2. Who is Daniel Cremieux?
Daniel Cremieux is a French designer whose collection is
exclusive to Dillard’s in the United States
The brand is geared toward a clientele who seeks a product
that is contemporary and classical with impeccable fabric
quality
The collection is not logo driven, rather, it expresses its flair
through creativity, the quality of the finishings and the
concern for detail and fabrics—all elements that combine to
create the individuality and renown of the Cremieux brand
Dillard’s began showcasing the Daniel Cremieux sportswear
collection in the year 2000. Since then, it has grown to be the
second highest volume department in the Men’s area. In
2006, sales reached $137 million. Our goal for 2007 is $158
million!
3. Who is Chuck?
Chuck is Daniel Cremieux’s
chocolate Labrador
He has become the most
widely recognized emblem
of the Cremieux brand
Chuck likes to spend his
time traveling with Daniel
or he can regularly be
found napping on a Persian
rug beneath a crystal
chandelier in the middle of
Daniel’s flagship Cremieux
boutique in Paris, France!
5. The Designer’s
Inspiration
Daniel Cremieux draws inspiration for his
collections from the spirit of the times.
Steeped in the culture of the cinema, he is
also widely traveled. During his journeys,
he absorbs the atmosphere, the
architecture, the colors and everything that
is part of the make up of a culture. All of
this is then reflected in his choice of themes
for his collections.
11. Tailored Fit vs Classic Fit
Tailored Fit is:
1.0” shorter in length
2.0” more narrow across the shoulder
1.5” more narrow across the back
.75” more narrow across the chest
1.5” shorter sleeve
12. Cremieux Knits
Features and Benefits
Cremieux Knits are
made from 100%
cotton which is a
natural fiber known for
its strength and
absorbency and is one
of the most breathable
fibers known.
Types of Knits are
Pique, Interlock and
Jersey
13. Special Enzyme Wash
Sets the size of the
shirt so that there is
no shrinking or
stretching
Sets the color so
that there is no
fading or bleeding
14. Rib Knit Collar and Sleeve
Bands
Rib Knit retains
original shape
better than any
other type of knit
15. Buttons
Made of ground shell
combined with hardening
polymers and resins for
durability
Polished and beveled for
shine and ease in buttoning
Recessed stitching helps
prevent thread wear and
abrasion
Cross-stitched so the
buttons are more secure
16. Extra Buttons
Extra Button
stitched into inner
side seam to be
easily found if
needed
17. Tubular Seam Taping
Sewn over flattened
seams of the neck
and shoulder seams
providing for more
comfort and
increased durability
18. Cremieux Wovens
Features and Benefits
Carded Cotton-process
using cylinders of wire teeth
to separate the fibers to
remove foreign material
Combed Cotton-further
straightens and removes
short fibers resulting in long
smooth fibers which are
very soft and durable
Types of Weaves are
Oxford, Poplin, Broadcloth
19. Fine Italian Fabric
Italian cotton is ranked
as one of the finest
cottons in the world
Natural water that runs
down the Italian Alps
contains minerals and
nutrients that nourish
cotton crops
Italian cotton is
luxuriously soft and
durable
20. Center Back Box Pleat
Provides a little
extra fabric
allowing for ease of
movement and
greater range of
motion
21. Single Needle Tailoring
Each row of stitches is
sewn one at a time,
rather than using a
machine with two
needles that sews two
rows of stitches at a
time.
