GR604 Student Project (Gymboree) — The Visual Strategy Guide

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

THE VISUAL STRATEGY GUIDE

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Helping Kids Grow Up

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Table of Contents 01 Brand History 03 04 07

Brand Overview Timeline Brand Mission Statement

02 Brand Future 11 13 15 17

Brand Soul Keywords New Mission Statement Brand Visualization

03 Audience Profiles 22 28

Within The Spectrum Outside The Spectrum

04 Brand Competitors 32

Current Competitors

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Adjacent Competitors

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Aspirational Competitors

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Brand Attributes

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Brand History Brand Overview Timeline Brand Mission Statement

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Brand Overview

Who We Are Based in San Francisco, California, Gymboree Corporation designs, manufactures, and retails unique, high quality apparel and accessories for children and women. The company has retail businesses under the Gymboree, Janie and Jack, and Janeville names. Gymboree operates more than 600 stores in the United States and Canada as well as an online business. The company also operates parentchild developmental play programs for infants through age five. There are more than 530 play and music centers in the United States and 24 other countries, many of which are franchises.

Gymboree is a children's clothing retailer that was founded in 1976 in San Francisco. The company originally offered play and music classes for children, but later expanded into clothing retail. It grew rapidly in the 1990s and early 2000s, operating over 1,200 stores across several brands. However, the company struggled financially due to changing consumer preferences and increased competition, and filed for bankruptcy in 2017.

It was later purchased by The Children's Place, which continues to operate the brand through its website and select retail stores.

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Timeline 32 Retail Stores

By 1989 there were 32 retail stores operating, but they were not performing up to investor expectations, and the company brought in outside help.

Gymboree earned a profit in the first quarter of 2002 after

Expansion Began

struggling with two years of

Expansion began in earnest in

losses. Harper continued to make

1979 when the first franchises

improvements in operations and

were awarded.

was named CEO.

1976

1989

2000

1976

1984

1993

Founded

Into Global Market

The Stock Made its Debut

The Gymboree Corporation is founded in San Francisco, California by Joan Barnes, a mother who was looking for a safe and fun place for her children to play and learn.

By 1984, 125 Gymboree franchises were operating in 20 states and were bringing in more than $1 million in revenue annually, and Gymboree ventured into the global market, overseeing the start up of foreign franchises.

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Sales Began to Falter

The stock made its debut on the NASDAQ Stock Exchange. By 1993 the number of retail stores had grown from 32 to 170.

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Bain Capital Acquired Gymboree Bain Capital acquired the

company for US$1.8 billion.

Closed Crazy 8 Brand

Gymboree filed for bankruptcy and announced the closure of

2010

Rebranding

Gymboree reinvents itself according to its new brand mission to further advance a

Crazy 8 brand.

sustainable future.

2018

Today

2007

2017

2019

Crazy 8 lauched

Bankruptcy

Bankruptcy Again

2007. It featured lower-priced

for Chapter 11 bankruptcy

again and closed all Gymboree,

clothing and was Gymboree's

protection. As part of the debt

Gymboree Outlet, and Crazy 8

direct competitor for The

management process, it said it

stores, and sold Janie & Jack

Children's Place and Old Navy.

would close 375 of its 1,300 stores.

stores to Gap, Inc.

Crazy 8 was started in August

Gymboree announced it was filing

Gymboree filed for bankruptcy

In September 2017, the company emerged from bankruptcy.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Gymboree Mission Statement

Children are at the heart of everything we do.

Childhood is filled with special moments every day and we design comfortable, quality clothes and accessories for memories in the making. Across all of our brands, we aim to make shopping and getting dressed easy and fun. Our clothes help children start each day with something special – because we know a child’s favorite outfit can make every day a great one.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Brand Future Brand Soul Keywords New Mission Statement Brand Visualization

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Brand Soul

A safe and fun place for children to play and learn.

Rebranding Potential

Future Possibilities

New Gymboree is to provide a memorable childhood experience that is both playful and safe. We are committed to fostering children's creativity and imagination, while providing a comfortable experience that families can trust. We celebrate the joy of childhood and create happy memories for families to cherish.

Gymboree's brand will expand beyond apparel in the future and focus on multiple aspects of children's development. We will continue the brand's beliefs about making children comfortable and confident and having fun, incorporating educational aspects into our offering to cover a wider range of child growth and development, and fully supporting children's development.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Keywords

Nurturing

Gymboree values the nurturing of children and is committed to providing a supportive and caring environment for children's growth.

