Dune London - Brand Communications Guidelines

Issue 01 – March 2021

Contents Contents Page ………………………………………………………………………………………………………pg. 2 -3 Introduction ………………………………………………………………………………………………………….pg. 4 Marketing Manual ………………………………………………………………………………………………...pg. 5 MarketingManagement……………………………………………………………………………pg. 6 -7 Marketing Creative…………………………………………………………………………………..pg. 8 -10 Marketing Communications……………………………………………………………………..pg. 11 -15 Duniverse …………………………………………………………………………………………………pg. 16 -19 Brand Guidelines …………………………………………………………………………………………………pg. 20 Brand Logo …………………………………………………………………………………………........pg. 21 -29 Brand Typography ……………………………………………………………………………………pg. 30 -32 Brand Colours ………………………………………………………………………………………….pg. 33 Promotions ……………………………………………………………………………………………………….....pg. 34 Promotion Communications Guidelines …………………………………………………pg. 35 -36 Discount Promotions (Money or %Off): Design Principles……………………pg. 37 -40 Discount Promotions (Money or %Off): Printed Materials……………………pg. 41 -48 Discount Promotions (Money or %Off): Digital Artwork………………….……pg. 49 -54 Added Value Promotions (GWP): Design Principles ………………………………..pg . 55-56 Added Value Promotions (GWP): Printed Materials ………………………………..pg . 57-60 Added Value Promotions (GWP): Digital Artwork ……………………………………pg . 61-65 Gift Cards…………….. ……………………………………………………………………………….….pg. 66 -67 Sale ..………………………………………………………………………………………………………………….....pg. 68 Sale Communications Guidelines……………………………………...….……………….…pg. 69 Design Principles………………………………………………………………………………………pg. 70 -73 Printed Materials………………………………………………………………………………………pg. 74 -83 Digital Artwork………………………………………………………………………………………….pg. 84 -88

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Contents Content Guidelines ……………………………………………………………………………………………...pg. 89 Content Management …………………………………………………………...…………………pg. 90 -91 Brand Tone of Voice…………………………………………………………...…………………..…pg. 92 Brand Content…………………………………………………………...…………………..…………pg. 93 -99 Local Content……………………………………….…………………………………………………..pg. 100 Local Content: Influencer Management…………………………………………………..pg. 101 -104 Local Content: Professional Photoshoots………………………………………………..pg. 105 -106 Local Content: Informal Content……………………………………………………………...pg. 107 -111 Digital Marketing ……………………………………………………………………………………….……….pg. 112 Social Media……………………………………………………………………………………….……...pg. 113 -119 Ecommerce ……………………………………………………………………………………….……...pg. 120 -125 CRM (Email & SMS) ………………………………………………………………………………….pg. 126 -128 Digital Advertising & PR …………………………………………………………………………..pg. 129 -135 Launches ……………………………………………………………………………………….…….......................pg. 136 Launches Toolkit ……………………………………………………………………………………….pg. 137 -146 Brand Heritage Communications …………………………………………………………….pg. 147 -149 Brand Launch Activity ……………………………………………………………………………....pg. 150

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Introduction

Dune London is London born, globally worn.

As an international brand, it is essential that there is global consistency across all Dune London marketing communications. This maximises brand recall and ensures our customer has a premium experience of the brand wherever they are in the world.

These Brand Communication Guidelines provide regional Franchise teams the creative direction and guiding principles for all core marketing channels and formats that are appropriate for the Dune London brand.

These guidelines only cover ways of working and marketing materials that are evergreen and not related to any specific season or campaign. They will however be reviewed regularly, updates will be made as the brand evolves but partners will be notified by Dune Marketing of any significant changes when they come into effect.

Please note that all brand tools and creative materials referenced in these guidelines are available on the Marketing section of Duniverse.

For further assistance or queries please contact the International MarketingManager: Maria Vasconcellos - mvasconcellos@thedunegroup.com Tel: +44 (0)7 887 410 397

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Marketing Manual An overview of how The Dune Group Marketing department operates and collaborates with Franchise partners across all brand marketing channels. This includes basic best practice principles that are expected to be followed in all regions globally. Please note that these guidelines are included in the contractual Franchise Operations Manual and must be adhered to at all times.

1. Marketing Management 2. Marketing Creative 3. Marketing Communications 4. Duniverse

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MARKETING MANUAL • MARKETING MANAGEMENT

Marketing Management

Marketing Channels As a global brand with a recognized trademark, it is imperative that the equity and reputation of the Dune London brand is protected in every territory, at all times and across all marketing communications channels. Dune London should be promoted through relevant, appropriate channels which reflect the brand’s positioning within the footwear and accessories retail sector of each market. Dune Marketing must be consulted before adopting any marketing channels or creative that are not provided for by the brand or covered in brand guidelines. Marketing Resource The Franchisee is required to appoint responsibility for all marketing activity to a dedicated Marketing Manager, in-house or agency Marketing team, or to the Brand Manager as an essential part of their role. The Marketing Manager or team must communicate regularly with Dune Marketing to collaboratively plan and execute all local marketing activity. The Franchisee is also expected to have access to a local graphic design resource to produce artwork to a professional standard and in line with brand guidelines. Marketing Budget On a quarterly basis, or as requested, the Franchisee is required to submit an annual Marketing Budget using the template provided by Dune Marketing. All Franchise partners are responsible for ensuring local marketing spend is in line with agreed contract minimums. Evidence of expenditure may be requested ad hoc to corroborate budget reports. Note that Retail Operations costs, including permits, staff uniform, store consumables and music, cannot be included within the contractual Marketing spend.

