BRAND BOOK

Tabel of

Content
ABOUT US
BRAND HISTORY
OUR MISSION
OUR VALUES
MARKETING GUIDELINES
LOGO USES
LOGO PLACEMENT
TYPOGRAPHY
STYLING GUIDELINES
STYLING TOOLKIT
LIGHTING GUIDELINES
STORE DISPLAY GUIDE
ADVERTISING CAMPAIGNS
PHOTOSHOOT GUIDELINES

VERO MODA is the brand of choice for the

fashion-conscious, independent young woman who wants to
dress well and pay less.

W
E
ARE

MODERN

ABOUT US
VERO MODA launched in 1987 to
fulfill a need for good quality,
on-trend clothing at affordable
prices, and today it is one of Europe's largest clothing brands for
young women. The brainchild of
Troels Holch Povlsen, VERO
MODA was one of the first brands
to launch within the Bestseller
family.
Through the years, top models
such as Helena Christensen, Claudia Schiffer, Christy Turlington,
Kate Moss and Gisele Bndchen
have been the faces of VERO
MODA. They have contributed
greatly to the branding of VERO
MODA as part of the fashion
world.

Brand
History

VEROMODA is a top European

vogue company owned by Danish
BESTSELLER one of 4 nicely-recognized brand names. VEROMODA
with many designers, they are all
above Paris, Milan, London and
Copenhagen and other significant
vogue cradle, which tends to make
VEROMODA often stand on the
forefront of European well-liked.
VEROMODA has many very good
designers, VEROMODA of Market
World-wide community of 22 international locations, with 650 big idea
shop, adopted the trend of planet
vogue, girls about the planet supplying the most tasteful vogue. 28
years, VEROMODA has been an
unbiased, self-confident, experienced character of worldwide urban
girls to offer tailor-vogue Clothes .
European large vogue with many
distinct, VEROMODA advocate
and the worn appear greater
philosophy, vogue design, realistic
rates, the global provide chain, so
VEROMODA a global brand of
option for working girls

Our

Mission
Our mission is to guide the vogue
trend, we continually expand the
boundaries of cause. VEROMODA
Brand name Line Brand name Historical past: VEROMODA a Danish
vogue
company
BESTSELLER
Global Group is one nicely-recognized brand names. 28 years, VEROMODA has been an unbiased,
self-confident, experienced character
of worldwide urban girls to offer
personalized vogue clothes. VEROMODA very first shop opened in Denmark in 1978, product sales of womens vogue and design distinctive
jewelry. Nowadays, VEROMODAs
product sales community addresses
22 international locations, with 650
big shop, stick to the planet vogue
trend for girls about the planet supplying the most tasteful vogue.

W
E
ARE

CLASSIC

our

values
We are honest
We are hard-working
We are loyal
We are co-operative
We are business minded
We want to see results
We want simple solutions
We take nothing for granted
We always keep our promises
We want to be the best

marketing

guidelines

DIRECTIONS
FOR
USING IMAGES
All rights to images, articles, graphics, trademarks, logos
and other illustrations, which appear on VERO MODAs
press site, are the property of VERO MODA, BESTSELLER A/S.
The material on VERO MODAs press site can be used
freely to advertise VERO MODA and VERO MODAs
products and the images may be used for press coverage,
advertisement, web and in-store for a limited period of
time.
The material must not be used for TV spots or for outdoor
advertising such as billboards, bus ads, posters or any
other form of outdoor marketing without prior approval
of VERO MODA Marketing

VERO MODAs logo must appear with the images.

VERO MODAs logo can also be retrieved from VERO
MODAs press site and should be scaled as required, as
long as the dimensions are retained. It is not permitted
in any way to change, edit, revise, manipulate or change
the colours of the images.
The VERO MODA brand images are to be used in a
limited period of time only. This period is indicated in
the headline of all brand images. The material must be
used solely within the framework of these conditions.
The user will be held responsible for all use of the material that contravenes the condi- tions. Unlawful use of
the material will also result in a demand for compensation.

product
campaign
pictures

HANDLING
OF
IMAGES
Images close to the edge
Models in an image should not be placed
too close to the edge of the image frame.
It would be advised to either place it, to
give it some air from the edge and to the
model or cropping the model

Image output
Saving of the images for online use should be
with following settings so colours wont have
different variations in a browser.
When saving the graphics optimized for web
the presets should check off: Optimized,
Embed Color Profile Convert to sRGB and
Preview: Use Document Profile. See example below.

