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CONTENTS 4. Clique Brands 18. Who We Are / Clique Apparel 36. Our Proven Partnership / JoyLab 38. What is JoyLab 46. Who is JoyLab For / The JoyLab Tribe 57. Our Approach to Product / Business Highlights 86. JoyLab Marketing / Activations and Always on Marketing


is a portfolio of lifestyle brands driven by a mission to make fashion and beauty accessible to all. Clique Brands

Digitally-born and data-driven, we’re rooted in a community of 18+ million women passionate about style and shopping. Through our media property and consumer brands, we bridge the gap between content and commerce and serve not only as a hub for the latest in fashion and beauty but also as a collection of go-to brands women shop to look and feel their best at prices they love.


Our flagship media property founded in 2006, Who What Wear is the leading digital source for fashion and beauty trends, celebrity style, and shoppable content. Our editors comb through trend reports, research all the latest brands, and study both the runways and the streets to create a carefully-curated, one-stop style resource that’s just a click or tap away.


COLLECTION

Who What Wear expanded into consumer products in 2016 with the launch of our fashion collection at Target stores. Based on the success of the collection, we’re expanding globally with launches in the U.K. and Europe in 2020 and footwear and accessories through leading fashion retailers in the U.S. By leveraging our editorial team’s knowledge of trends, our proprietary data from our community, and our marketing power house, Who What Wear is able to create and drive trends that propagate to the mass market.


JoyLab is a street-wear inspired activewear line that launched in September 2017. Based on the success of WhoWhatWear Collections, Target approached Clique about leveraging our marketing and data muscle to create a new activewear brand for them, based on our health and wellness platform - The Thirty.


Our roots are in fashion but we see beauty as a part of personal style, so we set out to create the next generation of accessible, share-worth beauty brands-first, with Versed. A sister brand of Who What Wear, Versed is fueled by a mission to make skincare easy and effective for all. Centered around ingredient and industry education, Versed delivers clean products, personalized regimens, and uncomplicated results - all with products priced under $20. Launched in May 2019, Versed is available in all 1,800 Target stores nationwide.


OUR PROVEN FORMULA Our brands are driven by audience data. These customer insights help to inform product development and brand strategy. We have a highly-engaged, built-in community. Over the past 13 years, we’ve cultivated a community of women passionate about fashion and beauty who look to us to tell them what and where to shop. To support our brands, we leverage our in-house capabilities— influencer marketing, custom content creation, community management—to build robust marketing programs that drive awareness, engagement, and conversion.


W E ’ V E B U I LT THE COMMUNITY W E ’ V E C R E AT E D T H E DEMAND

NOW WE’RE DELIVERING THE PRODUCT

Pioneering A Community-Powered Approach To Building Consumer Brands


Who We Are


Clique Apparel The product design, development, and merchandising division of Clique Brands.


We Are... a team that comprises the fashion and activewear brand development division of Clique. Our principles are derived from our passion for product. We seek out adaptable innovation, and adhere to integrity and excellence at every stage. We focus on branding, marketing, merchandising, design and development - we have a passion for our craft, we find bliss in our achievements. We are Clique Brands.


Sally Mueller

Christina DiBernardo

Chief Brand Officer - Clique Brands

Head of Product Creation

Prior to Clique, Sally spent 25 years at Target Corp in various Marketing leadership roles She was instrumental in developing & implementing Target’s coveted Design for All program, forging partnerships with over 60 designers & brands. As a consultant, she has worked closely with Cherokee Group, Disney, Nickelodeon, Kohl’s and Target on several new brand initiatives.

An accomplished industry veteran of over 20 years. Christina studied tailoring at the School of Fashion Design in Boston & Apparel Design at F.I.T. She has held leadership positions at Alo Yoga, Reebok, Adidas, Ralph Lauren–RLX/Sport & Collection, Matuse, Timberland, Marmot, Oakley, LL Bean to name a few.

Carly Willis

Aaron Alonso

Merchandising Director

Designer - Concept, Print, Color

Over the last 18 yrs, Carly has driven results at renowned brands including; Prada USA, Nordstrom, Henri Bendel, Satine, American Rag, NBC & CBS, with her indepth market expertise. She has a proven record in developing, building & running successful international retail brands across multiple venues.

A Designer with a sophisticated, elevated approach. Aaron’s keen eye for discovering the latest trends has helped his teams increase revenue for numerous brands. He has a BFA in Fabric Styling and AAS in Fashion Merchandising from F.I.T. He has designed for Hansae’s clients including Kate Spade, Target, Wal-Mart, Amazon, OshKosh, Nike, & Kohl’s.


