Fashion Content Standards Guide

Walmart Fashion Content Standards Updated Q4 2020

updated on: 11-17-20 Table of Contents

Section 1: Content Section 4: Attribution Guidelines Importance of Content Men's & Women's Uniform & Workwear - Gowns & Coveralls 3 41 Attribute Definitions 82 Children's Apparel 42-45 How to Add Attributes 83 Section 2: Image Guidelines Gifting Sets Apparel 46-47 All Apparel Attributes 84-90 Image Requirements 5 All Tops, Items with Tops & Full Body Garments – Additional Attributes 91 Image Attributes 6 Section 3: Copy Guidelines All Tops with Collars, Robes, and Items with Collars – Additional Attributes 92 Silo Image Requirements - Photo Direction 7 Copy Standards 49 All Tops, Items with Tops, Intimates, Swimwear, & Dresses – Additional Attributes 93 Copy Definitions 50 Women's Dresses & Jumpsuits 8 All Jackets/Coats/Outerwear Tops & Sets with Jackets/Coats Additional Attributes 94 Search Engine Optimization 51 Women's Bodysuits & Outfit Sets 9 All Jackets/Coats/Outerwear & Weather Specific Bottoms –Additional Attributes 95 Writing Descriptions for Fashion 52 Women's Tops & Bottoms 10 All Athletic & Activewear - Additional Attributes 96 Women's Jackets & Coats 11 Legal Copy Information for All Categories 53 All Bottoms, Overalls/Coveralls, & Items with Bottoms - Additional Attributes 97 Women's Cloaks & Ponchos 12 All Upper Body Garments – Title Structures 54 All Pants, Overalls, & Items with Pants/Bottoms - Additional Attributes 98 Women’s Bundled/Multipacks – Tops 13 All Upper Body Garments - Copy Guidelines 55 All Shorts & Items with Shorts - Additional Attributes 99 Women’s Bundled/Multipacks – Bottoms 14 All Men's Sportcoats & Blazers Garments - Copy Guidelines 56 All Jeans & Jean Overalls - Additional Attributes 100 Men's Tops & Bottoms 15 All Outerwear Specific Garments - Copy Guidelines 57 All Skirts & Items with Skirts - Additional Attributes 101 Men's Overalls, Suits & Tuxedos 16 All Full Body Garments – Title Structures 58 All Bottoms, Full Body, & Items with Bottoms - Additional Attributes 102 Men's Bundled/Multipacks - Tops 17 All Full Body Garments - Copy Guidelines 59 All Dresses & Items with Dresses - Additional Attributes 103 Men's Bundled/Multipacks - Bottoms 18 All Clothing Sets & Suit Garments – Title Structures 60 All Intimate Tops, Shapewear, & Swimwear - Additional Attributes 104-105 All Loungewear - Sets & Bottoms 19 Clothing Sets & All Suits - Copy Guidelines 61 All Shapewear & Stockings / Tights - Additional Attributes 106 All Sleepwear - Tops & Bottoms 20 All Lower Body Garments – Title Structures 62 All Pajamas - Additional Attributes 107 All Sleepwear - Sets 21 All Pants, Bottoms, Denim & Shorts - Copy Guidelines 63 All Long Underwear & Thermals - Additional Attributes 108 All Robes, Slips, Sleepshirts & Nightgowns 22 All Skirts – Title Structures 64 All Hosiery & Tights - Additional Attributes 109 Women's Intimates - Bras & Panties 23 All Skirts - Copy Guidelines 65 All Socks - Additional Attributes 110 Women's Intimates & Shapewear - Lingerie & Intimate Tops 24 All Women’s Swimwear Garments – Title Structures 66 All Swim, Intimates, & Items with Bottoms - Additional Attributes 111 Women's Intimates & Shapewear - Lingerie & Intimate Bottoms 25 All Women’s Swimwear Garments - Copy Guidelines 67 All Swimwear - Additional Attributes 112 Women's Intimates & Shapewear - Body Shapewear & Lingerie Sets 26 All Men’s Swimwear Garments – Title Structures 68 All Uniforms & Scrub Garments - Additional Attributes 113 Women's Intimates & Shapewear - Multipack Bottoms 27 All Men’s Swimwear Garments - Copy Guidelines 69 Women's Intimates & Shapewear - Multipack Tops 28 Bras, Corsets, Bustiers & Shapewear – Title Structures 70 Section 5: Grouping Standards Shapewear, Undershirts & Underwear Bottoms 29 Bras, Corsets, Bustiers & Shapewear - Copy Guidelines 71 Grouping Best Practices 115 Thermals & Sets - Photo Direction 30 All Underwear, Nightwear, Lingerie & Sleepwear – Title Structures 72 Fashion Grouping Standards 116-122 Men's Bundled Undergarments - Tops 31 All Underwear, Nightwear, Lingerie & Sleepwear- Copy Guidelines 73 Men's Bundled Undergarments - Bottoms 32 All Socks & Hosiery – Title Structures 74 Section 6: Rich Media Guidelines Compression & Hosiery 33 All Socks & Hosiery - Copy Guidelines 75 Rich Media Index 124 Swim One-Pieces & Two-Pieces 34 All Uniform Garments – Title Structures 76 Rich Media Platform & Process 125 Swim Tops & Bottom Separates 35 All Uniform Garments - Copy Guidelines 77 Video - Guidelines & File Specifications 126 Swim Cover-up, Parkas, & Athletic Rash Guards 36 All Traditional Garments – Title Structures 78 360 Spin - File Specifications 127 Men's Swim Bottoms & Athletic Rash Guards 37 All Traditional Garments - Copy Guidelines 79 User Generated Content 128 Swim Parkas 38 All Children’s Apparel- Copy Guidelines 80 CCP Program Overview 129 Men's & Women's Uniform & Workwear- Scrubs 39 CCP - FAQs 130 Men's & Women's Uniform & Workwear - Scrub Sets & Jackets 40

2 | Importance of Content Standards

Why are content standards important?

• Complete and consistent high-quality content drives sales. • Accurate, robust content increases customer satisfaction and decreases bad reviews and returns. • Adherence to standards provides customers with an elevated, seamless shopping experience, increasing the likelihood for repeat purchases. • Product content is extremely important in helping our customers make confident, informed purchase decisions. • Good content drives the discoverability (SEO) and buyability (user experience) of products. • Your product detail page, or PDP, is the equivalent of your product packaging and the most important part of the conversion funnel.

This guide will help outline exactly what type of content is needed for your PDP. The product types in this guide fall under Apparel

Why are standards important?

Guidance for each category will include directions for: 1. Images 2. Copy 3. Attributes 4. Rich Media

What are the implications for failing to adhere to the standards? • New items will not be published. • Walmart will reserve the right to remove any items that do not follow the standards from the site as of October 15, 2019. Questions about this guide? Email: [email protected] For more details on item setup, please review the articles online at Walmart Supplier Help

Apparel | Content Standards Style Guide 3 3 Image Requirements

• High quality imagery increases the likelihood of conversion and decreases the likelihood of negative reviews or returns.

• More high quality images can help SEO rankings and drive additional visitation to your product pages.

• Images which are not shared in the correct specifications will appear distorted and will not be published to the site (or will be removed).

PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot.

4 | Image Requirements

File Naming Convention Example: Image Requirements • GTIN_SW (Primary) • 00714370416575_SW.jpg 1. All images must be in focus, professionally lit and photographed. • GTIN_SWAV1 (1st Alt view) • 00714370416575_SWAV1.jpg 2. Clean styling and white backgrounds only for all required images (RGB 255, 255, • GTIN_SWAV2 (2nd Alt view) • 00714370416575_SWAV2.jpg 255; hex #FFFFFF). Non-white backgrounds are only permitted for “Additional • GTIN_SWAV3 (3rd Alt view) • 00714370416575_SWAV3.jpg Alternate” lifestyle/editorial shots only. • GTIN_SWAV4 (4th Alt view) • 00714370416575_SWAV4.jpg 3. 1500 w x 2000 h pixels dimensions.* 4. 72ppi minimum resolution, 300ppi preferred resolution. 5. 3:4 Aspect Ratio – no square images accepted. Prohibited 6. Images must be in color. 1. Additional accessories (other than shoes/footwear) which are not sold 7. Only one model per image. directly with the product & images should not crop out any part of the 8. Image of product/model should be centered in the frame. product sold. 9. Image must show the entire product and follow cropping standards. 2. Logos or text overlay on images. Watermarks. 10. Images should be cropped with a 5% buffer from the end of the product image 3. Selfies or imagery shot on phone cameras to nearest vertical or horizontal border, depending on image perspective (tall vs 4. Images that contain obscene material, sexually suggestive, pornography, or wide). When model face is shown, crop above lip should be flush with top of image. vulgar language. 11. Color profile: sRGB.* 5. Nudity, profanity, or sexually suggestive images. 12. Shadow: Light & Natural (remove for ghost images). 6. Images that either portray, glorify or promote in an insensitive way: animal cruelity, any historical or news events, ciminal or illegal activity, derogatory 13. Required file format and naming convention:* sterotyping based on race, ethnicity, gender, sexual orientation, religion, or a. .jpg files (lowercase extension - uppercase will not feed to the site properly). nationality, hatred, intolerance, natural or man-made disaster(s), tragedy or b. File naming convention for Vendor Provided Images should be as follows: (14 violence. digit GTIN_SW, 14 digit GTIN_SWAV1): 7. Images that do not reflect the product, or associated product description. 8. Products shown in any packaging, with the exception of hosiery/socks, underwear, and undershirts. *If these three specs are not followed, the Vendor Power Tool will not allow the image to upload 9. Mannequins should not be visible except for scale shots on jewelry, watches, and some accessories.

Apparel | Content Standards Style Guide 5 5 Image Attributes

All imagery falls into image attributes. The value for your image attribute is the 5. Additional Image Standard Notes- White space should not be added to an url that links to your image. Below are the definitions for each: image to make it fit the required sizing standards. INCORRECT 1. Main Image (Required) - Also known as the hero image. This image is used as the primary photo for the product detail page (PDP.) It is the core selling image that appears when customers browse products and the first image customers see when they click into a Product Detail Page (PDP). This is a required attribute.

2. Alternate Images - Also called AV or secondary images. These images are supplemental to the hero image to provide additional visual information to the customer Image Attributes Uploading Information and will appear after the main image as the customer clicks through the image carousel. If adding an image during item setup or main- This is a required attribute. If you use a web service to host images (so that tenance spec, you will need to enter these you have a url) consider your privacy. When • Additional angles (e.g. side, back, ¾ view). keys for images: hosting images with a web service your images may be open to public access. • Additional crops (e.g. zoom in on fabric detail, full length figure, bottom or inside of product). Main Image URL OneDrive and Drop Box links WILL NOT WORK KEY: main_image OR product_image_url when filling out this information in the spec. This 3. Variants - Variant imagery (recommended additional Images) shows the different value must be a URL, be static and have no Additional Image URL redirections. KEY: product_secondary_image_url colorways, patterns, fabrics or versions of the main hero image product. Variants with Example: swatch colors should follow swatch guidelines below. For more information on how to http://www.somedomain.com/some-path/some- Swatch Image URL image.jpg. Your hyperlink will link back to a photo set up and manage variant groups, see Variant Grouping Guidelines. For Fashion specific KEY: swatch_image_url described above in the “Images” section grouping standards, please refer to page 106. QUICK TIP If you have more than one additional image URL you would like to upload, you can! Just copy/ 4. Swatch Images - Swatch imagery shows the different colorways, patterns, finishes paste the additional image column to create a new entry. You can only do this for attributes or versions of the main hero image product. Swatch imagers should be uploaded as with the (+) sign. color tiles, not product images. All primary images (_SW.jpg) MUST have 100x100 swatch path labeled CROP_SWATCH saved in the file.

Apparel | Content Standards Style Guide 6 6 Silo Image Requirements Art Direction

On-figure Art Direction Off-figure Art Direction

• Clean and simple poses, with little movement. • Clean white backgrounds. • Face and body facing the camera. • Pins, stands, wires or fishing line should be removed. • Hair up, no makeup, Chapstick on lips, no nail polish. • Clean up any spots or imperfections • Correct Footwear should be use for full body. (i.e - nightwear, sleepwear, lingerie should be without shoes. Scrubs with Medical shoes like crocs or medical sneakers.)

All images require:

• 3:4 aspect ratio (portrait). All images require: • 1500 x 2000 pixels (minimum). • 3:4 aspect ratio (portrait). • 300 ppi (minimum). • 1500 x 2000 pixels (minimum). • Center or vertical plane. • 300 ppi (minimum). • Center or vertical plane.

Apparel | Content Standards Style Guide 7 7 Women’s Apparel - Photo Direction Dresses & Jumpsuits

Dresses Rompers, Jumpsuits, and Overalls Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip perspective (tall vs wide). When model face is shown, crop above lip should should be flush with top of image. be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to above the knee. 1. Hero (Main) Image: Front facing, cropped above lip to above the knee. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to above the knee. 3. 2nd Alternate: Back facing, cropped to just below hairline to above the knee. 4. 3rd Alternate: ¾ side angle, cropped above lip to above the knee. 4. 3rd Alternate: ¾ side angle, cropped above lip to above the knee.

Recommended: Recommended: 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. not captured in required shots if present. 6. Additional Alternates: ghost view 6. Additional Alternates: ghost view

Apparel | Content Standards Style Guide 8 8 Women’s Apparel - Photo Direction Bodysuits & Outfit Sets

Bodysuits, Catsuits, Unitards & Leotards Outfit Sets Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 1. Hero (Main) Image: Front facing, cropped above lip to above the knee. 2. 1st Alternate: 1st Front facing, head to toe, urecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 3. 2nd Alternate: Back facing, cropped to just below hairline to above the knee. 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers 4. 3rd Alternate: ¾ side angle, cropped above lip to above the knee.

