The mood and color story of the Soiree line is bright, fresh, and feminine. Our line is designed around the idea that modern mature women are lacking pieces in their wardrobe that can be worn to events and social gatherings. They want fun and flirty styles, while still age appropriate.
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Audrey is the persona that represents our target market. She is 40-50 years old, is trendy and fashion forward. We surveyed 73 women in our target age range; 100% of women shop at Target, and have purchased clothing from the ready-to-wear floor pad. They also stated that they wanted to see more trendy items targeted to their age range.
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Ideation sketches in process of developing the line.
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Technical sketches of the final six pieces of the line.
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Color ways for each item
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Color ways from remaining pieces. Here you can see suggested ways to outfit the pieces.
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To merchandise our Soiree line, we chose to put the key item front and center, and have the back displays be outfitted so that customers can easily see ways to outfit the separates.
This is the front and back graphics for the hangtag for our brand.
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Since Soiree is an event-based line of clothing, we partnered up with LivingSocial. Whenever you buy a Soiree brand item, you get codes to exclusive deals and events in the local area.
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We brought champagne glasses filled with dove chocolates to hand out at Target Corporate when we presented our line. Attached at the bottom was a booklet of each group members information, as well as a sample of our hangtag and tie-in promotion.
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Soirée
In collaboration with Target, my team of retail merchandisers and apparel designers developed a collection for the Women's Ready-To-Wear section in Target stores.
Our task was to identify a "white space" or missing element within the designated floor pad, and design a line to fill the missing need.
