target threshold presentation

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