White Space Design
While at Target I had the opportunity to design into a white space project for both Big and Toddler Boy, in some of their largest volume knit categories. Below is my process of designing into two new styles for both knit shorts and tees. Both developments were synthesized out of an accumulation of market research, trend research, and guest feedback.
My summary of benchmark brand market research below, demonstrated for buyers the trends in toddler boy knit shorts which showed opportunities in Target's assortment, compared to competitor brands.
Qualitative research from Target guests showed a preference for shorts that were lightweight, comfortable, and have pockets.
Three new short designs were developed based on the research findings.
Below is design iteration #3 that was sent for development and eventually added into the regular in-line toddler boys assortment.
The final knit jogger short design, marketed onTarget.com.
The new rolled cuff jogger short has remained at a 5 star rating onTarget.com for 3+ years running.
Similar to the white space opportunity for toddler boys knit shorts, below is the process of market research and design development for two new knit t-shirt designs that were eventually added to the in-line toddler boys assortment.
Knit Tee market research showed their was opportunity in Target's assortment for a dropped shoulder and rolled-cuff tees
Market shifts towards a boxier fit and dropped shoulder drove these two new styles that ultimately went to development.
This tee is made from snow heather jersey with a standard t-shirt body spec, rolled and tacked sleeves and a shirttail hem.
This tee features a dropped shoulder, shorter sleeves, and shorter HPS length, made from a newly developed lightweight cotton side dye heather jersey.