The result is very
straight and durable
seams
22. Separate Set In Placket
The placket is sewn
separately, then
sewn into the
garment
Quality construction
feature that allows
the placket to hang
properly after
repeated washings
23. Mitered Cuff
On a long sleeve
Woven, cuffs are
sewn separately
then attached to
the sleeve
A labor intensive
process usually
found only on
custom tailored
shirts
24. Buttons
Made of ground shell
combined with hardening
polymers and resins for
durability
Polished and beveled for
shine and ease in buttoning
Recessed stitching helps
prevent thread wear and
abrasion
Cross-stitched so the
buttons are more secure
25. Extra Buttons
Extra Button
stitched into inner
side seam to be
easily found if
needed
26. Red Stitched Button Hole
The last button hole on
the placket is
horizontal to keep shirt
from coming
unbuttoned during
motion or activity
The red color is
borrowed from Daniel’s
French Foreign Legion
uniform which
symbolized courage. It
has become a Daniel
Cremieux signature
27. Cremieux Pants
Features and Benefits
Luxurious, light weight,
soft hand feel
Cremieux blue and
white stripe seam
taping
Selling Technique-
Hang a pair of Pants
inside out near your
wrap stand to initiate
conversations with
customers about the
features and benefits
of the Pant
28. Full Curtain Waistband
Allows for easy
alterations at the waist
No rolling over the belt
after washings or long
periods of wear
Shirts stay tucked in
Construction typically
found in dress trousers
29. Taped Seams
Prevents seams from
unraveling
Prevents seams from
bunching and causing
poor fit and discomfort
Flat finished seam lays
nicely against the body
and is not noticeable to
the wearer
30. Pockets
Made from high quality
40X1 thread count shirting
cotton
Higher quality cotton adds
durability and comfort
Coin pocket inside left
pocket to prevent loose
change from making noise
during activity
Stitching around the pocket
bag adds extra
reinforcement to prevent
holes after repeated wear
31. French Fly Construction
Fly is constructed
separately with two
different materials as
with dress trousers
Two buttons, one
inside, one outside the
fly ensures a smooth fit
from the waist down
Pant lays better which
makes for a more
flattering fit
32. Buttons
Ground horn (harvested
from the ground in the
wilderness) is combined
with hardening polymers
and resins for durability
Recessed stitching helps
prevent thread wear and
abrasion
Cross-stitched so the
buttons are more secure
33. Extra Buttons
Extra Button
stitched into inner
pocket bag to be
easily found if
needed
34. Basic Pant Models
Paris-Double Pleated,
Plain Hem, Colors:
Khaki, Stone, Navy,
Black
Salon-Double Pleated,
Cuffed Hem, Colors:
Khaki, Caramel, Olive
Bayonne-Flat Front,
Plain Hem, Colors:
Stone, Honey Brown,
Black
35. Cremieux Shorts
Features and Benefits
Made of 100%
Cotton Twill
Twill is a basic
weave which
interlocks warp and
filling yarns to
create a diagonal
effect on the fabric
face
36. Full Curtain Waistband
Allows for easy
alterations at the
waist
No rolling over the
belt after washings
or long periods of
wear
Shirts stay tucked
in
37. Taped Seams
Prevents seams from
unraveling
Prevents seams from
bunching and causing
poor fit and discomfort
Flat finished seam lays
nicely against the body
and is not noticeable to
the wearer
38. Pockets
Made from high quality
40X1 thread count shirting
cotton
Higher quality cotton adds
durability and comfort
Coin pocket inside left
pocket to prevent loose
change from making noise
during activity
Stitching around the pocket
bag adds extra
reinforcement to prevent
holes after repeated wear
39. French Fly Construction
Fly is constructed
separately with two
different materials as
with dress trousers
Two buttons, one
inside, one outside the
fly ensures a smooth fit
from the waist down
Pant lays better which
makes for a more
flattering fit
40. Buttons
Ground horn (harvested
from the ground in the
wilderness) is combined
with hardening polymers
and resins for durability
Recessed stitching helps
prevent thread wear and
abrasion
Cross-stitched so the
buttons are more secure
41. Extra Buttons
Extra Button
stitched into inner
pocket bag to be
easily found if
needed
42. Basic Short Models
Monaco-Double Pleat,
9” Inseam, Colors:
Chinchilla, Caramel,
Stone, Blue Graphite