Recommended: Recommended: th 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not 5. 4 Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present.Additional Alternates: ghost view captured in required shots if present. 6. Additional Alternates: ghost view 6. Additional Alternates: ghost views.

Apparel | Content Standards Style Guide 9 9 Women’s Apparel - Photo Direction Tops & Bottoms

Tops Bottoms Images should be cropped with a 5% buffer from the end of the product image to Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows) Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, cropped above lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Recommended: Recommended: 5. 4th Alternate: Alternate detail. Highlight embellishments and design 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. elements not captured in required shots if present. 6. Additional Alternates: ghost view 6. Additional Alternates: ghost view.

Apparel | Content Standards Style Guide 10 10 Women’s Apparel - Photo Direction Jackets & Coats

Fashion, Suit Jackets, Blazers, & Sports Coats Coats & Outerwear Images should be cropped with a 5% buffer from the end of the product image to Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 2. 1st Alternate: 1st Front facing, head to toe, urecognizable. 2. 1st Alternate: 1st Front facing, head to toe, urecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers

Recommended: Recommended: 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. captured in required shots if present. 6. Additional Alternates: ghost views. 6. Additional Alternates: ghost views.

Apparel | Content Standards Style Guide 11 11 Women’s Apparel- Photo Direction Cloaks & Ponchos

Capes, Cloaks & Ponchos Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 2. 1st Alternate: 1st Front facing, head to toe, urecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers

Recommended: 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. 6. Additional Alternates: ghost views.

Apparel | Content Standards Style Guide 12 12 Women’s Apparel -Bundled Apparel - Photo Direction Tops

Tops Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (7 images): 1. Hero (Main) Image: Front facing, composite cropped above lip to below fingertips 2. 1st & 2nd Alternate: Front facing, head to toe unrecognizable 3. 3rd & 4th Alternate: Back facing, crop to garment showing both colors 4. 5th & 6th Alternate: 3/4 side angle, cropped to garment showing both colors

Recommended: 6. Additional Alternates: Zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 13 13 Women’s Apparel -Bundled Apparel - Photo Direction Bottoms

Bottoms Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (7 images): 1. Hero (Main) Image: Front facing composite, crop approx. 2” above garment (arms down). 2. 1st & 2nd Alternate: 2nd Front facing, head to toe unrecognizable 3. 3rd & 4th Alternate: Back facing, crop approx. 2” above garment (arms down). 4. 5th & 6th Alternate: 3/4 side angle, crop approx. 2” above garment (arms down).

Recommended: 6. Additional Alternates: Zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 14 14 Men’s Apparel - Photo Direction Tops & Bottoms

Tops Bottoms Images should be cropped with a 5% buffer from the end of the product image to nearest Images should be cropped with a 5% buffer from the end of the product image to vertical or horizontal border, depending on image perspective (tall vs wide). When model nearest vertical or horizontal border, depending on image perspective (tall vs wide). face is shown, crop above lip should be flush with top of image. When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows) Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Recommended: Recommended:

5. 4th Alternate: Alternate zoom detail. Highlight embellishments and design elements 5. 4th Alternate: Alternate zoom detail. Highlight embellishments and design not captured in required shots when present. elements not captured in required shots when present. 6. Additional Alternates: zoom image of garment detail, pattern, and/or ghost 6. Additional Alternates: zoom image of garment detail, pattern, and/or ghost

Apparel | Content Standards Style Guide 15 15 Men’s Apparel - Photo Direction Overalls & Suits

Snowsuits & Overalls Bottoms Images should be cropped with a 5% buffer from the end of the product image to nearest Images should be cropped with a 5% buffer from the end of the product image to vertical or horizontal border, depending on image perspective (tall vs wide). When model nearest vertical or horizontal border, depending on image perspective (tall vs wide). face is shown, crop above lip should be flush with top of image. When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows) Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. nd 3. 2 Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Recommended: Recommended:

5. 4th Alternate: Alternate zoom detail. Highlight embellishments and design elements 1. 4th Alternate: Alternate zoom detail. Highlight embellishments and design not captured in required shots when present. elements not captured in required shots when present. 6. Additional Alternates: zoom image of garment detail, pattern, and/or ghost 2. Additional Alternates: zoom image of garment detail, pattern, and/or ghost

Apparel | Content Standards Style Guide 16 16 Men’s Apparel -Bundled Apparel - Photo Direction Tops

Shirt Multipacks Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot.

Required (5 images): 1. Hero (Main) Image: Flat shot, imagery depicts number of items in pack 2. 1st Alternate: Items in packaging 3. 2nd Alternate: Front facing, cropped above the lip to below fingertips. 4. 3rd Alternate: Back facing, cropped to just below hairline to below fingertips. 5. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Apparel | Content Standards Style Guide 17 17 Men’s Apparel -Bundled Apparel - Photo Direction Bottoms

Recommended: 6. Additional Alternates: Zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 18 18 Women & Men’s Apparel • Loungewear - Photo Direction Sets & Bottoms

Loungewear Tops Loungewear Bottoms Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip be flush with top of image. (Order of images should be as follows) should be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down) 2. 1st Alternate: 1st Front facing, head to toe, unrecognizable 2. 1st Alternate: 1st Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms down) 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers 4. 3rd Alternate: 3/4 side angle, crop approx. 2” above garment (arms down)

Apparel | Content Standards Style Guide 19 19 Women & Men’s Apparel • Sleepwear - Photo Direction Tops & Bottoms

Sleepwear Tops Sleepwear Bottoms Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip be flush with top of image. (Order of images should be as follows) should be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down) 2. 1st Alternate: 1st Front facing, head to toe, unrecognizable. 2. 1st Alternate: 1st Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below finger tips 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms down) 4. 3rd Alternate: 3/4 side angle, cropped above lip to below fingers 4. 3rd Alternate: 3/4 side angle, crop approx. 2” above garment (arms down)

Apparel | Content Standards Style Guide 20 20 Women & Men’s Apparel • Sleepwear - Photo Direction Sleepwear Sets

Sleepwear Sets Multi Piece Sets Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (5 images): 1. Hero (Main) Image: Front facing, head to toe, unrecognizable. 1. Hero (Main) Image: Flat shot, imagery depicts number of items in pack. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: 1st Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, head to toe, unrecognizable. 3. 2nd Alternate: 2nd Front facing, head to toe, unrecognizable. 4. 3rd Alternate: ¾ side angle, head to toe, unrecognizable. 4. 3rd Alternate: Back facing, head to toe, unrecognizable. 5. 4th Alternate: 3/4 side angle, head to toe, unrecognizable.

Recommended: Recommended: 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not 6. 5th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. captured in required shots if present. 6. Additional Alternates: ghost views. 7. Additional Alternates: ghost views. Styling Note: Please style with Styling Note: Please style with NO shoes NO shoes

Apparel | Content Standards Style Guide 21 21 Women & Men’s Apparel • Sleepwear - Photo Direction Robes & Nightgowns

Robes Slips, Nightgowns & Sleepshirts Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product to nearest vertical or horizontal border, depending on image perspective (tall image to nearest vertical or horizontal border, depending on image vs wide). When model face is shown, crop above lip should be flush with top of perspective (tall vs wide). When model face is shown, crop above lip should image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, head to toe, unrecognizable. 1. Hero (Main) Image: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Back facing, head to toe, unrecognizable. 2. 1st Alternate: Back facing, head to toe, unrecognizable. 3. 2nd Alternate: ¾ side angle, head to toe, unrecognizable. 3. 2nd Alternate: ¾ side angle, head to toe, unrecognizable.

Recommended: Recommended: 4. 4th Alternate: Alternate detail. Highlight embellishments and design elements not 4. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. captured in required shots if present. 5. Additional Alternates: ghost views. 5. Additional Alternates: ghost views. Styling Note: Please style with Styling Note: Please style with NO shoes NO shoes

Apparel | Content Standards Style Guide 22 22 Women’s Intimates Bras & Panties

Lingerie (Bras) Lingerie (Panties) Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product to nearest vertical or horizontal border, depending on image perspective (tall image to nearest vertical or horizontal border, depending on image vs wide). When model face is shown, crop above lip should be flush with top of perspective (tall vs wide). When model face is shown, crop above lip should image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped to garment. 1. Hero (Main) Image: Front facing, cropped to garment. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to garment. 3. 2nd Alternate: Back facing, cropped to garment. 4. 3rd Alternate: ¾ side angle, cropped to garment. 4. 3rd Alternate: ¾ side angle, cropped to garment.

Recommended: Recommended: 5. Additional Alternates: Zoom image of garment detail, pattern, 5. Additional Alternates: Zoom image of garment detail, pattern, and/ and/or ghost views. Highlight embellishments and design or ghost views. Highlight embellishments and design elements not elements not captured in required shots, when present. captured in required shots, when present.

Apparel | Content Standards Style Guide 23 23 Women’s Intimates & Shapewear Lingerie & Shapewear Tops

Camisoles & Shapewear Tops Shapewear Tops Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip be flush with top of image. (Order of images should be as follows) should be flush with top of image. (Order of images should be as follows)

Apparel | Content Standards Style Guide 24 24 Women’s Intimates & Shapewear Lingerie & Shapewear Bottoms

Shapewear Bottoms Shapewear Skirt Bottoms Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

Apparel | Content Standards Style Guide 25 25 Women’s Intimates & Shapewear Body Shapewear & Lingerie Sets

Shapewear Sets Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

PLEASE NOTE: If updates are made to packaging, vendors must send updated Required (4 images): imagery or packaging to shoot. 1. Hero (Main) Image: Front facing, cropped to garment. Required (5 images): 2. 1st Alternate: Front facing, head to toe, unrecognizable. 1. Hero (Main) Image: Flat shot imagery depicts number of items in pack 3. 2nd Alternate: Back facing, cropped to garment. 2. 1st Alternate: Items in packaging 4. 3rd Alternate: ¾ side angle, cropped to garment. 3. 2nd Alternate: 1st Front facing, crop to garment 4. 3rd Alternate: Back facing crop to garment 5. 4th Alternate: 3/4 side angle crop to garment

Recommended: 5. Additional Alternates: Zoom image of garment detail, pattern, and/ or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 26 26 Women’s Intimates & Shapewear Multipack Bottoms

Multipacks (Bottoms) Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot.

Required (5 images): 1. Hero (Main) Image: Flat shot imagery depicts number of items in pack 2. 1st Alternate: Items in packaging 3. 2nd Alternate: 1st Front facing, crop to garment 4. 3rd Alternate: Back facing crop to garment 5. 4th Alternate: 3/4 side angle crop to garment

Apparel | Content Standards Style Guide 27 27 Women’s Intimates & Shapewear Multipack Tops

Multipack (Tops) Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (7 images): 1. Hero (Main) Image: Composited Front facing, cropped above lip to below fingertips, showing all colors. 2. 1st & 2nd Alternate: Front facing, head to toe unrecognizable 3. 3rd & 4th Alternate: Back facing, crop to garment showing both colors 4. 5th & 6th Alternate: 3/4 side angle, cropped to garment showing both colors

Recommended: 5. Additional Alternates: Zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 28 28 Men’s Apparel - Undergarments Tops & Bottoms

Shapewear & Undershirts Underwear/Boxers & Briefs Images should be cropped with a 5% buffer from the end of the product Images should be cropped with a 5% buffer from the end of the product image image to nearest vertical or horizontal border, depending on image to nearest vertical or horizontal border, depending on image perspective (tall perspective (tall vs wide). When model face is shown, crop above lip should vs wide). When model face is shown, crop above lip should be flush with top of be flush with top of image. (Order of images should be as follows) image. (Order of images should be as follows)

Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: Recommended:

5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, Highlight embellishments and design elements not captured in required shots, when when present. present.

Apparel | Content Standards Style Guide 29 29 Men’s Apparel - Undergarments Thermals & Sets

Termal Tops Thermal & Sleepwear Sets Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to to nearest vertical or horizontal border, depending on image perspective (tall nearest vertical or horizontal border, depending on image perspective (tall vs wide). vs wide). When model face is shown, crop above lip should be flush with top of When model face is shown, crop above lip should be flush with top of image. (Order of image. (Order of images should be as follows) images should be as follows)

Required (4 images): PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot. 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. st 2. 1 Alternate: Front facing, head to toe, unrecognizable. Required (5 images): 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 1. Hero (Main) Image: Flat shot, imagery depicts number of items in pack 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 2. 1st Alternate: Items in packaging 3. 2nd Alternate: Front facing, cropped above the lip to below fingertips. 4. 3rd Alternate: Back facing, cropped to just below hairline to below fingertips. 5. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 30 30 Men’s Apparel -Bundled Undergarments Tops

Underwear Shirt Multipacks Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot.

Apparel | Content Standards Style Guide 31 31 Men’s Apparel - Bundled Undergarments Bottoms

PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot.

Apparel | Content Standards Style Guide 32 32 Women & Men’s Apparel Compression Sleeves & Hosiery

Panthoses & Tights Compression Sleeves Images should be cropped with a 5% buffer from the end of the product image to nearest Images should be cropped with a 5% buffer from the end of the product image vertical or horizontal border, depending on image perspective (tall vs wide). When model to nearest vertical or horizontal border, depending on image perspective (tall vs face is shown, crop above lip should be flush with top of image. (Order of images should wide). When model face is shown, crop above lip should be flush with top of image. be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. st 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1 Alternate: Front facing, head to toe, unrecognizable. nd 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2 Alternate: Back facing, cropped to just below hairline to below fingertips. rd 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3 Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: Recommended:

5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost Highlight embellishments and design elements not captured in required shots, views. Highlight embellishments and design elements not captured in required when present. shots, when present.

