Project:  BOSTOM<br />Back of Store Top of Mind<br />Prepared For:<br />Target Case Judges<br />April 29, 2010<br />Free C...
Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a...
Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a...
Standards<br />If you could make any changes to the mens' <br />clothing department at Target, what would you do?<br />“Me...
Standards<br />
Standards<br />Section 1: Active wear<br />Section 2: Classic Male<br />Section 3: Young Male<br />
Layout<br />Concepting<br /><ul><li> Section Overlapping
 Central Basics
 Give Sections Identity
 Rack Clusters </li></li></ul><li>Layout<br />What Department Lacks<br /><ul><li> Fit Focused Style Brand
 “Trendy” Graphic Tees
 Community Focused Clothing</li></li></ul><li>Layout<br />Grouping items drives UPT<br />Casual Male<br /><ul><li>Concept ...
Each concept has its own feel
Include shoes and accessories</li></li></ul><li>Layout<br />New signage suggests outfit combinations<br /><ul><li>Simplicity
Plain Backgrounds
Average looking men
Include Prices
All items found in concept</li></li></ul><li>Cost Benefit<br />Rearrange layout for minimal costs to improve frequency, re...
Retraining team members
Clothing stands
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</li></li></ul><li>Project BOSTOM Agenda<br />Empower Team & ...
Lifestyle Line<br />Improve Lifestyle Trendwearto generate traffic in the Men’s Department<br /><ul><li> Realign current G...
 Cross-promote with the electronics department
 Bands
 Movies
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Business Communication - Target

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  • Relate every one of the three things to as many 5 core- reliability, frequency, differentiation= these increase sales- proof/justification
  • Business Communication - Target

