BRAND GUIDELINES EDITION 1.1 PUBLISHED

BRAND GUIDELINES EDITION 1.1 PUBLISHED 05.2015

CONTENTS Sections 1. BRAND IDENTITY 2. PRINTED COLLATERAL 3. DIGITAL & ONLINE 4. RETAIL ENVIRONMENT 5. GARMENT PRODUCTION 05-34 37-53 55-73 75-98 101-105 3

SECTION CONTENTS Brand identity Our logotype Sizing our logotype Positioning our logotype Using our logotype Our logotype colour Our logotype on tones Our logotype on images Incorrect use of our logotype on images Colour Palette Our Typeface Correct use of typography Typography examples Incorrect use of typography Stationery Business Cards Brand book 07 08-10 11 12 13 14-15 16 17 18-19 20 21 22-24 25 26-27 28 29-34 1. BRAND IDENTITY 5

OUR LOGOTYPE Our logotype Our logotype introduces our brand and presents an immediate aesthetic direction. We are warm, relaxed, understated, elegant and confident. Our logotype reflects this in a clean, timeless and endearing manner without being sterile. It is the face of our brand and should be used correctly and respected across all applications and uses. 1. BRAND IDENTITY 7

SIZING OUR LOGOTYPE Sizing our logotype It is important that the sizing of our logotype - on printed collateral and digital Artwork - is consistent, aesthetically pleasing and an appropriate proportion to the medium. For example, the rule opposite applies to smaller mediums; such as business cards and invitations. It would not be appropriate to use this formula for larger formats. To apply the correct sizing of our logotype, please follow these instructions: Take the size of the logotype as 100%, and apply a 50% spacing rule to the left and right sides. Edges of artwork Note This rule should only be applied to formats no larger than A5 (148x210mm) or equivalent proportions. 50% 100% 50% 1. BRAND IDENTITY 8

SIZING OUR LOGOTYPE Sizing our logotype These examples demonstrate the application of the 50% spacing rule, around the logotype. Application examples: 1 Business card. 2 Invite sample. 3 Look Book cover. Note examples are 1:2 actual size. 1 2 3 1. BRAND IDENTITY 9

SIZING OUR LOGOTYPE Sizing our logotype This example highlights the appropriate sizing of our logotype, for larger applications and formats: such as window vinyls/graphics. This particular example illustrates the application of our logotype to the Conduit Street store windows. 1. BRAND IDENTITY 10

POSITIONING OUR LOGOTYPE Positioning our logotype When placing our logotype onto designs or documents, a safe zone applies to the proximity of placing the logotype next to the edges of artwork, or other elements. For example, the safe zone around our logo is 2x the N height above and below, and 2x a 90 rotated N to the left and right sides. Note This example should still adhere to the sizing rule on the previous page. 1. BRAND IDENTITY 11

USING OUR LOGOTYPE Using our logotype 1 4 Our logotype is a precise drawing and not simply typed letters. Do not try to recreate our logotype. When our logotype is needed, always use the artwork provided. DO: 1. Scale the logotype proportionately. Use the correct colour and spacing. DO NOT: 2 5 2. Separate the logotype into two names. 3. Reassemble the logotype in any way. 4. Distort the logotype. 5. Recreate the logotype by typing. 6. Orient the logotype other than horizontal. Note Example 5 depicts our brand name typed out in Gotham, in an attempt to replicate our logotype. The differences are subtle, but still incorrect. 3 6 1. BRAND IDENTITY 12

OUR LOGOTYPE COLOUR Our logotype colour Our logotype should only ever be represented in BLACK or WHITE; regardless of the background colour or image. This applies to all applications in print and digital. When foil blocking the logotype, only use MATTE BLACK or MATTE WHITE. Note The use of gloss or matte metallic foils are not permitted. 1. BRAND IDENTITY 13

OUR LOGOTYPE ON TONES Our logotype on tones These visuals demonstrate the correct use and colour of our logotype on tonal backgrounds. Note The colour of the logotype should always remain either BLACK or WHITE. Note The tonal backgrounds used are part our brand colour palette. 1. BRAND IDENTITY 14

