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2012 marks Target's 50th anniversary, and they've never been better. In the years since their department store roots evolved into discount-store savvy, their innovations lead to retail revolutions. So in 2012, we celebrate Target's legacy with a nod to their past and a look ahead to exciting new things to come in the world of discounted fashion. The first Target store opened its doors in 1962, but the retailer didn't go national until 1966. The Now & Then collection will take you back to Target's younger years with designs heavily influenced by the most popular style of the swinging 60's (Mod).
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50th Anniversary Celebratory Line for TARGET ®
TARGET ®
HISTORYHISTORYn 1881, banker and real estate investor George D. Dayton, a New York native, decided to explore and research the growing markets in the midwest.
Through his exploration, he decided Minneapolis offered the strongest growth opportunities. He then purchased land in Minneapolis and started the
Dayton Dry Goods Company, which was later renamed the Target Corporation. The Dayton Dry Goods Company quickly became known for its
dependable merchandise and fair business practices.
IIn 1950, Dayton purchased Lipman's Department Store Company in Portland, Oregon. This department store was not integrated with Dayton's existing
enterprise, but it was operated as a separate company. Dayton named his first store Southdale and opened it in Edina, Minnesota in 1956. It was the first
fully enclosed department store. In 1962, the Dayton Company ventured into the world of discount merchandising with its first Target discount store in
Roseville, Minnesota. Dayton's new subsidiary, the Target stores, were all operating in Minnesota. At the time there were four locations.
In 1966, Target went national by opening its first stores outside of Minnesota in the Denver metro area. Target Stores, along with its holding company
Dayton-Hudson, has since flourished in the industry that it operates in. Eventually in 2000, Dayton-Hudson changed its name to Target Corporation, with
the Target chain of stores as the main source of the company’s sales. Presently, Target Stores now has 1,770 retail stores all over the United States.
company profilecompany profile
arget is an upscale discounter that sells high-quality, on-trend merchandise at reduced prices. Target stores are clean, large and guest-friendly.
There are 1,763 Target stores in 49 states. They also do business online at Target.com. TThe first Target store was opened in Roseville, Minn. in 1962. Its goal was to provide customers with convenient shopping and competitive discount
prices. To this day, Target continues to give their customers a place for a one-stop shopping experience. They do so by selling differentiated merchandise.
Target is the second largest general merchandise retailer in America. Target's online store, Target.com., is ranked as one of the most visited retail Web
sites.
What sets Target apart from other discount retailers is its innovation. From being one of the first to collaborate with designers to constantly being
recognized for exquisite store design, Target continues to focus on what its guests' need. To avoid becoming outdated, Target regularly reinvents its
stores. Layout, presentation and merchandise assortment is continually being changed to create an overall inviting shopping experience for its guests.
Customer profileCustomer profileSegmentation Types/Bases Illustrative Categories
Geographic SegmentationRegion North, east, south, westCity Size 50,000-8,391,881Population density Urban, suburban Climate Hot, temperate, cold
Demographic SegmentationAge 16-64Gender Female, maleHousehold size 1 or more personsIncome $40,000 and up Occupation ProfessionalEducation College graduate
Sociocultural Segmentation Culture American, European, AsianReligion Agnostic, Atheist, Buddhist, Catholic, ChristianityNational origin African, American, British, Chinese
Race African American, Caucasian, Oriental Social Class Middle-class Marital status Single, married, divorced Psychographics Savvy
Affective and Cognitive Segmentation Degree of knowledge ExpertBenefits sought PrestigeAttitude Positive
Behavioral Segmentation Brand loyalty Undivided loyaltyStore loyalty Undivided loyaltyUsage rate Light, medium, heavyUser status Current user, potential userPayment method Cash, creditMedia usage Magazines, online, televisionUsage situation Work, home, vacation
CONCEPTCONCEPT012 marks Target's 50th anniversary, and they've never been better. In the years since their department store roots evolved into discount-store
savvy, their innovations lead to retail revolutions. So in 2012, we celebrate Target's legacy with a nod to their past and a look ahead to exciting
new things to come in the world of discounted fashion. The first Target store opened its doors in 1962, but the retailer didn't go national until
1966. The Now & Then collection will take you back to Target's younger years with designs heavily influenced by the most popular style of the swinging
60's (Mod).
2We will stay true to the lighting, styling, color palate, typeface and layouts seen in advertisements from the 1960s. Target normally advertises their
designer partnerships in magazines, and although this is not a collaboration line, we believe it is important in its own way and deserves to be in popular
fashion magazines like Vogue, ELLE and Harper's Bazaar.
For each season, Target will design a new collection influenced by a decade in time since the company's start. After Spring 2's mod line, Target will design
a collection influenced by the 1970s for Fall 1. Fall 2 will include a collection created with design elements from the 1980s and Spring 1 will be inspired by
the 1990s.
