FOREVER 21

03

WALLS

ALWAYS refer to the most current posted Floorset or Update for

the most up-to-date wall guidelines. Pay attention to barring
strategies, Non-Apparel usage, visual elements, layering,
marketing placement and COMMODITY, SILHOUETTE FOCUS or
LIFESTYLE presentations.
There are 3 main types of walls within Forever 21 stores:
1. Marlite Walls
2. Standard Walls
3. Floor to Ceiling or (FTC)

Standard Walls are either recessed directly into the wall, or popped
out from the wall behind it.
There are 2 different generations of Standard Walls; the generation
effects the barring system used. The outside bracket on a
1st generation wall panel is 3 or 7.62cm from the edge. The
2nd generation is 12 or 30.4cm from the edge. DO NOT place
face-outs in the standards at the edge of a 1st generation wall.

Marlite Walls are comprised of equally spaced holes, for an

interchangeable setup. They use a puck barring system not
compatible with Standard Walls.

EXAMPLE OF A
MARLITE WALL

Confidential Company Material May not be PRINTED, re-distributed or reproduced

3 OR 7.62 cm

EXAMPLE OF A
STANDARD WALL:
3 PANEL
1ST GENERATION

12 OR 30.48 cm

EXAMPLE OF A
STANDARD WALL:
3 PANEL
2ND GENERATION

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03

WALLS

Floor to Ceiling (FTC) are specialty free standing walls comprised of a series of frames.
There are 2 generations of FTCs; the generation affects the barring system used. First generation FTCs have breaks in between panels.
Second generation FTCs have breaks in between panels that require merchandising.
FTCs are placed within open window spaces or within the interior
of the store. FTCs use a barring system that is not compatible with any other wall. Newer FTCs are designed so the hardware can overlap
from frame to frame. The FTC shown to the right DOES NOT have the hardware overlap capability.
When placing Visual Elements in Windows and Floating FTCs, ONLY place elements that can be double exposed (two of the same elements
placed back to back) so the customer can view from both sides. Keep folding to a minimal in window placed FTCs. DO NOT place
mannequins or banners in front of Window FTCs unless directed by Corporate. For Window FTCs, use double face-out brackets and
merchandise apparel on the back side of the bracket facing the window. When merchandising Floating FTCs that divide concepts, choose
upper display moments that complement both concepts

EXAMPLE OF A GENERATION 1
FLOOR TO CEILING (FTC)

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EXAMPLE OF A GENERATION 2
FLOOR TO CEILING (FTC)

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03 WALLS

Step 1: Setting the Wall

Wall setups are dictated by visual directives; adjust based on:
-- Inventory levels (high, mid, or low)
-- Different silhouettes
-- COMMODITY, SILHOUETTE FOCUS or LIFESTYLE
Presentations
ALWAYS refer to posted Floorsets or Updates for current wall
setup direction

HANG BAR Measurements:

ALL walls follow the measurements listed below (measure from the
floor to the top of the bar bracket)
Bar Over Bar: Lower 43 or 1M, Upper 82 or 2M
Mid-High Bar: 70 or 1.8M
Mid Bar: 52 or 1.3M
Low Bar: 43 or 1M
Face-Out Heights:
Face-Out: Face-outs or displays MUST NOT exceed 12
SHELVES:
Spacing between shelves: 7 visible notches
Spacing between shelves over bars: 1 visible notch

MARKETING

7 visible
notches
1 notch

43 OR 1M

70 OR 1.8M

82 OR 2M

In on the 4th notch or NO HIGHER THAN 9 or 2.7M

52 OR 1.3M

82 OR 2M

MARKETING

EXAMPLE OF A WALL HEIGHT 1

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EXAMPLE OF A WALL HEIGHT 2

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03 WALLS

Step 2: Placing the Merchandise

Before merchandising, consider the feature, SILHOUETTE
FOCUS and COMMODITY styles shown in the Floorset or Update.
Place key styles first and create outfits around them to fill the wall.
Balance the wall to create visual interest.