OUR LOGOTYPE ON IMAGES Our logotype on images The following visuals represent correct applications of our logotype. Care should be taken when placing the logotype over images and textures. Use a white logotype on dark images and a black logotype on lighter image. Note The colour of the logotype should remain either Black or White. 1. BRAND IDENTITY 16

INCORRECT USE OF LOGOTYPE ON IMAGES Incorrect use of logotype on images The following visuals represent incorrect applications of our logotype. When using our logotype on images, the contrast between the image/subject should be considered. Do not use a black logotype over dark images and the white logotype on images with a predominantly light background. 1. BRAND IDENTITY 17

COLOUR PALETTE Colour palette Primary colours. This is our primary colour palette. The colour references noted under each swatch should always be followed. They have been optimised to give a consistent colour across varied print capacities and differing digital output. Note CMYK values should be used for all print design, RGB for all digital artwork and Websafe RGB for all digital artwork created for online platforms. WHITE CMYK RGB RGB Websafe C-0 M-0 Y-0 K-0 R-255 G-255 B-255 #FFFFFF LIGHT GREY CMYK RGB RGB Websafe C-0 M-0 Y-0 K-10 R-230 G-230 B-230 #E4E4E4 BLACK CMYK RGB RGB Websafe C-0 M-0 Y-0 K-100 R-0 G-0 B-0 #000000 1. BRAND IDENTITY 18

COLOUR PALETTE Colour palette Secondary colours. This is our primary colour palette. The colour references noted under each swatch should always be followed. They have been optimised to give a consistent colour across varied print capacities and differing digital output. Note CMYK values should be used for all print design, RGB for all digital artwork and Websafe RGB for all digital artwork created for online platforms. OFF WHITE CMYK RGB RGB Websafe C-3 M-3 Y-5 K-0 R-240 G-240 B-240 #F9F9F7 DARK GREY CMYK RGB RGB Websafe C-0 M-0 Y-0 K-70 R-110 G-110 B-110 #E4E4E4 BLACK CMYK RGB RGB Websafe C-0 M-0 Y-0 K-100 R-0 G-0 B-0 #000000 1. BRAND IDENTITY 19

OUR TYPEFACE Our typeface Our corporate typeface is Gotham Gotham should be used for all designed printed materials, internal documents and digital design projects. Only use Gotham in Book or Medium weights. When using capitalised (uppercase) text, the copy should have a tracking (kerning) value of 200. When using sentence case (lowercase) text, the copy should have a tracking (kerning) value of 150. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./<>?; \: {}[]!@ $%^&*()_+ Gotham Book 18pt Leading (Line Height) 26pt Tracking (Kerning) 200 - Optical spacing Note Do not use Gotham smaller that 6pt. Note Gotham shouldn t be used in emails or any other forms of digital communication. This is because the end users visual experience cannot be controlled. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./<>?; \: {}[]!@ $%^&*()_+ Gotham Medium 18pt Leading (Line Height) 26pt Tracking (Kerning) 200 - Optical spacing 1. BRAND IDENTITY 20

CORRECT USE OF TYPOGRAPHY Correct use of typography The way our corporate typeface is used is incredibly important. The examples on this page demonstrate the correct spacing and aesthetic styling of our typography. THIS IS HOW GOTHAM SHOULD LOOK WHEN USED IN UPPERCASE CAPITALS. Type can be aligned to the left, right or centralised. NEVER justify small amounts of copy. Gotham Book 18pt Leading (Line Height) 26pt Tracking (Kerning) 200 Note Do not use Gotham smaller that 6pt. Note If typesetting large amounts of copy, Justified type is acceptable, but its application should be considered very carefully. Note Keep the Leading (line height) optically consistent. When using type in sentence case (lowercase), reduce the leading slightly as this will preserve the appearance and stop the sentences looking to widely spaced. This is how gotham should look when used in sentence case and left aligned. THIS IS HOW GOTHAM SHOULD LOOK WHEN USED IN UPPERCASE CAPITALS AND CENTRALLY ALIGNED Gotham Book 10pt Leading (Line Height) 14pt Tracking (Kerning) 150 Gotham Medium 10pt Leading (Line Height) 16pt Tracking (Kerning) 200 1. BRAND IDENTITY 21