Apparel | Content Standards Style Guide 33 33 Women’s Swimwear Swimwear One-Piece & Sets

Swim (One-Piece) Swim (Two-Piece) /Sets Images should be cropped with a 5% buffer from the end of the product image to Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of When model face is shown, crop above lip should be flush with top of image. (Order images should be as follows) of images should be as follows)

Required (4 images): Required (4 images):

1. Hero (Main) Image: Front facing, cropped above lip to below fingertips. 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: Recommended: 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in views. Highlight embellishments and design elements not captured in required required shots, when present. shots, when present.

Apparel | Content Standards Style Guide 34 34 Women’s Swimwear Swimwear Separates

Swim (Tops) Swim (Bottoms) Images should be cropped with a 5% buffer from the end of the product image to Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, crop to just below hairline to below fingertips. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Recommended: Recommended: 5. Additional Alternates: zoom image of garment detail, pattern, and/ 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost or ghost views. Highlight embellishments and design elements not views. Highlight embellishments and design elements not captured in captured in required shots, when present. required shots, when present.

Apparel | Content Standards Style Guide 35 35 Women’s Swimwear Swimwear Coverings

Swim Cover-Ups & Swim Parkas Athletic Rash Guards Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 3. 2nd Alternate: Back facing, crop to just below hairline to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: Recommended: 5. Additional Alternates: zoom image of garment detail, pattern, and/ 5. Additional Alternates: zoom image of garment detail, pattern, and/or or ghost views. Highlight embellishments and design elements not ghost views. Highlight embellishments and design elements not captured captured in required shots, when present. in required shots, when present.

Apparel | Content Standards Style Guide 36 36 Men’s Swimwear Swimwear Tops & Bottoms

Swimsuit (Bottoms) Athletic Rash Guards (Tops) Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to to nearest vertical or horizontal border, depending on image perspective (tall vs nearest vertical or horizontal border, depending on image perspective (tall vs wide). wide). When model face is shown, crop above lip should be flush with top of image. When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Front facing, head to toe, unrecognizable. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 3. 2nd Alternate: Back facing, crop to just below hairline to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips).

Recommended: Recommended:

5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost 5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. views. Highlight embellishments and design elements not captured in Highlight embellishments and design elements not captured in required shots, required shots, when present. when present.

Apparel | Content Standards Style Guide 37 37 Men’s Swimwear Swimwear Coverings

Swimwear Parkas Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 2. 1st Alternate: Front facing, head to toe, unrecognizable. 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Recommended:

5. Additional Alternates: zoom image of garment detail, pattern, and/or ghost views. Highlight embellishments and design elements not captured in required shots, when present.

Apparel | Content Standards Style Guide 38 38 Men’s & Women’s Uniform & Workwear Scrubs

Scrub Tops (Women & Men) Scrub Bottoms (Women & Men) Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 2. 1st Alternate: Size Chart 2. 1st Alternate: Size Chart 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips. 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down).

Apparel | Content Standards Style Guide 39 39 Men’s & Women’s Uniforms & Workwear Scrub Sets & Jackets

Scrub Sets (Women & Men/Unisex) Jackets & Robes (Women & Men/Unisex) Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows) (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 2. 1st Alternate: Size Chart 2. 1st Alternate: Full Size 3. 2nd Alternate: Back facing, cropped to just below hairline to below foot 3. 2nd Alternate: Back facing, cropped to just below hairline to below foot 4. 3rd Alternate: ¾ side angle, cropped above lip to just at foot. 4. 3rd Alternate: ¾ side angle, cropped above lip to just at foot.

Recommended: Recommended: th 5. 4 Alternate: Alternate detail. Highlight embellishments and design elements 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not captured in required shots if present. not captured in required shots if present. 6. Additional Alternates: ghost view 6. Additional Alternates: ghost view 7. Additional Alternates: Front facing, head to toe, unrecognizable 7. Additional Alternates: Front facing, head to toe, unrecognizable.

Apparel | Content Standards Style Guide 40 40 Men’s & Women’s Uniforms & Workwear Gowns & Coveralls

Surgical & Hospital Gowns (Women & Men/Unisex) Overall & Coveralls (Women & Men/Unisex) Images should be cropped with a 5% buffer from the end of the product image Images should be cropped with a 5% buffer from the end of the product to nearest vertical or horizontal border, depending on image perspective (tall image to nearest vertical or horizontal border, depending on image vs wide). When model face is shown, crop above lip should be flush with top of perspective (tall vs wide). When model face is shown, crop above lip should image. (Order of images should be as follows) be flush with top of image. (Order of images should be as follows)

Required (4 images): Required (4 images): 1. Hero (Main) Image: Front facing, crop approx. 2” above garment (arms down). 1. Hero (Main) Image: Front facing, cropped above the lip to below fingertips. 2. 1st Alternate: Size Chart 2. 1st Alternate: Size Chart 3. 2nd Alternate: Back facing, crop approx. 2” above garment (arms straight down). 3. 2nd Alternate: Back facing, cropped to just below hairline to below fingertips 4. 3rd Alternate: ¾ side angle, crop approx. 2” above garment (arms straight down). 4. 3rd Alternate: ¾ side angle, cropped above lip to below fingertips.

Recommended: Recommended: th 5. 4th Alternate: Alternate detail. Highlight embellishments and design elements not 5. 4 Alternate: Alternate detail. Highlight embellishments and design elements captured in required shots if present. not captured in required shots if present. 6. Additional Alternates: ghost view 6. Additional Alternates: ghost view (Ghost view in package if sold as such)

Apparel | Content Standards Style Guide 41 41 Children’s Apparel Single Items

Children’s Apparel Additional Examples: Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). (Order of images should be as follows)

Required (3 images): 1. Hero (Main) Image: Front facing, flat shot, straight on. 2. 1st Alternate: Back facing, flat shot, straight on. 3. 2nd Alternate zoom detail. Highlight embellishments and design elements not captured in required shots, when present. ie: flip sequins to have shots for both ways.

Apparel | Content Standards Style Guide 42 42 Children’s Apparel Single Items

Apparel | Content Standards Style Guide 43 43 Children’s Apparel Swim & Sets

Children’s Apparel Swim Multipack & Sets Items are considered a multipack when ever there are 2 or more pieces sold Images should be cropped with a 5% buffer from the end of the product in the item. Images should be cropped with a 5% buffer from the end of the image to nearest vertical or horizontal border, depending on image product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). (Order of images should be as follows) perspective (tall vs wide).

Required (3 images): PLEASE NOTE: If updates are made to packaging, vendors must send updated imagery or packaging to shoot. 1. Hero (Main) Image: Front facing, flat shot, straight on. 2. 1st Alternate: Back facing, flat shot, straight on. Required (images of all components): 3. 2nd Alternate zoom detail. Highlight embellishments and design elements not 1. Hero (Main) Image: Front facing, flat shot, straight on of all piece in pack. captured in required shots, when present. ie: flip sequins to have shots for both 2. 1st - 6th Alternate: Flat shot, straight on of individual components. ways.

Apparel | Content Standards Style Guide 44 44 Children’s Apparel Sets/Multipacks

Children’s Apparel - Multipacks 2-Piece Layer Sets: Items are considered a multipack when ever there are 2 or more pieces sold Required (images of all components): in the item. Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image 1. Hero (Main) Image: Front facing, flat shot, straight on of unlayered items. perspective (tall vs wide). 2. 1st Alternate: Flat shot, straight on pieces layered together

Required (images of all components): 1. Hero (Main) Image: Front facing, flat shots, straight on of all piece in pack. 2. 1st Alternate: Back facing, flat shots, straight on of individual components. 3. 2nd Alternate: Detail shots, straight on of at least one components.

Apparel | Content Standards Style Guide 45 45 Gifting Women, Men & Kids

Apparel Gifting Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (4 images): 1. Hero (Main) Image: Front facing, cropped above lip to below fingertips 2. 1st Alternate: 1st Laydown of item in packaging 3. 2nd Alternate: 2nd Back facing head to toe styled with jacket 4. 4th Alternate: 3/4 side angle, cropped above lip to below fingertips

Recommended: 5. Additional Alternates: Highlight embellishments and design elements not captured in required shots when present. 6. Additional Alternates: zoom image of garment detail, pattern and/or ghost views.

Apparel | Content Standards Style Guide 46 46 Gifting Women, Men & Kids

Family Pj Sets Images should be cropped with a 5% buffer from the end of the product image to nearest vertical or horizontal border, depending on image perspective (tall vs wide). When model face is shown, crop above lip should be flush with top of image. (Order of images should be as follows)

Required (4 images): 1. Hero (Main) Image: Front facing, head to toe 2. 1st Alternate: Editorial of whole set 3. 2nd Alternate: 2nd back facing head to toe 4. 3rd Alternate: 3/4 side angle head to toe Kids (Same Set; different GTIN)

Mens (Same Set; different GTIN) Pets (Same Set; different GTIN)

Apparel | Content Standards Style Guide 47 47 Copy Requirements

• Great copy can not only attract more customers to your page through Search Engine Optimization (SEO) and Search Engine Marketing (SEM), but also help the customer convert and prevent returns.

• There are some requirements you are legally obligated to include in your copy, and other formatting requirements that will ensure a cohesive customer experience on the site.

• Failure to comply with copy standards will result in delays or rejection of new items and may result in the removal of existing items.

48 | Copy Standards

Overview The product page is the equivalent of your product packaging, and the most important part of the conversion funnel. Product content is extremely important in helping our customers make confident, informed purchase decisions, as well as driving the findability (SEO) and buyability (user experience) of products.

With the correct attributes listed alongside your products, customers find clear, accurate information on each item. That’s a key part of Walmart.com, because positive customer experiences are far more likely to result in increased sales.

Brand Voice The Walmart voice is... Authentic, clear, straightforward, innovative and optimistic. We strive to deliver a friendly, straightforward tone and a voice that doesn’t insult or mislead our online customers. As a partner, you should always write in a way that is honest, understandable and informative - but don’t forget to remain true to your brand. In general, you should:

Use an active voice Base-Variant Copy Inactive: This t-shirt is perfect for wearing to school or out For items sold as base-variants (multiple colors and/or sizes), with friends. Product Names, Product Descriptions and Product Features & Active: Wear this t-shirt to school or out with friends. Benefits, and Search Description should not include color and/ or size information. This information will be included on the Speak to benefits item pages. Statement: This pair of jeans is made of 100% cotton. Benefit: 100% cotton fabric content means longer wear and Things to Avoid a softer feel to these jeans. • Hyperbolic statements (“everyone’s favorite brand”) • Overpromising (“organic cotton will save the environment!”) Say more with fewer words • Guarantees (“you’ll look 5 pounds lighter in this flattering pant”) Explanatory: Sequins and ribbon embellishments make this • Testimonials top shimmer with color and flair. • Symbols, such as © and ™ Concise: This shimmery top is full of special details. • Pricing information in the product title or image • The use of all-caps, unless it is a brand requirement (ASICS)

Apparel | Content Standards Style Guide 49 49 Copy Definitions

All products share a common vocabulary and standards. For the purpose of clarity, we have included the following notes that apply across all items. Please read them before submitting your content.

Product title/Product Name (80 character limit) The item name is an important feature of the product page, for three reasons: 1. It is how customers recognize and associate with your product. 2. It appears on every level of the site, and outbound marketing, where your product is featured. 3. It is extremely important for the success of both internal and external search results.

Product Descriptions: There are two copy fields that we use to speak to our customer. We want to deliver engaging content that informs and entices the customer through the use of key descriptive words that define the selling points of an item while increasing the findability of the product.

Short description/“Romance” copy/Description (300 character limit, including spaces) 1. Set the tone: what sets his product apart from others; what’s unique? Where/how/when might the product be used best? 2. Speak to the customers in ways that match real-life uses. Imagine you’re a sales clerk selling this item to a customer. What would you say? 3. How many different ways might people search for this item?

Long description/Key Features (700 character limit, including spaces) 1. Please see specific category requirements for the necessary features needed for each product type. 2. Presented as a bulleted list of attributes and product features. 3. Usually contains the product name, in bold, above the bulleted list.

Apparel | Content Standards Style Guide 50 50 Search Engine Optimization

SEO, or Search Engine Optimization, is an important part of product content. It helps your products rank higher on external search engines, like Google, Yahoo! and Bing. What You Need to Know About SEO:

• It’s FREE. • It’s a complex algorithm, and content is just one very important component. • It takes time. It can take 3-6 weeks for your content to get crawled and indexed on Google.

How to Optimize Your Product Descriptions: Focus on how a customer would organically search an item, based off of the item name and key features. By using key descriptive words in not only the long description, but reiterated in the short description as well, we increase the chances of a customer landing on our item page.

• Provide unique, relevant content that is truly useful to the user. • Repeat the product name once in the product description. • Do not provide the same copy to multiple online retailers – it needs to be unique to Walmart. • Do not add filler, fluffy or spammy content. • Do not keyword - Google will red flag the overuse of the same keyword within a copy block and drop the rating.

How to Optimize Other Assets:

• Remember, search engines are “blind.” Ensure all visual assets are visible to search. • Use image/video/asset name and alt text fields for maximum customer and search value. • Label all rich content assets with the product name to boost SEO value (ex. “Levi’s Dark Denim Jean.jpg”, “Levi’s Dark Denim Jean how-to.mp4”, etc.) • Provide all content fields required and recommended at item setup. Enhanced content keeps customers engaged and search engines paying attention.

Search engine traffic accounts for a large portion of the visits and revenue your item page receives. Items whose descriptions follow the above guidelines get ranked higher in search engine results and see a 5-25% bump in SEO visits and revenue!

Apparel | Content Standards Style Guide 51 51 Writing Descriptions for Fashion

How to Write Short Description Copy:

Speak to the item itself and consider any other keywords that a customer may use to search for it. Mix these descriptors into the description content in a natural, readable way. Avoid “keyword stuffing”

For Fashion items specifically, follow the following format and create a 2-3 sentence short description.