Once the wall is complete, step back and look, first from a couple
feet away, and then from the room or shop entrance. Ask the
following questions:

There are 7 ways to achieve balance when setting walls:

1. Barring and Shelving Balance
2. Face-out Balance
3. Color Balance
4. Fabrication/Texture Balance
5. Print Balance
6. Silhouette/Lifestyle Balance
7. Shelf Display/Visual Interest Balance

Are the feature styles and/or COMMODITY moments visible to

the customer?

Is the wall balanced?

Is the outfitting strong? Would the Forever 21 customer wear it?

Is the wall detailed?
Are the shelves and displays visible from the front of the room and
do they make sense to the concept?

MARKETING

MARKETING

MARKETING

EXAMPLE OF A WALL BALANCE

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03 WALLS

Non-Apparel is integral to completing the overall LIFESTYLE and

promoting add-on UPT opportunities.
Merchandise Non-Apparel within apparel walls by either creating
COMMODITY or SILHOUETTE FOCUS moment to complete the
look.
Non-Apparel is also to be used with visual elements for upper shelf
displays, ONLY if shopable.
ONLY merchandise shoes on lower shelves (unless directed). Use
1-2 shoes on upper display shelves, with additional units ALWAYS
accessible to the customer. DO NOT merchandise shoes directly on
the floor. ALL shoes MUST face to the right.
MARKETING

GUIDELINES:
ALL apparel styles on hang bars are merchandised from
left to right and face to the left
Styles MUST NOT hang over the outer edges of walls
When using a shelf underneath a hangbar or face-out,
styles MUST NOT drag on the shelf
DO NOT set up a 5 hangbar directly over a 5 hangbar
(unless directed)
Visual elements DO NOT extend above the wall
(EXCEPTION: Half Body or Movement Forms or as directed)
Merchandise from light to dark when possible
TIP:
To avoid negative space, build the wall from the bottom up

EXAMPLES OF A NON-APPAREL WALLS

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03 PLATFORMS/CUBES/RISERS

ALWAYS refer to the current posted Floorset or Update for the most up-to-date guidelines on platforms, cubes and risers; consider
Non-Apparel usage, mannequin placement and COMMODITY, SILHOUETTE FOCUS or LIFESTYLE moments
Platforms, cubes and risers showcase and highlight mannequins and are usually the lead-in focal moment to the shop, also known as the
Pop Spot.
Styles shown on the mannequins MUST be merchandised on the platform or adjacent fixtures
Platforms come in a variety of different sizes, colors and finishes. The room finish and the platform finish MUST ALWAYS be complementary.
3pc Cube Platform

COMPATIBLES:
6 Pc Platform
7x4x6 Platform
8x2 MP Platform
Big Boy Platform (Short &
Tall) Boutique
Dress Cage
Boutique Platform Curio
Decorative Platform
Fancy Stack
Front Platform
Garden Platforms
Glacier Platform
Gold Web Platform
Heritage Platform
Glow Pod (Version 1)
Lightube Platform (Lit)
Modern Family

Modern Stack
Pink Stripe Platforms
Signature Platform
Tapered Josa (Set of 3 & 5)
Tapered Josa Platform (A-C)
Trapezoid Platform w/
Hangbar
Triangle Platform
Trickle Down Platform
Wedge Platform

Confidential Company Material May not be PRINTED, re-distributed or reproduced

GUIDELINES:
Merchandise platforms with apparel
and/or Non-Apparel styles, as
directed
DO NOT place merchandise and
mannequins on the same platform
Platforms with built in hang bars
MUST be merchandised with
corresponding mannequin looks

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03 PLATFORMS/CUBES/RISERS
Contemporary RISERS

COMPATIBLES:
Antwerp Riser
BOHO Platform
Boutique Vitrine
Bubble Risers
Chelsea Riser
Cornerless Cubes Set of
3 (aka Angled Platform)
Floating Wedge Cube
Glow Pod (Version 2)
Hexagon Platform
Hipster Platform
Mondrian Platform