Nice (pronounced like
the French city)-Double
Pleat, 7” Inseam,
Colors: Chinchilla,
Honey Brown, Stone
Bayonne-Flat Front, 9”
Inseam, Colors:
Chinchilla, Stone,
Blackness
43. Cremieux Definitive
Collection
Nanotechnology-
very high tech
process by which
the fabric is
manipulated at the
molecular level to
give the material
it’s wrinkle and
stain resistant
properties
44. Cremieux Definitive
Collection-Scope of Product
Wrinkle and Stain
Resistant Knits
Wrinkle Resistant
Wovens
Wrinkle and Stain
Resistant Pants
Wrinkle and Stain
Resistant Shorts
45. Cremieux Golf Collection
A collection
designed for today’s
golfer
Functional, yet
fashionable
Meets stringent
Country Club Dress
Code requirements
46. Cremieux Golf Collection-
Scope of Product
Mercerized Knit Shirts-
a process that
eliminates the small
impurities of yarn
resulting in a lustrous
fabric finish
Woven Golf Shirts
Golf Pants
Golf Shorts
Golf Caps
47. Cremieux Dress Shirts
Collar Styles
Staney-Button Down
Collar
Richard-Spread Collar
Denis-Point Collar
Henry-Wide Spread
Collar
Martin-Narrow Spread
Collar and French Cuffs
Amalfi-(Silver Label)
Narrow Spread Button
Down Collar
48. Cremieux Dress Shirts
Fabrics
Broadcloth-a close
plain weave fabric
made of cotton that
has a very soft
hand feel
Pinpoint Oxford-a
soft, porous cotton
shirting weave that
creates a soft,
nubby texture
49. Cremieux Swim Collection-
Features and Benefits
Made of fast drying
nylon
Comfortable elastic
waist styling or board
short styling options
Interior hotel key or
credit card pocket
Coordinating bag to
store wet swimsuit
53. General Cremieux Shop
Guidelines
The Cremieux Shop must be clean and free
of dust
All hanging regular priced and 25% off
goods must be hung on Cremieux wooden
hangers. 50%, 66% and 75% off goods
must be hung on plastic hangers
All price tags must be tucked into the shirt
for a neat presentation
All merchandised must be sized from
smallest to largest
54. Merchandising Guidelines
In the following slides, we will learn how to
properly merchandise Cremieux Fashion
Collections, Cremieux Classics and Cremieux
Basics using the Cremieux fixtures.
Merchandising is sometimes the first
impression the customer has of the product.
Effective merchandising will ring the cash
register!
55. Fashion Collection
Merchandising
Each component of an outfit are
represented on a fixture-Knits, Wovens,
Bottoms (Pants or Shorts) and Hats
All monthly Fashion Groups must be
merchandised as a Collection
The customer should be able to walk up to
a Collection presentation and pull an outfit
together
57. Collection Tables
General Guidelines
Each of your shops has a designated “First Position”, “Second
Position” and “Third Position” on an imaginary Conveyer Belt
that we use as a guide on where to place monthly fashion
deliveries.
Your newest delivery always goes on the First Position
Collection Table
The group that was on the First Position Collection Table
moves to the Second Position Collection Table
The group that was on the Second Position Collection Table
moves to the Third Position fixture (not all stores have three
Collection Tables so a different fixture is designated as Third
Position in many stores)
58. Collection Tables
General Guidelines
A Collection Table
presentation always
consists of the
following fixtures:
Wooden Collection
Table and Wooden
Riser
Lower Glass Nester
Table(s)
T-Stands (usually 2)
2 Bust Forms
59. Collection Tables
General Guidelines
Wovens on a Collection
Table should always be
stacked in Presentation
Style stacks
The collar of the
bottom woven is facing
front while all other
shirts are with the
collars to the back
60. Collection Tables
General Guidelines
If the stack is too high,
it seems as though it
will tower over
To prevent this, fold a
shirt in half midway in
the stack to give the
stack a good base and
to ensure sturdiness
The top shirt of a
Presentation Style
stack should never be
folded in half
61. Collection Tables
Step by Step
Begin with an empty
Collection Table, Glass
Nesters, and T-Stands
Place Wooden Riser
toward the back of one
side of the Collection
Table
Place 2 Bust Forms
together toward the
back on other side of
the Collection Table
63. Collection Tables
Step by Step
In front of the Bust
Forms, add Knits
and Wovens at a
diagonal facing the
center of the table
