These are the slides from our Target case presentation that was assigned in my Business Communication course.

1. Project: BOSTOM
Back of Store Top of Mind
Prepared For:
Target Case Judges
April 29, 2010
Free Consulting Inc.

3.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

4.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

5. “Men's clothing department does not get the same attention in
comparison to other departments in the store.”
“It feels cheap and neglected as compared to the women's department.”
“The women's section has gotten much better, but the men's section still
seems to be really plain and boring. It reminds me of Kohl's with less
selection.”
“Sometimes they have good items but the display is trashy which
discourage me to shop often.”
Surveyed Target Guests

7. Section 1: Active wear
Section 2: Classic Male
Section 3: Young Male

8. Concepting
• Section Overlapping
• Central Basics
• Give Sections Identity
• Rack Clusters

9. What Department Lacks
• Fit Focused Style Brand
• “Trendy” Graphic Tees
• Community Focused
Clothing

10. • Concept groupings
• Each concept has its own feel
• Include shoes and accessories
Casual
Male

11. • Simplicity
o Plain Backgrounds
o Average looking men
• Include Prices
• All items found in concept

12. • Training and department equipment costs:
o Retraining team members
o Clothing stands
o Cluster organizing rack
• Retraining improves team value
• Apparel layout improves floor organization
• Organized translates into increased traffic
• Increased long-term traffic translates to increased frequency

13.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

14. • Realign current Graphic Tees to
guest-relevant trends
• Cross-promote with the electronics
department
o Bands
o Movies
o A-title video games

15. • Add a local spirit wear section
o Target large school districts
o Support participating schools with
additional percentage of profit
• Align with Target’s community values
• Increase traffic among current Target
guests
•create young loyal customers

16. • Lifestyle Trend Tees:
o Already posses the manufacturing capabilities- Lifestyle
Trend Tees
o Mimic previous plans (Twilight, Women’s Department)
• Lifestyle Activewear:
o Have current community involvement
o Stores know their surrounding community
o Easy to implement

17. • Graphic tee and spirit wear costs:
o Cross-promotional advertising
o Sourcing and logistics
o Local contracts with schools
• Lifestyle apparel fulfills a guest want reliably
• Cross-promotion generates frequency
• Involvement improves Target’s community rapport

18.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

19. • Enable women to shop for their son
• Target boys in the 12-17 age range
• Create fit-focused, trendy designs
• Make it in-house

21. • Slender, skinnier guys
• Stylish and form-fitting
• Elegant silhouette, classic fit
• Bigger, muscular guys
• Regular fit
• Boxy and roomy in the torso

22. • Boys’ motives for purchase are emotional
• Brand image of confidence, masculinity and maturity

23. • Matador line costs :
o Design and development
o Supply chain
o Legal
• Fit and quality offers expected apparel for less
• Matador style differentiates Target from competitors
• Matador increases frequency to Men’s Department

24.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

25. Q1 Q2 Q3 Q4 Q5 Q6
v
v
v v
Train
Pilot layout change Launch nationwide or continue pilot
Launch nationwide or continue pilotPilot Lifestyle apparelDevelop
Pilot Matador lineDesign and develop Matador line
v = Review Stage
v
Develop

27.  Empower Team & Rearrange Layout
 Realign Lifestyle apparel to generate sales
 Matador-a fit focused line
 Pilot project in six stores for six quarters
 Rearrange, realign, and reinvent
 Questions and answers

28. • Rearranging layout improves floor organizatio
• Realigning Lifestyle fulfills a guest want reliably
• Reinventing young men’s apparel with Matador fulfills a guest
need
Project BOSTOM is Target’s option for increasing men’s apparel
revenue and success.

29. Project: BOSTOM
Back of store Top of mind
Free Consulting Inc.
Questions?

30. Project: BOSTOM
Back of store Top of mind
Free Consulting Inc.
Thank you for
your time