Neon Platforms
Rectangular Uplit Platform
Round Uplit Platform
Runway Platform
(1st Generation)
Runway Platform (Set of 5)
Square Uplit Platform
Trapezoid Platform (Lit &
Non Lit)
Two Toned Platform
Uplit Mirrored Cubes
Wood Cube with Cage

Confidential Company Material May not be PRINTED, re-distributed or reproduced

GUIDELINES:
DO NOT merchandise apparel
or Non-Apparel on these risers

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03 FIXTURES

ALWAYS refer to the current posted Floorset or Update for the

most up-to-date guidelines on fixtures; consider Non-Apparel
usage, mannequin placement and COMMODITY, SILHOUETTE
FOCUS or LIFESTYLE moments.
Fixtures define a space or a shop highlight specialty styles, creating
an outfit or showcasing promotional styles.
Fixtures are merchandised by either COMMODITY, SILHOUETTE
FOCUS, LIFESTYLE or a combination. When merchandising fixtures,
ALL apparel faces to the front of the shop or entrance for customer
visibility.
Fixtures come in a variety of finishes. The room finish and the fixture
finish MUST ALWAYS be complementary. DO NOT mix fixture
finishes within the same room, unless directed.
Create balance (side to side, front to back) when merchandising
fixtures, creating consistency and focal style priorities.

Silhouette: When merchandising, balance silhouettes and body

styles
Example:
DOS: Cami, Sleeve Woven, Jacket, Cami, Sleeve Woven,
Jacket
DONT: Sleeve Woven, Cami, Tank Top, Jacket, Sleeve
Woven, Jacket
When merchandising Non-Apparel on fixtures (per directive):
DOS
When applicable, use non-apparel to complement the LIFESTYLE
of the shop as well as what is being merchandised on the fixture
DONTS
Use undirected non-apparel
Hang ANYTHING on the lips of Doubles, No Racks, Half Rounds
and Triples
DO NOT use S-hooks unless directed

Ways to achieve balance on fixtures:

Color: Balance color throughout the fixture, left to right, or front to
back
Fabrication/Texture: Balance fabrication/texture throughout the
fixtures, left to right or front to back
-- Mixing different fabrication and textures creates visual interest
and realistic outfits
Print: The approach to print balance is the same as color balance;
the print is balanced with solids throughout the fixture.
-- Balance prints throughout the fixtures, left to right or front to
back
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03 FIXTURES
Single

SINGLE FRONT

SINGLE SIDE

COMPATIBLES:
Adjustable
Single
HF 4 T-Stand
Nanji Single
(Tall & Short)
Nanji T-Stand
NY T-Rack
Pipe T-stand
(Tall & Short)
Single & a Half

GUIDELINES:
For Adjustable Singles, place the
outfits; dress/top on the left, dress/
face-out bracket in the 4th notch.
bottom on right, unless directed
DO NOT add additional brackets,
ONLY layer opposing arms
unless directed
Supporting Singles MUST complement
ALL hangers form the shape of a
the table or platform they support
question mark when viewed from the COMMODITY moments may be
front and back of the fixture
merchandised on opposing arms of
When using Nanji Singles or Nanji
paired Singles
T-Stands with Nanji Racks, the
- Feature 1 style in multiple colors
merchandising is to be complementary
When Singles are placed in a group,
the front and back MUST be complete
TIPS:
These fixtures are used to highlight outfitting
Used to feature the newest receipts

SINGLE GROUP

Double
MARKETING

DOUBLE FRONT

COMPATIBLES:
Triple
Gondola

GUIDELINES:
The hardware for these fixtures are
adjustable, creating different, flexible
setups
Feature coordinating Non-Apparel or
folded apparel on shelves, adjusting
the height of the shelves accordingly

Styles on the front and back MUST

be balanced
DO NOT hang anything from the lips
of the fixture
Layering is acceptable on

Double Back

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03 FIXTURES
3-way

MARKETING

4-way

COMPATIBLES:
N/A

GUIDELINES:
Apparel MUST be length appropriate for each tier and
MUST NOT drag
DO NOT layer on this fixture, keep merchandising clean
and simple
This fixture is used primarily within Lingerie shops

