Doodles by Target

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DOODLES business plan
Spring 2014-- FASM 310 Private Label Product development-- PRofessor alessandro Cannata
Elva Jiang, Natalia colichon, ximena Marquez, Caro Viteri

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PUrpose
In order for Target to remain competitive
and continue to be successful in
the marketplace, they need to better
differentiate themselves by being able to
respond quickly to changing consumer
preferences.
One department that is currently lacking
such ability is the children’s wear
department. Multiple customers have stated
that target has a weaker assortment of
children’s wear products comparing to
their competitors. Therefore, this report
is a proposal to create a new private label
for target’s children’s wear department.

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TABle of Content
Purpose.................................................................................2
Company profile........................................................3
Industry Analysis....................................................12
Trends...................................................................................16
Market analysis.......................................................22
Brand profile..............................................................32
target customer.....................................................34
S/S 2015 collection..............................................39
Prototype Development...................................44
Cost sheet.....................................................................46
Tech Pack........................................................................48
Promotional mix.....................................................58
Internal Marketing............................................64
Visual Merchandising.......................................65
Product Extension................................................66
Recycling Program..............................................68
appendix.............................................................................69
Bibliography................................................................70

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TARGET CORPORATION
Incorporated on february 11, 1902, Target is the second largest discount
retailer in america. It currently sells a range of assortment of general
merchandise and food in its stores. The company offers both everyday
essentials and fashionable, differentiated merchandise at discounted
prices. The company’s business is designed to enable guests to purchase
products in stores, online or through their mobile device. All three
platforms accept the Target Debit Card.
The U.S. Credit Card Segment offers credit to qualified guests through
the branded proprietary credit cards: the Target Credit Card and the
Target Visa. Collectively, these REDcards help strengthen the bond
between Target and the loyal customers, drive incremental sales and
contribute to the result of operations.

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MISSION:
“Our mission is to make Target your preferred shopping destination in all channels by
delivering outstanding value, continuous innovation and exceptional guest experiences by
consistently fulfilling our Expect More. Pay Less. brand promise.”
CALENDaR:
Target’s fiscal year ends on the Saturday nearest to January 31. Unless otherwise stated,
references to years in this report relate to fiscal year, rather than to calendar years.
Fiscal 2015 ends on February 6, 2016, and will consist of 53 weeks.
MERCHANDISE:
Target sells a wide assortment of general merchandise and food. The CityTarget stores
offer a food assortment on a smaller scale than the traditional supermarkets, while the
SuperTarget stores offer a full line of food items comparable to traditional supermarkets.
A significant portion of the sales is from national brand merchandise. More than one-third
of total sales in 2013 related to Target’s owned and exclusive brands, including but not
limited to the following:
Owned Brands
Archer Farms ® Market Pantry ® Spritz ™
Archer Farms Simply Balanced ™ Merona ® Sutton & Dodge ®
Boots & Barkley ® Play Wonder ® Threshold ™
Circo ® Prospirit ® Up & Up ®
Embark ® Room Essentials ® Wine Cube ®
Gilligan & O’Malley ® Smith & Hawken ® Xhilaration ®

Exclusive Brands
Assets ® by Sarah Blakely Genuine Kids by OshKosh ® Nate Berkus for Target ®
Auro ® by Goldtoe Giada De Laurentiis ® for
Target ®
Nike & Nora ®
C9 by Champion ® Harajuku Mini for Target ® Paul Frank for Target
Chefmate ® Just One You made by Carter’s Shaun White
Cherokee ® Kitchen Essentials® from
Calphalon ®
Simply Shabby Chic ®
Converse One Star ® Liz Lange ® for Target Sonia Kashuk ®
dENiZEN ™ by Levi’s ® Mossimo ® Thomas O’Brien® Vintage
Modern

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* Includes apparel for women, men, boys, girls, toddlers, infants, and newborns, as
well as intimate apparel, jewelry, accessories and shoes.
DISTRIBUTION:
The vast majority of our merchandise is distributed through our network of 40
distribution centers, 37 in the United States and 3 in Canada. General merchandise
is shipped to and from our distribution centers by common carriers.
Sales by Product Category Percentage of Sales
2012 2011 2010
Household Essentials 25% 25% 24%
Hardlines 18% 19% 20%
Apparel and Accessories* 19% 19% 20%
Food and Pet Supplies 20% 19% 17%
Home Furnishings and Décor 18% 18% 19%
Total 100% 100% 100%

