Kids Take Over Target

Target went directly to shoppers and their kids to develop its newest and largest-ever apparel brand for children and babies.“Real kids” and their parents weighed in on manufacturing decisions such as prints, slogans and fabric for the nearly 2,000-item line, the retailer asserted on its “A Bullseye View” web page. Various insights from the participants directly influenced decisions such as:making some 20 items within the Baby Cat & Jack layette collection from Global Organic Textile Standard-certified organic cotton and safe dyes.constructing uniform pants and leggings with trademarked Tough Cotton that gets stronger as it is washed.making pocket bags, girls’ denim and swimwear from a recycled polyester.muted shades juxtaposed with neon, boho-chic cuts and layering pieces as well as graphic T-shirts with feel-good slogans.“Over 95% of the parents surveyed talk to their kids and bring them into the decision process,” said Julie Guggemos, Target’s senior vice president of product design and development in a video on the post. “We engaged hundreds of kids from the beginning of the brand development all the way to the end.”The retailer expects the line to climb to the top of its private label business, predicting it will bring in more than $1 billion in sales in its first year. Kids is one of the four signature categories Target is investing in to elevate and differentiate the assortment. The longstanding brands Cat & Jack is replacing — Circo and Cherokee — steadily brought in roughly $1 billion dollars a year in sales but hadn’t evolved much and were somewhat invisible for a retailer that wants to be known for its apparel. The price point on the new items remains the same: between $4.50 and $39.99.Earlier this year, Guggemos and her team also successfully introduced a kid-inspired furniture collection is selling 15% better than the items it replaced.Cat & Jack launched in time for back-to-school season:uniforms were available as early as July 7Cat & Jack kids apparel hit stores by July 17; emails sent on July 30 and Aug. 1 supported.Baby Cat & Jack apparel rolled out by Aug. 14; emails sent on Aug. 8 and Aug. 11 supported.In stores, the items are merchandised on racks and other displays in apparel departments. The supporting signage package depicts “real kids,” as does the line’s look book. In at least one location, an upfront stanchion sign invited shoppers to a launch event promising a "fun and creative activity."Cat & Jack also got a leaderboard ad on target.com and the cover of the retailer’s July 24 circular, boasting of its extended, one-year return policy. Multiple interior pages also plugged the brand, delivering a coupon for $5 off a Cat & Jack kids’ apparel or shoe purchase of at least $25.Some of the ads and social media spots supporting the line were written and directed by kids. (See video below.) To create the seven-spot campaign, Target worked with 826LA, an LA based nonprofit focused on writing and tutoring, and Adolescent, a NY-based production collective that works with young directors. Kids also illustrated the sets, music was from girl-band L2M, and a 15-year-old acted as stylist.“This year, Target is approaching our marketing strategy differently to ensure we’re sharing information with parents when it’s most relevant to them based on their school start date,” a Target spokesperson told MediaPost. “So national spots will run later than normal, running July 31 to Aug. 6, but we’ll run local spots earlier in markets with earlier start dates, starting July 17.”Additionally, Target is funding kid-submitted ideas that help students live healthier, more active lives on an ongoing, first-come basis up to $5 million. The effort kicked off Aug. 1 in partnership with DonorsChoose.org and will be the nonprofit’s largest wellness-education related investment. To be eligible, ideas must be completely kid-inspired, not exceed $1,000 and somehow help kids get more physically active or eat healthier foods.For a visual summary of Target's broader back-to-school activity, including a separate college component, click here.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Activation Gallery: Nostalgia Marketing

Coke Elevates Black-Owned Brands at Target