the case
Target’s Intimates & Sleep department was severely lacking the shopping experience that guests expected from target. In march 2018, we launched phase 1 of the Intimates & Sleep department revamp. Our guests loved a more cohesive, educational, and inspirational shopping experience & sales soared. Later that year, we set out to take our learnings and launch three new intimate & sleep brands within the floor pad.
the strategy
Leveraging the learnings from phase 1, we aimed to create an in-store marketing experience that is feminine, easy to navigate, inspirational, and inclusive, while considering the new brands and existing national brands.
the solution
We created a seamless shopping experience between the intimate and sleep floor pad, allowing guests to shop for all their needs. By creating a private, yet inspirational floor pad, guests were allowed to take their time, shop with confidence, and find the bra that not only fit them perfectly, but also matched their each individual style. We casted talent of all shapes, sizes, and life stages in order to create a more authentic connections between shopper and ISM.
assets from our ISM shoot were also utilized across target’s owned channels such as social, direct mail, and dot com.
photographer: anna wolf
stylist: sarah clary, solange franklin
hair: romina manenti
makeup: charlotte day, rie omoto
