gallery

This season, the shop floor transforms into a vibrant exhibition where fashion and art come together. The collection is inspired by colorful art movements, playful patterns, and summer energy. Each item tells its own story, but together they create a powerful overall statement.

By working with color blocks in the presentation, you create calm, clarity, and maximum impact. Grouping products by color enhances the visual experience, makes shopping more intuitive, and allows prints and details to stand out. This creates a clear in-store flow, where customers move through the space as if walking through a gallery.

Dare to play with contrast, repetition, and variations in height. Combine statement pieces with clean basics and let accessories provide the finishing touch. In this way, every store becomes an inspiring art space where A Fish Named Fred truly comes to life.

Display three pieces of each item in-store, focusing on common sizes such as M, L, and XL. Merchandise in sets, alternating between short sleeves and long sleeves.

Fold the sleeves of short sleeve items outward if they have a colorful inner trim, so it becomes visible.

On the front, present a true eye-catcher. You can style a shirt under the blazer where the same print is reflected in the lining and pocket square of the blazer. You can button the top button if it fits nicely, or leave the blazer open.

Create a playful and summery look on the shelves. Alternate with accessories such as hats, beers, and a mini Fred.

Make sure the last item is turned the other way, facing the entrance where customers come in.

When merchandising, think in sets and alternate between short sleeves, T-shirts, and long sleeves.

COLOUR BLOCK BLUE SS26

Make sure to first sort your items by color and group them together. Then start merchandising, keeping accent colors per rack in mind. As shown in the images, we created a mix of navy, white, and light blue.

Scan the QR code to watch the VM video

The polos are folded with the left sleeve facing outward, so the trim is clearly visible and it is obvious that the polo has short sleeves.

Make sure the last item is turned the other way, facing the entrance where customers come in.

Display three pieces of each item in-store, focusing on common sizes such as M, L, and XL. When merchandising, think in sets and alternate between short sleeves and long sleeves.

For the folded shirts on the shelves, alternate their direction. Place the middle shirt reversed, with the collar facing forward.

Make sure the last item is turned the other way, facing the entrance where customers come in.

When merchandising, think in sets and alternate between short sleeves and long sleeves.

Fold the sleeves of short sleeve items outward when there is a colorful inner trim.

COLOUR BLOCK GREEN SS26

Make sure to first sort your items by color and group them together. Then start merchandising, keeping accent colors per rack in mind. As shown in the images, we created a mix of green, light blue, and dark blue as accents.

Make sure the last item on the rail is turned the other way, facing the entrance where customers come in.

The rest of the hangers should be positioned in a question mark shape.

Here you can see the print repeated in different color variations. Alternate between long-sleeve shirts, T-shirts, and waistcoats.

Scan the QR code to watch the VM video

Display three pieces of each item in-store, focusing on common sizes such as M, L, and XL. When merchandising, think in sets and alternate between short sleeves and long sleeves.

Fold the sleeves of shortsleeve items outward if they have a colorful inner trim.

Drape the trousers over the hanger. See the video for instructions on how to do this.

Create a playful and summery look on the shelves. Alternate with accessories and position the sweaters so the print is visible.

Make sure the last item is turned the other way, facing the entrance where customers come in.

When merchandising, think in sets and alternate between short sleeves and long sleeves, and where possible, include trousers as well.

COLOUR BLOCK CORAL SS26

Make sure to first sort your items by color and group them together. Then start merchandising, keeping accent colors per rack in mind. As shown in the images, we created a mix of coral, orange, and navy.

Scan the QR code to watch the VM video

<< Make sure the last item on the rail is turned the other way, facing the entrance where customers come in.

The short sleeve shirts have their sleeves rolled up, and the trousers are displayed playfully on the hangers.

SHOP WINDOWS SS26

The window display is the ultimate stage to create immediate commercial impact. Within the Fred’s Art Gallery theme, the focus is on strong color sets and clear choices. Work with items that have sufficient stock, so inspiration in the window directly translates into sales on the shop floor.

Lighting: Once the window display is complete, check that everything is properly lit.

Pin the blazer along the seams so the waist becomes more defined.

Scan

Present outfits in logical color combinations that complement each other. Think in complete sets: blazer, shirt, trousers, and accessories. By using strong color blocks and repeating tones, you create calm and recognition for the customer. This makes it easier to understand the looks and encourages combining multiple items.

Create clear focal points with key styles that stand out immediately. Build the window display in layers, play with height, and let prints and details speak. Keep it clear, commercial, and inspiring. This way, the window becomes a true eye-catcher that draws customers in and encourages them to shop complete Fred looks.

Adjust the waistcoat properly using the cord at the back and pin the sleeves casually.

edding x A fish named Fred | In action for Make-A-Wish

This FRedding shirt is the result of a creative collaboration between edding and A fish named Fred. Through an inspiring design contest, lucky winners got the chance to create a truly original print.

After dozens of creative submissions, we worked with edding to select the best designs. These unique prints will be made into a shirt for A fish named Fred’s new summer collection in 2026. We have combined the fabulous winners into 1 ultimate A fish named Fred print.

Customers can customize the design themselves while using the edding textile markers! In actie voor:

Scan the QR code to watch the VM video

The collaboration with edding is all about creativity and personalization in-store. Present the theme in a clear way, bringing together the shirt, the markers, and the communication materials. This turns the edding collaboration into a commercial eye-catcher that draws attention, strengthens the story, and contributes to increased sales and brand experience.

FRED JUNIOR

This summer collection includes a Fred Junior mini collection. Match now with your father, friend, brother, or grandfather. Create a matching corner with corresponding POS materials. This can be presented on a table or a T-stand.

T-shirts & swim shorts

POS materials

CONTACT

With this VM Guide, you have all the tools to present A fish named Fred in a strong, clear, and commercial way. By working with color blocks, complete looks, and clear focal points, you create calm on the shop floor and inspire the customer.

A strong presentation not only enhances the brand experience, but also increases conversion and boosts sales per outfit.

Always think in terms of stock, combinations, and storytelling. Dare to play with height, repetition, and contrast, while keeping the overall look clear and accessible. Small details such as proper folding techniques, correct sizing on mannequins, and smart accessory placement make the difference.

Together, we ensure that every store feels like a Fred’s Art Gallery: energetic, colorful, and inviting.

Good luck creating an inspiring shop floor, and most importantly… have fun with Fred!

If you have any questions, please contact Anouk at anouk@afishnamedfred.com.