BIG BOY DESIGN: INTERN PROJECT

C2 2013

Jillian FialkoEhrin Kelley

1- OVERVIEW2- RESEARCH Guest Competitive Opportunities3- COLLECTION Concept and Color Key Figures CADs

BIG BOY DESIGN: INTERN PROJECT

C2 2013

Shares drop from boys ages 8-12Shares drop 2nd in store to 12th online

Increase big boy loyalty by providing inspiring sports wear product

Showcasing outfits that speak to the kids directlyWhile delivering a relevant shopping experience

How can the loyalty of theBoy Guest be retained?

The GuestThe Parent & The Boy

What do they want?

The ParentThe New Consumer -70 million adults across the United States

-Savvy shoppers are twice as likely to try new things http://bbmg.com/how/the-new-consumer

What the Parent is looking for: -Sales and Everyday prices -Location of store -Quality of the clothing

The ParentGuest likes these brands:

-Old Navy -Abercrombie & Fitch -Gap -Aeropostale

Where the Parent finds clothing:-Specialty and occasion

• Department Stores

-Basics and Playwear• Discount Retailers

-Fashion forward• Specialty Stores

The Boy-8 years old is when they start choosing their own style.

-He wants to look “cool” -He wants his clothes to express who he is.

-He chooses style over comfort.

-Shopping for himself and is trend and brand conscious-Risk taker-Is not afraid of color and loves quirky and expressive graphics

The Boy

-Technology savvy- Social Media- Multi-tasker- Multichannel initiative -Thrives on having the “next” Pew Research at Elon University

AO Generation:

Stores the Boy isExcited about:

-Kohl’s -Old Navy -Aeropostale

Brands the Boy knows:

-Old Navy -Tony Hawk -Gap -Wrangler -Abercrombie & Fitch -Arizona -Authentics

The Boy

Show case outfits that speak to kid directly

Relevant to the Multi-Channel Experience

Make design recommendations

Collaborate with cross functional teams

Competitive Research- Instore and online competitor shopping- Guest insights- Trend research

Project Opportunity:Assortment: - Fashion Forward Product - Online Exclusives - Extended Sizing - Specialty and Occasion

Project Opportunity:Online: - Easier Navigation - Guest Interaction - Clear Pictures

Key Concepts:- Uniform Layout- Easier Navigation- Key looks displayed

Project Opportunity:In Store:- Displays for multi-channel

Benefits of Multichannel:- Interaction- Any Time, Any Where, Any Place- 80% of consumers say they would be brand loyal -An incremental $250 a year on aver age

http://wiki.target.com/tgtwiki/index.php/Portal:Multichannel

Key Concepts:- Email Blasts- In Store Marketing - Adding to the Catalogue

Target has all of these multichannels,but is not reaching the older boy guest...

How can we support these initiatives and retain BB guest loyalty?

- Creating an online exclusive collection that speaks directly to the older boy guest

- Enhancing the Target.com shopping experience

- Promoting In-store displays to support the Multichannel initiative