BRAND BOOK & STYLE GUIDE

BRAND BOOK & STYLE GUIDE

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WHAT MAKES US, us? brand Overview (in a nutshell ) In the LittleMissMatched world, mixing patterns and colors is our vehicle to letting you be YOU! We are dedicated to promoting GIRL EMPOWERMENT and CELEBRATING what it is to be a girl, be it that you re 5 or 105! The brand was founded in 2004 with the idea of disrupting the marketplace by reinventing a category. The notion of 3 mismatched socks to a pack was introduced in the North American marketplace to much acclaim. Today, LittleMissMatched is a girls lifestyle brand that spans many different product and entertainment categories, however our core messaging still remains the same. We aim to inspire our girls to BE BOLD & to HAVE FUN while being true to themselves. WE ARE KNOWN FOR mixing & matching! convertible designs! reversible styles! innovation!

MAKE BORING THINGS FUN MAKE PEOPLE SAY I SHOULD VE THOUGHT OF THAT REINVENT PRODUCT CATEGORIES ck! pa 3 socks to a MAKE PRODUCTS THAT START PEOPLE TALKING color & customize! 2 in 1! unzip same bed in a bag! with a flip! brand positioning (how we stand out ) 13 year old heritage brand with proven retail success. Founded on the idea of distributing the market place by reinventing categories Unique marketability through novelty and innovation. Product attributes are different than me-too product High quality, boutique-style product feel

CORE VALUES bill Of rights

be bold! be unique! be totally y O u! (our character ) girl Celebrating the uniqueness in girls everywhere. The LMM gilrl is free spirited, creative, and expresses herself through personal style. She is confident, kind, silly, fabulous, and above all unique. Funny, Silly, Fabulous/Awesome, More than one girl Has many faces and styles More than one girl Have many faces and styles Adjectives: Creative, Unique, Bold, Confident Friendly, Kind, Free Spirited, Whimsical, Quirky

SNAPSHOT TIMELINE 2004 LittleMissMatched was founded as a specialty boutique business. Fun Fact: Started by 3 friends! 2008 2012 Private equity firm invests, LittleMissMatched brand & LMM starts expanding into joins the Delta Galil USA retail, wholesale, licensing and family. international territories. Fun Fact: Delta was our former sleepwear licensee! 2016 LMM initiates brand re-launch into wholesale & licensing business streams! then now!

STYLE GUIDE logo PRIMARY LOGO PRIMARY LOGO: 1 COLOR Rhod. Red C C:03 M:89 PMS 021 C M:53 Y:100 primary logo should be full color whenever possible when one color logo is required, the background should be rhod. red C or pantone 021C primary logo can be used on it s own or with happy heart CROSS BAR LOGO HAPPY HEART LOGO LOGO & HAPPY HEART LOCK-UP LOCK-UP PROPORTIONS 12 from point to point, happy heart should be 3x the height of the second m in the text logo happy heart is tilted at a 12 angle

STYLE GUIDE color palette CORE COLORS Rhod. Red C C:03 M:89 021C M:53 Y:100 Cool Grey 2C K:20 Cool Grey 6C K:40 SECONDARY COLORS Use for callouts, color blocking, and accent text. 3115C C:60 Y:20 2593C C50 M:89 210C M:50 375 C C:46 Y:100

STYLE GUIDE typography TYPOGRAPHY As LittleMissMatched typographic standards, we have bouncy type and Gill Sans (Light, Regular, and Bold). BOUNCY TYPE The bouncy type is the signature type for our brand. It represents a voice of the brand character LittleMissMatched. It is a combination of a clean geographic font, Gill Sans Bold, and a playful treatement where letter sizing and baseline are adjusted. Use bouncy type for collection names, short headings, callouts, and max 3 locations per layout. Do not use bouncy type for product name, size, product description, COO, fabric contents, text paragraph. FONT: GILL SANS LIGHT REG BOLD ABCDEFGHIJKLMN... abcdefghijklmn... ABCDEFGHIJKLMN... abcdefghijklmn... ABCDEFGHIJKLMN... abcdefghijklmn...