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MARKETING MANUAL • MARKETING MANAGEMENT

Seasonal Marketing Strategy Each season Dune Marketing will supply a Marketing Planning Pack, including a Brand Marketing Communications Calendar and strategic direction to inform local marketing plans for the coming season. This pack will also include the following planning templates which all Franchisees are required to complete and submit to Dune Marketing for approval at least 1 month before season launch: • Marketing Calendar detailing all regional marketing activity and key trading dates. Marketing Budget including a breakdown of planned spend. • Marketing Objectives outlining regional goals and KPIs for the season. Dune Marketing will notify partners of any significant changes to the Brand Marketing Comms Calendar, likewise Franchisees must promptly informDune Marketing of any significant additions or changes to approved regional marketing plans. Reporting The Franchisee is required to submit reports to Dune Marketing for key marketing activity on a monthly basis or as requested. This should include an overview of the initiative, any relevant visuals, KPI results and associated ROI figures. Key marketing activity is considered to include local execution of global or regional campaigns, all ATL (Above The Live) and digital advertising, PR coverage and events, social media initiatives, customer events and promotions. Marketing Lines Marketing lines are the items that will feature in campaigns and brand content, as well as in brand influencer content. The Dune Group will indicate to Franchise partners which are the key marketing lines for each season in catalogues and before season launch. It is the Franchisee’s responsibility to buy into a sufficient quantity and breadth of marketing lines to be able to use assets produced by the brand. Regional marketing and buying teams are expected to work together to align local marketing comms calendars to the phasing of key product stories and styles.

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MARKETING MANUAL • MARKETING CREATIVE

Marketing Creative Dune Marketing is responsible for the production and design of Dune London creative, including imagery, video and graphics. Please take note of the three tiers of brand creative output which determine the quality and usage of assets produced, and therefore which owned and external marketing channels Franchise partners can use them in. It is the responsibility of all Franchisees to respect usage restrictions, or be liable for incurred costs where this is not adhered to.

External Channels

Creative Tier

Owned Channels

Messaging

ATL Ads

Digital Ads

PR Kits

SEASONAL CAMPAIGNS

✓ ✓ ✓

✓ Lightboxes ✓ Screens ✓ Small POS ✓ Digital content -

1) PRIMARY

RAMADAN CAMPAIGN

✓ ✓ ✓

social, ecomm, crm

SALE

✓

CAPSULE CAMPAIGNS (E.G. WEDDING)

✓ Small POS ✓ Screens (if video is available) ✓ Digital content - social, ecomm, crm

✓ ✓ ✓

2) SECONDARY

CALENDAR EVENTS (E.G. VALENTINE’SDAY)

✓ ✓

PROMOTIONS (DISCOUNTS& ADDED VALUE/GWP)

✓

PR HEROES

✓ ✓

✓ Digital content - social, ecomm, crm

3) TERTIARY

CUSTOMER MINDSET (E.G. BACK TOWORK)

✓ ✓

DEFINITIONS Small POS : Cubed POS, Strutcards, Window vinyls, Mirror stickers etc. ATL (Above The Line) Ads : OOH, Malls, Print ads, Transport wraps, Radio etc. Digital Ads : Paid display, Paid social, Affiliates etc

Calendar Events : Occasions celebrated in more than one market that Dune London supports every year. Customer Mindset : Cultural moments that influence consumer purchases but may differ from year to year.

MARKETING MANUAL • MARKETING CREATIVE

Artwork & Graphic Design Dune Marketing will provide all necessary design tools and guidelines for international marketing artwork. Partners will be notified as and when these are uploaded to Duniverse. The Franchisee is responsible for creating all artwork required for the execution of marketing activity in its respective territory. Brand guidelines must be adhered to and Dune Marketing must be made aware of any creative challenges or formats not included in brand guidelines in order to provide creative guidance. All artwork and copy created by the Franchisee that differs in any way to the brand creative or guidelines provided must be submitted to Dune Marketing for feedback and approval before going into production or being published. Subject to resource availability and workload, Dune Marketing is able to support occasional bespoke artwork requests provided the Franchisee submits a completed Creative Brief Form (available on Duniverse) within the minimum notice period. At least 3 week’s notice is required for artwork using existing assets, and at least 3 month’s notice is required for bespoke imagery or graphics. Brand Guidelines Full brand and logo guidelines detailing the correct usage of the Dune London logo, as well as brand typography, fonts and colour palettes are included within this manual. These guidelines may be updated occasionally and must always be adhered to. Please note brand assets cannot be distorted or manipulated in any way. Seasonal Campaigns Each season, Dune London will provide the Franchisee with a range of marketing assets for the main campaign, including images, POS artwork and video content. These will be accompanied by Campaign Guidelines that provide concise instructions on how to execute seasonal campaign artwork, including typography, colour palettes, logo usage and advertising layouts. All Franchisees are expected to adopt the phasing of seasonal campaigns in stores and online as recommended by The Dune Group to ensure customers are aware of new collections landing.