Magazine company profilesMagazine company profiles
Vogue is a fashion and lifestyle magazine that is published monthly in 19 national and one regional edition by magazine publisher CondéNast. It is known
as the world's most influential fashion magazine. Vogue's editor-in-chief, Anna Wintour, gained her position in 1988 and is credited for giving the
magazine a high status and reputation among fashion publications.
Elle is a magazine that highlights the latest trends in fashion, runway shows, street style, culture, life and love. The magazine's target audience primarily
consists of women who want to stay in the loop when it comes to everything current. Elle readers typically have a fashion focus.
Harper's Bazaar is an American women's fashion magazine. It was first published in 1867. The magazine's target audience is members of the upper-
middle and upper classes. Bazaar's style is sophisticated and chic. They claim to be the resource for, “women who are the first to buy the best, from
casual to couture.”
Media Buy TimelineMedia Buy Timeline
Vogue ELLE Harper's BazaarJanuary 4 page spread 4 page spread
FebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember
4 page spread
4 page spread 4 page spread 4 page spread
5 page spread 5 page spread 5 page spread
2 page spread 2 page spread 2 page spread
2 page spread 2 page spread 2 page spread
2 page spread 2 page spread 2 page spread
2 page spread 2 page spread 2 page spread
2 page spread 2 page spread 2 page spread
6 page spread 6 page spread 6 page spread
5 page spread 5 page spread 5 page spread
5 page spread 5 page spread 5 page spread
2 page spread 2 page spread 2 page spread
Media Buy BudgetMedia Buy Budget
2 page spread: $132, 181 x 2 = $264, 3624 page spread: $128, 216 x 4 = $512, 8645 page spread: $128, 216 x 5 = $641, 0806 page spread: $125, 572 x 6 = $753, 432
2 page spread: $148, 270 x 2 = $296, 5404 page spread: $148, 270 x 4 = $593, 0805 page spread: $148, 270 x 5 = $741, 3506 page spread: $148, 270 x 6 = $889, 620
2 page spread: $111,195 x 2 = $222, 3904 page spread: $111,195 x 4 = $444, 7805 page spread: $111,195 x 5 = $555, 9756 page spread: $111,195 x 6 = $667, 170
storyboardsstoryboards1960s1960s
1970s
1980s
1990s
photo estimate photo estimate BRITTANY NATTIER PHOTOGRAPHY
2307 West North Ave. #3Chicago IL 60647brittany.nattier@loop.colum.edu618.339.5005
Service # of Units Price
FeesPhotographic fee $2,000Casting/Scout fee $60Travel Fee $20Prep Fee $400Usage $18,000
CREWHair 1 $100Makeup 1 $150Stylist 2 @ $50/hr. $1,400
DIGITALDigital Production $500Retouching fee 5 $250 per shot
TALENTTalent (adult) 1 $1,000 includes agency feeTravel (talent) $20
MISCELLANEOUSCatering 4 $10 for lunch
STUDIOPaint $20
WARDROBERental $500
RENTALLenses $45Grip Equipment $500Studio $750Digital Equipment $200
Prints $20
CDs $16CD Accessories $10
TOTAL ESTIMATE $27,101
final invoicefinal invoiceBRITTANY NATTIER PHOTOGRAPHY
2307 West North Ave. #3Chicago IL 60647brittany.nattier@loop.colum.edu618.339.5005
FeesPhotographic fee $2,000Casting/Scout fee $60Travel Fee $10Prep Fee $350Usage $18,000
CREWHair $100Makeup $150Stylist x 2 $900
DIGITALDigital Production $500Retouching fee $1,250
TALENTTalent (adult) $1,000Travel (talent) $5
MISCELLANEOUSCatering $10 for lunch
STUDIOPaint $40
WARDROBERental $1,788
RENTALLenses $0Grip Equipment $0Studio $0Digital Equipment $0
Prints $40
CDs $16CD Accessories $10
TOTAL INVOICE $26,189
total costtotal costItem Amount Cost Per Item Total Cost
11x14 Portfolio 1 Portfolio / $15.00 each $15.00 x 1 = $15.00 $15.00
White Paper 40 sheets / $20.00 for 500 sheets $0.04 x 40 = $1.60 $1.60
Printer Ink Laser Printer / $40.00 $40.00 $40.00
Assembly Time 20 hours / $25.00 an hour $500.00 $500.00
CD Labels 3 sheets / $18.00 for 50 sheets $0.36 x 3 = $1.08 $1.08
CD Cases 4 Cases / $1.00 each $1.00 x 4 = $4.00 $4.00
Photo Shoot Fee 1 Photo Shoot / $26,189.00 $26,189.00 x 1 = $26,189.00 $26,189.00
Advertising Fee 123 ads / 129,484.00 $129,484 x 123 = $15,926,637.00 $15,926,637.00
Total: $15,953,387.68
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