STYLE GUIDE typography HOW TO CREATE BOUNCY TYPE 1. FONT Gill Sans Bold all lower case (all specs relating to 18 pt. text) warning! makes up to 125 combos! 2. SIZE Make round letters (a, c, e, n, s, u) 10% larger (at 18 pts make 2 pt size larger, at 40 pts, 4 pts larger.) Do not enlarge 2 round letters that sit next to each other or 2 of the same letters within a 4 span. (ex: only enlarge one n in warning!, only enlarge a or e in makes ) Capitalize O s and make 2 pt sizes smaller warning! makes up to 125 combos! 3. BASELINE SHIFT Shift -1pt or +1pt every 2nd or 3rd letter. Do not shift numbers warning! makes up to 125 combos! 4. EXCLAMATION POINT Make 20% larger. Rotate -10. Shift -2pt warning! makes up to 125 combos! 5. COLOR Use core or secondary color palette on white, or white text on color background. Keep phrases same color unless calling out specific words.

STYLE GUIDE callouts ICON-BAR CALLOUTS CLOUD CALLOUTS Use core or secondary colors for cloud callouts Use sparingly for general callouts like collect them all! or colour blocking. Do not use for product features on packaging EXAMPLE: Use only colors as shown for each icon Use for product features on packaging, and headings on marketing materials and presentations SERIES 1 ICON-BAR USAGE NOTES Icon-bar callouts can be used on their own or layered in groups of 2 or 3. Star, heart, and circle icons must be recognizable in grouped callouts. Bar end of callouts should be cropped by the edge of the page or frame, or by a photo. Use white bouncy type for callout text. color & customize! 6 mismatched anklets! 5 fabric markers! color & customize! 6 mismatched anklets! heart should be recognizable

STYLE GUIDE patterns ZANY GREY PATTERN Do use zany grey pattern as a background texture for lifestyle photography and packaging. Layer with photos, text, feature bars and doodle elements. Do not change the color or layer over color backgrounds. DOODLE ELEMENTS Do sprinkle doodle throughout backgrounds to fill negative space and add whimsy to lifstyle photography. Do add pops of colour to some of the elements.

STYLE GUIDE photography POLAROIDS Wear it 4 ways! Use polariod frames when cropping is needed. For example, when showing sock images or product closeups. Polariods can also be used to show alternate views for convertible items, or when a grouping of images is required to tell a story. POLAROID USAGE NOTES Polariods can be used on their own or in groups Multiple polariod frames should all be the same size and proportion on a single layout Rotate polaroids at 3, 6, 9, or 12 angles. polaroids should have a subtle drop shadow. Use black Bradley Hand Bold font for callout text on polaroids. POLAROID BACKGROUND COLORS C:01 M:18 C:21 M:06 C:02 M:41 C:10 M:18 C:19 Y:56 white

STYLE GUIDE lifestyle Use lifestyle photos with zany grey pattern or solid color backgrounds. Or a mix of both. Do not use borders or frames with lifestyle photos. Photos should freely bleed off the page, or sit within a solid colour rounded rectangle holding shape. If frames are needed, use polaroids. COLLAGES Do use the Bill of Rights only once in a store space. Keep the lockup large and impactful. Do not edit or layer over a background color.

STYLE GUIDE lifestyle BACKDROPS Do use the Bill of Rights only once in a store space. Keep the lockup large and impactful. Do not edit or layer over a background color. FEATURED COLLECTIONS Do use the Bill of Rights only once in a store space. Keep the lockup large and impactful. Do not edit or layer over a background color.

