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mismatched carter’s by

babies & kids


brand DNA Carter’s is the leading brand of baby & toddler products, including clothing, shoes, accessories, and toys. Success History Based On: - Quality and innovation - Thoughtful details - Earning families’ trust - Baby-friendly features - Innovation in the way their customers shop “Childhood is a celebration... inspired by the joy and love children bring into our lives.” - Carter’s


brand DNA “You can count on Carter’s to take care of the little details so that you are free to focus on what really matters: celebrating your little one – and the hugs, cuddles, giggles, and babbles that light up our lives.” - Carter’s


research in-store Bright and colorful Sectioned off by age/size All sections have a specific theme and/or color story Everything comes in sets Interactive cash rap Toys and games for kids to look at and stay occupied


research competitors Gymboree known for high quality clothing and their “Play and Music” program for kids and parents to share an experience with exploratory classes - dedicated to kid/parent experience

Garanimals based off of an ideal mix and match system with comfortable clothing and good pricing - each line is able to be mixed and matched as separates within the line

The Children’s Place brand pays strong attention to childrenswear fashion trends and is dedicated to creating a kid and parent friendly environment

What these brands DON’T have an IN-STORE child/parent experience to enhance the relationship between the two, while increasing sales and bringing innovation to the sales floor


problem statement

To enhance the current in-store experience for children ages 3-5 and their parents, by creating a mix and match collection and system for Carter’s Babies and Kids Pre-Fall ‘14. This experience will encourage children to pick out their own clothes, therefore feeding their creative expression.


research

trends

“Bold unisex colour and all-over pattern emerge in this confident and stereoptype-busting hosiery trend for kids.” - WGSN

Boys’ key items: funnel neck sweat- Girls’ key items: printed er, worker pant, printed jogger suits, jogger suits, tutu skirts, fashion overhead shirt, oversized pockets sneakers, textured sweaters, tunics

Textile Direction: Athletic Denim jersey, jersey knit, loop-back fleece, cotton blends Textured Knits (waffle/honeycomb, basket weave) cotton blends and wool/cotton blends Soft sheen, iridescent surfaces for outerwear polyester and nylon


justification creative expression “In an age where preschool admission is competitive and eighth graders worry about padding their college resumes, creativity tends to get short shifted.” “Nurturing Your Child’s Creativity” - excellence is being pressured and expected at younger ages - matching clothing with siblings or even with mom/dad - technology has made it acceptable for children to abandon their imagination - WHAT’S ENCOURAGED: interactive toys, hands on activities to spark imagination and creative thinking, confidence, turn off the TV, daydreaming

“Nurturing Your Child’s Creativity” education.com


justification creative expression Creativity is no longer only associated with the arts it comes in the form of words and ideas Encouraging creativity young allows children to be creative without worrying about what other people are thinking. Encourage personal style, even at a very young age. Value any creative efforts a child pursues - no matter what.

“All humans are born creative - it is what makes us human.” “Your child has a natural desire to express herself...”

“Guiding Your Child’s Early Learning: Creative Expression” education.com “10 Activities to Encourage Self-Esteem” scholastic.com

“Celebrate style.”


the turtle and the tutu


Bedtime Blues

Ocean Blue

Purple Play

WIld Child

Ballerina Blush

Emerald Ninja

Turtle Shell Green

Sunbeam

Simple Grey


Sarah - fun-loving, stay at home mom - knack for baking and crafting - loves getting creative with healthy snacks and activities - struggles getting the twins dressed in the morning - eccentric yet conservative parenting style

Seth - part-time pediatrician and full-time daddy - secret love for ballet - obvious talent in fighting evil monsters - eccentric parenting style - encourages creativity and self-expression in his twins


Suzie

- 3 year old twin - wild imagination - passion for finger painting - independent personality - wears her tutu, or throws a fit - favorite color is hot pink - favorite book is “I Wear My Tutu Everywhere” - not afraid to get dirty

Sam

- 3 year old twin - fights evil monsters and rivals of his favorite superheroes - obsessed with turtles - favorite color is green - thinks he’s a ninja turtle - favorite book is “The Tortoise and the Hare” - loves playing with his sister


materials

100% Cotton

100% Polyester 100% Cotton Slub Jersey

100% Polyester Mesh Tulle 100% Cotton Denim

Cotton Blend 66% Cotton 25% Polyester 5% Nylon 2% Rubber 2% Spandex

Rib Cotton 95% Cotton 5% Spandex

Jersey Knit 95% Cotton Jersey 5% Spandex

Poly Blend 67% Polyester 33% Nylon

1x1 Rib 75% Cotton 25% Polyester Wool Blend 80% Wool 20% Cotton

Yarn Blend 58% Cotton 28% Acrylic 15% Polyester


marketing Today, it’s all about you! What do YOU want to wear? Carter’s is introducing a new way to shop. Why don’t you let your little one do the choosing? Our newest collection, Mismatched, is all about mix and match the mismatched, to allow your child to enhance his/her creative expression and express their style.