Playful

Gymboree focuses on playfulness and encourages children to explore their creativity and imagination through fun and engaging play experiences.

Educational

The Gymboree brand is educational, creating environments that provide opportunities for children to learn and develop.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

The New Mission Statement

We provide a nurturing, playful, and educational experience to help children reach their full potential so they can have a positive impacton on the world.

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Our Current

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Gymboree

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Our Future

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Gymboree

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Audience Profiles Audience profiles play a critical role in brand design by providing a clear understanding of target market needs, desires and preferences. It allows brands to create an emotional connection with customers and build brand loyalty. Effective brand design considers audience demographics, psychographics and behavioral patterns to create consistent and compelling brand identities.

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Photographer Aunt Kelly Haney 30 years old Photographer Miami, FL

A Kelly likes to take pictures of her nephew, but she always

forbids him from playing with her camera equipment because his fingers have been caught in the camera stand equipment before.

A Kylie never leaves Ethan when taking pictures because she wants to ensure that he is always safe and under her watchful eye.

B Kylie likes to take Ethan to the beach and play games like

sandcastle building and shell collecting together because she believes children should be closer to nature.

B Kylie often makes handmade collage albums with her

nephew because she wants to foster his interest in art and photography.

C Kelly likes to take Ethan to art galleries and museums

because she wants him to enjoy different forms of art and learn about history and culture.

C Kelly often incorporates educational elements into their

[A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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play activities, such as counting the number of shells they find or learning about the different types of plants they see on nature walks, because she wants Ethan to learn while having fun.

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Little Adventurer Ethan Thompson 6 years old Seattle, WA

A Ethan always wears a helmet when riding his bike

because his parents have taught him that safety comes first and he needs to protect his head from injury.

A Ethan's parents always spray him with children's insect repellent when he goes outside because he loves the outdoors but gets bitten by mosquitoes.

B Ethan loves exploring the outdoors and being adven-

turous because of which his parents take him on hikes and camping trips so that he can experience new things.

B Ethan prefers insects and climbing pets to regular pets because he wants to create a miniature natural environment in his own home.

C Ethan's parents often take him to museums and science centers because they want him to learn about history and science in a fun and interactive way.

C Ethan enjoys reading books on different topics, such as

[A] Nurturing growth

animals and plants, because he is curious about the world around him and likes to learn new things. His parents encourage this love of learning by providing him with books and educational resources.

[B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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The Shy Little Princess Julia Torres 4 years old New York, NY

A Julia's parents always made sure to hold her hand when walking through crowded places because they wanted her to feel safe, as she was naturally shy and cautious.

A Julia's parents always check that any playgrounds or play areas she visits are well-maintained and safe, because they want to ensure that she can play without any risk of harm.

B Julia's parents often create imaginative play scenarios for her, such as pretending to be a princess in a castle or a fairy in a magical garden, because she loves to dress up and play make-believe.

B Julia's parents often set up craft stations for her to

explore her creativity and have fun because she loves arts and crafts activities, such as painting.

C Julia's parents read to her every night before bed,

because they believe that it is important to develop her language and literacy skills from a young age.

C Julia's parents encourage her to ask questions and explore [A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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her interests because they want her to learn about the world around her.

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Father of three kids Jayesh Amin 40 years old Engineer San Francisco, CA

A Jayesh always kept his children from eating fast food

because he thought it was unhealthy and he was not comfortable with the food safety of some restaurants.

A Jayesh makes sure that all of his children's toys and

equipment are age-appropriate and safe because he wants them to be able to play and explore without any risk of injury.

B Jayesh likes to take his kids on outdoor adventures such

as hiking or camping because he wants them to be able to explore nature and enjoy family fun.

B Jayesh enjoys playing board games and video games with his children because he wants them to have fun and bond as a family.

C Jayesh encourages his children to read books and learn about different cultures because he wants them to develop empathy and a broader view of the world.

C Jayesh helps his children with their homework and

[A] Nurturing growth

encourages them to ask questions and learn new things, because he believes that education is the key to a successful future for his children.

