What if?

Could American Eagle Outfitters extend their expertise in teen retail to kids ages birth–10 by quantifying the market, developing a concept and building a brand that would inspire an entirely new retail experience?

Results

We developed a central design principle behind the brand— “Think like a mom and see like a kid”—to guide naming, brand identity, consumer touch-points, the shopping experience and product detailing. The result was a completely new retail clothing experience that excited and engaged kids, and made shopping easier and less cumbersome for moms. Together, with IDEO and the American Eagle Outfitters team we shaped, created and launched 77Kids from white page to opening in eighteen months. The brand launched with a private Jonas Brothers concert and a massive online community. While the retailer opened 20 stores across the country, the brand was sold a couple of years later due to pressure from Wall Street on the parent company to focus on its core business.

What I did:

• Brand platform development

• Service concept development 

• Product naming 

Partners:

• Design / Bulldog Drummond

• Work done at Bulldog Drummond