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MARKETING MANUAL • MARKETING CREATIVE

Content Guidelines Dune Marketing is continuously uploading Brand Content to Duniverse for the use of Franchise partners on digital channels. This includes campaign content, regular in-house content shoots (model and still life) and influencer content. This is mostly comprised of imagery but also some video and gifs. It is strongly encouraged that Franchise partners also invest in the production of Local Content, particularly with local influencers, provided it is in line with brand guidelines. Content Guidelines are provided in this manual to give direction on where and how often Brand Content and Local Content should be used, as well as guidelines on the production of Local Content. Franchise partners must adhere to these guidelines at all times. Sale & Promotions Creative and communication guidelines for sale, discount promotions and added value/GWP promotions are included in this manual. Please take note how each of these are defined by Dune Marketing: • Sale – Extended period of markdown on old season stock, including EOSS and MSS. • Discount Promotions – Money off or % off discounts, applied to only a selection of products, and for a limited period of time. • Added Value Promotions – Customers receive a product, service or experience in exchange for a full price purchase, for a limited period of time. E.g. Gift with purchase. All sale periods and promotions must be agreed with Dune Merchandising, and the supporting marketing plan must be agreed with Dune Marketing. Where possible and relevant the same promotions and markdown should be offered on ecommerce and in store. Duniverse All Dune London marketing materials and guidelines are available to download from the Marketing section on Duniverse; including assets for Campaigns, Brand Content, Calendar Events, PR kits, Promotion, Sale and Brand Tools. An overview of the marketing assets available on Duniverse and how to use the platform are included in this manual.

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MARKETING MANUAL • MARKETING COMMUNICATIONS

Marketing Communications

Point of Sale (POS) Material Dune Marketing will supply print-ready artwork for all Campaign POS in accordance with specifications for each store. Where relevant copy translations are required these must be provided by the Franchisee. Design templates and accompanying guidelines will be supplied for POS using any other type of creative, which must the be artworked locally. The Franchisee is responsible for the production of all POS and VM props unless agreed otherwise with The Dune Group. All locally sourced materials require Dune Marketing and Dune VM approval prior to installation. The Franchisee must collaborate with Dune International Operations, Marketing and VM teams to ensure all POS guidelines, specifications and installation instructions are clearly understood and correctly executed. The core POS formats for which creative is supplied for by Dune Marketing includes:

Lightboxes & large scale graphics

•

Store screen videos

•

• Cubed POS e.g. 400 x 400, 300 x 300, 250 x 250

Free standing strutcards

•

Window vinyls

•

Promotional signage and labelling

•

Evergreen signage e.g. website URL

•

Please note that seasonal propping schemes are supplied by Dune VM. The International VMManager must also be consulted on the display of all types of POS, including evergreen display kits such as risers, accessory trays and handbag stand.

11

MARKETING MANUAL • MARKETING COMMUNICATIONS

PR & Events PR communications and initiatives can be managed by in-house staff or an external agency but should focus on promoting all key campaigns, trends and marketing lines to maximise brand exposure through printed and digital publications, and influencer channels. The Franchisee is expected to execute a PR launch each season targeting local press and influencers. At a minimum this should include dispatching a press pack to the relevant audience, supplying imagery and samples as required to secure coverage. Dune Marketing will provide campaign PR kits which the Franchisee is responsible for assembling in to a locally relevant press pack. Press gifts and samples are available to purchase but the Franchisee is responsible for adhering to the order deadlines outlined by Dune Marketing and Buyers. The cost of these products and any associated shipping fees will be the responsibility of the Franchisee unless agreed otherwise with The Dune Group. The Franchisee must submit an Event Proposal Form (available on Duniverse) to Dune Marketing for any PR or customer facing events that will be executed in market. A minimum of 3 month’s notice is required to allow for adequate brand support. Advertising Unless agreed otherwise all Franchisees must use brand produced campaigns for advertising. The only exceptions are paid social and print advertorials produced by a Dune Marketing approved publication or influencer. The Franchisee is responsible for selecting the appropriate channels, platforms, publications and messaging for advertising in their market, but Dune London’s premium positioning must be protected at all times. Dune Marketing supplies the assets and creative guidelines for all core advertising formats via Duniverse, including: ATL (Above The Line): • OOH roadside screens and billboards • Mall screens and billboards • Print ads (SP & DPS) The Dune Group strongly advises against ATL advertising for sale or promotions as this is not considered an effective use of budget. 12 Digital Advertising: • Paid Social • Display networks e.g. GDN • Affiliates

