Girlapproved - JCPenney Branding

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Here, we helped invent Foxy flirt - a brand for JCPenney's that included sleepwear and underwear for junior girls.

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Girlapproved - JCPenney Branding

  1. 1. FOX Y FL I R T CLIENT JCPENNEY
  2. 2. Foxy Flirt was one of Girlapproved’s earliest projects. After watching the success of Victoria Secret’s Pink takethe Junior intimates market by storm, JCPenney decided it was time to get an iconic animal of their own.“Could we come up with something better then the VS PINK DOG?” they asked! Having experienced thelimits of the Pink dog firsthand, we said “GLADLY!”. This case study illustrates how understanding femininerequirements strengthens everything, even a cute character.
  3. 3. ANALYSISVICTORIA’S SECRET PINK DOG ZOOM VIEW THE PINK DOG HAS LITTLE DESIGN FLEX- IBILITY. CHECK OUT THESE FORMLESS AND UNATTRACTIVE ZOOMS AND CROPS: COLD & ARCHITECTURAL NO EXPRESSIVITY OR EMOTIONS STIFF, NOT EASY TO ANIMATE GENERIC AND NOT OWNABLE HAS ONE POSITION ONLY WHY A DOG FOR INTIMATES? GIRLAPPROVED ICON
  4. 4. INTRODUCING360 DEGREES OF BODY MOBILITY FOXY FLIRT Foxy Flirt is an icon designed forEVERY FEATURE IS MEMORABLE JCPenney’s Flirtitude brand. She’s got all it takes to be a GirlapprovedCAN EASILY BE ANIMATED icon. Not only is she adorable, but she is also technically and artisticallyHAS EMOTION AND PERSONALITY nimble. She can hold her own whether she’s on fabric, fashion, communication or technology. GIRLAPPROVED ICON
  5. 5. WHY A FOX ?Foxes in oh so many ways are just like us.Foxes are dynamic and multi-dimensional.Foxes are intelligent, playful, athletic, clever, but soft.“Foxy” means sexy in a smart way.No other girl brand uses a fox.Fox forms a sassy alliteration with the flirt - foxy flirt.Foxes have great hair. GIRLAPPROVED ICON
  6. 6. 360 DESIGN Body can be rotated 360 degrees. This supports a much broader range of placement on fabric prints, productMost icons only support one body packaging and communications.position. This limits their flexibilty. VS Pink dog supports only one postion. This gets boring and makes design challenging and limited. GIRLAPPROVED ICON
  7. 7. FLEXIBLE All of Foxy’s features are unique, ador- able and memorable, such as this curly foxtail. How can anyone love VS Pink Dog’s little stubby tail? Easily scalable - Foxy looks great small. Eyes are unique and express emotion GIRLAPPROVED ICON
  8. 8. EMOTIONAL With today’s tech-heavy world, it is crucial to have an icon that has enough depth to leave the fabric and come alive on a screen. Foxy is brimming with personality, while poor ol’ VS Pink doesn’t even have eyes. GIRLAPPROVED ICON
  9. 9. BRANDINGHang tag box panty collection GIRLAPPROVED ICON
  10. 10. PATTERNS GIRLAPPROVED ICON
  11. 11. WEB GIRLAPPROVED ICON
  12. 12. MAGAZINE ADS GIRLAPPROVED ICON
  13. 13. IN STORE GIRLAPPROVED ICON
  14. 14. GIRLAPPROVED ICON
  15. 15. ™ THIS IS A GIRLAPPROVED ORIGINAL INVENTION GIRLAPPROVED 40 PRINCE ST. 4D© GIRLAPPROVED 2010 NEW YORK, NY 10012ALL TEXT, DOCUMENTS, IMAGES, PATTERNS AND MOVIES CONTAINED HEREIN 212.334.3477ARE THE PROPERTY OF GIRLAPPROVED AND MAY NOT BE SHARED, USED, RE- CONTACT@GIRLAPPROVED.USPRINED OR DISSEMINATED WITHOUT PERMISSION FROM GIRLAPPROVED. GIRLAPPROVED.US

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