1. Explain the item, speak to look and feel, and add info about the article of clothing that may not be obvious from a picture 2. Speak to where and how to wear the item. Is it casual or formal? Thinking about outfits and occasions will help add rich content and keywords 3. Call out any functional aspects (especially ones that aren’t visible in an image) and speak to benefits (e.g. “added pockets make this dress great for days when you’ve got a lot on your hands”) 4. Optional brand statement 5. Jargon can be jarring. Technical terms retailers know may be difficult or overwhelming to the customer. Try to substitute everyday language as often as possible (e.g. Moisture-whicking properties help keep you dry and cool). 6. Avoid usage of puns.

How to Write Long Description Copy:

• Key aspects to include in long description (key features) bullet points: fabric content, color, style and pairing notes, as well as care instructions • Please refer to category-specific instructions (on subsequent slides) for guidance on bullets to include for your specific product type • Long description should start with the product name, in bold, above the bulleted list

Apparel | Content Standards Style Guide 52 52 Legal Copy Information for All Categories

• Country of Origin must be listed in the copy. For Country of Origin Requirements, see Threading Your Way Through the Labeling Requirements Under the Textile and Wool Acts.

• Care Instructions: Please refer and comply to the Clothes Captioning: Complying with the Care Labeling Rule guidelines set forth by the Federal Trade Commission.

• Fabric and Material Content: Products must comply with the Textile Fiber Products Identification Act and the Wool Product Labeling Act. For more information, see Threading Your Way Through the Labeling Requirements Under the Textile and Wool Acts. Products also must comply with the California Safe Drinking Water and Toxic Enforcement Act of 1986 (known as “Proposition 65”) as applicable. • Fabrics must satisfy requirements, including warning labels, under the Federal Flammable Fabrics Act and related regulations. For additional information, see https://www.cpsc.gov/Regulations-Laws--Standards/Statutes/Flammable-Fabrics-Act. Fabrics also must comply with the FTC Textile Fiber rule. For more information, see https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/textile-fiber-rule.

• No plastic product should make the claim of biodegradable or • Do not make claims that items made with bamboo from viscose or compostable. bamboo made from rayon are also eco-friendly/sustainable, or otherwise environmentally-friendly, or that they contain antimicrobial, hypoallergenic • Do not make antimicrobial, hypo-allergenic or similar claims without or similar properties. substantiation from vendor.

• Do not use Military. State as military-inspired as these item are not licensed • Do not make eco-friendly/sustainability claims without substantiation from vendor. by the military.

• Do not make claims that items are organic or made from organic textiles • Do not use Vintage. State as vintage-inspired or retro. without substantiation from vendor. • Lithium batteries need to be identified and called out in product description. • Do not make claims that an item will improve or better life. These items require the following copy bullet on the product detail page: “This product will be delivered by Standard Ground Shipping.” • Do not state that items are made of bamboo—use bamboo made from viscose or bamboo made from rayon, if accurate, instead.

Apparel | Content Standards Style Guide 53 53 Tops, Jackets & Coats - Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

All Tops (Tops, Blouses, T-Shirts, Sweaters, Sweatshirts, Button Downs, Dress Shirts, etc.)

Global Brand License1 + "by" 2 + Brand + Product Line3 + Sleeve Style/Sleeve Length Style/Clothing Top Style/Clothing Neck Style/Collar Type/Upper Body Strap FORMATTING Configuration/Clothing Back Style/Clothing Shoulder Style/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵ + (Clothing Size Group6)

Example Time and Tru Alex Animal Print Silk Top ( Women's or Women's Plus)

Example Time and Tru Alex Bell Sleeve V-Neck Sweater (Women's or Women's Plus)

Example George Alex Wool Shirt (Men's or Men's Big & Tall)

All Jackets & Coats (Outerwear)

Example Time and Tru Alex Down Puffer Coat (Women's or Women's Plus)

Example George Alex Wool Trench Coat (Men's or Men's Big & Tall)

Example George Alex Plaid Wool Blazer (Men's or Men's Big & Tall)

1. When applicable 2. Only include if there is a Global Brand License 3. When applicable 4. List any combination of the attributes to describute the style, fit and features of the item(s), as applicable. 3 Maximum. 5. If multiple types, list with & as separator 6. Woman should be listed as Women's, Men as Men's. Can combine multiple. Omit Regular.

Apparel | Content Standards Style Guide 54 54 Tops, Jackets & Coats - Copy Guidelines

Required

a. Sizing (true to size, size up/down, model sizing/type) (if available).

b. About XX” from shoulder to hem (include additional measurement if front and back are different lengths)

(Measurement in Inches)

c. Neckline

d. Sleeves

e. Closure

f. Important details

g. Fabric and Material Content (include Pockets -if appliable, for Men's Tops, Jackets, Sweaters, and Sweatshirts) h. Lining content/pattern; content of trims that are 5% or more of content total

i. Care Instructions

j. Country of origin

4. Fabric and Material Content See legal requirements on page 53. Completing this attribute field on the Spec is required. Lining and Fill details are also required. 5. Care Instructions See legal mandates on page 53. Completing this attribute field on the Spec is required. 6. Country of Origin See legal requirements on page 53. Completing this attribute field on the Spec is required.

Apparel | Content Standards Style Guide 55 55 Men's Sportcoats & Blazers Garments - Copy Guidelines Below are the copy standards for All Men's Sportcoats & Blazers in Upper Garment types. Required 2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable.

a. Sizing (true to size, size up/down, model sizing/type) (if available) b. About XX” from shoulder to hem (Measurement in inches)

c. Neckline / Lapel

d. Fit (Skinny, Slim, Slim, Modern, Classic)

e. Closure /Lapel covers, include number of button closure or cuffs

f. Single back vent (if applicable)

g. Sleeves / Cuffs

h. Important details (e.g., vent details, extra pockets)

i. Lining/Fill Details j. Fabric and Material Content (e.g., Wool, Cashmere, natural/dyed) k. Care Instructions

l. Country of origin

Apparel | Content Standards Style Guide 56 56 All Outerwear Upper Body Garments - Copy Guidelines Below are the copy standards for for All Outerwear in Upper Garment types. Required 2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable.

a. Sizing (true to size, size up/down, model sizing/type) (if available)

b. Weight (lightweight, mid-weight or heavy weight)

c. Neckline

d. Closure / Collar

e. Sleeves / Cuffs

f. Pockets

g. About XX” from shoulder to hem (Measurement in inches)

h. Important details (e.g., logo, cuffs with thumbholes, extra pockets)

i. Lining/Fill Details (specify if unlined)

j. Fabric and Material Content

k. Care Instructions

l. Country of origin

Apparel | Content Standards Style Guide 57 57 Dresses & One-Piece Garments - Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

All Dresses

Global Brand License1+ "by" 2 + Brand + Product Line3 + Dress Style/Upper Body Strap Configuration/Clothing Back Style/Clothing Neck Style/Clothing Shoulder Style/ FORMULA Sleeve Style/Sleeve Length Style/Clothing Length Style/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Examples Time and Tru Animal Print Silk Dress (Women's or Women's Plus)

One-Piece Full Body Garments - includes bodysuits

Global Brand License1 + "by"2 + Brand + Product Line3 + Upper Body Strap Configuration/Clothing Back Style/Clothing Neck Style/Clothing Shoulder Style/Clothing Top FORMULA Style/Sleeve Style/Sleeve Length Style/Pant Style/Pant Leg Cut/Pant Length/Jean Wash/Clothing Bottoms Panel Style/Clothing Fit/Features/Activity/Pattern/Character/ Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Examples Time and Tru Long Sleeve Scoop Neck Bodysuit (Women's) / George Alex Medium Wash Denim Overalls (Men's or Men's Big & Tall)

Apparel | Content Standards Style Guide 58 58 Dresses & One-Piece Garments - Copy Guidelines

Required

2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable. a. Sizing (true to size, size up/down, model sizing/type) (if available) b. About XX” from natural waist (or from center back neck) (Measurement in inches) c. Hits at (Above knee, Below knee, Midi, Floor Length, etc.) d. Silhouette (e.g., Sheath silhouette, back vent) e. Neckline f. Sleeves g. Closure h. Important details (e.g., print details, slit, embellishment, stitching) i. Lining or unlined (please specify) j. Fabric and Material Content k. Care Instructions l. Country of origin

Apparel | Content Standards Style Guide 59 59 Clothing Sets & Suit Garments - Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

Clothing Sets

Global Brand License1 + "by"2 + Brand + Product Line3 + Jacket Style/Jacket Breasting Style/Jacket Length/Clothing Neck Style/Upper Body Strap Configuration/Clothing FORMULA Back Style/Clothing Shoulder Style/Clothing Top Style/Sleeve Style/Sleeve Length Style/Pant Style/Pant Leg Cut/Pant Length/Shorts Style/Clothing Length Style/Skirt Style/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Examples Time and Tru Long Sleeve Blouse & Bootcut Pant Set (Women's)

All Suits - Tuxedos, Two-piece suits, Three-piece suits

Global Brand License1+ "by" 2 + Brand + Product Line3 + Jacket Style/Jacket Breasting Style/Jacket Length/Collar Type/Sleeve Style/Sleeve Length Style/Pant Leg Cut/ FORMULA Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Examples George Alex Wool Double Breasted Suit (Men's or Men's Big & Tall)

Apparel | Content Standards Style Guide 60 60 All Suits & Clothing Sets Garments - Copy Guidelines

Below are the copy standards for All Suits & Clothing Sets in Full Body Garment types. Required 2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable. Jackets Pants a. Sizing (true to size, size up/down, model sizing/type) (if available) a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Neckline / Lapel b. Front details (e.g. flat-front, pleated) c. Height recommendations: Short (S) = 5’7” and under, Regular (R) = 5’8”-5’11”, Long c. Closure (L) = +6’ and over d. Rise, about XX” (Measurement in inches) d. Closure / Collar e. Inseam, about XX” (Measurement in inches) e. Sleeves / Cuffs f. Pocket details f. Pocket Details g. Other important details (e.g. unfinished hem) g. About XX” from shoulder to hem (Measurement in inches) h. Lining h. Important details (e.g. logo, cuffs with thumbholes, extra pockets) i. Fabric and Material Content (e.g. Wool, Cotton) i. Lining/Fill Details j. Care Instructions j. Fabric and Material Content k. Country of origin k. Care Instructions l. l. Country of origin

Apparel | Content Standards Style Guide 61 61 Pants & Shorts - Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

All Pants

Global Brand License1+ "by" 2 + Brand + Product Line3 + Pant Style/Pant Leg Cut/Pant Rise/Jean Wash/Clothing Weight/Fill Material/Clothing Bottoms Panel Style/ FORMULA Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Example Time and Tru Alex Animal Print Silk Pants (Women's or Women's Plus)

Example Time and Tru Alex Dark Washed Bootcut Jeans (Women's or Women's Plus)

Example George Alex Wool Dress Pant (Men's or Men's Big & Tall)

All Shorts

Global Brand License1 + "by"2 + Brand + Product Line3 + Shorts Style/Pant Rise/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports FORMULA Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Example Time and Tru Alex Striped Running Shorts (Women's or Women's Plus)

Apparel | Content Standards Style Guide 62 62 Pants & Shorts - Copy Guidelines

Required 2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable.

a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Rise: XX” (Measurement in inches) c. Inseam: XX” (Measurement in inches) d. Leg opening: XX” (Measurement in inches) e. Closure f. Pockets g. Type of fit/silhouette h. Important details (e.g., wash, stitching, belt loops - Men's - include Lining (indicate if not unlined) i. Silhouette (e.g., boyfriend, wide leg, cropped silhouette) j. Hem k. Fabric and Material Content (e.g. Wool, Cotton), Note: mesh or denim is not a fabric- must disclose content) l. Care Instructions m. Country of origin

Apparel | Content Standards Style Guide 63 63 All Skirts - Title Structures

Required

1. Title (Field = Product Name) Max 80 characters including spaces.

All Skirts

Global Brand License1 + "by" 2 + Brand + Product Line3 + Skirt Style/Clothing Length Style/Clothing Fit/Features/Activity/Pattern/Character/Theme/ FORMULA Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type4, Clothing Type5+ (Clothing Size Group⁶)

Example Time and Tru Alex Leather Mini Skirt (Women's or Women's Plus)

Apparel | Content Standards Style Guide 64 64 All Skirts - Copy Guidelines

a. Sizing (true to size, size up/down, model sizing/type) (if available)

b. About XX” long (Measurement in inches)

c. Silhouette (A-line, Pencil, Maxi, Midi, etc.)

d. Hits at (Above knee, Below knee, Midi, Floor Length, etc.)

e. Closure

f. Waistband

g. Pockets

h. Important details (e.g., embellishment)

i. Lining

j. Hem

k. Fabric and Material Content

l. Care Instructions

m. Country of Origin

Apparel | Content Standards Style Guide 65 65 All Women's Swimwear Garments - Title Structures

Required

1. Title (Field = Product Name) Max 80 characters including spaces.

All Swimwear

Global Brand License1+ "by" 2 + Brand + Product Line3 + Swimsuit Style/Underpant/Swim Bottom Style/Upper Body Strap Configuration/Bra Feature/Clothing

FORMULA Back Style/Clothing Neck Style/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Example Time and Tru Paradise Bay Underwire Tankini Top (Juniors)

Apparel | Content Standards Style Guide 66 66 All Women's Swimwear Garments - Copy Guidelines

Required

a. Product Type/Primary style/Control Level

b. Garment/Cup Construction

c. Coverage/Support/Tummy Control

d. Neckline/Details

e. Style Features

f. Lined: if applicable

g. Key Details/Benefits

h. Strap detail or Waistband detail

i. Closure/Measurement details

j. Fabric and Material Content

k. Care Instructions

l. Country of Origin

Apparel | Content Standards Style Guide 67 67 All Men's Swimwear Garments - Title Structures

Required

1. Title (Field = Product Name) Max 80 characters including spaces.

All Men's Swimwear Bottoms

Global Brand License1+ "by" 2 + Brand + Product Line3 + Swimsuit Style/Underpant/Swim Bottom Style/Upper Body Strap Configuration/Bra Feature/Clothing

