customer and purpose
back to school is momentous in our kids' lives. it's a fresh start, for which some kiddos are nervous and some are excited. the friends- new and old, teachers, afterschool activities, new assignments, new challenges, growth mentally and physically. our mindset is to meet them where they are and equip them to feel their very best to make that that first day (the whole school year, really!) the best that it can be.
for a parent, it can be a hectic time. We see you mom/ dad/ caregiver– we see you've got more than 1 kid to consider, we see you can't find clothes that fit, we see you have a budget, and we see you just want the best for them. each BTS, we strive to make shopping a little less stressful by designing clothes YOU and THEY will actually want and will actually survive their busy and active year.
credits
with every season, it takes an amazing team to make the vision come alive:
GVP of Design, abercrombie kids – sarah schwartz
senior design director, abercombie boys – roma king
concept and art direction, abercrombie kids – becca scono
social media and website work – a&f marketing, stylists and web team
[material shown here is property of abercrombie and fitch and is not for use or reference outside of showcasing my previous work and abilities during my time at abercrombie kids.]
THEME NO. 1
SPORT START
CUSTOMER FACING CAMPAIGN
ACTIVE
SET DATE
JULY WK 1 2023
‘sport start’ embodies exactly our kids' go-to uniform and outfit of choice always– active. and it’s because it’s comfy and serves their lifestyle! our goal is for our kid to feel cool and comfy it in, and for parents to feel the kids don’t look completely disheveled. for this theme we love the trend of moto/racing as seen in some fashion silos and graphics. we also leaned into interesting yet lightweight active fabrications, easy mix and match sets, cool branding and great hoodies and sweats.
THEME NO. 2
BACK TO SCHOOL CHECKLIST
CUSTOMER FACING CAMPAIGN
ESSENTIALS
SET DATE
JULY WK 1 2023
our second theme focused on a collection of items that are seasonally sought by mostly parents. however, throughout this theme, we strived to show that even these essentials can be cool and outfitted well by our kid. the theme is essentially (no pun intended there!):
‘essentials for back to school, made cool by you.’
THEME NO. 3
BACK TO SCHOOL
CUSTOMER FACING CAMPAIGN
FASHION
SET DATE
AUGUST WK 1 2023
our august week 1 theme centers on fashion as our kid approaches their 1st day. when we design this drop, we get laser focused on seeing things from their lens on that big day. their confidence, their first impressions, their comfort. some big ideas we focused on were ‘the bottoms shop’ which included trends in looser leg bottoms and utility details, sports jerseys, collar-ed tops like polos and shirts, and emotional graphic content and allover patterns.