Cropping of images
Images with models are, by rule of
thumb, never cropped in any of the
bendable parts of the body/ joints of
the body

USE OF
VEROMODA
LOGO

HOW TO USE IT

The VERO MODA logo may only be displayed in positive

or negative and not in colours
The VERO MODA logo must always be scaled proportionally
The logo may not be placed in a box
If the VERO MODA name is used as part of a text, it must
always be written in uppercase letters. VERO MODA
instead of Vero Moda
The VERO MODA logo should only be used in either
black or white.
Please see the following examples on how to use it and
how NOT to use it.

HOW TO NOT USE IT

LOGO
PLACEMENT

WHEN MAKING POSTERS AND OTHER

LAYOUTS WHICH REQUIRE A PICTURE
AND A LOGO
BLACK OR WHITE
A white VERO MODA logo is preferable for
SS16 image pictures - alternatively the black
logo can be used. The colour of the logo
depends on the background of the image
pictures.

ONLINE AND OUTDOOR

REQUIREMENTS

SPECIAL

When making layouts for online sites and outdoor

use, it is often necessary to make the logo big- ger
than the guidelines above. But keep the logo in the
bottom right (alternatively left) corner and keep
the VE-distance.

PLACEMENT
In ordinary portrait and landscape formats the
logo is placed in the bottom right corner. If
needed, the logo can be placed on the left side
or centered at the bottom.
In narrow portrait formats the logo is to be
centered at the bottom.
SIZE
For logo size please see the layouts below - the
logo size varies depending on area size

LOGO PLACEMENT DETAILS

LOGO
PLACEMENT

1st choice for logo placement

LOGO DISTANCE
The distance from the bottom and the right
side should equal the VE-part of the logo.
Exception: If the logo is not visible in the
bottom right corner on a specific image, it can
be centered at the bottom or moved to the
bottom left corner.

2nd choice for logo

placement

3rd choice for logo

placement

T
Y
P
O
G
R
A
P
H
Y

Access, bold
Used for headlines in capitals.
and intermediate columns.

Access, book
Used for body text
and small explaining texts

Access, italic
Used for subheader and
quotes, NEVER in capitals

AaBbCc
0123

AaBbCc
0123

AaBbCc
0123

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM

NOPQRSTUVWXYZ
0123456789

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

Access Code Pro, bold

Used in capitals, and for graphic
elements only, NOT for writing

Alternative font
In layouts where Access bold and
Access book is not available, Arial
narrow is the secondary choice for
headlines and Arial for body text
(e.g. in Powerpoint presentations).

ABC
0123
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789

VIP
NIGHT
FREDAG DEN 31. MAJ KL. 10.00 - 22.00

-25%
Advertiments
In printed local advertising. we use a grey solid
square as a background for texts.
CMYK: 40 31 20 70

PR
For PR materials we use colours of the season.

Season colours
The colours change according to the image pictures.

STYLING
GUIDELINES

ROLe

Fashion stylists helps to improve

image, produce ideas for photo
shoots, select clothing & accessories
for events, lming and photo shoots,
work for fashion magazines and more.
Fashion stylists generally work freelance, although stylists can be employed by VEROMODA, model agencies, advertising agencies, events
management companies, fashion
labels, shopping centers or retail
stores to name a few.

Enjoy artistic and creative activities

A natural air for fashion
Good organisational skills
Good communication and negotiation
skills
Good colour and design sense
Motivation, drive and initiative
Enjoy working with people
Able to work under pressure
Able to work independently
Well groomed at all times
Pleasant and tactful
Good networking skills
Creative and artistic aptitude

R
E
C
Q
U
I
R
E
M
SKILLS
E
N
T

Personal Styling

Wardrobe Styling:

Editorial Styling

Involves providing advice or

assistance to clients on how to
improve their image by selecting clothing and accessories
that complement their figure
and skin coloring and are suitable for their lifestyle. This can
also involve taking clients on
shopping trips and selecting
clothing items for clients to
wear to events etc., providing
advice on skin care, hair style,
self-esteem, beauty treatments and etiquette. Personal
styling is the basis of all other
areas of styling. It is also known
as Image Consulting, Personal
Shopping and Celebrity Styling.

Involves working on film, television, concert or theatre productions, developing the look
and/or selecting the wardrobe
items for the actors/actresses,
musicians/performers, dancers
or television personalities (i.e.
newsreaders). Wardrobe Styling
is often considered a form of
Show Styling.

involves concepting and organizing the photo-shoots for the

pages in fashion magazines
and other media publications.
This may also involve selecting
items to appear in fashion
product pages for magazines
and writing articles on personal style, fashion trends etc.

