T I A R A    T O    T O E 

Tiara to Toe was a project completed for Target Corporation in which our team of apparel designers and retail merchandisers had to solve a whitespace opportunity for the Big Girls (ages 4-16). Our group created Tiara to Toe -- a street, chic, upscale girl's brand that competes with brands like J Crew Kids and Gap Kids. Focus on trend, quality, and elimination of the pink and glitter typically found in store are some of the biggest selling elements of this brand.

 

Tiara to Toe is meant to be worn not only by girls falling within the Big Girls age group, but can also be worn by petite women and aims to bring children in lower age groups up to these versatile designs. Garments feature elastic and over-sized silhouettes to make it as age neutral as possible.

 

In order to solve issues with price, we had to make compromises on fabric quality and alter patterns to use less amounts of material. In addition, we created a floor pad that is both entertaining and functional for mom and daughter. iPads are featured throughout the space to allow our target market to play, interact, and create new outfits that can be uploaded in store or via Target's website at home. The space has mannequins and outfitting techniques on hangers to show mom and daughter how to wear Spring's new looks.

 

A website made specifically for the brand uses some of these same concepts. This website includes a lookbook, a blog, a collection shop, and a game for daughter to see herself in some of these key pieces. Our blog is meant for specific target market moms to share their ideas on the new collections as well as share DIY projects that helps mom and daughter bond.