One of my primary focuses during my time at Target was the ceramic dinnerware category. By the time I left Target, I owned both the fashion (colored and patterned) dinnerware as well as the basic white dinnerware categories. This represented about 48 feet of placement in stores as well a significant .com exclusive presence. During my time at Target, I moved the .com business from vendor designed, to in house and design assist, creating a clearer representation of the brand. I managed significant vendor shifts and onboarding of 6 new vendors with a focus on relationship building and long term strategy. I performed detailed analyses of the marketplace and provided inputs to strategic initiatives.
KIERA COLLECTION
For the Kiera collection, I created the layout using internally designed motifs. I also chose the color palette, and created mechanical drawings of the mug and bowl. This was one of my first adventures in pattern application and one that I really enjoyed. To keep the motifs from becoming too graphic, I specified a pad print application. This application is similar to a stamping technique and creates high and lows within each color.
I provided the above inspiration image to the buyer to show how the Kiera collection and a vendor designed floral could mix and match with our signature color multiplier collection, Camden.
Target is currently testing new merchandising options in Home called Visual Impact Areas (VIAs). I worked with the buyer to suggest items from .com and stores to highlight on this VIA.