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Target’s unique guests
Target has a very diverse personality of its own. For a multitude of reasons, it attracts
guests just as unique as their stores. From a desire for style and value to an appreciation
for shopping in a store that gives back to its communities, here is what makes Target
guests different:
Target shoppers have a median age of 46 — the youngest among major retailers.
The median household income of Target guests is $55,000.
Forty-three percent of Target shoppers have completed college. More than half of Target
guests are employed in professional or other managerial positions.
Eighty to ninety percent of Target guests are female.
Thirty-eight percent of guests have children at home — or in a red shopping cart with them.
This figure is consistently more than any other discount store’s customer profile.
Target guests are thoughtful about how they spend and where they shop. They know that
any retailer can match price, but what about value? Target guests strive to make the most
of their time and money by recognizing the difference between price and the more enduring
concept of value. They won’t just buy a frying pan — instead they want Target’s Kitchen
Essentials, from Calphalon cookware. They’re people who like the idea that Target is the
only place where they can find competitive prices and value in addition to selection —
whether shopping for picture frames or cameras, lamps or linens.
Target guests appreciate shopping in a store that gives back to its communities. Target
gives more than $2 million each week to communities across the country.
Target guests are smart about their purchases, savvy to trends and conscientious about
their communities.

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RISK FACTORS
Differentiating Brand Image: In the past, Target has been able to compete
successfully by differentiating the shopping experience by creating an
attractive value proposition through a careful combination of price,
merchandise assortment, convenience, guest service, loyalty programs
and marketing efforts. However, the continuing migration and evolution
of retailing to online and mobile channels has increased the challenges
in differentiating Target’s image from other retailers. In particular,
consumers are able to quickly and conveniently comparison shop with
digital tools, which can lead to decisions based solely on price.
Brand Perceptions: The continued success of Target is substantially
dependent on positive perceptions of Target, which, if eroded, could
adversely affect the business and the relationship between the brand and
the customers. To be successful in the future, Target must continue to
preserve, grow and leverage the value of Target’s reputation.
Changing Customer Preferences: If Target fails to anticipate and respond
quickly to changing consumer preferences, our sales, gross margins
and profitability could suffer. A substantial part of Target’s sales is
dependent on the ability to make trend-right decisions and effectively
manage the inventory in a broad range of merchandise category. Failure
to accurately predict constantly changing consumer tastes, preferences,
spending patterns and other lifestyle decisions may result in lost sales
and increased inventory markdowns, which would lead to a result of
deteriorating sales, gross margins and profitability.
1
2
3

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INDENTIFY NEEDS:
Taking into account of Target’s brand mission and their current risk factors, Target needs
to maintain its positive perceptions by developing more private labels that are able to
create an attractive value proposition while responding quickly to the changing consumer
preferences. One product category that currently needs more attention and development is the
childrenswear category. As the apparel and accessories segment covers 19% of Target’s total
sales, it is estimated that childrenswear takes up around 5% of the sales. The goal of creating
a childrenswear private label brand is to further enhance the positive relationships between
Target and its existing loyal customers while attracting more fashion forward moms out
there. By creating a long-term collaborative designer brand specifically targeting toddlers
and their fashionable moms, Target will be able to stay in tune with the fast paced changing
consumer preferences for childrenswear, and ultimately increase sales and profitability.

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Children’s apparel represents nearly 20% of the U.S. retail apparel industry.
Within the segment, sales of infants’ and toddlers’ apparel account for
a greater percentage of all children’s apparel than do sales of boys’ or
girls clothing. Department stores and independent specialty stores were
once the principal places parents shopped for clothing for their children.
In recent years, department stores have lost substantial market share to
mass merchandisers like Walmart and Target.
GIA announces the release of a comprehensive global report on the
childrenwear market. The global market for childrenswear is projected
to reach US $156.8 billion by the year 2015, driven by the frequent need to
purchasing new clothing to address the requirements of growing children.
Rising income levels, trend towards nuclear families, and parental desire to
offer the best to their children is likely to foster market growth.
The Children’s wear market is among the most lucrative segments in the
global apparel industry. AlThough the global economic meltdown has
significantly affected growth prospects in the retail industry, the children’s
wear segment has exhibited considerable resilience to the adverse market
conditions, as against the menswear and women’s wear categories. In recent
years, baby and infant clothing have been witnessing rising sales as the
trend of gifting high-value products gains popularity among family and
friends. The Children’s wear segment is witnessing the foray of several
high-profile designers, who are focusing on creating miniature versions of
adult designs to address the growing requirements of kids wear market.

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Sizes Numeric Size Height Chest Waist
XS 4 40-43 23 21.5
XS 5 43-45.5 24 22
S 6 45.5-46.5 25 22.5
S 6x 47-48.5 26 23
M 7 49-51.5 27 23.5
M 8 52-53.5 28 24
L 10 54-55.5 29.5 25
L 12 56-58 31 26
XL 14 58.5-60.5 32.5 27
XL 16 61-62.5 34 28.5
SIZE CHART

