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Ready to Wear Spring 2015

Lucy Hale By Emily Roberts

12/3/2013


Vision Target: “Our mission is to make Target your preferred shopping destination all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfill out Expect More. Pay Less, “brand promise.”

Lucy Hale: “To bring Lucy Hale’s first fashion line that represents her beloved fashion style from ABC Families hit show Pretty Little Liars to life through quality fashionable products at an amazing price.”

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Customer Profile Geographic Segmentation

Race- Caucasian

Region- west

Social Class- middle class

City Size- up to 100,000

Marital Status- married

Population Density- suburban

Psychographics- strivers

Climate- temperate

Affective and Cognitive Segmentation

Demographic Segmentation

Degree of Knowledge- novice

Age- 13-18

Benefits Sought- convenience

Gender- female

Attitude- neutral

Household Size- 4 Income- $65,000-$80,000

Behavioral Segmentation

Occupation- professional

Brand Loyalty- divided

Education- college graduate

Store Loyalty- divided

Sociocultural Segmentation

Usage Rate- medium User Status- potential user

Culture- American

Payment Method- credit card

Subculture- Polish

Media Usage- TV

Religion- Christian

Usage Situation- home

National Origin- Polish

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Customer Narrative Name- Madison Badowski Age- 16 Lives- Naperville, Illinois Education- Junior at Naperville North High School

Favorite: Movie- Hunger Games and Twilight Saga TV Show- Pretty Little Liars Musician- Imagine Dragons, Taylor Swift, Avicii, Katy Perry Magazine- Teen Vogue Shops- Hollister, Pink, Charlotte Rouse, Marshalls, Pacsun, Target, and Maurice’s

Hobbies- drama and art club, photography, makeup and hair, going to movies and concerts, hanging out with friends and family

Day in the life: Madison wakes up to her mom yelling at her to wake up or she will be late to school again. She rushes around to do her makeup and put on a cute outfit that will have all of her friends begging to know where she got it. She grabs some toast and juice to go as she loads her younger sister into the car and they drive off to school. They don’t get a long but during car rides they sing and dance together. She goes through her day of classes doodling on her note book just waiting until she can see her friends. Her favorite part of the day is lunch, which they all have together. After school she goes with her friends to the local park to take photos and gossip about their crushes until it’s time to go home for dinner. She does her home work in front of the TV with her family as they watch all their favorite shows.

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Inspiration Board & Color Story

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Style Numbering System 1

Year

2

Season

1

3

4

2015

A

Spring

1

Tops

2

Bottoms

3

Dresses

1

Tops

Class

Sub Class

1

Bra Top

2

Crop Shell

3

Paneled Sleeveless Tank Varsity 5 Boyfriend Tank

4 2

3

5

6

Bottoms 1

Mini Wrap Skirt

2

Culottes Pants

3

Jogger Leggings

4

High Waisted Shorts 5 Zipper Pencil

1

Fit and Flare

2

Shirt

Dresses

Color 1

Multi

2

White

3

Black

4

Salmon

5

Maroon

6

Magenta

7

Mint

8

Steel Blue

9

Navy

Fabrication 1

Cotton

2

Nylon

3

Khaki

4

Pique

6


7

5

Cotton/Polyester

6

Wool

7

Woven

8

Leather

9

Denim

1

Small

2

Medium

3

Large

4

Extra Large

5

2

6

4

7

6

8

8

9

10

A

12

B

14

Example: 1A12414 1. 2015 A. Spring 1. Tops 2. Crop Shell 4. Mint 1. Cotton 4. Extra Large

Size

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Design 1 Style Number: 1A31453 Fabric: Cotton/Polyester Colors: Salmon

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Design 2 Style Number: 1A1215/8, 1A22613 Fabric: Cotton/Polyester, Pleather, Cotton Colors: Black, White, Magenta

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Design 3 Style Number: 1A11753, 1A23213 Fabric: Cotton/Polyester, Cotton Colors: Mint, White

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Design 4 Style Number: 1A14863, 1A21383 Fabric: Wool, Pleather Colors: Steel Blue, Black

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Design 5 Style Number: 1A13153, 1A24313 Fabric: Cotton/Polyester Colors: White, Maroon, Black

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Design 6 Style Number: 1A32153 Fabric: Cotton/Polyester Colors: White, Navy, Black

