Target Pushing Children'S Clothing Brand New Cat&Jack

Today, the department stores are very depressed, the second largest in the US.

The company Target stores stakes in the baby.

Yes, and they did a good job.

All along, baby products are the focus of Target.

According to reports, sales of these products reached 25 billion dollars, accounting for 1/3 of the company's total sales, and the profits of baby products were higher than that of groceries and furniture.

In February of this year, Target launched a new child.

Pillowfort, the main products are bedding, tables, sheets, decorations and other bedroom products in the children's bedroom.

The most special point of this brand is that it does not have obvious gender tendency. For example, in traditional concepts, boys like blue, girls like pink, and some items belong to specific sex. Pillowfort chooses not to follow traditional concerns.

Although there are still a small amount of blue and pink objects, Pillowfort products are mostly trees, arrows, astronauts, bicycles and so on. If the traditional idea of basketball and heart is biased toward a certain gender pattern, it will choose white, black and yellow.

In July, Target will also launch a new brand Cat & Jack for children's wear instead of Circo & Cherokee, which has been sold for twenty years.

The old brand is characterized by the public. Parents can spend as much time choosing as buying groceries.

But now children do not want to be ordinary, and parents will listen to their children's opinions.

Cat & Jack will have more attractive tailoring and color matching, but it will not be too independent.

Mandy Daneman, an investigator at Target, says that the children of this generation are thinking, "I want to be special, but I don't particularly want to be where I don't stand."

Circo & Cherokee

Cat & Jack

In addition to the new brand, Target online and offline launch activities for children.

Target will cooperate with local organizations in many big cities. For example, in Boston, Target and Children Museum cooperate to launch "Target $1 Friday Nights". Every Friday at 17-21, each family will pay only one dollar for the museum to play, while the normal admission tickets are 16 dollars for adults and children under 1 years of age and above 15 years old.

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At the end of last year, the Target season launched a series of ads about three children's adventures, including Lego, yellowish, Teenage Mutant Ninja Turtles, star wars and other children who are familiar with the role, encouraging children and parents to go shopping on Target stores and Target websites.

Advertising screenshots

Target's series of measures worked pretty well.

In the first quarter of this year, the sales volume of baby products and brands increased by three times the average sales volume of the whole company.

Target also said that the sales of children's clothing will increase by two times as fast as those of WAL-MART and Old Navy, which sell children's clothing after the introduction of Cat & Jack.