Research & Brand Launch - CAT & JACK
As part of my tenure at Target, I designed and launched the toddler children's line for the $2B apparel brand Cat & Jack, a brand focused on research and input from real children.
In the course of launching the line, I conducted interviews and focus groups with kids of all ages, where they provided qualitative feedback on which pieces they loved and how we could make the collection as it existed even better.
During the process, I conducted evaluative interviews to determine the best products and design strategies. Being kids, our interview methods were a bit different—I watched them draw, listened as they talked about their favorite activities, and heard what clothing meant to them (if you recall being a kid, clothing as self-expression meant a lot more than it likely does now).
This research led to joyously unexpected results: hoods would double as masks, knee joints became monster mouths, raising an arm would reveal a batwing, and of course, shirts got capes.
One of my favorite moments: watching a kid draw a flying pizza with a cat face on it. His enthusiasm was infectious and it became the inspiration for one of the best-selling pieces in the collection.
I oversaw all stages of the design process including concept development, trend and consumer research, interviews, sketches, prototyping, and visual presentations to stakeholders.
As an added bonus, I was also able to develop and implement sustainability initiatives across the design organization and supply chain, making the product as environmentally friendly as it was fun. But that’s a whole other story, ask me about it!
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