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Project Brief: BACK TO SCHOOL
BASICSChildren’s Fashion Marketing Corp.
16 March 2009
Overall Communications Objective
To drive preference as top-of-mind destination for back-to-school shopping.
To drive sales for back-to-school basics: uniforms, underwear, and cover-ups.
To build an image for the departments in being a complete source of quality merchandise at mom-friendly prices.
Target Market: MOMS as PURCHASERS Core: 30 – 45 y/o from aspirational B / broad C homes. Hold the family purse, and as such, are value-conscious in buying
family necessities. Try to plan ahead in managing B2S shopping, especially for moms
with 2/more kids. Want B2S shopping to be as convenient and hassle-free as
possible. KIDS as END-USERS Core:
CW – School-age, between ages of 4 – 8 (1st to 3rd grade). PTW – At tail-end of Grade School, between ages of 9 – 12 (4th to 6th grade).
Psyche: Mom’s the boss! Are apathetic about school basics, although feel the need for their
school things and uniforms to be all new!
Overall Thrust:
May Wks. 3 & 4: Back to School Basics
June: Wks. 1 & 2: Campus Fashion (non-school
items)
Merchandise Grid: Children’s Wear
Category Girls Boys
Uniforms White polo •Baby collar regular •Baby collar shirtjack•Sailor collar regular •Sailor collar shirtjack Pleated skirts •Navy •Maroon
White polo •Shirt jack •Regular polo Slacks •Khaki •Navy Shorts •Khaki •Navy
Cover-ups Hooded jackets
Underwear Chemise, starter bras, panties, sandos
Undershirts, briefs
Merchandise Photos: Children’s Wear
Merchandise Photos: Children’s Wear
Merchandise Grid: Pre-teens’ WearDepartment Girls Boys
Uniforms White polo •Baby collar regular •Baby collar shirtjack•Sailor collar regular •Sailor collar shirtjack Pleated skirts •Navy •Maroon
White polo •Shirt jack •Regular polo Slacks •Khaki •Navy Shorts •Khaki •Navy
Underwear Starter bras, panties, chemise / sandos
Sandos / undershirts, briefs
Creative Guidelines: LOOK & FEEL
Treatment on Product Shots
Required Layouts: May B2S Basics
Children’s Wear Girls Boys
Pre-teens’ Wear Girls & Boys (combined)• Apply concepts to print ads. • 2-3 deck options • DUE DATE: Tuesday before lunch