[B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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The Newborn Mom Nora Lee 24 years old Dentist Atlanta, GA

A Nora always uses a baby monitor to keep an ear out for her daughter when she is sleeping in another room because she wants to make sure that she is safe and secure at all times.

A Nora ensures that all of her daughter's toys and

equipment, such as her crib and car seat, meet safety standards and are free of any potential hazards, because she wants her daughter to play and sleep without any risk of harm.

B Nora enjoys playing with soft toys and stuffed animals

with her daughter because it allows her to engage her senses and develop motor skills in a fun way.

B Nora enjoys dancing and singing to her daughter

because it helps keep her entertained and happy and teaches her to appreciate music and movement.

C Nora reads picture books and talks to her daughter

C [A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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about pictures and stories because it helps her daughter begin to develop her language skills and cognitive abilities.

Nora often shows the baby to look at black and white picture cards, because in the baby's sensitive period of visual development, the eyes are the first sensitive to observe the black and white, the contrast is obvious.

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Energetic Grandmother Megan Harper 57 years old Retired, retired as a conductor Boston, MA

A Megan is always teaching her twin granddaughters about the dangers of kitchen tools in the home because she wants them to not get hurt because they are curious.

A She prefers to participate in some indoor sports with her

granddaughters because she feels that outdoor activities can be more dangerous for younger children.

B Megan likes to make handmade animals out of dough with

her granddaughters because she thinks it is free creativity for the children.

B Megan rarely takes her granddaughters to the play-

ground because she can't ride some of the exciting rides herself and doesn't feel comfortable with the kids going on their own.

C Meghan likes to watch travel shows on TV with her

granddaughters because she thinks they can learn more about famous cities.

C Megan often praises her granddaughters because she believes it builds self-confidence in her children.

[A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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Business Men Jason Wong 37 years old CEO of law firm Los Angeles, CA

A Jason takes pride in his work and has a lawyer's sense of

justice because of which he cares about the insecurities in society.

A Although Jason does not have children, he believes that

parents are hardworking because he understands that as a parent, you always worry about the safety of your children all the time.

B Jason watches movies when he is not working because he

thinks the stories in movies can make him feel other people's lives and create new insights for him.

B Jason spends his long vacations with his family because he

believes it is important to take time to enjoy life and create happy memories that will last a lifetime.

C Jason is a lifelong learner who values education because he

believes that it is important to always improve himself and his knowledge.

C Jason encourages his employees to pursue education and

[A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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supports their professional development in any way they can because he believes that education is the key to success and in today's fast-paced world it is vital to stay informed and up to date.

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Newly married academic Mayra Lopez 28 years old PhD student in Anthropology Denver, CO

A Mayra doesn't worry much about the safety of her future children because she thinks most of the environment is safe for children.

A Mayra is not ready to become a mom because she is not interested in child safety knowledge right now.

B Mayra enjoys cultural exploration and discovery because it satisfies her curiosity and allows her to uncover hidden histories and traditions.

B Mayra is often involved in academic discussions and

debates because it helps her to improve her critical thinking skills and better understand the complexity of the topics she studies.

C Mayra has enjoyed learning since she was a child because her parents encouraged her to learn about her hobbies from an early age, and she has kept this habit to this day.

C Mayra aspires to be a respected scholar and researcher

because she wants to be recognized for her hard work, dedication, and contributions to her field.

[A] Nurturing growth [B] Celebrating discovery through play and joy [C] Elevating new paths for learning

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Competitors Current Competitors Adjacent Competitors Aspirational Competitors Brand Attributes

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Current Competitors This list is about Gymboree's current competitors, fashion brand companies about children's clothing.

They provide experiences that make children feel comfortable.

Gap Kids Gap Kids is a kids clothing brand that focuses on classic designs and comfortable materials to provide stylish and versatile clothing for kids of all ages.

H&M Kids H&M Kids is a children's fashion brand that focuses on sustainable and eco-friendly materials to provide affordable fashion clothes for kids.

Old Navy Kids Old Navy Kids is a kidswear brand that offers affordable and stylish clothing for kids of all ages, focusing on comfortable and durable materials.

Zara Kids Zara Kids is a children's fashion brand that offers high-quality and stylish clothing for kids of all ages with a focus on unique designs and attention to detail.

Carter's Carter's is a kidswear brand that offers comfortable and affordable clothing for babies and kids with a focus on classic designs and soft materials.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Janie and Jack Janie and Jack is a kids fashion brand that offers sophisticated and timeless clothing for kids of all ages with a focus on highquality materials and attention to detail.