Collection Hangtags

mismatched

by Carter’s


final designs

Girls


final designs

Boys


merchandising Girls Priority of Styles Long Sleeve Top [18 SKUS] Standard Legging [15 SKUS] Ballerina Tutu [9 SKUS] Ballet Dress [12 SKUS] Babydoll Top [9 SKUS] Waffle Knit Sweater [6 SKUS] BabyYoga Pant [9 SKUS] Crop Jacket [6 SKUS] Oversized Pocket Tunic [6 SKUS] Babydoll Dress [6 SKUS] Ruffle Pant [6 SKUS] Legwarmers/Armwarmers [18 SKUS] Socks [21 SKUS] Turban Headband [18 SKUS]

Main Look: Long Sleeve Top, Standard Legging, Tutu or Ballet Dress

Sizing

3T, 4T, 5T


merchandising Boys Priority of Styles Standard T-Shirt [18 SKUS] Oversized Pocket Sweatpant [12 SKUS]

Funnel Neck Sweater [15 SKUS]

Printed Sweater [6 SKUS] Baseball Pant [9 SKUS] Turtle Roll Puff Vest [9 SKUS] Denim [6 SKUS] Turtle Chest Puff Jacket [3 SKUS] Half-Zip Pullover Jacket [6 SKUS] Turtle Arm Puff Jacket [3 SKUS] Socks [21 SKUS]

Main Look: T-Shirt, Oversized Pocket Sweatpant, and Sweater

Sizing

3T, 4T, 5T


merchandising Girls’ Look 1

Description: Standard Long Sleeve T-Shirt Style #: V_000P001 Material: 95% Cotton, 5% Spandex [Rib Cotton) Sizing: 3T, 4T, 5T SKUS: 18 Price: $6.00

You know that tutu your daughter never wants to take off? This look is a way to mix that with an appropriate outfit to keep your ballerina smiling from ear to ear.

Description: Ballerina Fit & Flare Dress Style #: V_000P002 Material: 95% Cotton Jersey, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 12 Price: $17.50

Description: Ballerina Tutu Style #: V_000P004 Material: 100% Polyester Mesh Tulle Sizing: 3T, 4T, 5T SKUS: 9 Price: $14.50

Description: Ruffle Hem Legging Style #: V_000P003 Material: 95% Cotton Jersey, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 6 Price: $12.50


merchandising Girls’ Look 2

Description: Cropped Jacket Style #: V_000P005 Material: 80% Wool, 20% Cotton Sizing: 3T, 4T, 5T SKUS: 6 Price: $36.50

This look pairs a comfortable pair of our BabyYoga Pant with an adorable dress to quickly change from a play to dinner look.

Description: Baby Yoga Pant Style #: V_000P007 Material: 95% Cotton Slub Jersey, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 9 Price: $10.50

Description: Babydoll Dress Style #: V_000P006 Material: 100% Cotton Sizing: 3T, 4T, 5T SKUS: 6 Price: $19.50


merchandising Girls’ Look 4

Description: Waffle-Knit Sweater Style #: V_000P008 Material: 58% Cotton, 28% Acrylic, 15% Polyester Sizing: 3T, 4T, 5T SKUS: 6 Price: $18.00

A warm sweater and leggings for a cool fall day are perfect for playing in the leaves. Over her favorite dance class dress and legwarmers, this outfit shows off your ballerina’s unique style.

Description: Arm/Legwarmers Style #: V_000P0023 Material: 66% Cotton, 25% Polyester, 5% Nylon, 2% Spandex Sizing: One Size Fits All SKUS: 18 Price: $7.00

Description: Standard Jersey Legging Style #: V_000P009 Material: 95% Cotton Jersey, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 15 Price: $6.00 - $7.00

Ballet Dress as seen in Look 1


merchandising Girls’ Look 4

Description: Babydoll Top Style #: V_000P010 Material: 100% Cotton Slub Jersey Sizing: 3T, 4T, 5T SKUS: 9 Price: $11.50

A breezy babydoll tee and a pair of our ruffled pants make for a fun and flirty look appropriate for your toddler.