STYLE GUIDE branded statements LET YOU BE YOU Do only use the provided lockups. Use either color or grey version depending on layout and design. Do not edit or change the colors on the lockups. BE BOLD, BE UNIQUE, BE YOU! Do only use the statements in the shown order. Use the grey version on white backgrounds and the white version on pink backgrounds. Use either alone or with branded lifestyle shots to show category breadth. Do not edit or change the colors of the lockups. Do not cover more than 1/4 of a letter when layering over lifestyle images. be be unique be be

STYLE GUIDE brand p O em BRAND POEM Do use the Bill of Rights only once in a store space. Keep the lockup large andimpactful. Do not edit or layer over a background color. BRAND POEM + LIFESTYLE Do choose a lifestyle with a non-seasonal look. Allow the lifestyle to freely interact with the messaging by subtly layering the lifestyle over edges of the poem. Choose a lifestyle that shows some movement. Do not cover more than 1/4 of a letter in the poem.

STYLE GUIDE bill Of rights BILL OF RIGHTS Do use the Bill of Rights only once in a store space. Keep the lockup large and impactful. Do not edit or layer over a background color. Do keep the Bill of Rights in the doodle print paper frame for use over our zany grey pattern or color background. Do use limited polaroid frames to showcase featured products and collections.

STYLE GUIDE photography LIFESTYLE PHOTOS Use lifestyle photos with icon pattern or solid color backgrounds. Or a mix of both with color blocking as shown below. be unique! Do not use borders or frames with lifestyle photos. Photos should freely bleed off the page, or sit within a solid colour rounded rectangle holding shape. If frames are needed, use polaroids. WE STARTED WITH a very simple mission Build a girls lifestyle brand that is fun, inspires creativity, embraces individual style and celebrates self expression! We are dedicated to promoting girl empowerment & celebrating what it is to be a girl, be it that you re 5 or 105!

STORE GUIDE merchandising SOCKS 3 single sock packs should be merchandised from light to dark (white background colors to black background colors) as best as possible. Adult and kids socks should be merchandised in a way that distinguishes the different sizes, either on separate fixtues or separated within a fixture. Merchandise sock packs from liners to anklets to knee highs either from left to right or top to bottom. SOCK FROM LIGHT TO DARK SOCK DISPLAYS Do use foot forms in upper display areas. Always use foot forms in multiplies of 3 and ensure socks for display are from the same pack. Do keep single sock pegs lined up evenly in columns down a wall or fixture. Do try to keep each column the same print. Do not mix more than 3 prints in a column.

STORE GUIDE merchandising ACCESSORIES & NOVELTY ITEMS Do merchandise product first by collection, then by category. Do keep smaller items at eye level and big boxed items below. Do balance a wall so that product & displays are as symmetrical as possible. 4 FOOT NOVELTY SECTION 4 FOOT SHELVED FIXTURE e height = 5 Fixture width = 3 Fixture width = 2.5 2 FOOT NOVELTY SECTION

STORE GUIDE merchandising FOCAL KEY ITEM ENTRANCE APPAREL In our missmatched world, an abundance of colors and prints can sometimes become overwhelming. A best practice in merchandising apparel is to first categorize by collection, if applicable, then color. Presentations should be clean and balanced. Let the product be bold, not the merchandising. Do make sure key items are always sitting together but in color order using the color wheel as your guide (example: leggings). Do lifestyle apparel when able to unless it s a key item. Do ensure merchandising is clean and balanced. Do add height and symmetry to displays. EXAMPLE OF BALANCE & SYMMETRY STANDARDS 2 of each size should be represented on the sales floor and 3 of the most common sizes. Pant hangers should be edged. When board folding, use 7" or 8" folding board on knits only. Mannequins should wear 3 layers (bottom, top, & layering item), socks, and 1-2 accessories. An accessory can be a layering item. MERCHANDISING BY COLOR MANNEQUIN EXAMPLES