TYPOGRAPHY EXAMPLES Typography examples Examples demonstrating correct typographic applications. Final Reductions WOMENSWEAR AUTUMN WINTER 2015 Shop the sale edit 1. BRAND IDENTITY 22

TYPOGRAPHY EXAMPLES Typography examples Examples demonstrating correct typographic applications. Spring Summer 2016 Womenswear Collection SS15 COLLECTION WORN BY KAROLIN 1. BRAND IDENTITY 23

TYPOGRAPHY EXAMPLES Typography examples Examples demonstrating correct typographic applications. Spring Summer 2015 Dresses Collection 1. BRAND IDENTITY 24

INCORRECT USE OF TYPOGRAPHY Incorrect use of typography These example document incorrect uses of Gotham and should not be formatted in this manner. Please refer the to the correct typography examples. Note Justified paragraphs are permitted, but should be given careful consideration. THIS PARAGRAPH IS TOO TIGHTLY KERNED AND THE LINE HEIGHT IS TOO COMPACT Nam natiis aliquia dis moluptat occae velibus ciunti am, omnitaes as dolupidit eiumet fugia eosant vendipis cum epsem nobitatiatis cus aut id exerias imodita sus quam hictatem rest, quodi sunt esedit ad es inventibusam que aut que pligend ipsandant et, inciur? Boritisit dunt dolorioreni as et rehenducil ilis dolessequi omnis aut. The kerning of this paragraph is too tight. NEVER SPACE OUT TEXT THAT FORMS A SENTENCE LIKE THIS OUR TYPOGRAPHY SHOULD NEVER BE ITALICISED OR USED IN BOLD 1. BRAND IDENTITY 25

STATIONERY SET Stationery set Letterhead & Envelope. Our stationery consists of branded letterhead, DL envelope, note card and accompanying envelope. All written external correspondence must be printed on our company stationery, and posted using the company envelope. DIMENSIONS Letterhead: W - 210mm x H - 297mm DL Envelope: W - 220mm x H - 110mm MATERIAL SPEC Letterhead Stock/Material: Colorplan Pristine White 120gsm Envelope Stock/Material: Colorplan Pristine White 130gsm FINISHING Matte Black foil blocked logo and head office address. 1. BRAND IDENTITY 26

STATIONERY SET Stationery set Note card & Envelope. Note cards can be used to provide a personal touch, and as such, should always be handwritten with a positive tone-of-voice. DIMENSIONS Note card: W - 159mm x H - 102mm DL Envelope: W - 165mm x H - 108mm MATERIAL SPEC Notecard Stock/Material: Colorplan Pristine White 350gsm Envelope Stock/Material: Colorplan Pristine White 130gsm FINISHING Matte Black foil blocked logo to both card and envelope. Black edge printing to note card only. 1. BRAND IDENTITY 27

BUSINESS CARDS Business cards Our business cards provide clients and suppliers with our employee s contact information in a professional and elegant format. Note Shown at actual size. DIMENSIONS W - 85mm x H - 55mm MATERIAL SPEC Colorplan Pristine White 350gsm FINISHING Matte Black foil blocked logo to front. 100% K (Black) printed text to back. Black edge printed. JULIA MASSEY CHIEF OPERATING OFFICER T. +44(0)000 0000 000 M. +44(0)0000 000 000 E. JMASSEY@NICOLEFARHI.COM NICOLE FARHI 36 37 ST GEORGE STREET LONDON W1S 2FW 1. BRAND IDENTITY 28

BRAND BOOK Our brand book The brand book is our company portfolio and introduces the brand, who we are, where we sit commercially, our customer focus and our aesthetic presentation. A NEW CHAPTER 1. BRAND IDENTITY 29

BRAND BOOK Our brand book Page extract from our brand book. 1. BRAND IDENTITY 30

BRAND BOOK Our brand book Page extract from our brand book. 1.0 NICOLE FARHI IS A FASHION HOUSE FOR THE CURIOUS MODERN NOMAD. OUR AMBITION 1. BRAND IDENTITY 31