Brenna Carlyle Duff

Ashley Mihelich

Sr. Designer

Product Developement Manager

Womenswear designer with 12 years experience in contemporary, active & RTW markets. A graduate of the Fashion Institute of Technology, Brenna has held senior roles at The Arrivals, Under Armour, Limited Brands, and Kate Spade. She revels in quality materials, flattering fit and an elevated aesthetic, she has generated top-selling collections across varied markets.

15 years of experience with national brands including Haute Hippie, Rebecca Minkoff, Alice + Olivia, Everlane, and Philip Lim. Expertise in Technical Design, Fit, Patternmaking, as well as material devlopement and soucing. and a pasion for ethical initiatives and sustainability has led her to role as PD and Fit lead on JoyLab.

Tammi Lee

Brianna Lee

Designer

Product Development Associate

Designer with 10 years of experience working in New York City, having worked with Clique Brands, Theory, Club Monaco, & Flight 001. Her skill set includes cut & sew, outerwear, soft wovens, activewear, travel products, and accessories design. She graduated with honors in fashion design from Parsons School of Design.

In her 7 years of experience,Brianna has designed for Eliza J, Maggy London, Abercrombie and Fitch, and Justice for Girls among others. Her background in product development and design gives her a better understanding of the apparel development cycle from start to finish having experience in creating mood/trend boards, garment construction,


SOME OF THE BRANDS WE’VE WORKED

THE LOGO | .25 STROKE TO BE USED ON STATIONARY ELEMENTS

T H E A R R I VA L S L O G O B A D G E


D WITH . . .

T H E A R R I VA L S L O G O M A R K


WHAT WE HAVE MASTERED. Co-Creation with Client Community Retail Science, Consumer Insight, Data Analytics

White Space Identification

Brand and Creative Development

Social Media/ Community Building

Product Design & Development, Merchandising

Strategic Retailer Relationships Supply Chain Partnerships


WHAT SETS US A PART. Product Design - Trend Forecasting - Concept Development - Color + Print - Comprehensive Design Product Development & Technical Design - Product Sourcing - Development - Tech Pack Creation & Fit Merchandising - Visual Planning and Merchandising - Data Insights and Analytics & Reporting - Inventory Management and Allocation - Assortment Creative - Photography & Styling - Packaging and Graphic Design Marketing and PR/Media - Brand Activation - Events - Press - Media


Our Proven

Partnersh


hip


INTRODUCING

EXCLUSIVELY FOR TARGET


JoyLab is a digitally - born, data driven activewear brand. JoyLab delivers on trend right activewear with immersive experiences, engaging content and all at accessible prices created for Target. In partnership with Target, we have built a brand led by editorial expertise and co-created with the Clique community. JoyLab is fashion meets performance brand that truly inspires and empowers the consumer with looks that fit their active lifestyle while expressing an individual point of view.


What

JoyLab


is


JOYLAB IS....

I N C LU S I V E O F A LL Our brand is made for everyone and every body. We celebrate women of all shapes and sizes, which is why our entire line runs from size S to 4X. C O M M U N IT Y- F I R S T We’ve created this brand for our community so they come first. We maintain authentic, always-on conversations with them through


AC C E S S I B LE A LWAYS Whether with the price point, the style, or even our customer  relationships, our brand is about  accessibility for all. That means attainable prices,  trends for everyday, and a team  ready and willing to connect to our consumers.

S T Y LE P E R S O N A LIZ E D We know style is personal, and  luckily, personal is our style. In product design, we  cover the basics but always include  seasonal boosters that cater to unique aesthetics.  In marketing, we provide context and education so consumers can style to their liking.


JOYLAB PRODUCT POSITIONING Versatile, feminine, fashion-forward active apparel that fits her favorite activity as well as her life and style.


FASHIONABLE Directional collections combine performance-enhancing technical elements and trend-right styling.

FEMININE A new breed of versatile active apparel designed for the modern woman, who wants to feel chic, positive and empowered.

FEEL-GOOD Functional, flattering and comfortable garments that follow and support the body with every move, made to look and feel great whatever you’re doing.


Who Is JoyLab For


J OY L A B

48


J OY L A B

49

CLIQUE BRANDS SEPT. 2019


THE JOYLAB TRIBE is comprised of engaged on the go GenZ and modern Millennial Women ages 18-34. Who’s preference is real vs perfect and are willing to spend more on wellness than the average guest. They are happy with who they are and don’t need to compete. THE ON THE GO GEN Z GIRL She believes Wellness is about mental health & physical health. She prioritizes feeling good over losing weight, loves outdoors activities over the gym and studio workouts.

THE MODERN MILLENNIAL WOMEN She generally has a gym or studio membership. She cares about quality and materials and prioritizes fit and comfort as two of the most important activewear aspects to her.


Our Approach To Product


OUR CO-CREATION MODEL OUR PROCESS AT WORK

W

e believe consumers are key to retail transformation, their input and feedback is essential to exceeding their expectations. The more she realizes that her favorite brand is committed to listening, embracing and delivering on her precise requirements the better and more secure she feels her purchase will be, this creates a deeper a infinity and loyalty for the brand.

