Business Communication Final Project Presentation - Target
- 1. Project: BOSTOM Back of Store Top of Mind Prepared For: Target Case Judges April 29, 2010 Free Consulting Inc.
- 3. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 4. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 5. “Men's clothing department does not get the same attention in comparison to other departments in the store.” “It feels cheap and neglected as compared to the women's department.” “The women's section has gotten much better, but the men's section still seems to be really plain and boring. It reminds me of Kohl's with less selection.” “Sometimes they have good items but the display is trashy which discourage me to shop often.” Surveyed Target Guests
- 7. Section 1: Active wear Section 2: Classic Male Section 3: Young Male
- 8. Concepting • Section Overlapping • Central Basics • Give Sections Identity • Rack Clusters
- 9. What Department Lacks • Fit Focused Style Brand • “Trendy” Graphic Tees • Community Focused Clothing
- 10. • Concept groupings • Each concept has its own feel • Include shoes and accessories Casual Male
- 11. • Simplicity o Plain Backgrounds o Average looking men • Include Prices • All items found in concept
- 12. • Training and department equipment costs: o Retraining team members o Clothing stands o Cluster organizing rack • Retraining improves team value • Apparel layout improves floor organization • Organized translates into increased traffic • Increased long-term traffic translates to increased frequency
- 13. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 14. • Realign current Graphic Tees to guest-relevant trends • Cross-promote with the electronics department o Bands o Movies o A-title video games
- 15. • Add a local spirit wear section o Target large school districts o Support participating schools with additional percentage of profit • Align with Target’s community values • Increase traffic among current Target guests •create young loyal customers
- 16. • Lifestyle Trend Tees: o Already posses the manufacturing capabilities- Lifestyle Trend Tees o Mimic previous plans (Twilight, Women’s Department) • Lifestyle Activewear: o Have current community involvement o Stores know their surrounding community o Easy to implement
- 17. • Graphic tee and spirit wear costs: o Cross-promotional advertising o Sourcing and logistics o Local contracts with schools • Lifestyle apparel fulfills a guest want reliably • Cross-promotion generates frequency • Involvement improves Target’s community rapport
- 18. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 19. • Enable women to shop for their son • Target boys in the 12-17 age range • Create fit-focused, trendy designs • Make it in-house
- 21. • Slender, skinnier guys • Stylish and form-fitting • Elegant silhouette, classic fit • Bigger, muscular guys • Regular fit • Boxy and roomy in the torso
- 22. • Boys’ motives for purchase are emotional • Brand image of confidence, masculinity and maturity
- 23. • Matador line costs : o Design and development o Supply chain o Legal • Fit and quality offers expected apparel for less • Matador style differentiates Target from competitors • Matador increases frequency to Men’s Department
- 24. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 25. Q1 Q2 Q3 Q4 Q5 Q6 v v v v Train Pilot layout change Launch nationwide or continue pilot Launch nationwide or continue pilotPilot Lifestyle apparelDevelop Pilot Matador lineDesign and develop Matador line v = Review Stage v Develop
- 27. Empower Team & Rearrange Layout Realign Lifestyle apparel to generate sales Matador-a fit focused line Pilot project in six stores for six quarters Rearrange, realign, and reinvent Questions and answers
- 28. • Rearranging layout improves floor organizatio • Realigning Lifestyle fulfills a guest want reliably • Reinventing young men’s apparel with Matador fulfills a guest need Project BOSTOM is Target’s option for increasing men’s apparel revenue and success.
- 29. Project: BOSTOM Back of store Top of mind Free Consulting Inc. Questions?
- 30. Project: BOSTOM Back of store Top of mind Free Consulting Inc. Thank you for your time
Editor's Notes
- #15: Relate every one of the three things to as many 5 core- reliability, frequency, differentiation= these increase sales- proof/justification