target threshold presentation
TRANSCRIPT
Connie Cacace, Andrea Diano, Kultida Faye Juabsamai,
Team Seven
“I’m cheating on FASHION with FURNITURE”
-Carrie Bradshaw
CURRENT TRENDS
• Passion for Fashion• Growth in interest• Accessibility w/
Social Media• Bridging the gap• Everyone welcome
to express their style
WOMEN ❤ FASHION
• Females = 80% of consumer spending• $5 trillion dollars
annually (U.S. Census Bureau)• “Stylish” Women
spend 3x average on purchases
TARGET IS FASHION
• Target guests are Style Conscious• Successful
Collaborations• Missoni• Prabal Gurung• Phillip Lim 3.1
STYLISH COMPETITION
STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS
SWOT ANALYSIS
THE CURRENT SITUATION: INTERNAL
Strengths•Affordable, stylish & functional products•Easily accessible (in-store & online)
•“Quality and Design”•Developed with guests in mind
Weaknesses•Low brand awareness compared to competitors•Target guests are uninformed of home décor options•Limited in-store display space
THE CURRENT SITUATION: EXTERNAL
Opportunities•Many potential customers in existing Target Guests•Raise awareness and positive brand recognition•Reinforce a good brand association
Threats•Lots of competition!•Many options that fall in similar price and quality ranges•Potential to get lost in the crowd or come across as a “me too” brand
OUR OPPORTUNITY
Develop a brand experience that will both immediately increase awareness of the
Threshold brand, and create a unique avenue for long-term engagement that will form loyalty and encourage guests to
continue purchasing pieces for their collections.
TARGET AUDIENCE
“ASPIRING HOME STYLISTS”
•Fashionable•New homeowners•Loves to redecorate & refresh!•Takes pride in her personal style
RACHAEL
• Age: 25• Recent college
grad• Moved into a one-
bedroom studio apartment in NYC• Deal-seeker
LAURA
• Age: 28• Young professional• Looking to
redecorate her condo that she’s had for 3 years• On the search for
affordable indulgence
CHLOE
• Age: 33• Young mom of 2• First-time
homeowner• Looking to make
her space her own• Value-seeker
ASPIRING HOME STYLISTSThe Threshold Guest
OUR MESSAGE
EXPECT MORE, PAY LESS.EXPECT MORE, PAY LESS.
Style Your Space.Style Your Space.
MEDIA STRATEGY & CHANNELS
Strategy•Increase Threshold brand awareness for new guests•Maintain current guests with improved engagement tactics
Channels•Partnership with Fashion/Home Bloggers•Public Relations campaigns•Interactive App•In-store promotion•Social Media •Traditional TV Spots and Print Ads
PARTNER WITH FASHION BLOGGERSEmily Shuman
Aimee SongPARTNER WITH FASHION BLOGGERS
THRESHOLD FASHION SHOWLiving showroom @ NY Fashion week
• Use combination of fashion and furniture to target stylish guests• Nationally
broadcast with celebrity guests and performers• High press
coverage
MOBILE THRESHOLD FITTING ROOMOn tour + outside local stores
• Mobile truck used to supplement in-store display space – let guests experience products• Walk inside the “fitting room” to get an idea of
how items would look styled in your home
IN STORE PROMOTIONTie-ins with fashion lines to target current guests
• Used to attract current Target guests over to view Threshold products• Feature fabric/design tie-ins to coordinate
fashion brands with Threshold• Use in-store signage to direct guests
Nice pick, trend-setter! Have you seen the
coordinating patterns for throw pillows from
Threshold? Dress your home like you dress yourself – in
style!
THRESHOLD HOME DÉCOR MOBILE APPSee how it looks in your home
• Another way to visualize products in your home • Snap pictures of
your room and view Threshold pieces in your space before you buy • Links to website for
instant purchase
IN SUMMARY
Trend: Shoppers are seeking functional & fashionable
Target: Aspiring Home Stylists
Strategy: Increase awareness & engagement
Message: “STYLE YOUR SPACE”
Media Channels: •Social Media & Bloggers •Fashion Show•Mobile “Fitting Room” Bus•In-store Promotions via “Tie-Ins”•Interactive App•Traditional TV Spots & Print Ads