T

he purpose of partnering with strategic customers and partners to ideate, problem solve, improve performance, or create a new product, is to get ahead of the consumer’s needs. To offer products that ahe is only being to recognize her need for, kind of like a “get out of my head” moment between customer and retailer. She is ingaged and invested in us because she feels heard and un-


O U R ECOSYSTE M AT WORK We engage the guest in our enitre process from product development to marketing

Community Social Scraping

Translation into print and testing with the community

Expert Product Design + Development

Pre-Buy INF/Network Round Table + BTB survey

Who What Wear + TheThirty Social, Dedicated Email and Editorial Promotion

In season social via Gen Z Ambassador Program


HOW WE CO-CREATE WITH OUR COMMUNITY JoyLab is designed for the GenZ and Millennial Guest at Target who doesn’t want to compromise on performance, style or value when it comes to her activewear. Through our data driven process we are able to deliver on her needs.

CLIQUE DATA DOWNLOAD

TREND REPORTING CONCEPT DEVELOPMENT

We analyze Clique’s Data across our website and social media to identify Themes and Products and customer mindset along with an annual activewear survey

Our in house team of designers, merchandisers, and editors have expertise on what is new and next. Our seasonal trend reports and concepts never miss a color or silhouette.


BE THE BUYER: CONCEPT + PRINT TESTING

BE THE BUYER: FINAL EDIT

This enables us to reach out to our audience to get feedback on concept, color, + print to make data informed design decisions

At the final edit, we tap back into our Be The Buyer platform to ask our community to help us select the final asortment.

GEN Z AMBASSADOR PROGRAM Twice a year we work the most fashion saavy GenZ girls on Campus’ around the country who combine real time trend research with activewear content to deliver in the now on point Generation Z POV


S U S TA I N A B L E G U E S T FAV O R I T E S The guest has voted, and she loves us even more for being sustainable!

01

02

03


A GREENER SHADE OF ACTIVE Consumers are looking for better-for-the-planet options, and we recognize the rising costs and environmental impact of waste throughout our own supply chain. We’re striving to design for circularity across our brands and shopping experiences. For Target we were able to convert all of JoyLab’s materials to recycled or certifed sustainable sooner than planned without compromising product, material attributes, or value.

04

05

1. ASPEN LEGGING $34.99

Premium recycled polyester interlock legging with laser perforation details

2. Frandia Crewneck $24.99

A cozy all time favorite, curved hem, rib trim, thumbhole cuffs featuring our signature sustainable fleece with recycled poly..

3. Sequoia Bra $19. 99

Premium recycled polyester interlock active bra with laser perforation and removealble pads.

4. Tersoro Hoodie $29.99

Super soft hoodie made with our signature sustainable fleece with recycled poly

5. Katherine Legging $34. 99

Fan favorite! In recycled polyester / spandex, great fit and detail keeps her coming back for new colors.

6. Carino Jogger $32.99

Our signature sustainable fleece in a jogger styling makes this a winner for travel or lounge.

7. Sally Short $19. 99

Light weight recycled polyester stretch woven with feminine scalloped edging.

06

07


ICONIC STYLES In a period of 3 short years JoyLab products have become some of her favorites as well as being the envy of the industry. We provide premium product for an amazing value. Quotes are from verified Target Guests via .com and other internal Target reporting.

“I LOVE THESE! I HAVE THEM IN THREE COLORS. SO COMFORTABLE!”

“REALLY SOFT AND C O MF O R TA B L E .” “I LOVE THE SOFT FABRIC, CUTE STYLE, A ND F I T S G R E AT.”


Case Study

WE OWN COZY To say that our cozy programs have been a success is an understantment. From our launch style “Frankie” to our High Pile and Sherpa programs we totally own cozy! In our signature fleece programs we have done $35M or 1.4M units since inception. The JoyLab High Pile program of 2018 was Target’s single largest program for the holiday season, with Heavy Fleeced added and new Shepra

Who

“Frankie” fabric franchise

When

Launch Fall 2017 - Fall 2019

What

The evolution of the original Frankie Crewneck style to a signature year round program spanning categories.

Why

because she loves the cozy softness and ease of wear.

Case Study

WE SUPPORT HER Who

JoyLab x Invista

When

Fall 2019

What

A new technology launch with Invista “Fitsense” in shaping and supporting bra and legging set, making JoyLab the first to market in our channel.

Why

because she wants to look and feel good while working out

At the forefront of technology, JoyLab partnered with Invista on the the launch of their FITSENSE product with supporting and lifting engineered product. In Target’s first ever apparel technology colab, JoyLab was selected as the channel partner to help Invista launch Fitsense, the only other partner on the launch in the activewear space was Adidas by Stella McCartney.