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PURCHASER vs. WEARER:
The purchasers of childrenswear are usually the family or friends of the wearers. As mentioned above,
parents increasingly desire to offer the best to their children at home, and at the same time, children
increasingly exhibit independent purchasing behaviour. They play a significant role in influencing
parental decisions pertaining to purchase of childrenswear. Growth in the childrenswear market is
also driven by the trend towards gift shopping.
CHILDREN’S WEAR EXPECTATIONS:
The safety of children’s textiles and apparel is highly regulated by various agencies worldwide and
not only requires rigorous safety testing to ensure compliance to standards, but also comprehensive
performance testing to meet consumer expectations.
The processes for textile safety testing evaluate:
1 Chemicals: Lead, cadmium, nickel, phthalates, restricted dyes (azo and disperse), pesticides, flame-
retardants, formaldehyde, etc.
2 Flammability: textiles, general wearing apparel and children’s sleepwear
3 Labeling: Fiber, fur and faux fur, care instructions, stuffed articles (law labels) and country of
origin
4 Mechanical hazards: Drawstrings, small parts and sharp points and edges
In addition, textile performance testing for children’s apparel products include evaluating:
1 Attachment, tear, tensile and seam strength
2 Colorfastness to washing, chlorine bleach, non-chlorine bleach, crocking and light
3 Moisture management, thermal protection and appearance
4 Defect analysis
5 Compliance to various U.S. and international standards
To ensure the quality and safety of the products, Target will comply with Intertek. Intertek supports
softlines retailers, manufacturers, distributors and suppliers in the testing of textiles, apparel and
footwear from fabric samples to children’s pajamas to apparel.
EXPECTATIONS

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Luxury Brands for Kids
In the past few years, parents have become more conscious of the brands their kids
wear and have been willing to spend more money on their kids’ clothing to showcase
their social status. Due to traveling and media, kids have become more exposed to
luxury brands, and therefore, more aware of what is going on in the fashion world.
There has been a budding desire to have mini versions of adult clothing for kids,
so luxury brands launching children lines with clothes that look pretty similar
to those of adults. This bold move within brands helps out establish brand loyalty
since very early on in life.

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It Kids
The fashion world has become obsessed with celebrities’ kids and what
their parents are choosing to dress them in. Many of them are now
regarded as “it kids” and even trendsetters by the industry and the media.
It kids have their own section on style and fashion forecasting websites
where one is able to see what they have been wearing and what they will
probably be choosing next.
HARPER BECKHAM SURI CRUISE Aila Wang

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Color SCHEME
After looking at megatrends, these are some of the color
combinations that we noticed were prevalent in children’s
clothing. Also, these color combinations can be also
seen in adult clothing without being regarded as too
young or childish.
spring/SUmmer 2015 FALL/winter 2015

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Materials
A wide variety of fabrics are suitable for infant
and children’s clothes. Safety and comfort
should always be top priority when choosing
material for children’s garments. Ease of care
is another consideration.
Satin, taffeta, and tulle can be used to make
special occasion children’s clothes, but are
not practical for everyday clothes for children.
These fabrics require special care, and they are
not as comfortable as cotton-based fabrics;
they are also more prone to ignite if near an
open flame.
High quality broadcloth is a great basic fabric
for all sorts of children’s garments; it is very
easy to sew and is available in both 100% cotton
and in cotton/ polyester blends. This classic
fabric comes in numerous cheerful colors.
Gingham and seersucker are also perfect for
the young set.
Cotton prints make charming dresses and are
easy to sew. Cotton eyelet and batiste are great
for summer dresses and for christening gowns.
MATERIALS

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Prints
From all the variety of prints that are part of
the current megatrends, we believed that stripes
and dots were the most fitting for our aesthetic.
These prints can be used in childrenswear and
womenswear, just like the color combinations.
PRINTS

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MARKET ANALYSIS
Multi-brand Retailers
COMPETITORS ANALYSIS (GENERAL): According to Gregg Steinhafel,
the CEO of Target Corp. since May 1, 2008, Walmart would be the one
competitor that competes broadly in the same kinds of categories
that we have. For apparel, accessories and home, Macy’s, J.C. Penney,
and Kohl’s would be the primary competitors for Target.

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Walmart: Walmart is the largest retailer in the
world with more than $400 billion in revenue and
10,130 stores. It makes Walmart the giant that no
other retailer can match. Due to such large scale of
operation, the corporate can exercise strong buying
power on suppliers to reduce the prices. Like Target,
Walmart also offer a wide range of products. It sells
grocery, entertainment, health and wellness, apparel
and home-related products in both branded and
own labels. The cost leadership strategy has helped
Walmart to become the low cost leader in the retail
market. It builds a warehouse style that contains
extensive range of products but does not offer much
additional benefits and services. All of this result in
cost reductions and lower prices for consumers.
Macy’s: Macy’s has maintained its upmarket
appeal over the years. It provides an impressive
portfolio of strong private brands. Each of
the brands possesses a unique differentiating
factor that meets specific consumer needs
in order to provide better value. It also has
agreements with many well-known faces
such as Madonna and Sean Combs to provide
exclusive products. Its “Only at Macy’s” tagline,
too, emphasizes the exclusivity that is closely
associated with the brand.

