2020 Fashion Scholarship Fund Case Study
It’s cool to be kind With GapKids and Minted
GapInc, one of the world’s most iconic apparel and accessories is collaborating with Minted, a stationery brand spreading “it’s cool to be kind” as their main message.
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By: Laura Ramirez
Table of Contents Executive Summary Who? Why? When? Inspiration & Process Prints & Colors Fabrics Lineup Flats Stationary Marketing Packaging Store Layout Quick Recap! List of Images 2
3 4 5 6 7 & 8 9 10 11 & 12 13 14 15 16 17 18 19
Executive Summary GapInc, one of the world’s most iconic apparel and accessories brands anchored in optimistic, casual, American style1, is collaborating with Minted, a design online marketplace that sells stationery products, art, gifts, and more2. The collaboration will result in a Back to School capsule collection, including the apparel and customizable stationery products. Gap Inc. reported a decreased by 4% in the first quarter of 20193 as a result of inventory woes and declining foot traffic. GapKids currently sells a Back to School collection but has never added stationery objects5, the idea could benefit Gap as they introduce new products. As Chief, Marketing Officer Alegra O’Hare said “we’re not going grow if we don’t change and if we don’t take risks4”.
The Back to School collection will be sold at selected GapKids stores, online and via Minted.com. While the stationary products will be customizable at selected GapKids stores and Minted.com. GapKids will attract costumers by the colorful prints, classic silhouettes and customers could potentially feel helpful, since 10% of their purchase will be donated to their local public school system. With this collection, moms won’t have to worry since kids will have their A+ looks that will help kids be kids, but most importantly kind kids!
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1. Gap Inc 2. About Minted 3. GapInc Sales 4. Business of Fashion Gap Interview
5. Gap Product Offering 6. GapKids.com
Who? - GapKids and Minted GapKids creates emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.1 It’s goal is to simply make it easy for customers to express their personal style throughout their life.1 GapKids is one of the first stages with apparel and accessories, part of the foundation of modern wardrobes through all the stages in GapInc. Gap continues to connect with customers around the world through specialty stores, online, and franchise store,1 they always spread a message with each collection launched.2 4.1
Minted a design marketplace, sources creative content from a global community of independent artists, then sells the best content in the form of stationery, art, and home decor,directly to consumers.3 The content is selected by customers through a poll, where customers select the best products based on style, colors, season and type of products.4 4.2
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1. About Gap Inc 2. Spreading a message, People interview 3. About Minted 4. Product Selection
Why ? GapKids seeks to make a positive, lasting impact on their consumer and the places where they operate.¹ Chief Marketing Officer Alegra O’Hare shared in a previous interview with BoF that Gap is not going to grow if they don’t change or take risks. During that interview, she also mentioned how Gap is currently focusing on pushing boundaries and how they listen to their customer needs to move forward 1. Likewise, Minted listens carefully to their community, allowing them to make decisions, and decide what great design is, rather than deciding for them2. By listening carefully to their community, they unleash full human potential. Besides having those characteristics in common, part of the inspiration for this collaboration comes from the idea of being kids and teaching kids that “it’s cool to be kind”. Both companies have a record of showing their customers that it’s cool to be kind for example, GapKids constantly donates to the Boys & Girls Club and donated $1 million this past 20183. Minted has a fundraising program where a school or your non-profit of choice receives 15% of holiday purchases4. GapKids can benefit from this collaboration by expanding their product categories and allowing their designers to play with their creativity as they collaborate with Minted designers. While Minted can gain exposure as they build one of the most impactful e-commerce2 companies in the world.
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1. Reigniting Gap as a Global Cultural Brand 2. Think Long Term - Minted
3. Gap and Boys & Girls Clubs 4. Minted Fundraising Program
When ?
The GapKids and Minted collaboration will launch on Back to School season during mid July of 2020. The collection will be available for purchase in GapKids stores around the world and online through GapKids and the Minted website.
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Inspiration The collection was inspired on primary colors because they are fun and youthful which is perfect for kids; geometric shapes which correlate with the
Back to School theme;
7.1
and quotes to express kindness.
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Process
8.1
8.2 8.3
The collection process consisted of 3 parts. 1. Primary research - past GapKids collection, trend research and forecast. 2. Design - initial ideas, sketches, colors and prints
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3. Selection - design, final colors and prints
Prints & Color
“It’s cool to be kind”.
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1. WGSN Kids Trend Research Reports 2. WGSN Kids Print & Graphics Forecast 3. Gap Kids
Fabrics
Perfect for the Denim Jacket, overall,
Perfect for the kids in order to be
skirt, and shorts.
comfortable all day!
Soft Cotton 100% Cotton On the more formal tops, still soft but a
The soft knit on the boys sweater
little more elevated
with various color-ways. Perfect for warmth and comfort.
