KROGER APPAREL MERCHANDISE STANDARDS GUIDE TABLE OF CONTENTS INTRODUCTION...........................................................................................................1 TECHNICAL SPECIFICATIONS......................................................................2 DIP BRAND AND CUSTOMER INFORMATION..............................3 ADULT FOLDING.......................................................................................................7 CHILDREN'S FOLDING.........................................................................................8 FABRIC QUALITY APPROVAL PROCESS...........................................9 LAB DIPS........................................................................................................................10 PROPRIETARY ARTWORK...............................................................................11 STRIKE OFFS...............................................................................................................12 PROPRIETARY COLOR AND TREND.....................................................13 HANGERS......................................................................................................................14 COMPLIANCE.............................................................................................................15 LOGISTICS.....................................................................................................................17 REGISTERED IDENTIFICATION NUMBER.........................................18 STANDARD VENDOR AGREEMENT.....................................................19 SCORS............................................................................................................................20 EDI.......................................................................................................................................21 TICKETING AND LABELS...............................................................................22 INTRODUCTION The standards guide allows vendors and suppliers to achieve perfect execution of apparel products falling under the Dip umbrella. Through strong partnerships with vendors and suppliers, we offer customers an outstanding product experience, driving sales, and fostering loyalty. 1 TECHNICAL SPECIFICATIONS All technical specifications for private label products in the Home and Apparel Divisions of the Kroger Enterprise will be reviewed by the Design and Product Development Departments located in Portland, Oregon. All private label products must include a private label UPC, which will be provided upon confirmation of commitment. If you have any questions after reviewing materials within the standards guide, please contact us directly at 1-800-858-9202 ext. 3002. Our team will put you in contact with someone who can help! Kroger Merchandise Group 3800 SE 22nd Avenue Portland, OR 97202 2 DIP IS EASY From simple, smart looks with great quality and feel. To right-at-your-fin- gertips shopping with fantastic prices, Dip makes dressing the whole family easier than ever. DIP IS STYLISH Whether it’s an elevated basic you want to wear all the time, or a fash- ionable highlight you can’t wait to show off. Dip is always in style. DIP IS DAILY High-quality fabrics and construc- tion, clothes for every occasion, and great prices all the time. This means you can truly enjoy Dip day, after day, after day. 3 BRAND BRAND BRAND PURPOSE DNA TONE TO UPLIFT AND SIMPLISTIC STYLE EFFORTLESS NURTURE THE GIVING DELIGHT. PLAYFUL HUMAN SPIRIT. STYLISH UPLIFTING APPRECIATIVE REAL IMAGINATIVE DELIGHTFUL APPETIZING INVITING SENSIBLE 4 OUR TARGET CUSTOMER ENGAGED | SPLURGER | STYLE-DRIVEN LIFE STAGE They’re experiencing lots of ‘firsts.’ LIFE DRIVERS They thrive on variety and leading the way. APPAREL DRIVERS They’re highly engaged in fashion/- style and looking good. Ava MEET ATTITUDES Looks matter and affect how I feel. I want clothes that make me feel attractive, comfortable, and confident. ATTRIBUTES Quality design with functionality. I want clothes that fit well, wash well, and have a flattering cut. ACCESS Convenience and price are key. I want clothes that are conve- niently located and frequently on sale. “Life isn’t perfect, but your outfit can be!” 5 OUR ASPIRATIONAL CUSTOMER YOUNG | TRENDY | EXTERNALLY VALIDATED LIFE STAGE There’s change happening in her world. Experimental, loves to be noticed, style over comfort, trendy, fashion advice giver. LIFE DRIVERS Open to trying new things. Older millenni- al, early adopter, goes with gut instinct, impulsive. APPAREL DRIVERS Look at me! Spouse/partner big influencer, MEETScarlet likes to splurge, indulges by buying quality items, not a big coupon user, brand names are important. BODY IMAGE AND WHAT TO WEAR The process of deciding what to wear is something that she loves, she trends to plan ahead at least some of the time. HOW SHE SHOPS Indulges herself with high quality products. Likes to splurge. Doesn’t bother with coupons. WHERE SHE SHOPS While she’s likely to consider Kroger Family Multi-Department Stores as other women, she aspires to notably higher-end specialty retailers “Dress like you’re already famous.” 6 ADULT FOLDING REQUIREMENTS To achieve greater holding capacity, product should be folded by the manufacturer after production. Please follow the guidelines so that perfect execution may be achieved. ADULT FOLDING REQUIREMENTS - All folded product must be folded to the specified dimensions unless otherwise noted on the purchase order. - All folded product must have an approved size strip placed (see the Adult Folding Instructions link below). - Integra Trim LTD is the designated provider for ticket- ing and labels unless otherwise indicated on the pur- chase order: www.integratrim.com Go to the General Merchandise Document Library to view and download the Adult Folding Instructions. 7 CHILDREN’S FOLDING REQUIREMENTS To achieve greater holding capacity, product should be folded by the manufacturer after production. Please follow guidelines so that perfect execution may be achieved. CHILDREN’S FOLDING REQUIREMENTS - All folded product must be folded to the specified dimensions unless otherwise noted on purchase order. - All folded product must have an approved size strip placed (see the Children’s Folding Instructions below) - Integra Trim LTD is the designated provider unless otherwise indicated on the purchase order: www.intergratrim.com Go to the General Merchandise Document Library to view and download the Children's Folding Instructions. 8