We dove right in when Target came to us and said, “Our swim business performs like gangbusters. How could we add to the love?” Good question.
We did some serious shopping, spent plenty of time in dressing rooms, and conducted a deep dive on product. We pulled together week-long panels of swimwear devotees around the country and stayed up late talking about everything from shopping to female empowerment. We came back with a surprisingly different take on the Target swim shopper, and key insights to help maintain an enormous edge.
The question really becomes: How do you pour more fuel on categories that are already on fire? It’s a real kick.