BIG BOY DESIGN: INTERN PROJECT C2 2013 Jillian Fialko Ehrin Kelley
BIG BOY DESIGN: INTERN PROJECT C2 2013 1- OVERVIEW 2- RESEARCH Guest Competitive Opportunities 3- COLLECTION Concept and Color Key Figures CADs
Increase big boy loyalty by providing inspiring sports wear product Showcasing outfits that speak to the kids directly While delivering a relevant shopping experience
Shares drop from boys ages 8-12 Shares drop 2nd in store to 12th online
How can the loyalty of the Boy Guest be retained?
The Guest The Parent & The Boy What do they want?
The Parent The 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 Parent Guest 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 â€œcoolâ€?
-He wants his clothes to express who he is. -He chooses style over comfort.
-Shopping for himself and is trend and brand
-Is not afraid of color and loves
quirky and expressive graphics
The Boy AO Generation: -Technology savvy - Social Media - Multi-tasker - Multichannel initiative -Thrives on having the â€œnextâ€? Pew Research at Elon University
The Boy Stores the Boy is Excited about: -Kohlâ€™s -Old Navy -Aeropostale
Brands the Boy knows: -Old Navy -Tony Hawk -Gap -Wrangler -Abercrombie & Fitch -Arizona -Authentics
Competitive Research - Instore and online competitor shopping - Guest insights - Trend research
Project Opportunity: Assortment: - Fashion Forward Product - Online Exclusives - Extended Sizing - Specialty and Occasion
Online: - Easier Navigation - Guest Interaction - Clear Pictures
- 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
- 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?
- Enhancing the Target.com shopping experience - Promoting In-store displays to support the Multichannel initiative
- Creating an online exclusive collection that speaks directly to the older boy guest