Description: Turbn Headband Style #: V_000P011 Material: 95% Cotton Jersey, 5% Spandex Sizing: One Size Fits All SKUS: 18 Price: $4.50

Ruffle Pant as seen in Look 1


merchandising Girls’ Look 5

Description: Oversized Pocket & Print-Blocked Tunic Style #: V_000P012 Material: 100% Cotton Sizing: 3T, 4T, 5T SKUS: 6 Price: $22.50

A color and printblocked tunic is an easy layering piece with a pair of our comfy leggings. Don’t forget a pair of our gender neutral socks to keep those little fleet warm in her sneakers.

Standard Legging as seen in Look 3

Description: Gender Neutral Socks Style #: V_000P013 Material: 66% Cotton, 25% Polyester, 5% Nylon, 2% Rubber, 2% Spandex Sizing: 3T, 4T, 5T SKUS: 21 Price: $10.50 for a set of 7


merchandising Boys’ Look 1

Description: Standard T-Shirt Style #: V_000P014 Material: 100% Cotton Jersey Sizing: 3T, 4T, 5T SKUS: 18 Price: $6.00

How a garment feels to the touch for children is very important. With our puffy armed jacket and comfortable fashionforward baseball pant, your main little man will be comfy and ready to take on his day.

Description: Turtle Arm Puff Jacket Style #: V_000P015 Material: 40% Polyester, 10% Nylon, 45% Cotton, 5% rib cotton Sizing: 3T, 4T, 5T SKUS: 6 Price: $34.50

Description: Baseball Pant Style #: V_000P016 Material: 95% Cotton Jersey Knit, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 6 Price: $14.50


merchandising Boys’ Look 2

Description: Turtle Roll Puff Vest Style #: V_000P017 Material: 67% Polyester, 37% Nylon Sizing: 3T, 4T, 5T SKUS: 9 Price: $26.50

A perfect puff vest resembling the chest of his favorite animal, the turtle, your boy will stay warm and stylish. Pair with a funnel-neck sweater and a pair of oversized pocket sweats for a stylish and comfortable daytime look.

Description: Oversized Pocket Sweatpant Style #: V_000P018 Material: 95% Cotton Jersey, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 12 Price: $15.50

Description: Funnel Neck Sweater Style #: V_000P018 Material: 90% Cotton, 10% Spandex Sizing: 3T, 4T, 5T SKUS: 15 Price: $14.50


merchandising Boys’ Look 3

Description: Printed Sweatshirt Style #: V_000P019 Material: 85% Cotton, 5% Spandex Sizing: 3T, 4T, 5T SKUS: 6 Price: $16.50

A comfortable cotton sweatshirt with a fun print takes a simple pair of our oversized pocket sweatpants to a more fashion forward look and will grasp the attention of any toddler with the pop of bright colors.

Oversized Pocket Sweatpant as seen in Look 2


merchandising Boys’ Look 4

Description: Half-Zip Pullover Jacket Style #: V_000P020 Material: 100% Polyester Sizing: 3T, 4T, 5T SKUS: 6 Price: $29.50

Our awesome half-zip pullover is perfect for playtime on a chilly day in the fall. Simple colorblocking makes for a dayto-night look, paired with a striped baseball pant and t-shirt.

Standard T-Shirt as seen in Look 1

Baseball Pant as seen in Look 1


merchandising Boys’ Look 5

Description: Turtle Roll Chest Puff Jacket Style #: V_000P021 Material: 40% Polyester, 20% Nylon, 25% Cotton Jersey, 5% Rib Sizing: 3T, 4T, 5T SKUS: 6 Price: $34.50

A play off our puff vest, this jacket adds sleeves for warmth when your little ninja doesn’t want to come inside just yet. With a simple pair of jeans and a t0shirt, the look is also versatile for playtime or going out to dinner.

Standard T-Shirt as seen in Look 1

Description: Denim Pant Style #: V_000P022 Material: 100% Cotton Denim Sizing: 3T, 4T, 5T SKUS: 9 Price: $16.50


thank you contact info

Erika Guynan E-mail: guynaner@mail.uc.edu Phone: 513-509-4400 University of Cincinnati Fashion Design Class of 2015

Design to Brand - Final Project  

Create an extension of a current brand in an area that brand should be expanded into.

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