Photographic Styling:
involves styling any photo-shoots and includes editorial styling, commercial styling
and catalogue styling.

Merchandise Styling
nvolves creating displays of
products in retail stores or for
photo-shoots.

Commercial Styling

Catalogue Styling

Show Styling

involves styling models or

actors/actresses for advertising/commercials - this could
involve anything from selecting the wardrobe items to
coordinating the shoot selecting the location, models,
makeup artists and even the
photographer.

involves working with designers or businesses on developing promotional materials

such as product catalogues.
Catalogue Styling involves
Merchandise Styling as listed
below.

involves organizing events and

fashion parades. This could
involve public speaking/comparing, working backstage at
fashion parades, selecting
models, organizing the running order, selecting garments
and/or accessories, selecting
the venue, developing the
event concept, dealing with
the media, photographers, and
PR companies.

Styling can provide a range of services which may include any of the following areas

Advice clients on the selection of clothing

and accessories to flatter their figure type,
suit their skin coloring and the image they
wish to portray

Advise and direct the photography of

items and clothing selected for
promotion

Advice clients on skin care, beauty and

health regimes

Select clothing for TV personalities, celebrities or the wardrobe for film or tv characters.

Write articles on the latest fashion trends

Provide fashion direction to buyers, merchandisers and/or product developers/designers

Organize and compare fashion parades

and events

TASK
PERFORMED

Source fashion items and props for photographic shoots or film/tv personalities, or
product placement in fashion magazines/media.

Provide makeup and hair styling

services to clients or complete makeup
and hair styling on location for photo-shoots

Advise on photographic approaches and

the selection of locations, props, clothing,
models, makeup artists, photographers,
hair stylists and the overall look for photo-shoots
Speak at events about image and fashion
trends

Select items to appear in fashion magazines/media

STYLING
TOOLKIT

The
toolkit will reflect the
quality and essence of what
we are shooting. Having the
right tool kit will reduce the risk
of error and help you to make
desirable work.

STYLE GUIDE DEVELOPMENT

Stylist is responsible for the presentation of the product. It is important to understand the brand
you work for and its products. Your style should be aligned with company look books, presentations of new season product by designers/buyers and campaign imagery.
Online customers have high expectations and standards are forever getting higher. When shopping online, you cannot feel the garment or try it on. So your styling and lighting must make up for
that.
Z
Think about emotive styling.
How do you shop as an online customer?
What do you expect in terms of presentation?
Introducing air through thinking about the type of customer that will buy that garment.

Brand image
Breakdown and categorize all
types of products your brand
shoots.
Each category should be kept clear
and easy to understand.
The page should have on it the
following:
The shots needed for the product
which should be shown visually
with simple text underneath.
Any naming information for the
shots.
Specic brand styling requirements e.g. all bows tied to the left

Hanging styling
For a dierent look that shows drape
very well, hanging shots can be
achieved with clear wire and tape
from the sides to bring more shape to
the garment.
First try shooting it simply placed on
the hanger.
Then create more shape by adding a
bit of tape.
Depending on the style you want,
either retouch away the hanger, or
nd a beautiful hanger and keep it in
your pictures.

Mannequin
styling

When dressing a mannequin more

often than not the item will not t
correctly. Ensure that you are always
clipping in where necessary for a neat
clean look that presents the product
at its best.
It is important to understand dierent
shapes and cuts, since pinning can
sometimes change the shape in a
misrepresenting way, which can then
lead to reshoots or returns of the
product

Continuous lighting
Style Shoots uses continuous
lighting,
as
opposed to ash light.
This means that what
you see in Live View is
exactly what you will get
in the nal image.
Each Style Shoots machine has four main
product lights that each
have ve bulbs. Style
Shoots Vertical also has
a top light to illuminate
shoulder- and neck areas
on garments.

Light intensity and exposure

Once you learn to work with
light intensity and exposure,
you can creatively use the two
in unison. For instance if you
turn o lights to achieve a dramatic eect, you can compensate by turning up the exposure.
The lamps and bulbs can be
individually
controlled
to
achieve dierent lighting eects
on your products. The green
switch turns the entire lamp
on/o, while the smaller buttons toggle individual bulbs.

Lighting

Guidelines

Bracketing
When shooting garments that
are either light or dark in tone it
may be useful to take a few
pictures at dierent exposures.
This is called exposure bracketing.
As you have spent the time in
preparing your garment and
styling it, it only takes a few
seconds to shoot a couple more
shots to make sure you have
captured the garment in its
best light.