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M
JC Penney: As a department store, JC Penney has
a well-diversified supplier base, compelling
private and national brands, marketing
campaigns, point-of-sale technology initiatives
as well as effective cost and inventory
management. JC Penney is also undergoing
remodeling, renovating, and refurbishing stores
as well as refreshing its website functionality,
considering the steady migration to online
shopping. The in-store Sephora departments
continue to draw the younger Millennial
customers
Kohl’s: Kohl’s continues to build a portfolio
of impressive private and exclusive brands. It
increased its sales from private and exclusive
brands from 25% in 2004 to 48% in 2012. Its exclusive
brands include Jennifer Lopez and Marc Anthony,
Rock and Republic, and Princess Vera Wang, giving
it an advantage over competitors like JC Penney,
Walmart and Amazon.

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affordable
MAINSTREAM
LUXURY
trendy

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MARKET ANALYSIS
Children’s wear retailers
COMPETITORS ANAlySIS (CHILDREN’S WEAR): When it comes to the
childrenswear industry, a survey done by the group suggests that
some of the strongest competitors are GapKids, Carter’s, and
Children’s Place.

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Gap Kids: Gap Kids has partnered with a number of high-profile
brands such as Diane von Furstenberg, Stella McCartney, and
is now partnering with Kate Spade New York and Jack Spade to
launch a limited-edition childrenswear collection that is slated
to hit the stores this November, just in time for the holidays. These
collaborations appear to be working well for Gap and for the
designers, as seen with von Furstenburg. The collaboration between
von Furstenburg and Gap was so well received that she went onto
designing a second collection for the company last year.

2828
Carter’s: Carter’s has built a big business
catering to little ones. Operating through
its William Carter Company, it’s the largest
US branded marketer of apparel exclusively
for babies and young children. It markets its
items under the Carter’s and OshKosh B’Gosh
brands, as well as private labels Child of
Mine, Just One You, Genuine Kids, and Precious
First. While Carter’s sells products online
and as a wholesaler via 17,000 department
and specialty stores, it also operates some
580 Carter’s and OshKosh stores nationwide.
Throughout the years, Carter’s has been
known for its thoughtful little details like
the Handi-Cuff mitten sleeves that protect
babies from self-scratching.

2929
The Children’s Place: The Children’s
Place Retail Store, Inc. retails infant
and children apparel and merchandise
under its own and licensed Disney store
brand names. The company is known for
head-to-toe outfitting, great value,
and an easy-to-shop environment. It
offers the highest brand awareness
among specialty retailers and is the
number one brand recommended by moms
as a great place to shop for children’s
apparel. To differentiate itself from
competitors, the stores provide a
boutique atmosphere with value pricing.
The value pricing and colorful fashion
has nearly universal appeal, including
value-conscious moms on a tight
budget and higher income moms who
appreciate the quality and variety it
offers.

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FUNCONSERVATIVE
LUXURY
AFFORDABLE

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LEADING MANUFACTURERS
Guangdong Textiles Imp. & Exp. Co., Ltd.: Guangdong
Textiles Import & Export Company Limited, was established
in November 1994 with the registered capital of 120 million
RMB. The company has become a modern enterprise combining
trading, designing, manufacturing and service. It focuses
its main business on textile and garments with an extension
to the scope of light industry products, art works, silk,
metal mines, machinery and etc. Its customers include
Target, Carters Inc., Forever 21, Sears... etc.
Nanjing Textiles Import & Export Corp., Ltd: Nanjing Textiles
Import & Export., Ltd was founded in 1978. The company
involves in the fields of textiles and garments, electric
and machinery, light industry, chemical industry etc,
covering over 1000 merchandise. The company’s customers
include The Children’s Place, Ikea, Forever 21,Walmart...etc.
Sae-A Trading Co. Ltd: Sae-A is a production facility founded
in 1986 in Saipan, Korea. The company has established 22
local offices and 34 factories in ten countries (Indonesia,
Vietnam, Guatemala, Nicaragua, Cambodia, Myanmar, Haiti,
and Costa Rica) including Korea and the United States.
Moreover, the company has developed into the global
corporation with 35,000 employees. Their customers include
Gap, Inc., Walmart, Kohl’s, Oshkosh Bgosh Inc., Old Navy,
LIC...etc.
MANUFACTURERS