FORMULA Back Style/Clothing Neck Style/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Example George Alex Hawaiian Print Bermuda Swim Shorts (Men's or Men's Big & Tall)

Apparel | Content Standards Style Guide 68 68 All Men's Swimwear Bottom Garments - Copy Guidelines

a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Rise, about XX” (Measurement in inches) c. Inseam, about XX” (Measurement in inches) d. Front details (e.g., flat-front, pleated) e. Closure f. Pocket details g. Other important details (e.g., unfinished hem) h. Lining (indicate if not unlined) i. Fabric and Material Content (e.g., Wool, Cotton), Note: mesh is not a fabric - must disclose content j. Care Instructions

k. Country of origin

Apparel | Content Standards Style Guide 69 69 All Bras, Corsets, Bustiers & Shapewear - Title Structures

Required

1. Title (Field = Product Name) Max 80 characters including spaces.

Bras, Corsets & Bustiers

Global Brand License1+ "by" 2 + Brand + Product Line3 + Bra Style/Bra Feature/Bra Impact Level/Body Descriptor/Upper Body Strap Configuration/Features/ FORMULA Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Example Warner's Halo Lace Convertible Bra (Women's or Women's Plus)

Shapewear

Global Brand License1 + "by"2 + Brand + Product Line3 + Shapewear Control Level/Bra Feature/Sleeve Length Style/Clothing Neck Style/Body Descriptor/Upper

FORMULA Body Strap Configuration/Clothing Back Style/Clothing Shoulder Style/Underpant/Swim Bottom Style/Clothing Length Style/Features/Activity/Pattern/ Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Example Warner's Halo Firm Control Shapewear Slip (Women's or Women's Plus)

Apparel | Content Standards Style Guide 70 70 All Bras, Corsets, Bustiers & Shapewear - Copy Guidelines

Required

Women's Bras, Corsets, Bustiers & Intimate Tops Shapewear a. Measurement details a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Coverage/control level (full, moderate or light) b. Product Type/Primary style/Multi-pack call-out with actual number c. Support level (lightly lined, etc.) of pairs in multi-pack d. Straps or waistband type c. Key Details/Benefits

e. Cups (padded, memory foam, etc.) d. Waistband/Fly/Pouch

f. Closure details e. Fabric and Material Content

g. Key Details/Benefits f. State if product is tag-less

h. Fabric and Material Content/Gusset details g. Care Instructions

i. Indicate if item is part of a set or sold as separates h. Country of OriginCare Instructions

j. If image depicts product NOT included – X sold separately i. Country of Origin k. Care Instructions

l. Country of Origin

Apparel | Content Standards Style Guide 71 71 All Underwear, Nightwear & Sleepwear Garments- Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

All other Underwear, Nightwear & Lingerie

Global Brand License1+ "by" 2 + Brand + Product Line3 + Skirt Style/Clothing Length Style/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/ FORMULA Sports Leage/Sports Team/Fabric Material Name4, Clothing Type4, Clothing Type⁵+ (Clothing Size Group6)

Example Time and Tru Heritage Essentials Woven Sleep Shirt (Women's or Women's Plus)

Example George Ultra-Soft Modal Boxer Brief (Men's or Men's Big & Tall), 3 Pack

Example George Supreme Comfort Knit Pajama Pants (Men's or Men's Big & Tall)

Sleepwear

Global Brand License1 + "by"2 + Brand + Product Line3 + Sock Type/Sock Rise/Tights Sheerness/Hosiery Style/Features/Activity/Pattern/Character/Theme/ FORMULA Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Example Time and Tru Alex Animal Print Silk Long Sleeve Top, Women

Apparel | Content Standards Style Guide 72 72 All Underwear, Nightwear & Sleepwear - Copy Guidelines

Women's Underwear, Nightwear & Sleepwear Men's Underwear, Nightwear & Sleepwear a. Product Type/Primary style a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Top: All details (eg. solid binding at neck; solid puff sleeves; graphic at front and b. Product Type/Primary style/Multi-pack call-out ruffle tirm at hem) c. Key Details/Benefits c. Pants: All details (eg. allover floral print, pull-on elastic waist and ruffle trim at cuff) d. Pocket/Waistband detail d. Strap detail or Waistband detail e. Inseam Measurement e. Inseam Measurement f. Fabric and Material Content f. Fabric and Material Content g. Care Instructions

g. Indicate if item is part of a set or sold as separates h. Country of Origin

h. Care Instructions

i. Country of origin

Apparel | Content Standards Style Guide 73 73 All Socks & Hosiery Garments - Title Structures

Required

1. Title (Field = Product Name) Max 80 characters including spaces. - Descriptive feature (any unique feature e.g. Print), Material. - If Multi-Pack, the description will end in X-Pack. - If also in Extended Sizes, the description will end with X-Pack Extended Sizes.

Socks & Hosiery

Example George Super Soft Cotton Ankle Socks (Men's or Men's Big & Tall)

Apparel | Content Standards Style Guide 74 74 All Sock & Hosiery Garments - Copy Guidelines

Required

a. Sizing (true to size, size up/down, model sizing/type) (if available) b. Product Type/Primary style/Multi-pack call-out with actual number of pairs in multi-pack c. Key Details/Benefits

d. Length (from heel to top)

e. Fits sizes X-XX

f. Fabric and Material Content g. Care Instructions h. Country of Origin

Apparel | Content Standards Style Guide 75 75 All Uniform Garments - Title Structures

Required 1. Title (Field = Product Name) Max 80 characters including spaces.

All Uniforms

Global Brand License1 + "by"2 + Brand + Product Line3 + Dress Style/Scrub Type/Jacket Style/Jacket Breasting Style/Jacket Length/Clothing Neck Style/Collar Type/Clothing Top Style/Sleeve Style/Sleeve Length Style/Pant Style/Pant Leg Cut/Pant Length/Shorts Style/Clothing Bottoms Panel Style/Clothing Length FORMULA Style/Skirt Style/Clothing Weight/Fill Material/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type5 + (Clothing Size Group6)

Example - Tops Time and Tru Alex Short Sleeve Scrub Top (Women's or Women's Plus)

Example Scrubstar Women's Floral Print Scrub Jacket

Example - Bottoms Time and Tru Alex Scrub Pants (Women's or Women's Plus)

Example -Sets Time and Tru Scrub Set, Long Sleeve Top and Scrub Bottoms (Men's or Men's Big & Tall)

Apparel | Content Standards Style Guide 76 76 All Uniform Garments - Copy Guidelines

Required 2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable.

Scrub Tops & Underneath Tops Scrub Jackets Scrub Bottoms a. Approx. Model Measurements a. Approx. Model Measurements a. Approx. Model Measurements b. Model is wearing size X b. Model is wearing size X b. Model is wearing size X c. Set of X includes or sold separately c. Weight c. Set of X includes or sold separately

d. Neckline; Closure d. Approx. length 00” (in inches) d. Closure (ex. Pull-on styling, zip front, snaps, etc.) e. Pockets and special features with benefits e. Type of collar; attached or removable hood (if e. Pockets and special features with benefits applicable) f. Closure

g. Type of pockets (how many and special features)

h. Lined or unlined

Apparel | Content Standards Style Guide 77 77 All Traditional Garments - Title Structure

Required

1. Title (Field = Product Name) Max 80 characters including spaces.

All Traditional Garments

Global Brand License1+ "by" 2 + Brand + Product Line3 + Dress Style/Jacket Style/Jacket Breasting Style/Jacket Length/Clothing Neck Style/Collar Type/ Clothing Top Style/Sleeve Style/Sleeve Length Style/Pant Style/Pant Leg Cut/Pant Length/Shorts Style/Clothing Bottoms Panel Style/Clothing Length Style/ FORMULA Skirt Style/Clothing Weight/Fill Material/Clothing Fit/Features/Activity/Pattern/Character/Theme/Occasion/Sports Leage/Sports Team/Fabric Material Name4, Clothing Type⁵+ (Clothing Size Group6)

Example SySea Long Sleeve Silk Saree (Women's)

Apparel | Content Standards Style Guide 78 78 All Traditional Garments - Copy Guidelines

Required

a. Product Type/Primary style/Control Level

b. Garment/Cup Construction

c. Coverage/Support/Tummy Control

d. Neckline/Details

e. Style Features

f. Lined: if applicable

g. Key Details/Benefits

h. Strap detail or Waistband detail

i. Closure/Measurement details

j. Fabric and Material Content

k. Care Instructions

l. Country of Origin

Apparel | Content Standards Style Guide 79 79 All Children's Apparel - Copy Guidelines

Required

2. Short Description (Field = Description) Max 300 characters including spaces. Two-three sentences that describe product and key features. If exclusive to Walmart.com or Walmart, please include. If exclusive celebrity collection, please note: From the exclusive “Celebrity Name” for Walmart Collection. 3. Long Description (Field = Key Features) Max 700 characters including spaces. Bullets to describe the features and benefits of the product, when applicable. Kid's Multipack a. Neckline a. 0-piece set includes: (list quantity of each component) b. Sleeves b. Top (list all details: closure, neckline, sleeves, cuffs trim) c. Hem/ Cuffs c. Pants or shorts (list all details: closure, type of waist, pockets, trim) d. Closure d. Fabric (list top first, bottom second, lining last) e. Trim e. Care f. Pockets g. Waist f. Country of origin h. Number of items/ outfits included i. Important details (e.g. shape, logo, lace-up, zipper detail) j. Fabric and Material Content k. Lining l. Care Instructions m. Country of Origin

Apparel | Content Standards Style Guide 80 80 Attribution Guidelines

Search and browse experiences are based on populating defined attributes and values. If these values are not completed during item set up, items will not be optimized for search, and will fail to appear when customers click through the filter on assortments using refinement values.

There are also attributes required to ensure your items can be added to cart on the site.

If any of these required fields are not populated, your item will not be published. A list of the attributes and their acceptable values are further defined in this section.

81 | Attribute Definitions The following pages are attribute list rules for All Men, Women, & Child Apparel specific Product Type, despite what the current Spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

1. Attribute: A field that describes a feature, functionality, or style of an item (e.g. age group, form, gender, material, etc.) • Each product type has its own unique set of attributes Site Shelves 2. Values: The differentiating information that defines a unique set of items for each attribute. Each attribute has a range of appropriate and acceptable values. Shelving Rules • Some values are a simple Yes or No option • Some values have a drop-down list to choose from • Some attributes allow you to enter all values that apply to the specified attribute, while other attributes only allow you to enter a single value.

The following pages provide a list of example values for the specified attributes. We encourage you to select from one of the example values provided (if applicable to your item) as these values are already established within the system. Please note, these lists are not all-inclusive though, so you must work closely with your merchant engagement lead if you have any questions about your attribute values.

Why are attributes important? Walmart.com uses attributes to help our customers find the items they are looking for. There are two main ways they are used for site discoverability. Facets

1. Facets (left hand navigation) 2. Shelving Rules (top left hand navigation 'shop by category') 3. Site Shelves (top nav & ‘shop by category’) • Customers will either use the facets or site shelves to browse the site, or they will search for something and narrow down the results with them. The values for these attributes are very specific, and if an item doesn’t have the right attribute filled out, is left empty or filled out with something not listed in the facet or shelving rule, it will be omitted from the results when a • selection is made. In the example shown on right, the “Dress” product type requires the attribute “Full Body Garments” to If the attribute is not populated, or if the field is filled in with a value outside of a pre-defined be set for the facet. Accepted values include: value, your apparel product would not appear when a customer uses the facet navigation, above. The item would only be found on either the brand page or by searching specifically for the item. • Bodysuits • Overalls • Snowsuits • Catsuits • Pant Suits • Sweatsuits • Dressess • Rompers • Tuxedos • jumpsuits • Skirt Suits • Unitards • Outfit Sets • Sports Fan Jerseys • Wedding Dresses

Apparel | Content Standards Style Guide 82 82 How to Add Attributes

How do you help your items become discoverable on Walmart.com?

Fill out all required attributes outlined in this guide, on the following pages + any related attributes, even if they aren’t required on the spec.

The current Spec sheet includes many valuable attributes, but not everything is listed for all unique product types. Some attributes will need to be added to the spec, here’s how:

1 2 Then, proceed to scroll to the end of this section and find the last 2 columns titled In the first row at the top of the Omni Spec, you will need to scroll to the section “Additional Product Attribute Name” & “Additional Product Attribute Value” Copy & insert named “Category-specific attributes to improve search & browse on Walmart.com” these two columns next to the existing columns.

NOTE: You should insert this 2-column set for as many attributes as you wish to add for that item.

3 4 NOTE: These columns do not have to be used for the same attribute for each item. For Add the attribute_key in the “Additional Product Attribute Name” column and provide the example, if you use the column mentioned above to add product_line for item 1 in the value as per the Style guidelines in the “Additional Product Attribute Value” column. first row, for the second item in Row 2, you can use the same column for another attribute like maximum_weight.

Apparel | Content Standards Style Guide 83 83 All Apparel Attributes Below are the mandatory attributes for all Apparel Items, despite what the current Spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Female Indicate whether this item is meant for a particular gender or • Male Gender gender Closed N Required meant to be gender-agnostic (unisex). • Unisex

• Adult • Senior • Child • Teen Age Group age_group General grouping of ages into commonly used demographic • Infant • Toddler Closed Y Required labels. • Newborn • Tween • Preemie

EXAMPLES:

Properly fill in the brand name here and spell correctly. This • Jordache • Under Armour • Time and Tru should be the brand ONLY, not brand + product line. Make Brand brand Required sure brand name is spelled, punctuated & capitalized properly • Time and Tru • Levi's Open N according to the brand itself. • DKNY • Adidas • Pokemon • Ralph Lauren

EXAMPLES: • EV1 A brand name that is not owned by the product brand, but • Signature Global Brand License global_brand_license is licensed for the particular product. (Often character and • Life is Good Open N Optional media tie-ins and promotions.) • Harley Davidson • Michael Jordan

Apparel | Content Standards Style Guide 84 84 All Apparel Attributes Continued..