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Design 7 Style Number: 1A15153, 1A25383 Fabric: Cotton/Polyester, Pleather Colors: White, Black

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Floor Plan A

C

B

C

E E

D F

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Floor Plan Inspiration

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Key Code FIXTURE

FIXTURE

DESCRIPTION

# OF UNITS

A

1A31453

Salmon Fit and Flare Dress: Cotton/Polyester

20

A

1A15153

Black and White Boy Friend Tank: Cotton/Polyester

20

A

1A25383

Black Zipper Pencil Skirt: Pleather

20

B

COUCH

C

Dressing Room

C

Dressing Room

D

1A1215

White and Black Crop Shell: Cotton/Polyester, Pleather

20

D

1A22613

Magenta Culottes Pants: Cotton

20

D

1A11753

Mint Bra Top: Cotton/Polyester

20

D

1A23213

White Jogger Leggings: Cotton

20

E

1A13153

Maroon and White Paneled Sleeveless Tank: Cotton/Polyester

20

E

1A24313

Black High Waisted Shorts: Cotton/PolyesteR

20

E

1A32153

White, Navy, and Black Tshirt Dress: Cotton/Polyester

20

F

1A14863

Steel Blue Varsity Sweater: Wool

20

F

1A21383

Black Minni Wrap Skirt: Pleather

20

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Marketing Social Media: Through Lucy Hale and Targets social media sites (Facebook, Twitter, and Instagram) they will keep the target consumers updated and involved with the whole process. Asking about their must have pieces for spring, colors they love for spring, first look at the sketches, behind the scenes at the photo shoots, connecting to her hit TV show like behind the scenes fashion at the show, a post about Pretty Little Liars character’s fashion evolution, and I think what will be the best is a live chat with Lucy. By making the posts interactive more people will see the posts and will be talking about it.

Event Tour: I think it would very beneficial to the collection if Lucy Hale does a store tour launching her Target Collection. It would involve a DJ and lots of press, Lucy signing autographs, and maybe a freebie to those who attend or a special offer on the clothes for just the event.

Press Tour: I believe using Lucy Hale’s celebrity would be the most effective way to get the word out about her new line at Target. I think a television Press Tour would help her not only reach her fan base but also the parents of her target customers. Reaching the parents is just as important if not more because they will be the ones funding their children’s spending. The parents could also see it i their child’s favorite start and will buy the clothing for them. I think some of the main shows Lucy should go to would be Good Morning America, Ellen, E!, Live! With Kelly and 18


Michael, and a Late Night Tour; Jimmy Fallon, David Letterman, and Jimmy Kimmel. I think if she does a sneak peak into the season of Pretty Little Liars it will make her fans want to watch and then she can also mention her line. That way both ABC and Target will be getting attention.

Advertising: The target customer not only is heavily involved with social media, watching television, but they also love their fashion magazines. Through ads in magazines like Teen Vogue, Style, People, and Seventeen magazines I believe we can inform a lot of fans about Lucy Hale’s new line. I also believe that through advertising in local newspapers once again will inform the parents, who are a big part of the buy process.

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Biography Lucy Hale: Lucy Hale was born June 14, 1989 in Memphis, Tennessee where her father is the Senator. Lucy knew from a young age that she wanted to sing and act. She got her first big break on American Juniors, a singing reality show, where she finished in the top five. From there Lucy got a lot of small roles on Nickelodeon and Disney Channel shows. Her first movie was in the Sisterhood of the Traveling Pants, and from there she got the leading role in A Cinderella Story: Once Upon a Time. From there she got her most famous as Aria, on ABC Families Pretty Little Liars. From her success on the show she has been able to explore her acting talents, who she is, and her fashion sense. She became a style icon for her fans; this is what lead her to make a line through Target.

Target: Target, originally Dayton Dry Goods Company, stared in 1902 in Minnesota. The corporation grew so large they changed the name to the Target Corporation. There are now over one thousand nine hundred locations between the US and Canada. Target has now started Designer Collaborations’. Some designers include Philip Lim, Peter Pilotto, Prabal Gurung, and now Lucy Hale to target a younger fashion forward age group.

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Advertising

Lucy Hale by Target

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Lucy Hale by Target

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Lucy Hale by Target