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DOODLES is a children’s wear label targeting the young, fashion-forward moms, who want
to dress in style with their little ones. The label’s product category consists of women’s
wear with matching children’s wear for children in between the age of 4 - 12.
BRAND STORY
at Doodles, we celebrate the age of conceptualization, and recognize the importance of
nurturing the creative minds of our next generation. DOodling has been proven to engage
the brain to remain focused, which ultimately helps to retain more information. A 2009
study from the university of plymouth found those who doodled during a recorded phone
call recalled 29 percent more information than those who didn’t doodle. Doodling also
supports serious intellectual thought by stirring the neurological pathways of the mind,
allowing the doodler to look at information from new angles.
THerefore, At doodles, we strive to stir the creative minds of our mom-and-daughter
customers by providing a variety of matching clothing for them to look fabulous together.!
Mission
“DOODles’ mission is to sustain a responsible commercial business as a children’s wear
label. By persevering a classic aesthetics while adding elements of innovation and fun,
Our company strives to demonstrate integrity and leadership through superior products
and commitment in sustainability.
BRAND IDENTITY

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DEMOGRAPHICS
Gender: Female
Age: 27 to 37
Occupation: Boutique Manager
Income: $50,000 to $75,000
Marital Status: Married. Has a family
with two kids.
Kids Age: 4 to 7
VALS: Striver, experiencer, achiever

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Stephanie
AGE: 28
Income: $50,000
Motivated by self expression
young, enthusiastic, and impulsive
Avid consumer: spends money on
fashion and entertainment
favorite brands for her kids:
H&M
GAP
OLD NAvy

3737
Grace
AGE: 32
Income: $60,000
Trendy and fun loving
Concerned about the opinions and
approval of others. favors stylish
and trendy products
J.crew
Zara
UniQlo

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KASSANDRA
AGE: 37
Income: $75,000
goal-oriented lifestyles
commited to career and family
image is important to her
little marc jacob
ralph lauren
gap

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s/s & F/W 2015
collaborating DESigner
MICHAEL KORS
X

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For the seasons of S/S and F/W 2015, Doodles will be
collaborating with the popular american designer:
Michael kors.
Michael kors is known for his classic clothes cut
from fabulous fabrics. as a designer, he believes that
“clean lines have greater longevity, which women
appreciate, and to which they can add their own
personality.”
THe collaboration between DOOdles and kors will be
an innovative approach to see kors’ simplistic style
on children’s wear.
in the past, kors has utilized bold blocks of color,
and digital prints of overall patterns. FOr this new
season with Doodles, kors will incorporate his
recognizable style by playing with geometric shapes
and patterns on clean silhouettes for the matching
women’s wear/children’s wear.

4343
FINAL FLATS
mid-weight red chevron
cotton and solid red
cotton are used as
the fabrics for the
prototype.

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COSTSHEET DOODLES
COST SHEET May 13 2014
Style # LL1501 Season: Spring 2015
Style Name: Printed Shift Dress
Description: Girl's Printed Woven Shift Dress
Size Range: 4 -16
FABRICS
$/yard* Yield** Total
Woven Print 4.94 1.01 5.950$
TOTAL FABRIC COST 5.950$
*to include freight **must include waste
COMPONENTS
$/unit Quantity** $Total
Hook & eye 0.070$ 1.01 0.071$
Thread 0.001$ 118 0.126$
Care label 0.010$ 1.01 0.010$
Woven label 0.050$ 1.01 0.051$
TOTAL COMPONENT COSTS 0.257$
PACKAGING
$/unit Quantity $Total
Hangtag 0.070$ 1.01 0.071$
Price Tkt 0.050$ 1.01 0.051$
Size Tkts 0.050$ 1.01 0.051$
Sticker 0.058$ 1.01 0.059$
Hanger 0.120$ 1.01 0.121$
TOTAL PACKAGING COSTS 0.351$

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PACKING
$/Unit Quantity $Total
Cartons 1.59$ 14 0.114
Tape 0.01$ 3.03 0.003
Labels 0.060
TOTAL PACKING COSTS 0.177$
LABOR
Cost/Min $Total
Patternmaking 0.008$ 1%
Grading 0.008$ 1%
Marking 0.008$ 1%
Cutting 0.080$ 10%
Sewing Minutes 10 $0.080 0.800$
Admin 0.500$
TOTAL LABOR 1.404$
*Includes pressing & packing unless otherwise noted.
OTHER $Total Direct Cost
Unit Per
Container
Freight 3708.12 0.025$ 23000
Duty 11.80% 0.960$ 8.14$
Broker 200 0.001$
Insurance 37.08 0.002$
Royalty 10% 3.000$ 30
TOTAL OTHER 1.000$
GRAND TOTAL 9.14$
MARK UP $20.86
RETAIL $30.00
MARGIN 69.53%
OTHER $Total Direct Cost
Unit Per
Container
Freight 3708.12 0.025$ 23000
Duty 11.80% 0.960$ 8.14$
Broker 200 0.001$
Insurance 37.08 0.002$
Recycle reward 3.000$
Royalty 10% 3.000$ 30
TOTAL OTHER 6.988$
GRAND TOTAL 15.13$
MARK UP $24.87 62.18%
RETAIL $40.00

