200% increase sales, Oprah’s Favorite Things
Industry: Retail / Consumer Goods / Arts & Crafts
Engagement Type: Brand Marketing – Owned Brand
Timeline: 2012–2015
Company: Target
Challenge:
The vendor withdrawal left only three months to conceptualize, design, and launch a full product line. The solution had to leverage Todd Oldham’s brand equity while appealing to adult craft consumers and meeting Target’s aggressive deadlines.
Objective:
To rapidly replace a pulled vendor program by developing and launching a new owned-brand craft line aligning with Target’s brand strategy, resonating nationally with consumers, and standing out in competitive retail categories — all within an accelerated timeline.
Steps Taken:
Developed brand positioning and creative direction that brought the concept of modern DIY to life for a new audience.
Partnered with celebrity designer Todd Oldham to launch Hand Made Modern and manage Kid Made Modern.
Developed brand strategy and authored creative briefs for new product lines.
Guided brand development and collaborated directly on creative execution (including on-set work).
Results:
200% above forecast sales for Hand Made Modern.
Part of Target’s $1.3B Owned-Brand Home Decor business.
KMM gained national recognition with inclusion in Oprah’s “Favorite Things.”