BRAND BOOK Our brand book Page extract from our brand book. 1. BRAND IDENTITY 32

BRAND BOOK Our brand book Page extract from our brand book. 1.1 WE ARE A CREATIVE TRIBE. OUR AMBITION 1. BRAND IDENTITY 33

BRAND BOOK Our brand book Page extract from our brand book. 1. BRAND IDENTITY 34

SECTION CONTENTS Printed collateral Look books Look books (digital format) Invitations Wholesale selling book Direct mail Press release 39-41 42-43 44 45 46-48 49-51 2. PRINTED COLLATERAL 37

LOOK BOOKS Look books Our look books will change season to season. However, the overall charm and aesthetic should remain the same. The format, material and binding should be considered and reflective of the collection presented. Our look books should be elegant, warm and tactile. Note This example depicts a white cover look book with a black cloth tape spine. 3 2. PRINTED COLLATERAL 39

LOOK BOOKS Look books Example look book spread. 7 2. PRINTED COLLATERAL 40

LOOK BOOKS Look books Example look book spread. 9 2. PRINTED COLLATERAL 41

LOOK BOOKS (DIGITAL) Look books (Digital) Depending on the printed format, it might not always be possible to transfer the design of the printed look book to a digital format. If that is the case, digital/pdf look books should be simple, clear and elegantly presented. Digital look books can be landscape or portrait in format. Note Do not use textural backgrounds. 2. PRINTED COLLATERAL 42

LOOK BOOKS (DIGITAL) Look books (Digital) Portrait and landscape layout examples. 9 9 2. PRINTED COLLATERAL 43

INVITATIONS Invitations Our invitations will change season to season. However, the overall charm and aesthetic should remain the same. The format and material and should be considered and reflective of the collection it is representing. Our invites should be elegant, warm and tactile. To Womenswear Spring Summer 2017 Collection Somerset House Central Courtyard SW8 14 September 2016 13.00 Block Row 2. PRINTED COLLATERAL 44

WHOLESALE SELLING BOOK Wholesale selling book Our selling books are created every season and display all garments being produced for each respective season. AW15 WOMENSWEAR KNITWEAR AW15 WOMENSWEAR KNITWEAR SHEER KNIT JUMPER LUXE WASHED CARDIGAN STYLE NAME MACGARRY CODE 1K808E COMPOSITION 72% BABY ALPACA 28% POLYAMIDE COLOUR NAVY SIZE RANGE XS, S, M, L, XL STYLE NAME TAYLOR CODE 1K809E COMPOSITION 100% MERINO COLOUR FAWN SIZE RANGE XS, S, M, L, XL PERUVIAN SHEER KNITS. A SINGLE PLY OF THE FINEST BABY ALPACA, PRODUCES AN ETHEREAL SHEER KNITTED GAUZE, FEATHER-LIGHT, WITH A SOFT, DELICATE VEIL OVER THE SKIN. ULTRA FINE CASHMERE, LIGHT AS AIR IS CAREFULLY CONSTRUCTED INTO A ELEGANT WRAP. THE FINE TRIM AND FASHIONING DETAILS, CREATE ELEGANT WRAP. THE FINE TRIM AND FASHIONING DETAILS, CREATE SIGNATURES OF SUPERB, PRECISION KNITTING. 14 16 2. PRINTED COLLATERAL 45

DIRECT MAIL Direct mail Like our look books and invites, the format and material of our direct mail should be considered and reflective of the collection/ products it is representing. It s important to remember that direct mail will normally have a commercial/marketing purpose and should be designed to accommodate this. A NEW CHAPTER FOR NICOLE FARHI Note The example opposite illustrates an A5 direct mail booklet showcasing SS15. WITH A NOMADIC SPIRIT AND DESIRE TO TRAVEL, THIS COLLECTION AIMS TO BRING THE COMFORT OF HOME TO YOUR TRAVEL WARDROBE. SOFT AND NATURAL FIBRES CREATE DECONSTRUCTED SILOUETTES FOR EASE OF WEAR, WHILST A NEUTRAL PALETTE IS BROUGHT ALIVE WITH AN ARRAY OF CONTRASTING BLUES. THE BEACH IS OUR INSPIRATION AND AN IDEAL SETTING FOR THIS SOFT YET ELEGANT COLLECTION. 2. PRINTED COLLATERAL 47

