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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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Embracing Whole-Brained Thinking in the Design Journey

Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.

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