Add Knits and
Wovens to the front
bottom Glass
Nester Table
64. Collection Tables
Step by Step
Add Knits and Wovens to
the Wooden Riser and to
the empty space on the
Collection Table. All stacks
should face forward
Leave a space in between
the diagonal shirts and the
straight facing shirts. In
this space you will create a
“Centerpiece”. There
should be only one
Centerpiece per Collection
Table presentation
65. Collection Tables
Step by Step
Centerpiece Options
Create a stack of
alternating colors of
the same style knit
Place one color straight
then place the other
color at a diagonal and
so on
Place alternating stack
in between diagonal
and straight-facing
stacks
66. Collection Tables
Step by Step
Centerpiece Options
Create a presentation
of Vertical Knits with a
Cremieux belt wrapped
around the bundle
Place in between
diagonal and straight-
facing stacks
67. Collection Tables
Step by Step
Centerpiece Options
Add Hat Heads-Hat
heads must always
be used as a set of
three (tall, medium,
short)
Place in between
diagonal and
straight-facing
stacks
68. Collection Tables
Step by Step
Bust Forms
Bust Form # 1 end
result
The following slides
will teach you how
to create this Bust
Form look
69. Collection Tables
Step by Step
Bust Forms
Begin with a solid
white undershirt
pinned tightly at
the neck so that the
form’s “body” does
not show
This white tee shirt
should never be
removed
70. Collection Tables
Step by Step
Bust Forms
In the Spring, Bust
Forms must always
wear Shorts. Place
the Shorts on the
form first
Next add the
Woven shirt
71. Collection Tables
Step by Step
Bust Forms
Layer the Knit over
the Woven
Roll the sleeves of
the Woven up to
meet the sleeves of
the Knit
Pin the sides of the
look to create a
more life-like
appearance
73. Collection Tables
Step by Step
Bust Forms
Bust Form # 2 end
result
The following slides
will teach you how
to create this Bust
Form look
74. Collection Tables
Step by Step
Bust Forms
Begin with a solid
white undershirt
pinned tightly at
the neck so that the
form’s “body” does
not show
This white tee shirt
should never be
removed
75. Collection Tables
Step by Step
Bust Forms
Add arms to this
Form, as he will be
wearing a Jacket
In the Spring, Bust
Forms must always
wear Shorts. Place
the Shorts on the
form first
Next add the
Woven shirt
76. Collection Tables
Step by Step
Bust Forms
Layer the Knit over
the Woven
Pin the sides of the
look to create a
more life-like
appearance
77. Collection Tables
Step by Step
Bust Forms
Next, add the
Jacket over the Knit
Place the arms in a
natural position
79. Collection Tables
Step by Step
Bust Forms
Add both Bust
Forms behind the
diagonal stacks on
the Collection Table
80. Collection Tables
Step by Step
T-Stands
Traditionally,
T-Stands should be
positioned in a set
of 2 near the
Collection Table
Use a combination
of Jackets, Knits,
Wovens and Pants
on your T-Stands
81. Collection Tables
Step by Step
T-Stands
Always add a
layered outfit to the
front arms of the
T-Stands using
components
hanging on the
T-Stands
83. Collection Merchandising on
Alternative Fixtures
Heel/Toe Woven Stacks
When placing
Wovens on any
fixture other than a
Collection Table
always place the
Wovens in a
Heel/Toe stack
84. Collection Merchandising
DC 5 Bunker
When placing a
Fashion Group on a
DC 5 Bunker, be
sure to add each
element of
Collection
Merchandising:
Knits, Wovens,
Bottoms (Pants or
Shorts) and Hats
85. Collection Merchandising
DC 6 Hang/Fold
When placing a
Fashion Group on a
DC 6 Hang/Fold, be
sure to add each
element of
Collection
Merchandising:
Knits, Wovens,
Bottoms (Pants or
Shorts) and Hats
86. Collection Merchandising
DC 2A Double Hanging
When placing a
Fashion Group on a
DC 2A Double
Hang, be sure to
add each element
of Collection
Merchandising:
Knits, Wovens,
Bottoms (Pants or
Shorts)
87. Classics Merchandising
Each monthly delivery of Cremieux Classics
consists of enduring styles that transcend
the years and complement every lifestyle
One style in Classics will be represented in
multiple colors. It is important to keep all
colors of a style together to give the
customer options. Merchandise Classics to
contribute to selling multiple colors of one
style
88. Classics Merchandising
DC 7 Feature Table
Each month, you will
receive an emailed
directive indicating