Variation of Light

Product preparation

Organizing the rail

Steaming all product prior to shooting is essential

ideally the day before shooting.

Organizing the order of which you shoot your

product can help with the daily eciency and
allowing time to focus on the styling.

Not cramming too much onto one rail and allowing

each product space and prevention of creasing.
Ensuring the product is steamed to its correct form
and the shape of the garment isn't changed in any
way.

Grouping products will work dierently for

everyone. Its about forward thinking and what
is going to save you time and energy. Here are
some examples

Always keeping water in the steamer on standby for

items that may need a once over before being shot.

Same length items. No need to change zoom

setting and all images are consistently the same
size

When steaming paying attention to collars, bows or

ties and the bottoms and sides of garments which
are often missed.

Sleeveless items etc. No need to waste energy

taking arms on and o you have the mannequin
ready for this batch of products.

Understanding what fabrics can and cannot be

steamed such as leather.
When it comes to setting pleats, an iron does a
much neater and crisp pressing of a shirt for example so be sure to use when needed.

Workflow
Process

SPRING/SUMMER 2016 VERO MODA

STORE DISPLAY
GUIDELINES

REGATTA

CANYON
SUNSET

SNOW
WHITE

Window Details

BLACK
IRES

Window 1 (clouds)

Moonbeam

Blue

Red

Window Details

Green

Window 2 (Urban Tribalism)

A-area
overview

Styling
Detailszz

Impact Zone Wall-1

From now on we have new wall template for impact zone

This wall template is only for impact zone and 1 A area wall, rest of all the other
walls templates remain the same.
Stores with wardrobes the wall template remains the same like last season

Bags should be
displayed on wall

Accessorize Torso

Layer first merchandise

with Accessory

Put stole
on
first
jacket
& fold
rest
below
jacket
as
displayed

Styling Details

Display three pairs of

shoes below side hanging

Accessorize denims
with belt

Put t shirt inside rst 3dungaree & accessorize

with belt

Layer rst merchandise

with Accessory

Accessorize Torso with

accessory

Accessorize denims
with belt

Impact Zone Wall-2

Layer rst merchandise

with Accessory

Accessorize Torso with bag , bracelet and

maintain position of torso

Bags should be
Properly stued

Display three pairs of

shoes below side hanging

A-area
JAPANESE INDIGO

A-area
Party Wear

Accessory Wall

Stuff all the bags properly.

On bags place tags behind avoiding them to be visible from front .
Remove all plastic, paper from accessory belt, bags and shoes.

ADVERTISEMENT
CAMPAIGNS

Having known each other through highs and

lows, and through fashion phases, the
dynamic between them is palpable in the
images.
THE IDEA VERO MODA
is all about fast fashion, trends, and the love
of personal style. At heart, fashion is having
fun, playing with trends, styles and personal
expression and, most importantly, a way of
engaging with others.
Fashion is better with friends: Friends give
you their honest opinions, they are fun to
shop with, and the greatest friends of all are
those who give you room to be yourself and
to stay condent.
LOCATION
The photo-shoot was set in a beautiful villa in
Marrakesh, Morocco. A place loved by fashions greatest, and an iconic reference in
itself, it was perfectly suited as a backdrop for
VERO MODAs Spring 2016 campaign. Here,
another well-loved classic, denim, plays a
major part, and with it more of the trends we
are going to fall in love with in the coming
season.

Fashion is social. Shopping, dressing and

evolving a personal style happens in shared
moments. Knowing this, VERO MODA invited London-based hair stylist Alex Brownsell
to join her best friend Lily Allen on the new
VERO MODA campaign shoot .Since the
Danish high street fashion brand evolves
around combining trends, fun and personal
style, no two girls of the moment are better
able to express how fashion is best when
shared, than Lily Allen and Alex Brownsell.
.

We might all live in a world of me, where

our individuality expressed on social medias
carries us far, but the big us is back in fashion. Theres no doubt about it: fashion and
life is an act of better when shared. Stepping into spring trends with ease and style,
surrounded by people who make you laugh
and make you want to share that is the
essence of the campaign. Or, as Lily Allen herself put it at the photo-shoot: Sharing fashion
is the most fun.

PHOTOSHOOT
FOR
ONLINE STORES

Straight front shot

Left Pose Shot

Front pose shot

Right Pose Shot

Full Back Shot

Back Detail Shot

Fabric Shot

Front Detail Shot

PRODUCT SHOOT

Tag Shot