OshKosh B'gosh OshKosh B'gosh is a children's clothing brand that focuses on functional design and comfortable materials to provide high-quality durable clothing for children of all ages.

The Children's Place The Children's Place is a kidswear brand that focuses on comfortable and durable materials, offering stylish and affordable clothing for kids of all ages.

Cat & Jack Cat & Jack is a kids fashion brand that focuses on global inspiration and cultural diversity, offering unique and colorful clothing for kids of all ages.

Mini Boden Mini Boden is a kidswear brand that offers playful and colorful clothing for kids of all ages with a focus on quality materials and attention to detail.

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Adjacent Competitors This list is of some of Gymboree's adjacent competitors, who mainly provide entertainment and playful aspects and have the same target audience as Gymboree.

Disney A global entertainment conglomerate that produces many well-known animated characters in films, television shows, theme parks and merchandise.

LEGO A Danish toy company known for its colorful plastic bricks and sets that inspire creativity and imagination.

Hasbro A toy and game company that produces classics like Monopoly and new favorites like My Little Pony.

Scholastic Scholastic Corporation is an American multinational publishing, education, and media company that publishes and distributes books, comics, and educational materials for schools, teachers, parents, children, and educational institutions

Mattel Mattel is a toy manufacturing and sales company that produces popular branded toys such as Barbie and Hot Wheels, and it also participates in TV and film productions of related characters.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

DreamWorks Animation DreamWorks Animation is an American animation studio that produces animated films and television programs.

Universal Studios A theme park company that makes attractions based on popular franchises like Harry Potter and Jurassic Park.

Sesame Workshop Sesame Workshop is a nonprofit that produces the educational television show "Sesame Street" and other children's media.

Pixar A film studio producing award-winning animated films such as Toy Story and Finding Nemo.

Marvel Entertainment A media company that produces popular superhero franchises such as The Avengers and Spider-Man.

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Aspirational Competitors These list of companies are the future of competitive branding at Gymboree Rebranding. They provide happy educational services for children with a focus on fun, playful experiences that promote physical, cognitive, social and emotional development.

LEGO Education LEGO Education offers educational experiences that encourage play and promote the development of vital skills such as creative thinking, problem-solving, and communication in children.

KidZania KidZania is an interactive city made for children 1-14 that combines inspiration, fun and learning through realistic role-play.

Crayola Experience The Crayola Experience offers indoor family attractions for kids, including educational hands-on activities and art supplies to stimulate creativity, imagination.

Drama Kids Internationa Drama Kids International offers after-school activities using drama and drama to help children improve communication, collaboration and self-confidence.

LittleBits LittleBits offers modular electronics building blocks that allow kids to create their own devices, learn about circuits and electronics, and unleash their creativity.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Little Gym Little Gym offers gymnastics classes designed for children aged 4 months to 12 years to promote physical development, coordination and social skills in a play environment.

Sylvan Learning Sylvan Learning provides tutoring services and enrichment programs in areas such as mathematics, STEM, reading and writing to help children achieve academic success and build confidence.

Kumon Kumon offers self-paced after-school math and reading programs for children ages 3 and up that promote skill acquisition and build confidence.

Code Ninjas Code Ninjas provides game-based coding lessons for children ages 7-14 to help them improve problem-solving skills and promote creativity and critical thinking.

Mad Science After school and summer programs at Mad Science provide children with engaging, hands-on science experiences that help spark their curiosity about STEM fields.

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GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Brand Attributes

Positive Words

Neutral words

Negative Words

Own words

Fun Creative Imaginative Colorful Educational

Commercialized Repetitive Formulaic Outdated Unoriginal

Popular Comprehensive Accessible Professional Family-friendly

Innovative Hands-on Inspiring Authentic Interactive

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Sources Content

Wikipedia.org Gymboree.com Gymbo.it Corporate.childrensplace.com Comparably.com Fundinguniverse.com

Photograohy

Unsplash.com Stock.adobe.com

Designer

Zhaoxin ( Laycie) Li

Instructor

Hunter Wimmer GR 604 The Nature of ldentity Academy of Art University

GYMBOREE ｜ THE VISUAL STRATEGY GUIDE

Helping Kids Grow Up