Project Brief: BACK TO SCHOOL

BASICSChildren’s Fashion Marketing Corp.

16 March 2009

Overall Communications Objective

To drive preference as top-of-mind destination for back-to-school shopping.

To drive sales for back-to-school basics: uniforms, underwear, and cover-ups.

To build an image for the departments in being a complete source of quality merchandise at mom-friendly prices.

Target Market: MOMS as PURCHASERS Core: 30 – 45 y/o from aspirational B / broad C homes. Hold the family purse, and as such, are value-conscious in buying

family necessities. Try to plan ahead in managing B2S shopping, especially for moms

with 2/more kids. Want B2S shopping to be as convenient and hassle-free as

possible. KIDS as END-USERS Core:

CW – School-age, between ages of 4 – 8 (1st to 3rd grade). PTW – At tail-end of Grade School, between ages of 9 – 12 (4th to 6th grade).

Psyche: Mom’s the boss! Are apathetic about school basics, although feel the need for their

school things and uniforms to be all new!

Overall Thrust:

May Wks. 3 & 4: Back to School Basics

June: Wks. 1 & 2: Campus Fashion (non-school

items)

Merchandise Grid: Children’s Wear

Category Girls Boys

Uniforms White polo •Baby collar regular •Baby collar shirtjack•Sailor collar regular •Sailor collar shirtjack Pleated skirts •Navy •Maroon

White polo •Shirt jack •Regular polo Slacks •Khaki •Navy Shorts •Khaki •Navy

Cover-ups Hooded jackets

Underwear Chemise, starter bras, panties, sandos

Undershirts, briefs

Merchandise Photos: Children’s Wear

Merchandise Photos: Children’s Wear

Merchandise Grid: Pre-teens’ WearDepartment Girls Boys

Uniforms White polo •Baby collar regular •Baby collar shirtjack•Sailor collar regular •Sailor collar shirtjack Pleated skirts •Navy •Maroon

White polo •Shirt jack •Regular polo Slacks •Khaki •Navy Shorts •Khaki •Navy

Underwear Starter bras, panties, chemise / sandos

Sandos / undershirts, briefs

Creative Guidelines: LOOK & FEEL

Treatment on Product Shots

Required Layouts: May B2S Basics

Children’s Wear Girls Boys

Pre-teens’ Wear Girls & Boys (combined)• Apply concepts to print ads. • 2-3 deck options • DUE DATE: Tuesday before lunch