COMPATIBLES:
Pegged 4-Way
HC-1

GUIDELINES:
COMMODITY moments may be merchandised on
opposing arms of the 4-Way
- Feature 1 style in multiple colors
4-ways (NOT Pegged); position ALL arms in the first
hole. Adjust arms to accommodate longer silhouettes
(Example: maxis and jumpsuits). When raising arms
ONLY raise 1 or 2 (opposing); DO NOT raise ALL arms
unless maxis/jumpsuits are merchandised on all 4 arms
ONLY layer LIFESTYLE arms

MARKETING

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03 FIXTURES
4 NO RACK

NO RACK - COMMODITY

COMPATIBLES
4 Pipe Rack
4, 6 No Rack (Tall & Short)
4 No Rack (1st Generation)
Antwerp Riser Hangbar
Cage Dress Rack
Curio Hangbar (Small &
Large)
Dress Rack (Tall & Short)
Happy D-Rack
HF 24, 48, 72 Rolling Rack
(Short & Medium)
Nanji Rack (Tall & Short)
No Rack w/ Plate
NY Flat Pack Rack
Radius Rack
Stella Rack
Tiered No Rack
Triangle Rack
Wood Dress Rack
Double Gemini

GUIDELINES:
If merchandising a lifestyled no rack, work
from left to right or front to back featuring
a top, a layering piece, then coordinating
bottom, and repeat
When merchandising a COMMODITY or
SILHOUETTE FOCUS no rack, work from left
to right or front to back, ensuring there are
ALWAYS two different silhouettes to avoid the
no rack looking flat
- Merchandise from light to dark, left to right
or front to back
When No Racks are placed in pairs, hangers
will face each other for customer accessibility
DO NOT layer on these fixtures
Merchandise MUST be length appropriate for
tall fixtures

NO RACK - LIFESTYLE
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03 FIXTURES

Split Round (Short, Medium, Tall)

MARKETING

MARKETING

SPLIT ROUND - LIFESTYLE

GUIDELINES:
When merchandising, ALL styles face the
same direction
DO NOT layer on these fixtures

SPLIT ROUND - COMMODITY

COMPATIBLES:
9 Wood Chang
Boho Esther
Faceout Chang
Glass Top Fixture
L Chang
Mr. Chang Face-out
Nanji Etegere
Open Chang
(Ist Generation)

Esther (Short & Tall)

MARKETING

ESTHER PAIR - FRONT

COMPATIBLES:
Half Round (Short & Tall)
HF 9 Curved Rolling Rack
L Rack

ESTHER - SIDE

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GUIDELINES:
Any styles featured on shelves MUST
complement the hanging styles
Face merchandise on the shelves or the top
of the fixture towards the customer
ONLY feature styles on shelves that fold
easily or lay flat within the shelfs dimensions
Shelves MUST alternate between apparel
and accessories, or 2 different styles of
accessories, unless otherwise directed
It is NOT acceptable to layer fixtures with
face-outs unless the fixture was designed
with face-out capability

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03 FIXTURES

COMPATIBLES:
48 Floating FTC
Boho Josa
Boho Hangbar w/
Shelves
Boutique Hangbar
Nanji Etegere
NY Armoire Rack
NY Column App
NY Room
Environment
Tapered Josa
(1 & 2)

Josa (Tall & Skinny)

MARKETING

DOUBLE GEMINI

Rounder

MARKETING

Triangle
Fixture
Biggie
HC Union
HC Double
Union

GUIDELINES:
Merchandise these fixtures by LIFESTYLE
These are boutique/specialty fixtures
Place Josas in groups of 2 or 3 to create small
moments; the NY Room Environment also
creates a free standing moment
Shelving and hardware are adjustable on some
of these fixtures, for flexibility
Any styles featured on shelves MUST
complement the hanging styles
It is acceptable to layer fixtures with face-outs

COMPATIBLES:
4 No Rack
Half Round

GUIDELINES:
Merchandise 2-3 styles per bar
DO NOT layer these fixtures

COMPATIBLES:
HF 5 Rounder
Faux Rounder
(A Group of 2 Split
Rounds of the same
height)

GUIDELINES:
DO NOT layer these fixtures

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03 TABLES

ALWAYS refer to current posted Floorset or Update for the most

up-to-date guidelines on tables. Pay attention to Non-Apparel
usage, mannequin placement and COMMODITY, SILHOUETTE
FOCUS or LIFESTYLE presentations.

