A gender-neutral kids' clothing line for Target
Product innovation, retail redesign, and branding
Target is becoming well-known for its gender inclusive policies
Kids age 5-12 still need a wider range of fun, affordable, and expressive options
“I do believe gender-neutral fashion is the future. I feel like we’re moving toward that.”
— Fashion Institute of Technology Professor Dawnn-Karen
Develop and launch a gender-neutral kids' clothing line for Target
The wordmark is constructed from simple shapes to feel tactile
CLOTHING CONCEPT AND DESIGN
CLOTHING CONCEPT AND DESIGN
Designs combine masculine and feminine elements. For example, combining heart symbols with a dark blue color.
All clothing modeled in Cinema 4D.
SPATIAL DESIGN CONCEPT
I identifed three main pain points to guide the spatial design. I arrived at these stressors by reading and analyzing different articles and first-person blogs and forum posts.
These pain points helped determine the main goals and features of the space
NEW SPATIAL FLOW
The Recess section disrupts the kids’ section’s gendered grid floorplan, and introduces a free-flow bridge between the two sections
Floor graphics guide users towards a digital kiosk that shows a digital display of merchandise, introducing shoppers to products otherwise unavailable in B- and C-level stores.
DESIGNING FOR FUN
The entrance from the toy section has anamorphic hopscotch floor decals that look like they're floating in air.
DESIGNING FOR SOCIAL INTERACTION
(Muted) sound tubes connect the boys' and girls' sections
A bench in front of a screen acts as a roadblock and gathering point. Outfit options play on the screen
Racks are structured in “hugs” or U shapes so shoppers can comfortably pause traffic to look at merchandise
On the Recess racks, smaller sized clothes are lower to the ground, making kids feel more in control
Cross-merchandising for Target’s gender-neutral kids’ home goods brand, Pillowfort.
The steering wheel changes the color of the light projected onto the scene, making kids feel more in control of their environment.
Shoppers can browse more merchandise on a digital kiosk.
How it works:
The away screen cycles through different merchandise, and responds to the tactile clothing illustrations below the screen.
Shoppers choose to view these merchandise combinations, or browse through additional products.
Once the user selects a product, they can choose to email or text it to themselves, or locate it in the store
XD: Mareya Stearns
XD: Louis Boehling
CW: Tarik Atallah
Shaped the concept for the clothing designs
Developed the branding for the line
Researched the market and how Target can fit into it
Designed brand assets like the logo
Created user personas and journeys, analyzed user needs and concepted experiences that meet those needs
Designed and rendered the entire space in 3D
3D modeled clothing