STORE GUIDE signage LOGO CORE SHOP SIGNAGE Littlemissmatched logo Bill of Rights How Our Socks Work BILL OF RIGHTS HOW OUR SOCKS WORK LOGO Shop should have the littlemissmatched logo in a prominent location to identify the shop. (Example: on main wall) At least one fixture in shop should be identified with small logo signs. Do not use logo sign on fixture if using a product knowledge sign or promo sign. BILL OF RIGHTS Do use the bill of rights in only once in a shop space. Do use on pillars or columns or the separator between shops. wear BE AS wear bright colors & patterns & show off your kooky HAVE THE RIGHT TO that don t match AS U CAN be a girl for as long as wanna HOW OUR SOCKS WORK NOT like everyone else Do use the How our socks work signage in the nearest location to socks. Do use on pillars or columns or as the separator between shops. R EMAIN GOOF Y, GIGGLY & STUPENDOUSLY

STORE GUIDE signage PRODUCT KNOWLEDGE SIGNAGE: Smelly Socks Fun In One Collection Callouts SMELLY SOCKS STOP &smell THE socks (GENTLY RUB SOCKS TO RELEASE YUMMY SCENT!) FUN IN ONE 1 PILLOW FU 1 UNZIP N IN SWITCH IN A FLIP! & FLIP 2 NECK ROLL This is additional signage that can be used to speak to certain products in order to identify, engage, and share product knowledge. 1 POUCH 2 BACKPACK 3 TUCK PATTERN TOTE 4 SOLID TOTE Ensure that all signage is clean, clear, and balanced throughout the shop. UNZIP FLIP Do choose core signage first and then product knowledge signage. Do not over sign. Rule of thumb is 1 sign per side of fixture and 1 sign per wall bay. SMELLY SOCKS CALLOUTS Do use smelly socks signage with the smelly sock presentation when possible. FUN IN ONE Do use Fun In One sign only once within the shop. COLLECTION / FEATURE CALLOUTS Do use callouts as shelf talkers to speak to the collection. Do not use more than one callout per wall bay or fixture side.

STORE GUIDE shop in shops WALL CONCEPT IDEAL FIXTURE PACKAGE: 8-12ft wall that is pegable and shelfable 2 freestanding fixtures (either 2 or 4 sided) that is pegable and shelfable 9 foot forms 2 Kid mannequins (Apparel locations only) SHOP GUIDELINES Shop in shop locations are tiered by category: Tier 1. Socks (All locations) Tier 2. Socks & Novelty (Select) Tier 3. Socks, Novelty, & Apparel (Select) SHOP WITH FIXTURES Tier 1 Shops - These stores may not have a back wall and only carry socks on freestanding fixtures. Minimized sign package Tier 2 Shops - These stores may or may not have a back wall or have wall and no freestanding fixtures. Sign package varies depending on size Tier 3 Shops - Carry full line of merchandise and can accomodate hanging apparel, shelving boxed items, and pegging all socks and smaller footprint items using walls and fixtures. Full sign package Focal wall - white with zany pattern glossy vinyl applied in Grey 2C Columns - Painted in Orange 021 and Rhodamine Red C

STORE GUIDE to Our associates Dear Store Associates, As part of the littlemissmatched staff, you are our brand ambassadors and an integral part of our success! We hope that you love the brand, love our products and believe in our core values! We want you be inspired to make the store experience special and unique. We hope it becomes your mission that every girl who visits our store feels empowered and inspired by her creativity so that she has the ability to embrace her individual style and express herself in any way she chooses! Thank you for your dedication to our mission and always aim to Have Fun, Be bold, Be Unique, and Let You be You! Yours Truly,