how to set the DC 7
Each Dillard’s store has
the same item
presented in the same
way on the DC 7 to
create synergy from
location to location
89. Classics Merchandising
DC 5 Bunker
Place all colors of a
Classic Shirt and all
colors of a Classic Pant
together
Always merchandise
vertically-notice the
shirts are in a vertical
row and the pants are
in a vertical row
90. Classics Merchandising
DC 4 Stair Step
Place all colors of a
Classic Shirt and all
colors of a Classic
Short together
Add Jackets and
Vests for added
interest
Never hang Pants
on this fixture
91. Classics Merchandising
DC 4 Stair Step
Vest Detail
Vests are folded in
a “shirt fold” when
shipped and cannot
easily be identified
as Vests
Always refold Vests
to reveal arm holes
92. Classics Merchandising
DC 4 Stair Step
Place all colors of 2
Classic Shirt styles
and all colors of a
Classic Bottom
together
Always roll up
sleeves when
hanging long sleeve
Wovens
93. Classics Merchandising
DC 3 Tall Hang/Fold
Place all colors of a
Classic Shirt and all
colors of a Classic
Bottom together
Arrange shelves
and hang bars to
accommodate
merchandise
Add forms for
added interest
94. Classics Merchandising
DC 18 Round Hang/Fold
Place all colors of a
Classic Shirt and all
colors of a Classic
Short together
Add Tee Shirts for
added interest
Never hang Pants
on this fixture
95. Classics Merchandising
DC 2 Single Hang
Place all colors of a
Classic Shirt and all
colors of a Classic
Short together
Add Jackets for
added interest
Never hang Pants
on this fixture
96. Basics Merchandising
The only category of merchandise
currently labeled as “Basics” in the
collection are the Basic Pants-Paris,
Salon and Bayonne
These are the only pants in the shop
that must be “Hashed”
97. Basics Merchandising
Hashing
Separate each of the three styles of
Basic Pants-Paris, Salon and Bayonne
Size each style by color
Colorize within each size
Place stacks of pants from left to right,
top to bottom
98. Basics Merchandising
Basic Pant Wall
Each section should
house an individual
style of Basic Pant
Always use Basic
Pant 8.5 X 11 Key
Item Sign to
identify the model
of Pant
100. Basics Merchandising
DC5 Bunker
Each side should
house an individual
style of Basic Pant
Always use Basic
Pant 8.5 X 11 Key
Item Sign to
identify the model
of Pant
101. Basics Merchandising
DC 5 Bunker
Space permitting,
you may add
Classic Shirts to
your Basic Pants
DC 5 Bunker
presentation
103. Spring 2007 Advertising
March: April:
GQ, Details, Men’s Dillard’s Men’s Spring
Vogue, Men’s Health, Catalogue and
Esquire Southwest Spirit
Dress Shirts Featured Magazine
Linen and Floral Prints
Features
May: June:
105. Cremieux 3-3-3
Sales Program
Sales Strategy that focuses on each
individual customer’s needs and on training
Sales Associates how to examine those
needs and then suggest items
Designed to increase SPH (Sales per Hour),
IPT (Items Per Transaction), and Regular
Priced Selling as well as to Decrease
Merchandise Returns
106. Cremieux 3-3-3
Elements of the Strategy
SELECT from 3
TRY 3
SUGGEST 3
For the first phase of training, we will
concentrate on Basic Pants
Each element will be explained in detail
after we view the Cremieux 3-3-3 DVD
108. SELECT from 3
Customer selects from our 3 styles of
Basic Pants-Paris, Salon or Bayonne
Narrow your focus-Determine your
customer’s needs with S-S-C
(Style, Size, Color)
109. TRY 3
Send 3 items to the fitting room. In
addition to the Basic Pant, select a woven
AND a knit (be sure to remove all pins
before the customer tries them on)
Check back with your customer while he is
in the fitting room to determine if
alternative styles, sizes or colors are needed
Bring additional options for him to try while
he is still in the fitting room
110. SUGGEST 3
Increase your IPT (Items Per Transaction)
by suggesting:
COMPANIONS-related pieces to the
customer’s choices (a shirt is a companion
to a pant)
MULTIPLES-different colors in a style that
the customer likes
MUST HAVES-a Key Item that is a must
have for the season. Must haves should
always be discussed before arriving to the
wrap stand
111. Cremieux 3-3-3
Your Assistant Director of Retail
Development will work on these skills
during each visit
In between Assistant Director visits,
the Men’s ASM should practice these
skills with the Cremieux Sales
Associates