4848
TECHNICAL SHEET PAGE #01
SEASON: Spring/ Summer 2015
Size 14
Chest 32.5"
Waist 27"
Hips 34.5"
FABRIC Red Woven Cotton Chevron Print
INFORMATION
Textile PMS 19-1557 TCX
General PMS 186C
samples are available.
COMPANY NAME: DOODLES STYLE #: DMK1501
EMAIL: doodles@gmail.com GROUP NAME:
CLASSIFICATION: Girl's Dress
GARMENT LABEL: MICHAEL KORS COLORWAY: Red
Solid Red Cotton Woven Red Chevron Cotton Woven
CARE INSTRUCTIONS:
Machine Wash Cold and Tumble low dry
Waist is measured at natural waist. Length is measured directly down from where the dress will sit.
DESIGNER INITIALS
EJ
*100% COTTON *14" Zipper
COLORS
PLEASE NOTE:
Colors shown are for reference
only. For closest match, see
PMS colors; for exact match,

4949
DESIGN SHEET
DATE CREATED: 05/17/2014
COMPANY NAME: DOODLES
EMAIL: doodles@gmail.com
FAX: 917-177-2727
GARMENT INFORMATION
GROUP NAME:
SEASON: Sring/ Summer 2015
GARMENT LABEL: MICHAEL KORS
FABRIC CONTENT: 100% COTTON
COLORWAY: Red
DESCRIPTION: Girl's dress in printed red chevron woven fabric.
PAGE #02
DATE RELEASED:DATE MODIFIED:
STYLE #: DMK1501
SKETCH
Designer Initials
EJ

50
ILLUSTRATION SHEET
FABRIC INFORMATION STYLE # WIDTH
TECHNICAL SKETCH
Woven Cotton (100% Cotton) See fabric sheets
PAGE #03
SIZE RANGES DELIVERY DATE COMMENTS
DESIGNER INITIALS
EJ
DATE RELEASED:
COMPANY NAME: DOODLES STYLE #: ES1503
GROUP NAME:
DATE MODIFIED:
TECHNICAL SKETCH
4, 5, 6, 7, 8, 9, 10, 11,
12, 13, 14, 15, 16
TBD
50

5151
FABRIC SHEET
PAGE #04
CLASSIFICATION: Girl's Dress SEASON: Spring/ Summer 2015
FABRIC INFORMATION STYLE # WIDTH
Organic Cotton Plus
100% Cotton
Solid Red Cotton Woven Style #: P150-1291
Red Chevron Cotton Woven Style #: 16110 45
SKETCH
Cotton 45" Wide, 4.6oz
SIZE RANGES DELIVERY DATE COMMENTS
DESIGNER INITIALS
EJ
DATE RELEASED:DATE MODIFIED:
SKETCH SWATCH
4, 5, 6, 7, 8, 9, 10,
11, 12, 13, 14, 15,
TBD

52
PAGE #05COMPONENT SHEET
Content: 100% Polyester, 100% Brass COLORWAY: Black, Gold, Brass
DESIGNER INITIALS
EJ
ITEM-VENDOR-
CODE-ORIGIN
CONTENT
SIZE-QUANTITY-
UNIT OF
MEASURE
LOCATION COLOR COMMENTS
Zipper, Zipper Shipper,
#ZIPBR45-300, United States
Brass
14" closed bottom ykk metal
teeth- 1- per garment
CenterBack Red
Hooks and Eyes, Zipper
Shipper, #HKEYE01-200,
United States
Brass 3/4", 1- per garment, Center Back Black
Polyester Thread, Sew True,
#TEX40, United States
100% Polyester
tkt- 60/36, 6,000 yd Cone, As
needed per garment
All seams and hems Red
DATE CREATED: 04/03/2014 DATE MODIFIED: DATE RELEASED:
52

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PAGE #06
COMMENTS
LABEL/PACKING SHEET
COMPANY NAME: DOODLES x MICHAEL KORS STYLE #: DMK1501
EMAIL: enervedenim@gmail.com GROUP NAME:
ITEM-VENDOR-CODE-
ORIGIN
CONTENT
SIZE-QUANTITY-UNIT
OF MEASURE
LOCATION COLOR
DESIGNER INITIALS
EJ
Order by size range, color, and style #
Designer label/Size tab/ Care Label (loop
fold), Alibaba #Barcode, United States
100% Cotton 1 1/2"x 1 1/4", 1 per garment Center back 1 color Print/make to fill order
Bar-code tag, Alibaba, #Barcode, China Paper 3"high x 1.5"wide - 1 per garment Attach to hangtag 1 color
Minimum order = 2 cases (500 bags),
fill order
Hangtag, Ali Express, #Hang tag, China
Paper 2" x 3.5" - 1 per garment Fastened along side of zipper 2 color Print to fill order
Merchandise paper bags, Uline, #S-13052,
United States
Paper, ink printed
"Traveler" 13" x 6" x 6" - 1 per
garment - or as needed
White
Velvet Hanger, Alibaba, #Barcode, China Plastic, velvet 1 per garment Black Minimum order = 5000 units
DATE CREATED: 04/03/2014 DATE MODIFIED: DATE RELEASED:
53