MARKETING MANUAL • MARKETING COMMUNICATIONS

Social Media Policy If the Franchisee wishes to use Social Media to advertise and promote the Products using any Dune trade mark or logo (Marks), it must comply with Dune London Social Media guidelines. Online marketing and promotion is a rapidly developing field and we reserve the right to update and amend these guidelines at any time. We will let you know when we make any substantive amendments. • The Franchisee must obtain Dune London’s prior written approval for the choice of Social Media channel and the brand profile before the page goes live. • The Social Media pages and communication channels must be established with Dune London’s assistance and strictly in accordance with the Social Media and Brand Guidelines. • The Franchisee will not use any Marks or similar words as part of any account names, handles and/or any user names on any Social Media pages, communication or content without Dune London’s prior written approval (such approval to be given or refused at Dune London’s sole discretion). • The Franchisee will adhere to Dune London's Content Guidelines and Social Media Policy in all social media communications and content, both organic and paid. • The Franchisee will ensure that the brand profile and tone of voice is consistent with the rest of Dune London's presence on or through Dune London’s channels and platforms. • Unless agreed otherwise with Dune London, the Franchisee will ensure that there are no hyperlinks to websites on any of the Franchisee's Social Media pages other than those that direct traffic to Dune London product and/or content. • Any material amendment to the Social Media pages (including any amendment to the overall look and layout of the Social Media pages and/or the presentation of the Marks) must have Dune London’s prior written approval. • The Franchisee will ensure that its staff are made aware of these Social Guidelines including in respect of their personal and business-related use of Social Media.

Continued overleaf.

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MARKETING MANUAL • MARKETING COMMUNICATIONS

Social Media Policy continued. •

The Franchisee must take appropriate legal advice regarding the content of the Social Media pages, including any terms and conditions of use and data and privacy policies, and the Franchisee shall ensure that the Social Media pages comply with all relevant legal requirements including all advertising, competitions, data collection, influencer practices and applicable marketing codes. • The Franchisee will be responsible for ensuring the accuracy of any Product related information and shall update the Social Media pages, communications or content with the latest Product related information within forty-eight (48) hours of notification by Dune London. communications on Social Media pages, channels or platforms (including comments posted by third party users) which may damage Dune London’s reputation in any way and must comply with Dune London’s direction in respect of any such content or communications. • The Franchisee must remove any content or communications from any Social Media pages, channel or platformwhich Dune London in its sole discretion deems unsuitable or potentially damaging to Dune London and/or the Marks. • All Facebook pages for any approved Dune London profiles must be linked to the Global Facebook brand page and Dune London must be given full admin rights of those pages. • Access to Instagram pages for any Dune London brand must be permitted to Dune Marketing on request. • The Franchisee agrees to not advertise or promote the Products via its website(s) and/or through Social Media channels in a way which specifically targets potential customers or a specific customer group outside the Territory. • The Franchisee will on request provide Dune London with full information regarding all internet, digital and mobile advertising activities. • The Franchisee will not participate in any other online activity other than via its website and such Social Media channels as previously approved in writing by Dune Group. • The Franchisee must inform Dune London immediately of any content or

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MARKETING MANUAL • MARKETING COMMUNICATIONS

Ecommerce There are three principal forms of international ecommerce channels supported by The Dune Group:

1. Owned Skinned sites – Websites which are owned and operated by the Franchisee, that only sell Dune London product. The domain is owned and named by The Dune Group. E.g. dunelondon.ph 2. Owned Multi-brand sites – Websites which are owned and operated by the Franchisee, that sell Dune London products plus various other brands. The domain is owned and named by the Franchisee. E.g. 6thstreet.com 3. 3 rd Party sites – Websites which are owned and operated by business partners of the Franchisee, that sell Dune London products plus various other brands. The domain is owned and named by the 3ry party retailer. E.g. Wholesale, Marketplace or SIS department stores.

Dune Marketing supplies an ongoing stream of brand content to support marketing communications across the various ecommerce platforms. The Content Guidelines and Digital Marketing principles that all Franchise partners are expected to follow, including where to access different resources for ecomm graphics, are outlined in this manual.

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MARKETING MANUAL • DUNIVERSE

Duniverse Duniverse is The Dune Group’s online sharing portal where all marketing materials are made available to our partners to download. This section is a How To guide to ensure regional marketing teams can find and access these tools.

How To Log In The Duniverse platformwebsite link is below. Please bookmark this site in your browser. https://thedunegroup.sharepoint.com/sites/dunefranchise

The Franchisee will be issued a log in for Duniverse as part of The Dune Group onboarding process. Once this has been received please log in to the platform and familiarise yourself with the navigation, functionality and tools available. Please note there is a limited number of log ins available. For security reasons 3 rd party partners or agencies of Franchisees will not be issued their own Duniverse log in. Password Duniverse passwords expire every 40 days for security reasons. New or forgotten passwords can be issued via SMS text message provided IT Helpdesk have the appropriate contact information on record.