DIRECT MAIL Direct mail This visual illustrates an example of a show card showcasing current season campaign imagery, store address and website link. These can be posted as direct mail, handed to customers for useful contacts and also placed into packaging with purchases. 25 CONDUIT STREET, LONDON, W1S 2XU 72 HAMPSTEAD HIGH STREET, LONDON, NW3 1QA NICOLEFARHI.COM 2. PRINTED COLLATERAL 48

SPECIAL OFFER VOUCHER Special offer voucher From time-to-time, it will be necessary to produce special offer vouchers for customers and also for specific promotional events. The example opposite shows a business card sized voucher featuring seasonal imagery. Note Shown at actual size. SPEND 300 IN STORE & RECEIVE 15% OFF YOUR NEXT PURCHASE* * APPLIES TO FULL PRICE ITEMS ONLY VALID UNTIL END 31.07.15 2. PRINTED COLLATERAL 49

SPECIAL EVENT FLYER Special event flyer Use this design style for any promotional or special offer flyers/postcards. If producing vouchers that coincide with a specific offer, the designs should be cohesive and use imagery reflective of current season. Note Shown at 75% actual size. Actual size is 148 x 105mm. VIP SUMMER EVENT We have the pleasure of inviting you to our VIP Summer Event hosted at our Conduit Street store FRIDAY 15 MAY 2015 AT 13.00 There will be an opportunity to win our Aella Satchel & Purse SPARKLING REFRESHMENTS & APPETIZERS WILL BE SERVED 2. PRINTED COLLATERAL 50

PRESS RELEASE Press release Use press releases to introduce company news, updates and collection launches. The wording should be intelligent, articulate and follow the rules of our tone-of-voice. Note Body copy is 6pt with 10pt leading (line height). Kerning (letter spacing is 150pt). Paragraph is justified left aligned. Note Hairline to left page edge denotes foldline. To be printed at 0.1pt. 2. PRINTED COLLATERAL 51

PRESS RELEASE Press release Our press release layout explained. There should be equal spacing between the logo, title, image, copy and address (as illustrated opposite). Text should be justified left aligned. This gives the layout a clean, consistent and considered aesthetic. Note Image used can either be portrait or landscape format. 2. PRINTED COLLATERAL 52

PRESS RELEASE IMAGE Press release image Image reference. 2. PRINTED COLLATERAL 53

SECTION CONTENTS Digital & Online Website Ecomm email templates Presentations Social media icons Email signature 57-61 62-65 66-71 72 73 3. DIGITAL & ONLINE 55

WEBSITE Our website homepage NICOLEFARHI.COM is our digital flagship store; an essential company asset that will be most customer s touch point with the brand. The website s content is ever changing and updated daily. The overall aesthetic, layout and design however, remains consistent and expressive - but not aggressive. 3. DIGITAL & ONLINE 57

WEBSITE Website landing page Landing pages, such as SHOP WOMAN are designed with a feeling of a vertical gallery wall. The balance of images and movement should be carefully considered. The layout and image placement should be elegant and dynamic, but not aggressive. 3. DIGITAL & ONLINE 58

WEBSITE Website collections page The collections page showcases look book imagery in a grid format. Images are clickable and expand to reveal additional information. These are also used to link to other site content and product/category pages. 3. DIGITAL & ONLINE 59

WEBSITE Website product page Product pages are perhaps the most essential part of the website. Customers can view multiple images of garments and access additional information. Functionality and usability are key aspects of this page and the design features a number of elements that combat smaller screens and tablet devices. 3. DIGITAL & ONLINE 60

WEBSITE ON DIGITAL DEVICES Our website on devices Our website is fully responsive and optimised for both tablet and mobile devices. The tablet edition is a slightly reformatted edition of our website. The mobile edition is a totally stand alone product and has content designed specifically for that format. 3. DIGITAL & ONLINE 61