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

EXAMPLES: The number of identical, individually packaged-for-sale items. If an item does not contain other items, does not Multipack Quantity multipack_quantity contain identical items, or if the items contained within • 1 Open N Required cannot be sold individually, the value for this attribute • 3 should be ‘1’. • 5

EXAMPLES:

1. A single pack of 20 socks has a “Count Per Pack” of “20.” Count Per Pack count_per_pack The number of identical items inside each individual 2. A package containing two identical shirts has a “Count Per Pack” of “2”. Open N Required packgiven by the “Multipack Quantity” attribute. 3. A package of 3x - 6-pack of undershirts has a “Count Per Pack” of “3”. 4. A gifting box of 5 different items has a “Count Per Pack” of “1.”

EXAMPLES:

Count The total number of identical items in the package or box; • 1 count a result of the multiplication of Multipack Quantity by Required • 3 Open N aka Total Count Count Per Park. • 5

EXAMPLES: The number of small pieces, slices, or different items Piece Count piece_count within the product. Piece Count applies to things such as 1. A 10 pack of socks has a “Piece Count” of 10. Optional (aka Number of Pieces) Open N gift sets, gifting apparel 2. A gifting set of 5 different items has a “Piece Count” of 5.

Apparel | Content Standards Style Guide 85 85 All Apparel Attributes Continued..

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

This should be the color that the manufacturter useds EXAMPLES: for the item.

Example, an item may be grey and black (which are used in the Color Category attribute) but the manufacturer calls the color • Jet Black • Silver Color color Optional Space Grey. Space Grey would be what is used in the Color • Black • Red/Black Open N Attribute. This is used for varients and product names. • Blue • Aqua • Lime Green This will need to be added to the spec

Please list all colors for the item. Don’t list more than three colors and if more than three than call it • Beige • Gold • Pink Multicolor. • Black • Gray • Purple • Blue • Green • Red Color Category color_category Can contain multiple values. Multiple values should be Closed N Required separated with a “ | “. • Bronze • Multi-color • Silver • Brown • Off-White • White • Clear • Orange • Yellow

EXAMPLES: • 100% Cashmere • Down Alternative • Mohair • Spandex • 100% Cotton • Enviro Guard • Nylon • Suede • 100% Linen • Faux Leather • Organic Cotton • Taffeta Fabric Content = Fabric Material Name + Fabric • AdiPRENE • Flannel • Pashmina • THERMOLITE Fabric Content fabric_material Open N Required Material Percentage • Bamboo • Gingham • Polyester • Tweed • Canvas • Hemp blend • Sateen • Ultrasuede • Corduroy • Jersey • Satin • Velour • Cotton • Leather • Seersucker • Viscose • Denim • Merino Wool • Silk • Wool

Describes how the fabric should be cleaned. Enter details of the fabric care label found on the item. Fabric Care Instructions fabric_care_instructions Required (For garments, typically located inside on the top of the Open Text field Open N back or the lower left side.)

Apparel | Content Standards Style Guide 86 86 All Apparel Attributes Continued..

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

EXAMPLES: • One Size • 3X • M Petite • 2 • 2T • M Petite 2XL Clothing size as it appears on the garment label. Use this • 22 • 4T-5T • Plus Clothing Size clothing_size attribute for general sizes (S, M, L) as well as general • 10-12 • 4XLT • 14/16 Plus Open N Required numbered sizes (2, 4, 6, etc). • XXS • 4P • 20 Plus • M • 29R • 15 Husky • M-L • 1XP • 9 Months • 2XL • 10 Slim • 18-24 Months

The common sizing groups used by the retail clothing • Women • Newborn • Little Boys Slim industry. Conventional size descriptors (small, medium, • Women’s Plus • Infant • Little Boys Husky large) have a different context depending on their • Men • Toddler • Big Boys clothing size group. • Big & Tall • Little Girls • Big Boys Slim • Baby (0-24 months) • Petite • Little Girls Slim • Big Boys Clothing Size Group clothing_size_group • Toddler (2T-5T) • Petite Plus • Little Girls Plus • Big Boys Slim Closed Y Required • Little Girls (4-6X) • Regular • Big Girls • Big Boys Husky • Little Boys (4-7) • Short • Big Girls Slim • Young Men’s • Big Girls (7-18) • Tall • Big Girls Plus • Juniors • Big Boys (8-20) • Girls Plus/Boys Husky (4-16) • Maternity • Little Boys • Junior Plus • Girls and Boys Slim (4-16) • Maternity Plus

• Active Fit • Regular • Baggy Fit • Relaxed Fit • Classic Fit • Skinny Clothing Fit clothing_fit Terms that describe the way a garment will fit when worn. • Curvy Fit • Slim Closed Y Required • Modern Fit • Tailored • Oversized

• Activewear • Loungewear • Streetwear • Athleisure • Outerwear • Uniform Styles and designations that apply generally to various Clothing Style clothing_style • Casual • Skiwear • Workwear Closed Y Required types of clothing. • Dressy • Snow Wear

Apparel | Content Standards Style Guide 87 87 All Apparel Attributes Continued..

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level • 2-in-1 • Full Bust Support • Odor Eliminating • Seamless • 3-in-1 • Glow in the Dark • Odor Resistant • Shaping • Abrasion Resistant • Heated • Open Back • Snag Resistant • Antimicrobial • Hooded • Odor Eliminating • SPF/UV Protection • Breathable • Heated • Odor Resistant • Stain Resistant • Built in Liner • Hooded • Open Back • Stretchy The distinguishing characteristics of a product that Features • Built in Bra • Invisible • Packable • Super Soft describe its appearance, components, and capabilities. (aka, additional features on features • Built in Pocket • Insulated • Pill Resistant • Tie Back Optional Features often highlight the usefulness/advantages of Closed Y the Spec) • Buff Lifting • Interactive • Pockets • Tummy Control the product to consumers. • Dri Fit • Kid Tough • Push Up • Underwire • Durable • Knit Panel Sleeves • Quick Dry • Water Resistant • Easy Care • Lined for Warmth • Racerback • Waterproof • Elastic Waistband • Maternity Friendly • Reflective • Wind Resistant • Fade Resistant • Moisture Wicking • Reinforced Knee • Wrinkle Resistent • Flame Resistant • Nursing • Reversible

The type of fastener used to keep a garment closed on • Belt • Drawstring • Pull-On • Buckle • Flap • Snap Fastener Type the wearer and to facilitate putting on the garment. fastener_type • Button • Hook & Eye • Tie Closed N Optional aka Closure Type on spec • Clasp • Loop • Zipper *Closure Type on the Spec • Clip • Magnet

EXAMPLES:

• Angry Birds • Hot Wheels • Spider-Man • Ariel • Jojo Siwa • Supergirl A person or entity portrayed in print or visual media. A • Barbie • Mario • Teenage Mutant Ninja Turtles Character Character character might be a fictional personality or an actual • Captain America • Minnie Mouse • The Avengers Open Y Optional living person. • Cookie Monster • Optimus Prime • Tigger • Green Lantern • Pikachu • Winnie the Pooh • Harry Potter • Power Rangers • Wonder Woman • Hello Kitty • Simba

EXAMPLES:

• Animal Print • Geometric • Rainbow • Animals & Critters • Gingham • Solid Decorative design or visual ornamentation, often with a Pattern pattern • Camouflage • Hearts • Stars Open Y Optional thematic, recurring motif. • Colorblock • Paisley • Striped • Fair Isle • Plaid • Tie Dye • Floral • Polka Dot • Unicorn

Apparel | Content Standards Style Guide 88 88 All Apparel Attributes Continued..

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

EXAMPLES: A dominant idea, meaning, or setting applied to an • Beach Theme theme item. This can also include a word or phrase written • New York City Open N Optional on the item. • Retro • Love • Be Kind

EXAMPLES: • Casual • Easter • Night Club The particular target time, event, or holiday for the Occasion occasion Optional product. • Cocktail & Party • Formal • Religious Occasion Open Y • Daytime • Holiday • Vacation • Dressy • Night Out • Work

EXAMPLES: • Arizona Diamondbacks • Kansas City Chiefs Sports Team sports_team Open • Chicago Cubs • Miami Heat Open N Optional • Houston Rockets • Oakland Radiers • Yale Bulldogs • San Jose Earthquakes • Oakland Radiers

EXAMPLES:

Sports League sports_league Open • FIFA • NBA Open N Optional • MLB • NFL • NASCAR • PGA

• 0 Enter the Code for the apparel season: • 1 Season Code season_code 0 - Basic; 1 - Spring; 2 - Summer; 3 - BTS/Fall; • 2 Open N Required 4 - Winter • 3 • 4

FORMATTING:

Season Year season_year The four-digit year. • #### Open N Required

Apparel | Content Standards Style Guide 89 89 All Apparel Attributes Continued..

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level EXAMPLES: • Blazer • Pajamas • Skorts • Blouse • Pant • Socks • Bra • Rash Guard • Sweater The type / category of clothing. To be used in the product Clothing Type clothing_type • Cami • Sarong • T-Shirt Required name. Open Y • Dress • Set • Tank Top • Jacket • Shirt • Tights • Kimono • Skirt • Top • Maxi • Short • Tunic

EXAMPLES: • 501 Original Product lines exist as a sub-structure of brands and, • Gwen Product Line product_line Open N Optional frequently, as a super-structure of models. • Cool Comfort • Purple Label • Paradise Bay

EXAMPLES: • Avengers Character group name or fictional team name as they • Disney Inside Out Character Group character_group appear in a media product (e.g. S.H.I.E.L.D. Agents, • Finding Nemo Open Y Optional Avengers, X-Men). • Secret Life of Pets • The Lion King • X-Men

EXAMPLES: Required if the item has Items Included items_included Open List Open Y • Jacket| Skirt more than one • Pants|Shirt|Tie piece

If your item(s) can be personalized, please ensure that you’re enabled to sell Personalized Products. Please contact your respective category specialist to be connected to the personalized team. The following pages provide additional attributes that need to be filled out beyond the attributes in this table for certain product types or product type groups. Some of these attributes are already on the spec, some are not. If they are not on the spec you will need to add them as instructed on page 48.

Apparel | Content Standards Style Guide 90 90 All Tops, Items with Tops, & Full Body Garments - Additional Attributes Below are the attributes for the Men, Women, Children Tops Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Bandeau • Graphic • Quarter Zip • Blouse • Half Zip • Raglan • Button Down • Halter • Ringer • Camisole • High low • Ruffles • Cardigan • Hoodie • Sequin Clothing Top Style clothing_top_style Style terms descriptive of clothing tops. • Chemise • Lace • Swing Closed Y Required • Cocoon • Muscle • Tank • Crop • Peasant • Tube • Embellished • Peplum • Tunic • Flounce • Poncho • Vest • Full Zip • Pullover • Wrap

• Batwing • Flutter • Bell • Kimono Descriptive terms for the style of garment sleeves. Does • Bracelet • Rolled Sleeve Style sleeve_style not include descriptive terms for sleeve length (which • Cap • Tab Closed N Optional appear under the Sleeve Length Style attribute). • Dolman

• 3/4 Sleeve • Elbow-Length Sleeve Length Style sleeve_length_style Descriptive terms for sleeve length. • Long Sleeve Closed N Required • Short Sleeve • Sleeveless

• Boat Neck • High Neck • Scoop Neck • Collared • Hooded • Square Neckline • Cowl Neck • Keyhole Neck • Strapless/Tube Clothing Neck Style clothing_neck_style A garment’s neckline or neck style. • Crew Neck • Mock Neck • Sweetheart Neckline Closed N Required • Halter • Notch Neck • Turtleneck • Henley • Plunge • V-Neck • Round Neck

Apparel | Content Standards Style Guide 91 91 All Tops with Collars, Robes, and Items with Collars - Additional Attributes Below are additional attributes for the Men, Women, Children Tops Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Collarless • Peak Lapel • Standing Collar Required Collar Type • Notch Collar • Point Collar • Turn Down Collar collar_type Style of collar, as expressed by shape or design. Closed N if the item has (aka Collar Style on Spec) • Notched Lapel • Shawl Collar • Waterfall Collar a collar • Peak Lapel • Spread Collar

Apparel | Content Standards Style Guide 92 92 All Tops, Items with Tops, Intimates, Dresses, Slips, & Swimwear - Additional Attributes Below are additional attributes for Men, Women, Children Tops Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Cross-Back • Spaghetti Straps Required Upper Body Strap Strap configuration style for bras, swimsuit tops, leotards • Halter • Strapless upper_body_strap Closed N if the item has Configuration and other clothing tops. • Racerback • Tie Back straps • Regular • Tie Front

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Backless • Keyhole Back • Low Back Clothing Back Style clothing_back_style The overall style of the back of a garment Closed Y Optional • Open Back • Smocked Back

• Cold Shoulder • Cutout Clothing Shoulder Style clothing_shoulder_style The overall style of the shoulder area of a garment • Drop Shoulder Closed Y Optional • Off the Shoulder • One Shoulder

Apparel | Content Standards Style Guide 93 93 All Jackets, Coats, Outwear Tops, & Sets with Jackets/Coats - Additional Attributes

Below are additional attributes for Men, Women, Children Tops Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Anorak • Overcoat • Sport • Blazer • Parka • Suit • Bomber • Peacoat • Teddy • Cape • Performance • Track Jacket Style style_jacket Styles specific to coats and jackets. • Cardigan • Puffer • Trenchcoat Closed Y Required • Denim • Pullover • Trucker • Duster • Quilted • Tuxedo • Fleece • Raincoat • Utility • Motorcycle • Sherpa • Varsity • Open Front • Ski • Windbreaker