Please contact the Dune IT Helpdesk for a new password: Tel: +441205205070 Email: Help@thedunegroup.com

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MARKETING MANUAL • DUNIVERSE

How To Access The Marketing Section 1. On the Duniverse homepage click on ‘ Marketing ’ in the ‘ Toolbox ’ section. 2. On the Marketing homepage click on ‘ Dune London Marketing Assets ’ 3. Click on the relevant folders to navigate to the assets required.

1.

3.

2.

How To Find Marketing Materials Below is a map of the Duniverse Marketing folders to help navigate the platform and find the required marketing materials (a PDF version is also available on Duniverse). Dune Marketing will issue a notification whenever new assets are uploaded (excluding new brand content as this is continuously being updated).

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MARKETING MANUAL • DUNIVERSE

How To View Files As Image Thumbnails . 1. Select the drop down menu ‘ All Documents ’ 2. Click on ‘ Tiles ’ 3. The files will then show as image thumbnails.

1.

2.

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MARKETING MANUAL • DUNIVERSE

How To Search For A Particular Product 1. Go to the Marketing homepage. 2. In the Search bar type the name of the product assets are needed for. 3. Press Enter on the keyboard to search the different files for that product. 4. To see search results as images instead of links select ‘ View options ’ on the right hand side of the page then click on ‘ Tiles ’

1.

2.

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Brand Guidelines Creative guidelines and design rules for the core elements of branded artwork. Including the correct treatment of the Dune London logo and basic lock-up variations, our colour palette, fonts and typography.

1. Brand Logo 2. Brand Typography 3. Brand Colours

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BRAND GUIDELINES • BRAND LOGO

Brand Logo

There are four variations of the Dune London logo outlined in these guidelines.

• Global or Arabic logo with URL website address

• Global or Arabic logo with regional store address

• Global or Arabic logo with call to action (CTA)

• Global or Arabic logo with brand categories

No other variation of the logo can be used and it cannot be altered in any way.

21

BRAND GUIDELINES • BRAND LOGO

Logo Colours The Dune London logo should be used in black or white only. No other colours or effects can be applied to the logo. The same rule applies to all variations of the logo, including Arabic.

Logo on a white/light background

Logo on a black/dark background or over images

BRAND GUIDELINES • BRAND LOGO

Logo Placement The space between the logo and any copy, image page or art board edge must be at least the width of the ‘D’ in Dune (as shown) .

23

BRAND GUIDELINES • BRAND LOGO

Logo Placement With URL The space between the logo and URL should be 50% of the width of the ‘D’ in Dune (as shown). The width of the URL should be equal to the width of ‘LONDON’ Only URL domains owned by The Dune Group can be used in conjunction with the Dune London logo.

24

BRAND GUIDELINES • BRAND LOGO

Logo Placement With Social Media Handle The space between the logo and Instagram or Facebook handle must be the size of the “D” in Dune reduced by 50% (as shown). The social handle must be formatted in Lato Regular, lowercase with 50pt tracking applied. Only one social media handle should be used.

25

BRAND GUIDELINES • BRAND LOGO

Logo Placement With Regional Address The space between the logo and regional address should be 50% of the width of the ‘D’ in Dune (as shown). Store listings must be formatted in Gill Sans Regular, uppercase and with 100pt kerning.

26

BRAND GUIDELINES • BRAND LOGO

Logo Placement With Call To Action Please consult campaign guidelines for creative direction on CTA placements with the logo as this may vary with each. Note all CTA’s used for ATL ads must be approved by Dune Marketing. Example shown is from the SS21 campaign.

27

BRAND GUIDELINES • BRAND LOGO

Logo Placement With Categories In new markets only the global logo may be accompanied by a reference to core brand categories i.e. shoes and accessories. The space between the logo and regional address should be 50% of the width of the ‘D’ in Dune (as shown).

28

BRAND GUIDELINES • BRAND LOGO

Arabic Logo An Arabic version of the Dune London logo is available for use in relevant markets. All the same creative rules for the global logo apply to the Arabic logo. The space between the logo and any copy, image page or art board edge must be at least the width of the ‘D’ equivalent character in Dune (as shown) .

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BRAND GUIDELINES • BRAND TYPOGRAPHY

Brand Typography Dune London currently uses variations of two fonts: Cormorant Garamond and Lato. No other fonts may be used for branded creative unless instructed or agreed otherwise with Dune Marketing e.g. for a specific campaign. Please note where each of these fonts are used there are typographical rules that apply, including font size, line spacing and tracking (also known as kerning).

30

BRAND GUIDELINES • BRAND TYPOGRAPHY

Cormorant Garamond – Headline & Editorial Copy These font files can be downloaded for free from the following Google link: https://fonts.google.com/specimen/Cormorant+Garamond

BRAND GUIDELINES • BRAND TYPOGRAPHY

Lato – Subtitles & Body Copy These font files can be downloaded for free from the following Google link: https://fonts.google.com/specimen/Lato

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BRAND GUIDELINES • BRAND COLOURS

Brand Colours Each colour in the Dune London brand colour palette has a specific purpose in our creative hierarchy. Please always follow the colour references provided to ensure locally produced artwork is using the correct tone of each colour.