STORE GUIDE product knowledge HOW OUR SOCKS WORK? Our socks are colorful and mismatched (but cleverly coordinated) and come in multiples of 3. Some are sold in 3 single sock packs and others are sold as sets of 6, 9, 12 or more!. Selling points: There s a pair and a spare! You ll never have the problem again of that missing sock! You can mix or match and be as creative as you want! SOCK SIZING We offer kids and adult size socks so whether you are 5 or 105, you can still rock our socks! GIRLS WOMENS TODDLER BABY Age 4-9 10-110 1-3 6-12 (mos.) Shoe 6-2 3-10 2-6 N/A (Certain gift sets are sold in Age 5-105 to accomodate a broader range of sizes) SOCK TYPES No show/liner - Sits just below ankle Ankle/Anklet - Sits above ankle Knee high - Sits just below the knee SMELLY SOCKS Yes, we even have socks that smell...good, that is! From sweet to savory, cupcakes to pizza, our smelly socks will satisfy any sock craving! Rub fabric gently to release scent Lasts 10 washes

STORE GUIDE product knowledge APPAREL SIZE CHARTS TOPS / TUNICS / DRESSES / JACKETS / OUTERWEAR Size (inches) XS (4) S (6) M (8) L (10) XL (12) Height 41-45.5 46-49 52-55 55-58 58-60 Waist 20-21 21.5-22.5 23 24-24.5 25-26 Chest 24.5-25.5 26-27 27.5-28.5 29-30 30.5-31.5 Sleeve Length 19.25 20 20.75 21.5 22.25 Hip 23-24 25.5-27.5 28.5-29 29.5-30 30.5-32 (inches) SEAMLESS LEGGINGS Size (inches) 4/5 (XS) 6 (S) 8/10 (M) 12/14 (L) 16/18 (XL) Height 41-45.5 46-51 53-58 58-62 63-66 Inseam 19.5 22 24 25.5 27.5 Waist 20 21.5 23.5-24.5 25.5-26.5 27.5-28.5 Hip 23 24.5 26.5-28 29-30 31-32 (inches) PANTS / JEANS / SHORTS Size (inches) 4 (XS) 6 (S) 8 (M) 10 (L) 12 (XL) Height 41-45.5 46-49 52-55 55-58 58-60 Inseam 17.5-18.5 20.75-21.75 25-26 26.5-27 27.5-28.5 Waist 20-21 21.5-22.5 23 24-24.5 25-26 Hip 23-24 25.5-27.5 28.5-29 29.5-30 30.5-32 (inches) LEGGINGS / SKIRTS Size 4 (XS) 6 (S) 8 (M) 10 (L) 12 (XL) Height 41-45.5 46-49 52-55 55-58 58-60 Inseam 19.5 21.5 23 24 25.5 Waist 20 21.5 23 24-24.5 25-26 Hip 23 24.5 26 27.5 29 (inches) PANTIES Size XS (4/5) S (6/7) M (8/10) L (12/14) XL (16/18) Height 41-45.5 46-51 53-58 58-62 63-66 Waist 21.5 23 24-25 26-27 28-29 Hip 23-25 26-27.5 28.5-31 32-33.5 34.5-36 (inches) BRAS Size S (8) M (10) L (12) XL (14) Chest 28-29 29.5-30.5 31-32 33-34 (inches)

STORE GUIDE product knowledge NOVELTY We try to infuse all of our products with fun and special details. Some of our core novelty products have more than one purpose making it even more versatile and cool! 4 in 1 bags - These bags change from pouch to tote to backpack and also change from solid to patterned. 4 in 1 Dresses - This is the ultimate summer item as it can be worn as a dress in 2 different patterns as well as a skirt in 2 different patterns. Flippable pillows - Unzip and flip these clever pillows for two totally different shapes...even a neck pillow! Reversible Items - Bored of something...no need to change it, just reverse it for a whole new look! We have reversible socks, bags, tees, dresses, blankets, bedding, and more! That s not all, we are always coming up with fun, innovative designs like our foodie inspired potato chip bag backpack and our toothpaste pencil case with a pencil sharpener attached! Take the time to look at each fun new product you receive at your store. Learn about the features and benefits! We know you will find them totally awesome!