JOYLAB RETAIL HIGHLIGHTS + ARCHITECTURE


RETAIL HIGHLIGHTS • 18%-20% OF OUR ASSORTMENT IS PRINT • 25-30% IS WTD SALES ARE DRIVEN BY THE COZY FABRICATIONS • 40% OF SALES WEEKLY IS DRIVEN BY LEGGINGS • +18% INCREASE IN BRA SALES THIS YEAR DUE THE LAUNCH OF SEVERAL NEW STRAPPY YOGA BRAS • SMALL AND MEDIUM ARE CONSISTENTLY OUR BEST SELLERS

RETAIL ARCHITECTURE

Bras $16.99-$22.99 Leggings $29.99-$44.99 Seamless

$16.99-$29.99

Sweatshirts

$24.99-$34.99

Tanks/Tops

$16.99-$24.99

Shorts $19.99 Sweatpants

$29.99-$39.99

Outerwear

$34.99-$39.99


ASSORTMENT PLANNING


PRODUCT LIFECYCLE

CONCEPT KICK OFF

LINE PLAN PASS OFF

50 WEEKS

46 WEEKS

Co-Creation Test 1 48 WEEKS

CONCEPT DELIVERY

SKET REVI

44 WEEKS

41 WE

Co-Creation Test 2 43 WEEKS

We have created a Timing + Action Calendar for Target 50 weeks. Clique is exceptionally well positioned to dev given the opportunity to partner with a quick turn vendo


TCH IEW

EEKS

PROTO REVIEW + FIT 34 WEEKS

FINAL ASSORTMENT 29 WEEKS

IN STORE

COMPLETE

Be The Buyer Final Assortment 29 WEEKS

that delivers product from concept to store in a short velop and deliver on a faster speed to market calendar or or agile client relationship.


LET’S GET DOWN TO BUSINESS. • Launched in 2017 – JoyLab sold over $1M in revenue it’s first week on the floor at Target selling 42K units • 1160 Doors Nationwide • Suppliers includes; Eclat, Makalot, Hansae & E&B • In 2019 JoyLab is on track to do over $100M in Revenue for a brand that is only 2.5 years old, • In Q1/Q2 of 2019 our business was +17% vs Plan with exceptional business in first quarter up +22% vs Plan • With a PMI range of 58-62% over the last three years, we have exceeded this number between 1-2% on average, never compromising on value or quality


WE KNOW HOW TO BUILD FRANCHISES. The JoyLab Frankie Sweatshirt was launched in 2017 creating an whole new genre of Ultra Plush and Cozy fabric we call “NVY” used across bottoms, tops, and fashion sweatshirts. It has driven over $35M in Sales JoyLab LTD and sold over 1.4M units it continues to represent 25-30% of our sales weekly WOW Seamless – we have been able to take techniques used at Nike and Stella McCartney for Adidas and bring it to the Masses. We were able to offer a Bra and Legging set at $50 that has been in stores just over a year and has sold $4.5M. Seamless is a growing handwriting for the JoyLab business at Target Guest Favorite Set is the Jenny and Katherine Legging. Built around the ever popular long line Bra and Matching legging. It has evolved over the years, but our “NVision” fabric remains the same. We have won year over year with this program. We have sold over $14M of these Bras and Leggings


JOYLAB ON TREND Always On Trend

Mixed media jacket

Tie Dye sets

All set in seamless

The season demands watery florals Feminine details


Strappy front details

Flirty back tops show off bra details

A billowing parka becomes a three season favorite

Ready to travel A box layer shines in cozy fabrications

High neck crops create dominate the all day active vibe


THE ASSORTMENT

CORE - BETTER BASICS

Compression legging

Cozy layers


Long line bra

Flowy feminine top

Strappy yoga bra

Cozy Jogger


THE ASSORTMENT

SEASONAL MUST-HAVES

Front strappy bra

Moto Legging

High pile fleece


Lt weight active jacket

Directional prints Long Sleeve twist front top


THE ASSORTMENT

ENERGY PIECES THAT PULL IT ALL TOGETHER

Statement leggins

One piece suit

Shine bra


Printed wind breaker

Detailed swimwear

Lux gym bag

Studio socks


JoyLab

Market


ting


Communities built around a shared love @thethirty

@targetstyle

81.9K

2.2M


#joylab

Who What Wear

5000+

1.5M

for fashion, wellness and shopping.


IN

E TH


P

S S E R


THE POWER OF PARTNERSHIP We believe in the power of the right partnerships. In forging new partnerships, we can build the next great shopping and product experience. The combination of clique’s data driven customer insights, innovative technology and compelling content has proven profitable for brands, retailers, and manufacturers.


Profile for cliquebrands

Clique x JoyLab  

Clique x JoyLab