Team Ask: Evaluate how affordability and value currently show up at Target and develop recommendations for merchandising and in-store initiatives that can grow business in the skincare department.
Personal Ask as the Creative & Trend Strategist:
- Elaborate on how trends and the consumer mindset influence purchasing decisions and your recommendations.
- Design the presentation and collaborate with the creative team to produce graphics and final deliverables.
- Organize your team’s pitch in a way that best informs and persuades the client.
Understanding the consumer mindset and its influences
In order to form our recommendations on new products and initiatives, I first defined our target consumer and contextualized the factors influencing the collective consumer mindset.
(slides 14-20)
Identifying Trends
I, then, highlighted trends related to the skincare industry, consumer values, and the client’s definition of affordability as key factors in influencing our merchandising and in-store marketing recommendations.
(slides 21-30)
Designing the Endcap
Based on the trending color palettes and aesthetics for the year, I collaborated with the creative team to produce an endcap design that reflected the consumer mindset, trends related to purchasing decisions, and the values highlighted by the client.
(slides 84-86)
Highlighted deliverables
In collaboration with the creative team, I also designed ISM (In-Store Marketing) and interactive digital deliverables to supplement our endcap initiative.
(slides 70-83, 97-100)
Trend Research
The Objective
Utilizing my background education in marketing, I created a preliminary research presentation focusing on new opportunities in the client’s home goods market targeting GenZ.
Research
I conducted various forms of research including creating my own survey following guidelines I have learned through marketing research courses.
Recommendations
From my research, I gathered key concepts to form a trend board and recommendations for my client.
