Transformed Target Australia’s womenswear line to generate $15M in profit, creating 3 new brands across clothing, footwear, accessories and lingerie: Yours Sincerely, Lilly Love, Life & Style.

1. SUKI WATERHOUSE
It’s an Instagram life. Suki evokes
idyllic youth. Pretty, social, self confident
and values friendship and girls’ secrets!
the latest fashion looks
for the 25-35yr old
“ “
45mm
80mm
CUSTOMER - target customer 25-35, fun, young intelligent, of the
moment, think Cara Delavigne. Current up to date, loves social
media, shops online, loves discovering. Lily shops vintage and
boutiques and has effortless style.
COMPETITIVE ENVIRONMENT - Cotton On, Sportsgirl, Topshop,
Zara, H&M, Myer, Seed, Cotton On Body, Bras & Things, Bonds,
M&S, Aerie, Oysho and Victorias Secret.
KEY INSIGHT - My life is an exciting journey. I love to do and learn
like everyone I have my favourite places to shop but I struggle to
find the brand that I love, a brand that offers me everything I need,
practical solutions for my style that suits all my moods and my
needs and reflects my individual style.
BRAND ESSENCE - Refreshingly pure and free spirited, creative
artistic and fresh. Current, with attention to detail. Authentic, using
laces, embroidery, embellishment designed to reflect Lily’s individu-
al personality. Fashionable, beautiful fabrics and cuts, a sense of
youthful effortlessness. Confidently feminine and gorgeous -
affirmation of my unique and quirky side.
PRICING - Good and Better
KEY PRODUCTS - Everything! Lily’s entire wardrobe reflects
what’s on trend and of the moment.
WHO IS LILY?PACKAGING
55mm
55mm
Front

2. Designer style and quality
at attainable prices
“ “
CUSTOMER - 35-50 career woman with disposable income.
When it comes to fashion, she loves designer style, individuality
and the best quality. She will invest in her wardrobe with carefully
selected pieces to build on her designer look each season. She is
glamourous and feminine and very rarely dresses down.
COMPETITIVE ENVIRONMENT - Country Road, Witchery, Cue,
Myers, David Jones, Net-a-Porter
KEY INSIGHT - She shops high street and designer and does not
mond top end brands as long as they give her the designer look
and feel she is looking for. She concentrates heavily on her career
but loves to socialise. It is very important to her to look and feel
good. She loves her sense of style. She loves good food and wine
and she loves dressing for an occasion. She believes taking care of
her appearance is an extremely important part of her success.
BRAND ESSENCE - looking fantastic on the outside and confi-
dent, will help her achieve her goals. She never lets her guard
down and quality is key. Designer looks at affordable prices.
PRICING - Best
KEY PRODUCTS - Smart and occasion for everyday and going
out
YOURS SINCERELY
CATE BLANCHETTE
Beauty and style of the highest order.
Cate exudes a level of international beauty and
style that potentialises success for every Australian woman.
PACKAGING
AttachmentOptions
60mm
60mm
Woven End Sew
with Size Pip
55mm
12mm
12

3. fashion, style & quality at
great affordable prices
“ “
CUSTOMER - our core heartland! Sophie she is a busy mother
shopping at Target for the whole family and everyone’s wardrobes
for all occasions and needs. She is 35-45, loves entertaining at
home, family days out, dining out and socialising. She is stylish and
loves fashion and shopping into new season looks but she also
seeks out thise classic items that take her through every day, 365
days a year.
COMPETITIVE ENVIRONMENT - Myer, Zara, Susans
KEY INSIGHT - “I love shopping and getting looked after by the
assistants. I choose brands I can trust to make good quality prod-
ucts, prices aren’t really a focus for me.”
“Describes her style as understated elegance.”
BRAND ESSENCE - our heartland brand under-pinned with
classic everyday basics at killer price points, wardrobe staples,
perfect everyday pieces and seasonal must haves. All with style,
fashion and quality at great affordable prices.
PRICING - Good and Better
KEY PRODUCTS - Everything!
WHO IS SOPHIE?PACKAGING
35mm
Main SwingTicket
90mm
TargetCollection
Target CollectionJESSICA MARAIS
Attainable beauty is key. Jessica is a
contemporary Australian woman with a busy active life.
Jessica is certainly the family CEO and juggles work and motherhood.
Casual
Lingerie
BlockbusterTicket

4. Target Collection
Smart Casual
Smart
Target Collection

5. THANDIE NEWTON
Casual style with
denim at its heartland
“ “
CUSTOMER - 35-45 working Mum. She loves the outdoors, is
hands on and is active with her family. She is sociable and kind.
Think Thandie Newton. She needs to feel comfortable and be able
to trust her clothes will get her through each day without any
thought.
Desires to look and feel hip and gorgeous in her casual clothes.
She requires a range of comfortable fabrics, flattering cuts, fresh
colours, stylish design. Beauty with minimal effort.
COMPETITIVE ENVIRONMENT - Next, M&S (Indigo), John Lewis,
Mint Velvet, Just Jeans.
KEY INSIGHT - When dressing casually I want to feel 100%
comfort, and able to look stylish and current all day long with
minimal effort or adjustment, then all I have to worry about is
enjoying what I love most.
BRAND ESSENCE -Effortless sense of casual chic with all eyes on
detail.
PRICING - Better and Best
KEY PRODUCTS - Denim is the heartland, casual jersey and
blouses, accessories and footwear, knitwear and outerwear.
LIFE AND STYLEPACKAGING
LINEN FABRIC.
A NATURAL FIBRE
WITH COMFORT,
BREATHABILITY
& SOFT TOUCH.
PRE-WASHED TO
REDUCE SHRINKAGE.
Woven End Sew
with Size Pip
55mm
12mm
12