Monochrome is our core palette. It allows our product to express itself seasonally without distraction.

HEX #000000 R:0 G:0 B:0 C:0 M:0 Y:0 K:100

HEX #FFFFFF R:255 G:255 B:255 C:0 M:0 Y:0 K:0

Creams are used to add warmth and layering to avoid excessive white space.

HEX #E9E0D9 R:233 G:224 B:217 C:10 M:12 Y:15 K:0

HEX #F5F1EC R:245 G:241 B:236 C:5 M:5 Y:8 K:0

Golds are for brand communication backdrops and web CTA actions.

HEX #C4A577 R:195 G:164 B:117 C:22 M:32 Y:56 K:9

HEX #917140 R:146 G:114 B:63 C:33 M:45 Y:76 K:29

Dark Navy is used for backgrounds and as key accent colours to enhance legibility.

HEX #D61606 R:214 G:27 B:22 C:7 M:98 Y:100 K:2

HEX #273039 R:40 G:49 B:58 C:82 M:66 Y:52 K:60

Raspberry Red is used for sales and notifications.

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Promotions

This tool kit provides communication and creative guidelines for the types of promotions supported by The Dune Group. To protect the premium positioning of Dune London it is imperative to use promotions strategically and sparsely, and for creative and copy to follow these brand guidelines. Any promotional mechanics or creative formats not included must be approved by Dune Marketing before production.

1. Promotion Communication Guidelines 2. Discount Promotions (Money Off or %Off) 3. Added Value Promotions (GWP) 4. Black Friday 5. Gift Cards

34

PROMOTIONS • COMMUNICATION GUIDELINES

Promotion Communication Guidelines

The Dune Group supports the following types of promotion:

1. Discount Promotions Where a discount is applied to the retail price, either as money off or a percentage off the original price , or a cash back /cash rebate offer. Discounts should only be used as a tactic to help clear slow-moving stock at a better margin than a main markdown period, or to capitalise on anticipated high footfall in the location. Discounts lower the profit margin so must be approved by Dune Merchandising. 2. Added Value Promotions Offering something of added value in exchange for a full price purchase to incentivise customers to buy from Dune London instead of from competition. There are various options to choose from but the mechanic must reflect the objective of the activity. Incentives protect profit margin whilst boosting sales but must be approved by Dune Marketing. It is the Franchise partner’s responsibility to: • Notify Dune Merchandising and Dune Marketing of all promotions. • Select the appropriate promotion mechanic to support objectives. • Fund, artwork and produce all collateral as per brand guidelines. • Ensure there is sufficient stock for planned and reactivepromotions. • Communicate and honour all terms & conditions in line with local legislation.

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PROMOTIONS • COMMUNICATION GUIDELINES

To protect premium positioning of the Dune London brand it is imperative to use promotions strategically and sparsely. It is the responsibility of Franchise partners to select the correct promotion mechanic to meet local business objectives. Please select the correct mechanic for the corresponding objective as indicated below.

CONV- ERSION RATE

REVENUE OR ATV

SOCIAL FOLLOW OR TAGS

FOOT FALL

DATA CAPTURE

OBJECTIVES :

DISCOUNT PROMOTIONS – DECREASES PROFITMARGIN

£ OR % OFF* Applied to specific product category MULTI-BUY Purchases of 2 or more items

✓

✓

✓

✓

PRICE POINTING Low grade malls only VOUCHER Attract new customers

✓

✓

✓

BOUNCEBACK VOUCHER Attract existing customers

✓

✓

ADDED VALUE PROMOTIONS – PROTECTS PROFIT MARGIN

GIFT WITH PURCHASE High value gift on minimum spend GIFT CARD Monetary value to be redeemed

✓

✓

✓

✓

SERVICE E.g. personalisation

✓

✓

GIVEAWAYS Low value gift for any purchase GOODY BAG Branded tote & low value gits

✓

✓

✓

CO-BRANDED OFFER** Attract new customers

✓

* Flat discounts are considered sale. ** Partner brands must be approved by The Dune Group.

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DISCOUNT PROMOTIONS • DESIGN PRINCIPLES

Discount Promotions

Colour Palette Unless agreed otherwise with Dune Marketing only these colours may be used in print or digital artwork for discount promotion communications. Local differentiations must be submitted for approval with minimum 3 weeks notice.