ECOMM EMAIL TEMPLATES Ecomm email template Template 1 Use this template for linking to dynamic and social media content. For instance, If a backstage or inspiration video is filmed, use this template to drive the audience to the desired platform. 3. DIGITAL & ONLINE 62

ECOMM EMAIL TEMPLATES Ecomm email template Template 2 This template uses look book imagery to promote specific looks, textures, collections of individual products. 3. DIGITAL & ONLINE 63

ECOMM EMAIL TEMPLATES Ecomm email template Template 3 This template is used to introduce new seasons collections and campaign imagery. 3. DIGITAL & ONLINE 64

ECOMM EMAIL TEMPLATES Ecomm email template Template 4 This template is uses campaign imagery to promote key looks. This is the most copy heavy template and the main focus is to create a story around the garments. 3. DIGITAL & ONLINE 65

PRESENTATIONS Presentations Whether presenting to external clients, or preparing for internal meetings, the styling of our presentations should be consistent and well considered. The following examples illustrate some sample pages and approved layout styles. All presentations should use the approved templates. Presentation Title 3. DIGITAL & ONLINE 66

PRESENTATIONS Presentation slide example Presentation slide illustrating an example image layout page. The reference for this style of image layout originates from our Brand Book. It is not mandatory to layout images like this, but please do if appropriate. 3. DIGITAL & ONLINE 67

PRESENTATIONS Presentation slide example Presentation slide illustrating diagrams and data visualisation. Keep visuals like this simple and easy to digest. Use additional slides rather than forcing too much data on a page. SECTION HEADING Our Customer 25 Conduit St Our Product Where our customer engages with our product 3. DIGITAL & ONLINE 68

PRESENTATIONS Presentation slide example Presentation slide illustrating an example for showcasing Look Book Imagery. Use a maximum of 3 images per page. Womenwear Autumn Winter 2015 3. DIGITAL & ONLINE 69

PRESENTATIONS Presentation slide example Presentation slide illustrating an example of text focused content. ECOMM/DIGITAL ACTION PLAN 1. Website content to drive sales 2. Align email & website imagery 3. Organise WW & MW ecomm imagery shoot 4. Develop product focused programs ecomm 5. Homeware email/website introduction strategy 3. DIGITAL & ONLINE 70

PRESENTATIONS Presentation slide example Presentation slide illustrating an example for showcasing social media activity. Please do not overload pages with too much content. When displaying social media activity, a maximum of 3 posts/images are permitted per page. Facebook Activity 3. DIGITAL & ONLINE 71

SOCIAL MEDIA ICONS Social media icons Our social media icons should always be black or white and without a circular or square background. Additional icons should be custom made, not basic replications. Social media icons can be used on printed materials when the purpose it to drive customers to those platforms. Note The minimum height for social icons is 10px for digital designs and 3mm for print. 3. DIGITAL & ONLINE 72

EMAIL SIGNATURE Email signature All email signatures should have the same appearance as the illustrated example. Having a consistent email signature style is not only good practice, but also a sign of a unified brand. When writing and sending emails, the only permitted fonts are Arial or Helvetica. Please do not type emails in Gotham, or any other typeface. To: Cc: Subject: Name Surname Title Description Nicole Farhi M +44 (0)0000 000 000 T +44 (0)000 0000 000 36-37 St George Street London W1S 2FW nicolefarhi.com 3. DIGITAL & ONLINE 73

SECTION CONTENTS Retail environment Packaging 77-96 Store carrier small Store carrier medium Store carrier large Gift/postal box small Gift/postal box medium Gift/postal box large Wrapping paper Dust bags small Dust bags medium Dust bags large Receipt holder Suit carrier Packaging instructions 77 78 79 82 83 84 86 88 89 90 92 94 96 Gift card Garment Hangers 97 98 4. RETAIL ENVIRONMENT 75

