Lucy Hale by Target
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Transcript of Lucy Hale by Target
Ready to Wear Spring 2015
Lucy Hale By Emily Roberts
12/3/2013
2
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
4
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
14
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