PRINTED MATERIALS

PRIMARY COLOUR1 CMYK: 0, 57, 80, 0 RGB: 240, 135, 61 HEX: #f0873d

PRIMARY COLOUR2 CMYK: 0, 73, 100, 0 RGB: 235, 95, 10 HEX: #eb5f0a

TEXT COLOUR:WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: #ffffff

ONLINE ONLY

COMPLEMENTARY COLOUR1 RGB: 250, 241, 237 HEX: #faf1ed

COMPLEMENTARY COLOUR2 RGB: 238 224 211 HEX: #eee0d3

COMPLEMENTARY COLOUR3 RGB: 246, 174, 118 HEX: #f6ae76

COMPLEMENTARY COLOUR4 RGB: 255, 185, 144 HEX: #ffb990

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DISCOUNT PROMOTIONS • DESIGN PRINCIPLES

Typography Unless agreed otherwise with Dune Marketing only the indicated fonts may be used in print or digital artwork for discount promotion communications. These font families can be downloaded for free from Google. Local differentiations must be submitted for approval with minimum 3 weeks notice.

CORMORANT GARAMOND MEDIUM ITALIC

50 PT KERNING

https://fonts.google.com/specimen/Cormorant+Garamond

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£%$

LATO REGULAR

100 PT KERNING

https: //fonts.google.com/specimen/Lato

A B C D E F GH I J K L NOP QR S T U VWX Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 £%$

LATO LIGHT

0 PT KERNING

https: //fonts.google.com/specimen/Lato

A B CD E F GH I J K L NOPQR S T UVWX Y Z a b c d e f g h i j k l mn o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 £%$

38

DISCOUNT PROMOTIONS • DESIGN PRINCIPLES

Typography: Money Off Unless agreed otherwise with Dune Marketing only the indicated fonts may be used in print or digital artwork for money off discount promotion communications. These font families can be downloaded for free from Google. Local differentiations must be submitted for approval with minimum 3 weeks notice.

NOTE: The example shown is purely representational, please used Packaged InDesign and PSD files provided on Duniverse and scale up or down proportionately to the artwork specifications required.

39

DISCOUNT PROMOTIONS • DESIGN PRINCIPLES

Typography: % Off Unless agreed otherwise with Dune Marketing only the indicated fonts may be used in print or digital artwork for % off discount promotion communications. These font families can be downloaded for free from Google. Local differentiations must be submitted for approval with minimum 3 weeks notice.

NOTE: The example shown is purely representational, please used Packaged InDesign and PSD files provided on Duniverse and scale up or down proportionately to the artwork specifications required.

40

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

WINDOWVINYL – OPTION 1

SPECIFICATIONS: Size: 600 x 600mm Material : Internal Easy Dot Vinyl

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

VM NOTES: Window vinyls are only suitable for stores with glass fascias. Only use option 1 or 2 of the window vinyls provided at a time. Option 1 is better suited to small promotions.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

41

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

WINDOWVINYL – OPTION 2

SPECIFICATIONS: Size: 297 x 2278mm Material : Internal Easy Dot Vinyl

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

VM NOTES: Window vinyls are only suitable for stores with glass fascias. Only use option 1 or 2 of the window vinyls provided at a time.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

Option 2 is better suited to large promotions that need high impact messaging.

42

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

IN-STORE POS

SPECIFICATIONS: Size: 200 x 200mm Material: 2mm Foamex printed onto: • Display board as a strutcard Or • Insert for blocks (double sided) VM NOTES: This artwork can be printed either as a one- sided free standing strutcard, or double- sided insert to be placed in display blocks.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them. NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

43

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

STRUTCARDS - BRANDED

SPECIFICATIONS: Size: 210 x 297mm Material:

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

Strut Card – Display Board

•

• Insert – 250gsm silk, printed double sided

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

VM NOTES: Strutcards are intended only for SIS environments. They can be scaled to A4 or A5 dimensions to meet the SIS partner’s requirements.

44

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

RACK HEADER – DON’T MISS OUT

SPECIFICATIONS: Size: 1010 x 150 mm Material: 2000 mic Display boards

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

VM NOTES:

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

PRICE STICKERS – WAS/NOW

SPECIFICATIONS: Size: 25 x 36mm Material: Vellum 80, Removable, Honey Glassine VM NOTES: Promotional stickers much be applied underneath the brand label neatly. These must be consistent throughout the store. If the sticker cannot be seen under the brand label then a swing tag should be used instead.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

46

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

SWING TAGS – WAS/NOW

REVERSE OF TAG

SPECIFICATIONS: Size: 40 x 70mm Material: 250gsm Satin

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

VM NOTES: Swing tags must be used on products with laces, and applied to the first eyelet on the right hand side. Ensure the website URL on the reverse of the swing tag reflect Dune London domains only, otherwise please leave blank.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

47

DISCOUNT PROMOTIONS • PRINTEDMATERIALS

VOUCHER

SPECIFICATIONS: Size: 150 x 80 mm Material: Good quality stock, 1000 mic display board recommended

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Franchise partners are responsible for ensuring all terms and conditions are compliant with local trade laws.

48

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

STORE SCREENS

SPECIFICATIONS: PORTRAIT: 1080 X 1920 px / Aspect Ratio 16:9 LANDSCAPE: 1920 x 1080 px / Aspect Ratio 9:!6 SKINNY PORTRAIT: 1080 X 1920 px / Aspect Ration 3.56:1

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Please report any distortion of video content to your technician or screen supplier first. Dune Group will supply campaign videos only in the basic specs provided.