5454
LABEL PLACEMENT SHEET
COLORWAY: Red
EMAIL: enervedenim@gmail.com
DETAIL
Label will be placed at center back, 1/8" below the top edge.
The folded edge will be toward the center with logo
The final demenions will be 1 1/8" inch by 7/8" inch.
COLORWAY: Red
GROUP NAME:
DATE MODIFIED:
DETAIL
Label will be placed at center back, 1/8" below the top edge.
The folded edge will be toward the center with logo
The final demenions will be 1 1/8" inch by 7/8" inch.
PAGE #07
SEASON: Sring/ Summer 2015
DATE RELEASED:
GARMENT LABEL:MICHAEL KORS
STYLE #: DMK1501
GROUP NAME:
DESIGNER INITIALS
EJ
1/8”
7/8”
1 1/8”

55
1 1/8 1"
2 0 2 1/2"
3 1/8 7 1/4"
4 0 17 1/4"
5 0 2 3/4"
6 1/8 12 1/2"
7 1/8 30 1/2"
8 1/8 28 1/2"
9 1/8 30 3/4"
10 1/8 29 1/4"
11 1/8 11"
12 1/8 13 1/2"
13 1/8 8 3/4"
14 1/8 11"
15 1/8 13 1/2"
16 1/8 32 1/2"
17 1/8 6 3/4"
18 1/8 14 1/2"
19 1/8 24"
20 1/8 20 3/4"
DESIGNER INITIALS
DATE RELEASED:
CODE
POINT OF
TOL +/-
MEASURE
Across Chest ™
Neck Drop - Back
Neck Drop - Front
Neck Width
Neck Curcumderence ™
Shoulder - Length
Across Shoulder ™
Front - Length (HPS)
Front - Length (CF)
Back - Length (HPS)
Back - Length (CB)
Across Back
Side - Length
Zipper Length
Front Waist - Length (CF)
Front Waist - Length (HPS)
Waist
Bottom Edge Opening
HPS to Underarm
Armhole Circumference
EJ
DATE CREATED: 04/03/2014 DATE MODIFIED:
55
1/8 1"
0 2 1/2"
1/8 7 1/4"
0 17 1/4"
0 2 3/4"
1/8 12 1/2"
1/8 30 1/2"
1/8 28 1/2"
1/8 30 3/4"
1/8 29 1/4"
1/8 11"
1/8 13 1/2"
1/8 8 3/4"
1/8 11"
1/8 13 1/2"
1/8 32 1/2"
1/8 6 3/4"
1/8 14 1/2"
1/8 24"
1/8 20 3/4"
DESIGNER INITIALS
DATE RELEASED:
TOL +/-
EJ
SPEC SHEET PAGE #08
TECHNICAL SKETCH
3 5
6
7
8
9
10
11
12
14
15
16
17
19
20
HPS HPS

56
PRICE
Women’swear
DRESS
blouses
Top
JEANS & PANTS
skirts & shorts
Outerwear
Girls
DRESS
Top
JEANS & PANTS
skirts
Outerwear
PRICE (US DOLLAR)
$60 to $90
$50 to $75
$30 to $50
$60 to $80
$50 to $70
$80 to $130
PRICE (US DOLLAR)
$30 to $45
$15 to $25
$25 to $35
$20 to $30
$40 to $55
THe cost sheet on the previous page suggests that
Doodles will be achieving a 69..53% margin for that girls’
dress. Based on that, Doodles has set the following price
points for the different product categories listed. Some
will be offered in the coming seasons S/S 2015, while
others will be offered in F/W 2015.

57
Suppliers & PLACE
After analysing the risks and benefits of global sourcing, Doodles will be
sourcing most of their products from china’s garment manufacturers, including
the guangdong textiles Co. and nanjing textiles corp.
Once the manufacturing process is complete, merchandise will be shipped across
the pacific lane to the united states, and distributed to all the target stores
in the country. As a new private label, doodles will be carried exclusively by
Target’s brick and mortar stores as well as Target’s online store.

59
Advertising
As a private label by target, Doodles will be advertising
through the traditional media that the company has been
utilizing -- such as television, newspapers, magazines,
direct mail, billboards, and transit cards.
Doodles’ advertising campaign will be displayed on
billboards across the country, such as the ones in
Manhattan, new york, as shown in the image. below.
Target’s weekly ads. will also promote the launch of
the label by showing the photoshoots from the campaign
throughout the promotional months.