-- Cover mannequin bases with merchandise

-- Allow merchandise to hang off the tables unless directed
Round Platforms or Tables: Place mannequins or visual elements in
the center and place merchandise in a circle

Tables come in a variety of finishes. The room finish and the table finish
MUST ALWAYS be complementary. DO NOT mix table finishes within When merchandising Non-Apparel on tables (per directive):
the same room, unless directed.
DOS
-- Face shoes as directed (forward or to the right)
Tables can be merchandised by COMMODITY, SILHOUETTE FOCUS,
-- Use acrylic trays for a clean presentation
LIFESTYLE or a combination.
-- ONLY feature concept appropriate Non-Apparel
When merchandising tables:
-- Merchandise a size run of shoes
DOS
DONTS
-- Size ALL merchandise
-- Merchandise 1 or 2 pairs of shoes ONLY
-- Tuck tags, hanger tape, button, zip and tie ALL styles
-- Replenish as sell-through occurs; the table MUST be full at ALL
times
-- When placed on tables, styles shown on mannequins MUST be
located on the table or supporting/adjacent fixtures
- The same applies to mannequins or forms located near a
table
-- Place marketing directly adjacent to the style it pertains to
-- Feature Non-Apparel as dictated in the Floorset or Update
-- Place nesters halfway underneath the top table
DONTS
-- Make stacks too high
-- Use undirected folding techniques that they will easily fall over
-- Fold slinky fabrications (chiffon, silk, satin, etc.)
-- Place undirected merchandise or Non-Apparel on the bottom of
the scroll leg tables
-- DO NOT feature too many options of fold types
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03 TABLES

Parsons Table (5 & 8) w/ Nester

MARKETING

MARKETING

MARKETING

PARSONS - COMMODITY

COMPATIBLES:
2-way Mirrored Table
w/Nester
7x4 Table
12x12 Table
Accessory Platform
Table
Bamboo Table
w/Nester
Boho Table
Boutique Table
w/Nester
Contemporary Table
(Small & Large)
Curio Table w/Nester

Grid Parsons Table

w/Nester
Herald Denim Table
Herringbone Table
w/Nester
HT3- Rectangular
Nesting Table
Light Tube Table
w/Nester
Modern Grand Table
Modern Table (6 & 8)
w/Nester
Modular Table

PARSONS - LIFESTYLE

NY Origami Table (Small

& Large)
NY Small & Large Nester
Pink Stripe Table (6 &
8) w/Nester Runway
Table
Small & Large Glass
Table
Soho Table w/Nester
Tapered Josa Table
w/Nester

Confidential Company Material May not be PRINTED, re-distributed or reproduced

PARSONS - LIFESTYLE AND COMMODITY

GUIDELINES:
Merchandise these tables by LIFESTYLE, SILHOUETTE
FOCUS or COMMODITY
Place marketing on the table top or nester directly
adjacent to the style it pertains to

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03 TABLES
5 Scroll Leg
MARKETING

MARKETING

SCROLL LEG TABLE COMMODITY

COMPATIBLES:
Ball Table w/Nester
(ALL sizes)
Boutique Round Table
(rt1 & rt2)
Round HTG Table
(36 & 60)

GUIDELINES:
DO NOT place apparel on the bottom of the
table
ONLY place shoes on the bottom of the table
when directed
DO NOT place visual elements on the bottom
Place marketing, mannequins and/or visual
elements in the center of the table