    1. 1. Project: BOSTOM<br />Back of Store Top of Mind<br />Prepared For:<br />Target Case Judges<br />April 29, 2010<br />Free Consulting Inc.<br />
    2. 2.
    3. 3. Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    4. 4. Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    5. 5. Standards<br />If you could make any changes to the mens' <br />clothing department at Target, what would you do?<br />“Men's clothing department does not get the same attention in comparison to other departments in the store.”<br />“It feels cheap and neglected as compared to the women's department.” <br />“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.”<br />“Sometimes they have good items but the display is trashy which discourage me to shop often.”<br />Surveyed Target Guests<br />
    6. 6. Standards<br />
    7. 7. Standards<br />Section 1: Active wear<br />Section 2: Classic Male<br />Section 3: Young Male<br />
    8. 8. Layout<br />Concepting<br /><ul><li> Section Overlapping
    9. 9. Central Basics
    10. 10. Give Sections Identity
    11. 11. Rack Clusters </li></li></ul><li>Layout<br />What Department Lacks<br /><ul><li> Fit Focused Style Brand
    12. 12. “Trendy” Graphic Tees
    13. 13. Community Focused Clothing</li></li></ul><li>Layout<br />Grouping items drives UPT<br />Casual Male<br /><ul><li>Concept groupings
    14. 14. Each concept has its own feel
    15. 15. Include shoes and accessories</li></li></ul><li>Layout<br />New signage suggests outfit combinations<br /><ul><li>Simplicity
    16. 16. Plain Backgrounds
    17. 17. Average looking men
    18. 18. Include Prices
    19. 19. All items found in concept</li></li></ul><li>Cost Benefit<br />Rearrange layout for minimal costs to improve frequency, reliability, and team value to increase sales<br /><ul><li>Training and department equipment costs:
    20. 20. Retraining team members
    21. 21. Clothing stands
    22. 22. Cluster organizing rack
    23. 23. Retraining improves team value
    24. 24. Apparel layout improves floor organization
    25. 25. Organized translates into increased traffic
    26. 26. Increased long-term traffic translates to increased frequency</li></li></ul><li>Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    27. 27. Lifestyle Line<br />Improve Lifestyle Trendwearto generate traffic in the Men’s Department<br /><ul><li> Realign current Graphic Tees to guest-relevant trends
    28. 28. Cross-promote with the electronics department
    29. 29. Bands
    30. 30. Movies
    31. 31. A-title video games</li></li></ul><li>Lifestyle Line<br />Improve Lifestyle Activewearto increase community relations and give the guest what they want<br /><ul><li> Add a local spirit wear section
    32. 32. Target large school districts
    33. 33. Support participating schools with additional percentage of profit
    34. 34. Align with Target’s community values
    35. 35. Increase traffic among current Target guests
    36. 36. create young loyal customers </li></li></ul><li>Feasibility<br />Lifestyle Apparel is easily implemented into Target stores and welcomed by the community<br /><ul><li>Lifestyle Trend Tees:
    37. 37. Already posses the manufacturing capabilities- Lifestyle Trend Tees
    38. 38. Mimic previous plans (Twilight, Women’s Department)
    39. 39. Lifestyle Activewear:
    40. 40. Have current community involvement
    41. 41. Stores know their surrounding community
    42. 42. Easy to implement</li></li></ul><li>Cost Benefit<br />Realign Lifestyle Apparel for minimal costs to improve frequency and reliability which will increase sales<br /><ul><li>Graphic tee and spirit wear costs:
    43. 43. Cross-promotional advertising
    44. 44. Sourcing and logistics
    45. 45. Local contracts with schools
    46. 46. Lifestyle apparel fulfills a guest want reliably
    47. 47. Cross-promotion generates frequency
    48. 48. Involvement improves Target’s community rapport</li></li></ul><li>Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    49. 49. Matador<br />Matador will be a new brand for the trendy young man<br /><ul><li>Enable women to shop for their son
    50. 50. Target boys in the 12-17 age range
    51. 51. Create fit-focused, trendy designs
    52. 52. Make it in-house</li></li></ul><li>Matador<br />Matador will offer wardrobe staples & trendy designs<br />
    53. 53. Matador<br /><ul><li> Bigger, muscular guys
    54. 54. Regular fit
    55. 55. Boxy and roomy in the torso
    56. 56. Slender, skinnier guys
    57. 57. Stylish and form-fitting
    58. 58. Elegant silhouette, classic fit</li></li></ul><li>Matador<br />Matador’s image will resonate with adolescent boys<br /><ul><li> Boys’ motives for purchase are emotional
    59. 59. Brand image of confidence, masculinity and maturity</li></li></ul><li>Feasibility<br />Reinvent young men’s apparel for minimal costs to increase sales<br /><ul><li>Matador line costs :
    60. 60. Design and development
    61. 61. Supply chain
    62. 62. Legal
    63. 63. Fit and quality offers expected apparel for less
    64. 64. Matador style differentiates Target from competitors
    65. 65. Matador increases frequency to Men’s Department </li></li></ul><li>Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    66. 66. Implement Project BOSTOM in six-quarters<br />Q1<br />Q5<br />Q2<br />Q3<br />Q4<br />Q6<br />Train<br />Pilot layout change<br />Launch nationwide or continue pilot<br />Develop<br />v<br />v<br />Launch nationwide or continue pilot<br />Pilot Lifestyle apparel<br />Develop<br />v<br />Pilot Matador line<br />Design and develop Matador line<br />v<br />v<br />= Review Stage<br />v<br />
    67. 67. Implementation 6-in-6 <br />Launch pilot program in these six suggested demographics<br />
    68. 68. Project BOSTOM Agenda<br />Empower Team & Rearrange Layout<br />Realign Lifestyle apparel to generate sales<br />Matador-a fit focused line<br />Pilot project in six stores for six quarters<br />Rearrange, realign, and reinvent <br />Questions and answers<br />
    69. 69. Conclusion<br />Rearrange, realign, and reinvent with Project BOSTOM <br /><ul><li>Rearranging layout improves floor organizatio
    70. 70. Realigning Lifestyle fulfills a guest want reliably
    71. 71. Reinventing young men’s apparel with Matador fulfills a guest need</li></ul>Project BOSTOM is Target’s option for increasing men’s apparel revenue and success.<br />
    72. 72. Project: BOSTOM<br />Back of store Top of mind<br />Questions?<br />Free Consulting Inc.<br />
    73. 73. Project: BOSTOM<br />Back of store Top of mind<br />Thank you for <br />your time<br />Free Consulting Inc.<br />

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