STORE CARRIER SMALL Store carrier small Note Shown to scale. Not actual size. DIMENSIONS W - 325mm x H - 260mm x D - 80mm MATERIAL SPEC Stock/Material: Colorplan Pristine White Buckram Emboss 000gsm (or equivalent) Handle: 25mm black 100% cotton herringbone textured tape handle Print: Matte black foil logotype to front and back. Flagship store address foiled into TOT. Additional: 40mm TOT features slits to allow handle to pass through without being visible on carrier front or back. 4. RETAIL ENVIRONMENT 77

STORE CARRIER MEDIUM Store carrier medium Note Shown to scale. Not actual size. DIMENSIONS W - 450mm x H - 360mm x D - 130mm MATERIAL SPEC Stock/Material: Colorplan Pristine White Buckram Emboss 000gsm (or equivalent) Handle: 25mm black 100% cotton herringbone textured tape handle Print: Matte black foil logotype to front and back. Flagship store address foiled into TOT. Additional: 50mm TOT features slits to allow handle to pass through without being visible on carrier front or back. 4. RETAIL ENVIRONMENT 78

STORE CARRIER LARGE Store carrier large Note Shown to scale. Not actual size. DIMENSIONS W - 600mm x H - 480mm x D - 180mm MATERIAL SPEC Stock/Material: Colorplan Pristine White Buckram Emboss 000gsm (or equivalent) Handle: 25mm black 100% cotton herringbone textured tape handle Print: Matte black foil logotype to front and back. Flagship store address foiled into TOT. Additional: 60mm TOT features slits to allow handle to pass through without being visible on carrier front or back. 4. RETAIL ENVIRONMENT 79

STORE CARRIER IMAGES Store Carrier images 4. RETAIL ENVIRONMENT 80

STORE CARRIER IMAGES Store Carrier images 4. RETAIL ENVIRONMENT 81

GIFT/POSTAL BOX SMALL Gift/postal box small Note Shown to scale. Not actual size. DIMENSIONS W - 305mm x H - 60mm x D - 180mm MATERIAL SPEC Stock/Material: B Flute corrugated cardboard. Exterior lining paper: Craft paper lined to outside with a buckram embossing. Interior lined with white paper Interior lining paper: White paper Print: 100% K printed logo, website, store address and recycle disclaimer to exterior only. 4. RETAIL ENVIRONMENT 82

GIFT/POSTAL BOX MEDIUM Gift/postal box medium Note Shown to scale. Not actual size. DIMENSIONS W - 430mm x H - 110mm x D - 253mm MATERIAL SPEC Stock/Material: B Flute corrugated cardboard. Exterior lining paper: Craft paper lined to outside with a buckram embossing. Interior lined with white paper Interior lining paper: White paper Print: 100% K printed logo, website, store address and recycle disclaimer to exterior only. 4. RETAIL ENVIRONMENT 83

GIFT/POSTAL BOX LARGE Gift/postal box large Note Shown to scale. Not actual size. DIMENSIONS W - 580mm x H - 160mm x D - 342mm MATERIAL SPEC Stock/Material: B Flute corrugated cardboard. Exterior lining paper: Craft paper lined to outside with a buckram embossing. Interior lined with white paper Interior lining paper: White paper Print: 100% K printed logo, website, store address and recycle disclaimer to exterior only. 4. RETAIL ENVIRONMENT 84

GIFT/POSTAL BOX IMAGES Gift/postal box images 4. RETAIL ENVIRONMENT 85

WRAPPING PAPER Wrapping Paper Our package wrapping is made from 100% recycled brown paper. Note Shown to scale. Not actual size. DIMENSIONS W - 700mm x H - 500mm MATERIAL SPEC Stock/Material: Recycle Brown Paper 4. RETAIL ENVIRONMENT 86

WRAPPING PAPER IMAGES Wrapping paper images 4. RETAIL ENVIRONMENT 87

DUST BAGS SMALL Dust bags small Dust bags should be used when packaging all accessories and shoes. Note Shown at 20% actual size. DIMENSIONS W - 270mm x H - 240mm MATERIAL SPEC Stock/Material: Draw String: 10mm black 100% cotton herringbone tape. Print: Black 100% K logotype screen printed to both sides. 4. RETAIL ENVIRONMENT 88