Inspired by GapKids usual fabrics and range of colors.1
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1. Product Selection
Lineup - Girls
Squarneck with bow Geometric Craziness $30.00 Soft Cotton - 100% cotton High Rise Crop Wide-Leg Jeans
It’s cool to be kind t-shirt
$44.00
$25.00
Premium 1969 denim
Soft Cotton - 100% cotton
Denim Pull-on Skirt $30.00
Soft knit with stripes and more stripes
Premium 1969 denim
$27.00 Soft Knit
Kindness is my superpower Overall $45.00 Premium 1969 denim
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Lineup - Boys
T-Shirt with stripes and more stripes $25.00
Kindness is my super power - Sweatshirt $32.00 Soft Knit
Denim Pull-on Shorts
Soft Cotton - 100% cotton Original Fit Jeans $45.00 Premium 1969 denim
$34.00 Premium 1969 denim Stripes on more Stripes Short sleeve shirt $27.00 Soft Cotton - 100% Cotton
Kids Pull on Shorts $35.00 Soft Cotton - 100% Cotton
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Flats
Kindness is my
Squarneck with bow
Stripes on more Stripes
superpower
Geometric craziness
Short sleeve shirt
Overall
$30.00
$27.00
$45.00
Soft Cotton
Soft Cotton
Premium 1969 denim
100% Cotton
100% Cotton
93% Cotton 6% Elasterrel
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Stationary Part of GapKids and Minted collaboration is the stationary section. Customers can order those in selected GapKids stores on the Minted Booth or on Minted.com. The stationary consists of customizable calendars, name labels and notebooks.
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Online Marketing The online marketing strategy consists of three parts.
1. Back to School Video
30 second ad featuring children in GapKids collection
performing acts of kindness. Youtube commercial - instagram
and on GapKids home page.
2. #It’sCoolToBeKind
Instagram campaign on GapKids and Minted.
Customers tag on the stories, best posts gets 10% off their next
GapKids purchase.
3. GapKids banner at Minted.com Link to the collaboration being sold at GapKids.com
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Packaging Product tags will have the collaboration logo in the front and a short paragraph in the back telling the collection’s story and how the customer is giving back to their local public school system by shopping with GapKids and Minted. All online orders will be packaged on collaboration boxes with the logo.
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1. GapKids Stores
Store Layout
Minted booths will be available in the bigger stores in cities like: San Francisco, NY, Chicago and Houston1.
They will use prints and quotes from the “it’s cool to be kind collection” for the store layout which will have a designated section for GapKids and Minted Back to School Collaboration. This will give customers a chance to customize the stationary products and Minted will gain in-store exposure.
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1. GapKids Stores
Let’s Recap! For the upcoming school year GapKids the trusting American brand1 will collaborate with Minted a community of independent artists and designers. As the main designers for the products, Minted decided to focus on art, home decor, and stationery which goes directly to consumers2, those skills will benefit on this collection. The collaboration will launch during the Back to School season of the upcoming 2020 school year and the capsule collection will include apparel and stationery products such as: school calendars, notebooks and name labels. The collaboration can succeed due to the colorful prints and classic GapKids silhouettes, since both brands are know for giving back and spreading kindness3,5. For example GapKids constantly donates to programs and Minted has a fundraising program4. GapKids has a Back to School collection every year but has never added stationery objects6. The idea of standout school supplies, designed by the collaborators sounds just stellar! Moms will no have to worry since kids will have their A+ essentials, ands kids will be kids, but most importantly kind kids! As shown above the collection will be sold at select GapKids stores7, online and all the stationery items can also be purchased at Minted.com and can be ordered in GapKids stores with Minted booths.
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1. Gap Inc 2. About Minted 3. Wonder Video - GapKids
4. Gap and Boys & Girls Clubs Minted Fundraising Program
List of Images In all pages logo by author using GapKids
10. Fabrics by Mood.com and Fabric. com
and Minted Logo
11. Illustrations by Author 12. Illustrations by Author
1. Icon by author
13. Technical Flats by Author
2. Icon by author
13.1 Mood Fabrics
3. Icon by author
13.2 Prints by Author
4. 4.1 Photo by @Minted Instagram
3.3 Prints by Author
14. All images by Author
4.2 Photo by GapKids
6. 6.1 Photo @Minted
15. All images by Author
6.2 Photo by GapKids
7. 7.1 Photo by Public Publish Magazine
16. All images by Author
17. Store Layout using Sketch Pro by author
7.2 Photo by WGSN
8. Collage by Author using
18. Icon by author
8.1 Photo by GapKids
19. Icon by author
8.2 Photo by WGSN
8.3 Saffroneavenu
9. Prints by Author
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Except 15.1 and 15.2 by GapKids