60
Public relations
Target’s public relations team will be
in charge of communicating the launch
and other activities of the new label.
As an example, the press release,
“Michael kors teams up with target for
their new label: doodles,” will be the
first official announcement of the
launch.
thearticleaddressesthecollaboration
between doodles and michael kors. The
ultimate goal is to present information
needed to advance the Target brand with
the guests, team members, communities
and shareholders.
“We love connecting
with people. Our
c o m m u n i c at i o n s
team makes sure the
conversation is timely
and true to our brand.”

61
Social media
The most popular social media among the target
customers of doodles are facebook, twitter, pinterest,
and instagram. in order to reach out to the customers
and keep them updated with promotions and events,
doodles will be utilizing facebook as the main forum
that updates general events and upcoming sales and
discounts.
General events may include any social and
environmental awareness activities that promote
Doodles’ cause-driven culture. For example, Target
is partnering with two school districts to fund
elementary literacy programs tailor-made for their
needs.
On facebook, Doodles will also state their values
and commitments. THey will reinforce their use of
organic cotton that is cultivated without the use of
chemical pesticides and fertilizers.
Twitter and instagram will be the platforms for
showing the “behind-the-scene” story of the brand,
while pinterest will be a platform for promoting
upcoming release to get instant feedback from
customers.

63
Promotional calendar
Launch
September October November December January February March April May June July August
Print Advertising
Esquire
WWD
New York Times
Social Media Marketing
Facebook Promo
Instagram Promo
Twitter Promo
Bloggers Promo
Tumblr Promo
YouTube Promo
Pinterest Promo
Event Marketing
Launch Party
Pre-Lauch Post-Launch

64
INternal marketing
With an internal marketing strategy, employees at target are
treated as “internal customers” who must be convinced of a
company’s vision and worth just as aggressively as “external
customers.” The goal of internal marketing is to align every
aspect of a company’s internal operations to ensure they are
as capable as possible of providing value to customers. If a
company can operate in a coordinated and standardized way,
that company can provide a more consistent experience to their
customers.
Target has a unique organizational culture that emphasizes
innovation, creativity, and expertise. In order to promote
this culture, strong communication between the company and
the employees is crucial. Their primary responsibility will be
to disseminate information about the company’s goals and
strategies, and to provide training and support to help employees
achieve those goals. In the case of Doodles, employees at target
will be educated about the brand story and the mission of the
label.

65
Visual Merchandising
As a collaborative brand, Doodles’ visual merchandising will take into account of the
current collaborating designer’s distinct style or preference of visual display.
For the seasons of S/S and F/W 2015, Doodles will incorporate Michael Kors’ simplistic and
classic approach by using white and silver as the main colors for the space.
Also, Target will distribute a corner from the apparel section for Doodles to elaborate
the design of the space while still complying with the overall aesthetics and principles
of the store.

66
Product extension
The first year (S/S & F/W 2015) of doodles will be focusing on
womens’ wear and childrens’ wear-- specifically for girls
in between the age of 4 - 12..
Doodles is already looking at expansion for product
category in the near future. In S/S 2016, doodles will
introduce a line of children’s wear for boys and toddlers.
Ultimately, doodles strives to provide assortments for the
whole family, including the mom, the kids, and also the dad.

67
REcycling Program
DOODLES’ Mission: “DOODles’ mission is to sustain a responsible commercial business as a children’s
wear label. By persevering a classic aesthetics while adding elements of innovation and fun,
Our company strives to demonstrate integrity and leadership through superior products and
commitment in sustainability.
As doodles strives to foster a sustainable future, any item purchased four seasons ago can be
returned to target, which will be donated to children in African communities devastated by abject
poverty. by every $50 of recycled items, target will reward the customer with a $5 gift card.

70
Bibliography
“Children’s and Infants’ Wear Stores.” Market Report. N.p., n.d. Web. 26 May 2014.
Collins, Bryan P. “S Corporations.” The Tax Lawyer 53.4 (2000): 1205-212. Web. 26
May 2014.
“Global Children’s Wear Market to Reach US$156.8 Billion by 2015, According to
a New Report by Global Industry Analysts, Inc.” PRWeb. N.p., n.d. Web. 26 May 2014.
Greenspan, Rebecca. “Children’s Apparel Industry.” Prezi.com. N.p., n.d. Web. 26 May
2014.
“Kate Spade New York and Jack Spade Collaborate with Gap on Childrenswear.”
Fashion Times RSS. N.p., n.d. Web. 26 May 2014.
King, Andy. “Target CEO Talks Prices, Products and Plans - USATODAY.com.”
USATODAY.COM. N.p., n.d. Web. 26 May 2014.
“Target Corp (TGT) Company Profile Reuters.com.” Reuters. Thomson Reuters, n.d.
Web. 26 May 2014.
“Target’s Unique Guests Target Corporate.” Target’s Unique Guests Target
Corporate. N.p., n.d. Web. 26 May 2014.
“Textiles, Apparel & Footwear.” Textiles, Apparel & Footwear. N.p., n.d. Web. 26 May
2014.

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