Ready to Wear Spring 2015

Lucy Hale By Emily Roberts

12/3/2013

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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

Region- west

City Size- up to 100,000

Population Density- suburban

Climate- temperate

Demographic Segmentation

Age- 13-18

Gender- female

Household Size- 4

Income- $65,000-$80,000

Occupation- professional

Education- college graduate

Sociocultural Segmentation

Culture- American

Subculture- Polish

Religion- Christian

National Origin- Polish

Race- Caucasian

Social Class- middle class

Marital Status- married

Psychographics- strivers

Affective and Cognitive

Segmentation

Degree of Knowledge- novice

Benefits Sought- convenience

Attitude- neutral

Behavioral Segmentation

Brand Loyalty- divided

Store Loyalty- divided

Usage Rate- medium

User Status- potential user

Payment Method- credit card

Media Usage- TV

Usage Situation- home

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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

1 2015

2 Season

A Spring

3 Class

1 Tops

2 Bottoms

3 Dresses

4 Sub Class

1 Tops

1 Bra Top

2 Crop Shell

3 Paneled Sleeveless Tank

4 Varsity 5 Boyfriend Tank

2 Bottoms

1 Mini Wrap Skirt

2 Culottes Pants

3 Jogger Leggings

4 High Waisted Shorts 5 Zipper Pencil

3 Dresses

1 Fit and Flare

2 Shirt

5 Color

1 Multi

2 White

3 Black

4 Salmon

5 Maroon

6 Magenta

7 Mint

8 Steel Blue

9 Navy

6 Fabrication

1 Cotton

2 Nylon

3 Khaki

4 Pique

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5 Cotton/Polyester

6 Wool

7 Woven

8 Leather

9 Denim

7 Size

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

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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

B C C

D

E

E

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

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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