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Exploring a New Brand for the Millennial Mom

Christen Soares (Field Paoli), Emily Watkins and Kristen Strickler (Charlotte Russe) share insights on a new concept and strategy to reach this underserved cohort

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Designers and retailers have strategized how to engage millennials, but what about millennial moms? National women’s wear retailer Charlotte Russe shared its new concept aimed at the millennial mom and the process of developing this new brand, including consumer research that steered the project from concept to conception at VMSD’s 2015 International Retail Design Conference (IRDC) in Austin, Texas, during their session, “Exploring a New Brand for the Millennial Mom.” For more details about IRDC 2016, Sept. 13-15, in Montreal, visit IRDConline.com.

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