49

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

E-VOUCHER

SPECIFICATIONS: Approx. 1200 x 2178 px Digital specifications may vary by region so please always follow design principles provided.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

50

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

SOCIAL

SPECIFICATIONS: TILE: 1080 x 1080 px STORY: 1080 x 1920 px

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Imagery used must only feature product included in the promotion. Please contact Dune Marketing if assistance is required to find relevant imagery.

51

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

HOMEPAGE

SPECIFICATIONS: Digital specifications may vary by region so please always follow design principles provided.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Imagery used must only feature product included in the promotion. Please contact Dune Marketing if assistance is required to find relevant imagery.

52

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

EMAIL

SPECIFICATIONS: SOLUS: Approx. 1200 x 3279 px SLICE: Approx. 300 x 650px Digital specifications may vary by region so please always follow design principles provided.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Imagery used must only feature product included in the promotion. Please contact Dune Marketing if assistance is required to find relevant imagery.

53

DISCOUNT PROMOTIONS • DIGITAL ARTWORK

PAID DISPLAY

SPECIFICATIONS: SEE ABOVE Digital specifications may vary by region so please always follow design principles provided.

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Imagery used must only feature product included in the promotion. Please contact Dune Marketing if assistance is required to find relevant imagery.

54

ADDED VALUE PROMOTIONS • DESIGN PRINCIPLES

Added Value Promotions

Colour Palette Unless agreed otherwise with Dune Marketing only these colours may be used in print or digital artwork for added value incentive promotions. Local differentiations must be submitted for approval with minimum 3 weeks notice.

PRINTED MATERIALS

HEX #EEE0D3 R:238 G:224 B:211 C:8 M:13 Y:17 K:0

HEX #FAF1ED R:250 G:241 B:237 C:2 M:7 Y:6 K:0

HEX #273039 R:40 G:49 B:58 C:82 M:66 Y:52 K:60

DIGITAL ARTWORK

HEX #EEE0D3 R:238 G:224 B:211 C:8 M:13 Y:17 K:0

HEX #FAF1ED R:250 G:241 B:237 C:2 M:7 Y:6 K:0

HEX #273039 R:40 G:49 B:58 C:82 M:66 Y:52 K:60

55

ADDED VALUE PROMOTIONS • DESIGN PRINCIPLES

Typography Unless agreed otherwise with Dune Marketing only the indicated fonts may be used in print or digital artwork for added value incentive promotion communications. These font families can be downloaded for free. Google links provided below. Local differentiations must be submitted for approval with minimum 3 weeks notice.

NOTE: The example shown is purely representational, please used Packaged InDesign and PSD files provided on Duniverse and scale up or down proportionately to the artwork specifications required.

56

ADDED VALUE PROMOTIONS • PRINTED MATERIALS

WINDOWVINYL

SPECIFICATIONS: Size: 1000 x1000mm Material: Internal Easy Dot Vinyl

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

57

ADDED VALUE PROMOTIONS • PRINTED MATERIALS

IN-STORE POS

SPECIFICATIONS: Size: 200 x 200mm Material: 2mm Foamex printed onto: • Display board as a strutcard Or • Insert for blocks (double sided)

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

VM NOTES: This artwork can be printed either as a one- sided free standing strutcard, or double-sided insert to be placed in display blocks.

58

ADDED VALUE PROMOTIONS • PRINTED MATERIALS

FREE STANDING STRUTCARDS

SPECIFICATIONS: Size: 210 x 297mm Material:

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

Strut Card – Display Board

•

• Insert – 250gsm silk, printed double sided

VM NOTES: Strutcards are intended only for SIS environments. They can be scaled to A4 or A5 dimensions to meet the SIS partner’s requirements.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

59

ADDED VALUE PROMOTIONS • PRINTED MATERIALS

VOUCHER

SPECIFICATIONS: Size: 150 x 80mm Material: Good quality stock, 1000 mic display board recommended

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Please do not discard POS unless it is damaged. All printed material should be kept in your storage rooms and used repeatedly

60

ADDED VALUE PROMOTIONS • DIGITAL ARTWORK

STORE SCREENS

SPECIFICATIONS: PORTRAIT: 1080 X 1920 px / Aspect Ratio 16:9 LANDSCAPE: 1920 x 1080 px / Aspect Ratio 9:!6 SKINNY PORTRAIT: 1080 X 1920 px / Aspect Ration 3.56:1

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Please report any distortion of video content to your technician or screen supplier first. Dune Group will supply campaign videos only in the basic specs provided.

61

ADDED VALUE PROMOTIONS • DIGITAL ARTWORK

E-VOUCHER

SPECIFICATIONS: Approx. 1200 x 1578px

DETAILS: Fonts & Colours must be as per Typography rules and Colour references provided in these guidelines. Please check that design files convert correctly when opening them.

NOTE : Imagery used must only feature product included in the promotion. Please contact Dune Marketing if assistance is required to find relevant imagery.

62