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Cropped • Long Jacket Length jacket_length Styles specific to coats and jackets. • Mid-Length Closed N Optional • Short

Jacket Breasting Style The closure style of a jacket or coat; double-breasted • Double-Breasted feature_suit_breasting suits have more fabric where they overlap in front and • Single-Breasted Required aka Suit Breasting Style Closed N commonly have 2 rows of buttons. on Spec

Apparel | Content Standards Style Guide 94 94 All Jackets, Coats, Outerwear, & Weather Specific Bottoms - Additional Attributes

Below are additional attributes for Men, Women, Children Weather Specific Apparel items, despite what the current spec form says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

Fill Material fill_material The material used to stuff the item • Down Open Y Optional • Down Alternative • Polyester

Commonly used in retail clothing, these terms describe the • Heavy Weight Clothing Weight clothing_weight Closed N Required density or weight of fabric material. • Lightweight • Mid Weight

Apparel | Content Standards Style Guide 95 95 All Athletic & Activewear - Additional Attributes Below are additional attributes for Men, Women, Children All Activewear & Athletic Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

EXAMPLES:

• Ballet • Golf • Running • Tennis • Barre • Gymnastics • Sailing • Track • Baseball • Hiking • Skateboard • Triathlon • Basketball • Hockey • Ski • Volleyball The general type of activity the product is associated • Boxing • Hunting • Snow Sports • Water Polo Activity activity Closed Y Recommended with. • Cheerleading • Ice Hockey • Snowboard • Watersport • Climbing • Ice Skate • Soccer • Weight Lifting • Cross-Training • Kickboxing • Softball • Workout • Cycling • Lacrosse • Spinning • Yoga • Dance • Martial Art • Surf • Zumba • Football • Pilates • Swim

Apparel | Content Standards Style Guide 96 96 All Bottoms, Overalls/Coveralls, & Items with Bottoms- Additional Attributes Below are additional attributes for Men, Women, Children Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• High • Low Pant Rise pant_rise The height at which the waistline rests on the body. • Mid Closed N Required • Ultra-Low

• 2” • 25” • 31” • 3” • 26” • 32” The distance from the bottom of the leg to the seam in Inseam inseam • 4” • 27” • 33” Open N Required the crotch, measured in inches. • 5” • 28” • 34” • 6” • 29” • 35” • 7” • 30” • 36”

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Elastic Bottom Clothing Leg Bottom clothing_leg_bottom_ The style of the bottom opening nearest to the foot on Required • Open Bottom Closed N Opening Style opening_style pants. If it has pants

In maternity bottoms, this refers to the style and • Inset Panel Required Clothing Bottom clothing_bottom_panel_style coverage of the elastic support found at the waist area of • Demi Panel If Clothing Size Panel Style Closed N the garment. • Full Panel Group = Maternity

Apparel | Content Standards Style Guide 97 97 All Pants, Overalls/Coveralls, & Items with Pants/Bottoms - Additional Attributes Below are additional attributes for Men, Women, Children Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Boyfriend • Culottes • Legging • Capris • Dress • Palazzo • Cargo • Flat Front • Pleated • Carpenter • Girlfriend • Regular Pant Style pant_style Style terms specific to pants. Closed Y Required • Chinos • Harem • Suit Slacks • Compression • Jegging • Track Pants • Convertible • Joggers • Trousers • Culottes • Khakis

• Bootcut • Straight-Leg • Cropped • Wide-Leg Common style terms describing how the garment leg has been Pant Leg Cut cut_pant_leg • Cropped Flare • Slim Straight Required cut to make a specific sillhoutte/shape.. Closed N • Flare-Leg • Slim-Leg • Slim Bootcut • Taper

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• 7/8th • Ankle • Cropped Pant Leg Length pant_leg_length Terms that describe the length of pants. Required • Full Closed N • Long • Short

Apparel | Content Standards Style Guide 98 98 All Shorts - Additional Attributes

Below are additional attributes for Men, Women, Children Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Bermuda • Flat Front • Bike • Gym • Board • Hybrid • Boyfriend • Jean Shorts Style style_shorts Styles specific to shorts. • Cargo • Jogger Closed Y Required • Chino • Pleated • Compression Fit • Running • Cutoff • Shorty • Dolphin • Walkshorts

Apparel | Content Standards Style Guide 99 99 All Jeans & Jean Overalls - Additional Attributes Below are additional attributes for Men, Women, Children Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Acid Wash • Black Wash • Dark Wash Required Description of post-process wash treatment effecting the Jean Wash jean_wash • Grey Wash If Material = appearance of dye and fabric texture, specific to jeans. Closed N • Light Wash Denim • Medium Wash • White Wash

Apparel | Content Standards Style Guide 100 100 All Skirts & Items with Skirts - Additional Attributes Below are additional attributes for the Men, Women, Children Full Body & Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• A-line • Ruffle • Full • Slip • Pencil • Mini Skirt Style skirt_style Terms describing a garment’s skirt style • Pleated • Wrap Closed Y Required • Scooter • Midi • Tutu • Maxi • Tiered • Tennis

Apparel | Content Standards Style Guide 101 101 All Bottoms, Full Body, & Items with Bottoms - Additional Attributes Below are additional attributes for Men, Women, Children Full Body & Bottoms Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Above Knee • Long • Ankle Length • Mid-Length Descriptive terms for where on the lower-body a garment Clothing Length Style style_clothing_length Required ends. • Asymmetrical • Regular Closed N • High-Low • Short • Knee Length

Apparel | Content Standards Style Guide 102 102 All Dresses & Items with Dresses - Additional Attributes Below are additional attributes for Men, Women, Children Full Body Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• A-line • Fit & Flare • Skater • Ball Gown • Maxi • Slip Dress Style terms specific to dresses. Other style terms that • Bodycon • Mermaid • Sun Dress specifically describe a dress’s skirt may be found under the • Boho • Mini • Sweater Dress Style dress_style Skirt Style attribute. Some values are shared between skirts and • Cocktail • Sheath • T-shirt Closed Y Required dresses: both “mini” dresses and “mini” skirts exist as separate • Embellished • Shift • Tutu product concepts. • Evening Gown • Shirt Dress • Wrap • Faux-Wrap

Apparel | Content Standards Style Guide 103 103 All Intimate Tops, Full-body,Shapewear, & Swimwear with Tops - Additional Attributes

Below are additional attributes for Women's Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Balconette • Nursing • Bandeau • Sport • Bralette • Sticky Brassiere styles/defining features. Enter as many as are relevant Required to the bra. Do not enter strap styles here. To enter descriptive • Convertible • T-Shirt Bra Style bra_style If the item is or has terms for strap styles, please use the “Upper Body Strap • Demi Cup • Training Closed Y a built in Bra Configuration” attribute. • Full Coverage • Underwire • Lace • Wire-Free • Mastectomy

• 28” • 38” • 48” Required • 30” • 40” • 50” If item is a bra A measurement in inches of the band of the bra, which fits • 32” • 42” • 52” or has a built in Bra Band Size bra_band_size Open N around the ribcage just under the bust. • 34” • 44” • 54” bra measured • 36” • 46” • 56” in band + cup • 60” measurements.

• I A letter size to optimize bra fit, calculated by measuring the • A • DD Required • J chest at its widest point and subtracting the bra band size. 1 • AA • DDD If item is a bra inch corresponds to 1 cup letter (e.g. if the difference is 5, the • K • B • F or has a built in Bra Cup Size bra_cup_size bra cup size is DD or E). Use this to record separate cup sizes Open N • C • G • L for search discovery. Typically stores carry the range of sizes bra measured • M from A (could be described as "flat-chested") to DD (a bit more • D • H in band + cup ample) • N measurements

EXAMPLES: Required Bra size consisting of band and cup measurements (e.g. If item is a bra 34B, 36C, etc.). Use this attribute if the garment has both • 32AA or has a built in Bra Size bra_size Open N measurements. If the bra has standard clothing sizes (e.g. S, M, • 36C bra measured L), enter the size under “Clothing Size”. • 38DDD in band + cup • 40G measurements

Apparel | Content Standards Style Guide 104 104 All Intimate Tops, Full-Body, Shapewear, & Swimwear with Tops- Additional Attributes Continued..

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• High Impact The general level of support varying on impact level of the Required activity which the bra is designed to accomodate. Each level • Low Impact Bra Impact Level bra_impact_level Closed N If the item is a has a different kind of construction and set of features that are • Medium Impact designed to meet the needs of specific kinds of physical activity Sports Bra

• Hourglass • Large Bust Body Descriptor body_descriptor General descriptors related to body shapes, body sizes, etc. Closed Y Optional • Pear Shaped • Small Bust

• Back-Smoothing • Molded Cup • Sheer • Compression • Padded • Soft Cup • Double Support • Plunge • Support Features specific to brassieres. Clothing tops as well as bras • Lace • Pullover • Tummy Concealing Bra Features bra_feature Closed Y Optional can have brassiere features. • Lift • Push-Up • Unlined • Lightly Lined • Removeable Cup • Unpadded • Minimizer • Seamless

Apparel | Content Standards Style Guide 105 105 All Shapewear / Includes Stockings & Tights - Additional Attributes Below are additional attributes for Men, Women, Children Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Extra Firm Describes the level of support or control provided by an undergarment. Required • Firm Shapewear Control Level shapewear_control_level Different levels of firmness indicate how much a pant or top or bodysuit Closed N If the item is • Light holds and shapes an area of the body. Shapewear • Medium

Apparel | Content Standards Style Guide 106 106 All Pajamas - Additional Attributes Below are additional attributes for Men, Women, Children Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Footed Sleepers • Sleep Pants Descriptive terms for the style of garment sleeves. Does not include Required Pajama Type pajama_type descriptive terms for sleeve length (which appear under the Sleeve Length • Sleep Shorts Closed N If the item is Style attribute). • Sleep Tops Pajamas • Sleepwear Sets

Apparel | Content Standards Style Guide 107 107 All Long Underwear & Thermals - Additional Attributes Below are additional attributes for Men, Women, Children Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Thermal Bottoms Descriptive terms for the style of garment style as waffle cone texture Required in a material. Sometimes considered a Undergarment worn to stay • Thermal Sets Long Underwear Type long_undewear_type If item is long warm in colder months.. Does not include descriptive terms for sleeve • Thermal Tops Closed N Underwear length (which appear under the Sleeve Length Style attribute). • Thermal Union Suit

Apparel | Content Standards Style Guide 108 108 All Hosiery & Tights - Additional Attributes Below are additional attributes for Men, Women, Children Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Opaque • Semi-Opaque Tights Sheerness • Sheer Required tights_sheerness Sheerness/opacities specific to tights and hosiery. Closed N (aka Sheerness in Spec) • Thick Opaque for Hosiery • Ultra-Sheer

• Back Seam • Built-In Sock • Control Top Required Hosiery Style hosiery_style Styles/features specific to tights and hosiery. • Footless Closed Y for Hosiery • Pantyhose • Shaper • Shimmer

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Athletic Socks • No Show & Liner Socks • Casual Socks • Novelty Socks Required Sock Type sock_type The type or style of socks/hosiery • Compressions Socks • Slipper Socks Closed N for Hosiery & Socks • Dress & Trouser Socks • Tights & Sheers • Leg Warmers • Tube Socks

Apparel | Content Standards Style Guide 109 109 All Socks - Additional Attributes Below are additional attributes for Men, Women, Children Nightwear, Lingerie, & Undergarment Apparel items, despite what the current spec sheet says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Ankle • No-Show • Crew • Over the Knee Required Sock Rise sock_rise Descriptive terms for sock height. • Knee-High • Quarter Closed N for Socks • Low-Cut • Thigh-High • Mid-Calf

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Athletic Socks • No Show & Liner Socks • Casual Socks • Novelty Socks Required Sock Type sock_type The type or style of sock. • Compressions Socks • Slipper Socks Closed N for Socks & Hosiery • Dress & Trouser Socks • Tights & Sheers • Leg Warmers • Tube Socks

Apparel | Content Standards Style Guide 110 110 All Swim, Intimates, & Items with Bottoms - Additional Attributes Below are additional attributes for Men, Women, Children Intimate, Swim, Shapewear Apparel items, despite what the current spec form says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Bikini • Compression • Postpartum • Board Shorts • Girl Shorts • Shaping & Control Required • Boxer Briefs • High Cut • Shorts If the item is Descriptive styles common to underwear (i.e. panty) • Boxers • High Waist • Tangas Underpant/ Underpant/Swim Bottom Style panty_style bottoms and lower body elements of swimwear and Closed Y leotards. • Boy Shorts • Hipster • Thermals Bottom or is part • Brazilian • Open Crotch • Thong of a Set with a • Briefs • Pants • Trunks Bottom Portion. • Cheeky • Period

Apparel | Content Standards Style Guide 111 111 All Swimwear - Additional Attributes Below are additional attributes for Men, Women, Children Swim Apparel Product Type, despite what the current spec form says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Bandeau • Crochet • Racerback • Bikini Bottoms • Halter • Rash Guards • Bikini Tops • Hybrids • Skirt Descriptive styles common to swimwear. Style terms • Bikinis • Mix & Match • Slimming Swimsuit Style swimsuit_style specific to the bottom half of swimwear appear under • Board Shorts Separates • Swim Dress Closed Y Required the Underpant/Swim Bottom Style attribute. • Boy Shorts • Monokini • Tankinis • Cheeky • One Shoulder • Triangle • Cover-Ups • One-Piece • Two-Piece Sets • Push-Up

Apparel | Content Standards Style Guide 112 112 All Uniforms & Scrubs Garments - Additional Attributes Below are additional attributes for Men, Women, & Children Uniforms Apparel items, despite what the current spec form says. Failure to comply to this style guide may cause your items to FAIL VALIDATION AND MAY CAUSE DELAYS IN PUBLISHING.

The following attributes will need to be added to the spec. STOP See page 48 for instructions.