COMPATIBLES:
8X4 Tier Table
4, 5, 6 Changeable Table
8, 10 Open Table
A Frame Table
BOHO Tiered Table
Fatboy Table
High Capacity Tiered
Table
Oode Table (Small &
Large)
Radius Table
Stack Table
Hang Table

GUIDELINES:
Ideally high capacity tables are to be
merchandised by COMMODITY
ONLY add Non-Apparel when directed
ONLY use visual elements when directed
Place marketing on the top tier
LOW PRIORITY: Based on inventory levels,
each tier of high capacity tables may be
merchandised with a different category
- Reference the most current Visual Tip for
additional merchandising options

SCROLL LEG TABLE LIFESTYLE

4x4 Tier Table

MARKETING

TIER TABLE
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03 VISUAL ELEMENTS

When using visual elements, the following are general guidelines:

DOS
-- Displays MUST be changed out on a regular basis
Displays are an arrangement of visual elements, props or merchandise
-- Stagger heights of the display for visual interest
used on the tops of shelves, creating a specific LIFESTYLE moment.
-- Half Body Forms MUST be of the same pose or singular
- Face shoes to the right
Make displays with or without visual elements.
-- 3 Shelf: 2-3 items per shelf
Examples:
-- 5 Shelf: 3-5 items per shelf
Creating a display bar of apparel styles at the top of the wall
-- Stuff bags so they stand properly
A hat stand showcasing a floppy hat placed with an oversized bag
-- Hide or remove sensors and price tickets
and a pair of shoes
DONTS
Select rooms are set with semi-permanent display elements that
-- Visual elements MUST NOT hang off the end of the shelf
complement the room finish; these are to remain until Corporate
-- Mix visual elements unless directed (Example: Lip Heads with
direction is given to remove or discard.
Half Body Forms)
-- Mix visual element finishes (bronze with eggshell), unless
Mannequins are the main visual display attraction of each room.
directed
Visual displays MUST NOT interfere or detract from the mannequin
presentations within the room. When merchandising the room or
setting the bars for the walls, step back and decide which walls need
visual elements.
ALWAYS refer to the current posted Floorset or Update for the
most up-to-date guidelines on visual elements & Shelf Displays

During HIGH CAPACITY seasons, use less displays in walls.

During LOW and MID CAPACITY seasons, use more displays.

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03 VISUAL ELEMENTS

Visual Elements:
Abstract
Heads

Compatibles:
Hands (set of 6)
Heads (set of 3)

GUIDELINES:
Used in top shelf displays
Best placed in groups of 3, 5, or singularly with other Visual Elements
Shown with or without small Non-Apparel (sunglasses, headbands, etc.)

Half Body
Form

N/A

Lower Body
Form (Male
& Female)

N/A

Used in top shelf displays or on tops of tables

Best placed in groups of 2 (Half Body Forms), 3 singularly with other Visual
Elements
DO NOT mix poses
Movement Forms are primarily used within the ACTIVEWEAR, BASICS, SWIM
and LINGERIE shops
Used in top shelf displays or on table tops
Best placed singularly or in groups of 2 or 3
DO NOT mix with other Visual Elements
Used to highlight bottoms

Showcase
Riser

Neck Display
Shoulder Display

Used in top shelf displays or on the tops of tables

Best placed singularly or mixed with other Visual Elements
Used to highlight Non-Apparel items

Acrylic Tray
(all sizes
and
finishes)
2 Tier Acrylic
Shoe Riser

N/A

Used on tables/platforms, in walls or on fixtures with shelves

Used to neatly contain smaller non-apparel items
ONLY use Blue Acrylic Trays within 21MEN shops

Acrylic Riser
Table Top Shoe Stand

Used in top shelf displays or on tops of tables

Placed singularly or mixed with other display elements
Used to highlight shoes

Adjustable
Table Top
T-Stand

Double Accessory Stand

HTG Table Top T-Stand
Neckstand (Spinner) (16 & 2)
Table Top Display Stand

Used on tables/platforms or in walls

Best placed singularly
Used to highlight hanging apparel or non-apparel items
Styles must not drag on shelf or table

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THE MANUAL 11/04/2014