DUST BAGS MEDIUM Dust bags medium Dust bags should be used when packaging all accessories and shoes. Note Shown at 20% actual size. DIMENSIONS W - 450mm x H - 400mm MATERIAL SPEC Stock/Material: Draw String: 10mm black 100% cotton herringbone tape. Print: Black 100% K logotype screen printed to both sides. 4. RETAIL ENVIRONMENT 89

DUST BAGS LARGE Dust bags large Dust bags should be used when packaging all accessories and shoes. Note Shown at 20% actual size. DIMENSIONS W - 690mm x H - 610mm MATERIAL SPEC Stock/Material: Draw String: 10mm black 100% cotton herringbone tape. Print: Black 100% K logotype screen printed to both sides. 4. RETAIL ENVIRONMENT 90

DUST BAG IMAGES Dust bag images 4. RETAIL ENVIRONMENT 91

RECEIPT HOLDER Receipt holder All transaction receipts should be placed in our holders. Please fold them neatly and refrain from stapling. Note Shown to scale. Not actual size. DIMENSIONS W - 100mm x H - 73mm MATERIAL SPEC Stock/Material: Colorplan Pristine White Buckram Emboss 000gsm (or equivalent) Print: Matte black foil logotype to front. Flagship store address matte black foiled on reverse. 4. RETAIL ENVIRONMENT 92

RECEIPT HOLDER IMAGES Receipt holder images 4. RETAIL ENVIRONMENT 93

SUIT CARRIER Suit Carrier Note Shown to scale. Not actual size. Design shown in white for reference only. DIMENSIONS W - 000mm x H - 000mm MATERIAL SPEC Stock/Material: Black PEVA Tape and Handles: 25mm black 100% cotton herringbone textured tape. 4. RETAIL ENVIRONMENT 94

SUIT CARRIER IMAGES Suit carrier images 4. RETAIL ENVIRONMENT 95

PACKAGING INSTRUCTIONS Packaging instructions The way we wrap and present our customers purchases is extremely important. Wrapping should be neat and tidy, thoughtfully finished and elegantly presented. Always use our white brushstroke wrapping paper, gift boxes, suit carrier and store carriers. Refrain from sealing the carriers with sticky tape or stickers. The carriers are designed to remain open. 4. RETAIL ENVIRONMENT 96

GIFT CARD Gift card DIMENSIONS W - 85mm x H - 55mm (standard card size) Corner radius - 3mm MATERIAL SPEC Stock/Material: White Plastic FINISHING Logo matte black foiled Note Shown at actual size. 4. RETAIL ENVIRONMENT 97

GARMENT HANGERS Garment hangers Our retail hangers are hugely important and should be displayed neatly and as instructed in the Retail Handbook. It is essential that the appropriate hanger is used for its respective garments, as using an incorrect hanger can cause irreparable damage to certain garments - especially delicate items and knitwear. Note Not actual size. 4. RETAIL ENVIRONMENT 98

SECTION CONTENTS Garment Production Garment labels Garment label application Garment tags 103 104 105 5. GARMENT PRODUCTION 101

GARMENT LABELS Garment labels Our garment labels are delicate, unobtrusive and complimentary of our products. DIMENSIONS Large label W - 60 x H - 35mm Small label W - 50 x H - 10mm Note Detailed application instructions can be found in the Garment Label Handbook. Note Shown at actual size. 5. GARMENT PRODUCTION 103

GARMENT LABEL APPLICATION Garment label application Illustration of a label concealed hand tacked into one of our garments. Note Detailed label applications can be found in the Garment Label Handbook 5. GARMENT PRODUCTION 104

GARMENT TAGS Garment tags It s essential that our garment tags are attached properly and consistently. Note More detailed notes referring to correct attachment can be found in the Garment Label Handbook. Note Not actual size. 100% SILK THIS GARMENT IS MADE FROM A LUXURIOUS NATURAL FABRIC. IN ORDER TO ENSURE ITS LONGEVITY AND BEAUTY PLEASE AVOID PROLONGED EXPOSURE TO DIRECT SUNLIGHT AND FOLLOW RECOMMENDED CARE INSTRUCTIONS. 5. GARMENT PRODUCTION 105