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Fashion Content Standards Guide

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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? • 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. • Accessories 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,
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