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77 Kids

Discipline

Brand Innovation

“Bulldog was like an extension of our team — designing a new retail concept from initial idea to an online launch and then into store experience design, they were a fantastic partner”

BRAIN FRANKS, VP MARKETING

THINK LIKE A MOM, SEE LIKE A KID
Challenge

American Eagle Outfitters wanted to extend their expertise in teen retail to kids 0–10. To do this, they needed to quantify the market, develop a concept and build a brand for an entirely new retail experience. In partnership with our friends at IDEO, Bulldog Drummond was charged with understanding everything we could about the marketplace, the consumer and the opportunity to build an entirely new retail concept from the ground up.

Result

We developed a central design principle behind the brand—“Think like a mom and see like a kid”—to guide naming, brand identity, consumer touchpoints, 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, IDEO, Bulldog and the American Eagle Outfitters team 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.

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