Multiple Requirement Attribute Key Description Examples / Value List List Type Values Level

• Jackets • Outfits • Pants Required Scrub Type scrub_type Descriptive terms for scrubs garment type. Closed N • Tops for Scrubs • Underscrubs • Vests

• Y Is Disposable disposable Indicates the item is intended for single use. • N Closed N Optional

Apparel | Content Standards Style Guide 113 113 Grouping Standards Grouping Best Practices

Grouping refers to merchant curated groups of items, which are related to each other and live on the same item page.

Grouping on ONE item page:

Items that are of the same fabrication, price, style and print pattern (if applicable) should be grouped together on the item page. Examples of item attributes that would constitute grouping include:

1. Same fabric 2. Same print 3. Same neckline 4. Same sleeve length 5. Multiple Colors

Items that should NOT be grouped on one page:

If the item attributes do not apply consistently to all items in the grouping, that is an indicator that the items should not be grouped together.

1. Different fabric 2. Different print/pattern 3. Different neckline 4. Different sleeve length

Apparel | Content Standards Style Guide 115 115 Fashion Grouping Standards

Correct Grouping Example: This dress is the same fabric, same silhouette and comes in multiple solid colorways.

Apparel | Content Standards Style Guide 116 116 Fashion Grouping Standards

Incorrect Grouping Example: This page has both floral and striped prints on the same page.

Apparel | Content Standards Style Guide 117 117 Fashion Grouping Standards Grouping Examples:

Grouped Dresses: These items have the same style and fabric, same print and come in multiple colors = grouped. The below items should be one item page. 1.

Grouped Tops: These items may be the same style and fabric, but they have different patterns = ungrouped. The below items should be two separate item pages. 1. 2.

Apparel | Content Standards Style Guide 118 118 Fashion Grouping Standards Grouping Examples: Grouped Mens Tops: These shirts may have some of the same attributes, but since they have drastically different patterns = ungrouped. The below items should be five separate item pages.

1. 2. 3.

4. 5.

Apparel | Content Standards Style Guide 119 119 Fashion Grouping Standards

Grouping Examples:

Grouped Denim: Denim washes are all very different, therefore all denim should be separate item pages, despite being the same style & fabric. The below items should be three separate item pages.

1. 2. 3.

Apparel | Content Standards Style Guide 120 120 Fashion Grouping Standards

Grouping Examples:

Grouped Family PJs:Family PJs should be grouped by size for the single family member. To communicate this “collection” aspect, the site merch will have “Shop the Look” on all of the pages so the customer can buy the balance of the family. They will also have collection pages (like mini browse pages) that are created for holiday and highlight the family aspect. The below items should be three separate item pages.

1. 2. 3. 4.

Apparel | Content Standards Style Guide 121 121 Fashion Grouping Standards Grouping Examples:

Grouped Kids: Same style & fabric, different pattern = grouped. **Kids is an exception to the standards outlined above.**

Apparel | Content Standards Style Guide 122 122 Rich Media Guidelines

Rich Media is a proven sales booster as it enriches the customer’s transaction and contributes to a more authentic human experience, as if they were shopping in a brick and mortar.

There are several rich media modules that can help create an engaging shopping experience while improving brand trust.

Apparel | Content Standards Style Guide 123 123 Rich Media Index Below are definitions and examples for each of the different types of rich media we encourage you to utilize when creating your item page.

360 Spin Videos Marketing Content

A 360 spin is a series of photos that gives the impression of Product videos help customers understand end use of Marketing content is used to provide in-depth features the product rotating. See file specs here. the product and highlight features. See file specs here. about your product in a more engaging interface.

Shoppable Modules PDF Manuals Interactive Video

Shoppable Modules allow customers to interact with a PDF Manuals should be included with any item that has Interactive videos use hot spots and other features to variety of your products and upsell other product variants. assembly instructions. You can also upload guarantee and enable customers to have a more immersive experience. warranty documents here as well.

Apparel | Content Standards Style Guide 124 124 Rich Media Platform and Process The Rich Media platform is Walmart's new in-house solution to ingest, store, and serve rich media assets (video and 360 spin only for the MVP) to the item page, above the fold, at zero cost to suppliers. The actual video and 360 spin creative content needs to be created externally, prior to submission to the Walmart internal pipeline. Out platform will then serve these assets to Desktop, mWeb, and Mobile App.

Detailed instructions can be found here. Free Walmart Resource for creating 360 Spin Assets can be found here.

How to Participate in the MVP (video and 360 spin):

Step 1: Solicit assets from your vendors that meet the criteria outlined. • Email requirements to vendor. Please copy-paste or use this template as a starting point. Step 2: Check that your vendor's videos and 360 spins meet our Rich Media Platform Requirements, and both Trust & safety and ADA Compliance regulations. -Please make sure it is high quality! We don't want to degrade your items & item pages. All non-compliant assets will be removed without notice. - Step 3: Double check that video files are named "GTIN_ItemID", and 360 Spin folder is named "GTIN_ItemID". Rename them as needed to comply. Step 4: Submit all required files to the OneDrive under your L0 or under Marketplace, crating subfolders for your suppliers or brands. Step 5: Update the Excel Tracking sheet with GTIN and other requested information. This is very important, as we will not upload assets that are not tracked in the sheet.

Rich Media Process Details Rich Media Docs to Share with Vendors

CS: Reach out to Vendor CS: Check for Compliance CS: Upload Assets CS: Site Support VIDEO: • Ask vendor for video (<100MB), captioning file (required), & optional audio description file. • Vendor must fill out Video Excel Spec. They should fill out the GTIN + "Required" columns, minus URLs, and send back to you. 01 02 03 04

• Send to your vendor ADA Compliance Checklist All files must be named after the product's CS must check Compliance: 1. Update Video tracker and 360 tracker Merchandise for success! (for questions on captioning & audio requirements). GTIN. • Product doesn’t currently already 2. Upload to Video OneDrive and - Boost Video files required: have rich media 360 OneDrive - Pin 360 Spin: • Video (.mov or .mp4) <100MB • No nudity, firearms, etc. • Go to your L0 • Track performance • Email your vendor and ask for their 360 spin assets + GTIN. • Create new folder w/ vendor • Our team will also track site • Captioning file (.vtt) (for video that has audio, for • If your vendor wants to create a new 360 spin asset; they can video that has music background or no audio no name analytics need to have vtt) Video Compliance: • Upload files outlined in Step 1 request a free shoot through Walmart's 360 Spin Studio! • Excel Spec: fill out GTIN + “Required” columns, https://w3c.github.io/wai-media-intro/ Full Instructions in confluence here. minus URL accessible-media/decision-tree/ 360 spin files required: Sample item page to model content after. • 360 spin (12-24 images)

Apparel | Content Standards Style Guide 125 125 Video - Guidelines & File Specifications Compliance Requirements Two Required Support Files • Help users through tasks, avoid/correct errors. • Provide page titles. 1. Audio Description File • Doesn’t rely on audio or visual cues • If your video has any meaningful content that is visibly conveyed, that content also needs to be in the • Images form of audio. You must provide a separate audio description file along with your video. • HTML text only. Do not embed text in an image (except logos or brand names) › Example: if your video is of a bicycle assembly and the audio is very general – such as “put this piece in • Minimum contrast ratio 4.5:1 for text 3:1 for text 18px or larger and graphics. Logos do here” – your audio description file is required to explain exactly what pieces are being put where. The not require minimum contrast test: audio script is compliant if and only if a blind person is able to interpret the audio • Alt Text for images that are links or essential to understanding. Decorative images “null” 2. Closed Captioning or Open Captioning File (.vtt file) • Video & Audio Content • Required only if a video has audio (even music) or if there is text in the video that is hard to read (such as • Play/Pause button. Avoid flashes or movement that can cause seizures grey on grey text) • Closed captions › For videos with only music, the best practice is to put a single [MUSIC PLAYING] caption frame that • Audio description drops off screen after 10 seconds or so › For videos with no music, no audio, and no sound, the best practice is to put a single [NO SPEECH] Video File Specs caption frame that drops off screen after 10 seconds or so • File Format: mp4 or .mov file › Example of an acceptable video here • File Size: <100MB (~15MB – 20MB is more than sufficient) A11Y Checklist • Title: Max 56 Characters • Description: Max 256 Characters Accessibility (shorthand A11y) ensures people with disability can perceive, understand, navigate • Language: en-US and interact with any website or app. Web Content Accessibility Guidelines (WCAG) is an • Thumbnail Dimensions: Min: 120 x 67; Max: 240 x 240 international standard digital content adheres to for assuring content is accessible to the widest • A Thumbnail is required for all video audience. Here are the top guidelines you must follow when submitting content to Walmart. • Length: Recommended 30 seconds - 1 minute unless additional time is needed for an assembly com. video • Interaction • Closed Captioning: Required for all video that has any audio (even music) • Don’t auto-play audio. It interferes with screen readers • Don’t fix orientation • Additional content (tooltips, toasts) remain visible until focus mores, dismissed, or no longer valid. • Warn users of change of setting. E.g. “You will be redirected to our photo site…” • Text fields have labels that are always visible and borders • Instructions, feedback, alerts must announce (Use ARIA-alert) • Language • Language is simple and easy to understand • Link Purpose can be determined from the link text along. If it can’t, provide context by adding hidden text. “Learn more” isn’t clear. Add context “Learn more about shipping options”

Apparel | Content Standards Style Guide 126 126 360 Spin - File Specifications

360 Spin Specs

• File Format: JPEG (.jpg), (.jpeg) or PNG (.png) • Size: 24 images, each individually <1MB • If you have 12 images, please duplicate them to submit 24 • If you have >24 images, please only select 24 to share • Images are in order of rotation, clockwise • Naming: “GTIN_R01_C01, GTIN_R01_C02...GTIN_R01_C24” • “GTIN” refers to your item’s GTIN indentifier, including leading zeros. Please do not use any other identifier. • “R01” refers to “row 1” - Walmart only supports single-plane spin, so all your files will be names R01 • “C01” “C02”... “C24” refers to “column 1, 2...24” - this is how we tell which order your images will show on site, to create the illusion of a spin • Example: 00278915469367_R01_C03 is the 3rd image in the spin

Apparel | Content Standards Style Guide 127 127 User Generated Content A user-generated content (UGC) strategy done right will increase the discoverability of your products, boost sales, and create a valuable dialogue with your customers. It can also inform SEO benefits, provide insights for product innovation, reduce return rates, and ensure shoppers have a positive experience with your brand.

Ratings + Reviews Social Media Integration Walmart has partnered with Bazaarvoice to collect and share Content created by customers like Instagram posts, and Facebook user-generated content about your products on Walmart.com. interactions gives potential customers insight into what other Give shoppers the confidence to choose your products over your customers think about your products. This also includes influencer competitors. generated content like unboxing videos and product reviews. Find out more at: www.bazaarvoice.com/walmart

Apparel | Content Standards Style Guide 128 128 CCP Program Overview Connected Content Partners (CCPs) help suppliers manage and synchronize their data across multiple supplier platforms through data feeds. These partners offer a wide range of products and services (such as item setup (US only), syndication, rich media hosting, and content creation, and user generated content (UGC)) and provide support for issues related to the feeds submitted through them. While some CCPs offer full-service integration, others only perform specific functions. Each integration is tailored to your specific needs, so you should reach out to the Content Partner directly to learn about their costs, features, and capabilities.

Syndication – Submitting existing supplier content through the CCP partner to Walmart. The Walmart model for content requirements may differ from the supplier’s. Syndication partners help to map these two systems, so content can flow efficiently between the two. These partners implement validation checks based on Walmart’s Style Guides to ensure that the content complies with Walmart’s requirements. CONNECTED CONTENT PARTNERS

SYNDICATION | ENRICHMENT | RICH MEDIA | USER-GENERATED CONTENT Enrichment – Enriching content means creating an optimized and structured title that is specific to the product, feature bullets that are easy-to-scan when browsing, detailed copy that thoroughly describes the item in an engaging way, and other attribution elements. All of which will help drive better discoverability and search results.

Rich Media – Rich media includes immersive experiences like product videos, Connected Content Partners for Private Brands GROCERY + CONSUMABLES ALL GENERAL MERCHANDISE CATEGORIES 360 Spins, shoppable modules, comparison charts, instruction manuals, and other interactive features. The options and capabilities of rich media are extensive. Our specialist partners understand the changing nature of our customer base and can create experiences that have the potential to increase sales by creating dynamic Questions? listings. For any additional CCP questions, please email: [email protected] User Generated Content – Content created by customers like ratings and reviews, Instagram posts, and Facebook interactions. This content gives potential customers insight into what other customers think about your products. This also includes influencer generated content like unboxing videos and product reviews.

Apparel | Content Standards Style Guide 129 129 CCP - FAQs

Q: What are the benefits of participating in the CCP Program? A: There are several benefits to using a CCP: 1. The CCP are integrating the Walmart Style Guide requirements into their processes. This ensures that all content you submit to Walmart through a CCP partner will be compliant as per Walmart requirements. 2. The CCP provide a managed service, so they take care of any issues that come up during publishing or any other technical issue. 3. Most of our recommended CCP are a full-service studio. They can provide photography, copy and attribution services along with submitting the content to Walmart.

Q: Who is responsible for the cost of participating in the CCP Program? A: Suppliers are responsible for the cost of participating in the CCP Program.

Q: In the future, if I want to update content for an item that is managed by a CCP, can I make edits in Item 360? A: Yes. All items will be accessible through Item 360 for your teams to maintain following content ingestion by the CCP.

Q: What is the difference between Item 360 and CCP? A: Item 360 is the Walmart platform that suppliers use to manually create and update their items on Walmart. CCP partners use a backend API to submit content to Walmart on your behalf. They do not have access to the Item 360 UI.

Questions? To learn more about the CCP Program review this article.

Apparel | Content Standards Style Guide 130 130 Thank you.