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visual strategy guide
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gymboree
visual strategy guide
introduction
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visual strategy guide
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0006˚about
gymboree
0014˚brand
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visual strategy guide
us 0008˚history timeline
mission 0016˚brand prospect 0018˚brand visualization 0022˚keywords
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0026˚about
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0044˚current
introduction
aduience 0028˚personas
competitors 0052˚adjacent competitiors 0052˚aspirational competitiors
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past achievements
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future vision
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target aduience
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compertitors
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gymboree
visual strategy guide
introduction
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past achievements Ëš about us Ëš history timeline
0006
gymboree
visual strategy guide
past achievements
Gymboree creates a little world of big possibilities, mixing kid sensibility with a modern sense of style.
0007
about us
Based in San Francisco, California, Gymboree Corporation designs, manufactures, and retails unique, high quality apparel and accessories for children and women. The company has retail businesses under the Gymboree, Janie and Jack, and Janeville names. Gymboree operates more than 600 stores in the United States and Canada as well as an online business. The company also operates parent-child developmental play programs for infants through age five. There are more than 530 play and music centers in the United States and 24 other countries, many of which are franchises.
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gymboree
visual strategy guide
1976 ˚ Joan Barnes, entrepreneurial mother of two, founds Gymboree with the opening of the first parent/child developmental play program at a local community center. 1984 ˚ Some 125 Gymboree franchises are operating in 20 states.
past achievements
1986 ˚ The first Gymboree retail location opens in Santa Clara, CA. Product lines include Gymboree-branded unisex children’s clothing, toys, and parenting products. 1990 ˚ Joan Barnes depart from Gymboree and enter into a long-term treatment center.
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1997 ˚ Gymboree Distribution Center is built and opens in Dixon, CA.
2017 ˚ The Gymboree Corporation is re-launched as Gymboree Group, Inc.
2001 ˚ Gymboree sells Zutopia.
2018 ˚ Gymboree is rebranding and have a new future.
2002 ˚ The Gymboree Corporation launches Janie and Jack with 11 shops and janieandjack.com 2005 ˚ The Gymboree Corporation launches Gymboree Outlet in premier locations throughout the U.S. 2007 ˚ Crazy 8 and crazy8.com launches in August 2007.
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gymboree
visual strategy guide
introduction
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future vision ˚ brand mission ˚ brand prospect ˚ brand visualization ˚ keywords
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Gymboree Group used to be a specialty retailer, operating stores with high-quality clothes and accessories for children.
gymboree
visual strategy guide
future vision
0013
Gymboree aims to provide opportunities for parents and children to build mile stones together.
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gymboree
visual strategy guide
brand prospect
future vision
0015
Gymboree will not only confined to clothes and toys, but also develop all-around of physical and mental needs which including food, clothing, education, and entertainment. Children can have various option to try, learn, and have fun with it that they will discover themselves in the process. Their parents will understand their children more, have more conversation with them, so the relationship between each other will get stronger and closer.
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gymboree
Gymboree provide an safe and durable enviroment that kids can play without parents.
visual strategy guide
current
future vision
0017
GYMBOREE
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gymboree
The new gymboree not only given children entertainment that they like, but also provide a better qulity enviroment for parents and children who can both learning and growing up together.
visual strategy guide
future
future vision
0019
GYMBOREE
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gymboree
visual strategy guide
future vision
togeth lively discove
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herness
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togetherness Ëš In the process of children grow up, the most important thing for the family is witness each other advance together.
lively Ëš With multiple experience, children can have an entertaining and vibrant childhood, they will learn how to make their own decision and how to present their own voice.
discovery Ëš Children will know themselves through trying and experience different education and entertainment, and parent will understand their preference, habit, talent, and though that can create a tight relationship
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gymboree
visual strategy guide
introduction
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target aduience Ëš about aduience Ëš personas
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gymboree
visual strategy guide
target audience
outside of spectrum
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our audience
As we expand our new mission, there has some change for our target audience. Gymboree’s target audience not only focus on parents and children, but also include grandparents, new parents, and marriage couple. Senior population increasing the days, more and more children are grow up with their grandparents who are also care about children’s life. New parents will need consult from professional about preparation of new born baby. Gymboree want to help people grow up kids from the first step to the last.
audience spectrum
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gymboree
visual strategy guide
Rookie Dad / Ron Harrison male 45 year old software engineer San Jose kid status 1 month/ single children
target audience
0027
˚Ron’s wife just gave birth 1 month ago, so he wants to take care of her and reduce her street. ˚They have been marred for 15 years, and this is the first time he has baby that he wants to give every things he can. ˚Ron and his wife didn’t have any experience before, so they are searching for some suggestions and building plan that for the rookie parents. ˚Ron wants to know where has the most complete facility that he can go for shop and advice. ˚For the children’s future, Ron think about let the kid to take some talent class before elementary school. ˚Ron loves his kid so much that he even will take off and stay home with her. ˚Ron wants to be a perfect dad who always provide the support for the kids and let them can grow up without worries.
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gymboree
visual strategy guide
Preschool Mom / Jessica Kim female 38 year old housewife Boston kid status 4 year old/ 7 year old
target audience
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˚Jessica has two kids that she has more experience, and she trust old brand or big brand where has all kinds of products she needs. ˚She lets her 4 year old kid take the talent class because she wants her children have some basic foundation before primary school. ˚Her 7 year old kid already show some gift on music that she wants her can be training properly. ˚Jessica is a busy house mom who needs to take care of kids and shopping groceries, so she thinks to has kids activity canter and mall together will be convenient. ˚Jessica and other Korean mom want have some Korean culture promotion, so they all can bring their kids to learn about their culture roots. ˚Jessica has two kids which mean expensive cost on clothes, and she would love to find out where can has old clothes exchange that will save lots of money. ˚As a senior mom, Jessica would like to share her personal experience to other mother how to take care of two kids at one.
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gymboree
visual strategy guide
Outdoor Kid / Ethan Williams male 7 year old primary school kid St.Louis sibling status 0/ single kid
target audience
0031
˚Ethan is single kid in the family, and his father is a consultant who works 8 hours a day, so he really nee some companions. ˚Ethan like outdoor activity, and he especially good at soccer that he wants to have some game and show his dad. ˚He likes to meet friends who has same habit with him. ˚He started has his own opinion, such as he don’t like math, or he wants to become an adventure in the future. ˚Outdoor activity need many equipments which cost lots of money, but Ethan’s parents don’t want to stop him to try out even that cause them such burden. ˚Sometimes Ethan need to move to other city because his parents’ job, even to another new place, Ethan still wants to have a place he can meets up new friends. ˚Ethan is a wild kid that he need more activity space and equipment.
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Shy Kid / gymboree
visual strategy guide
Paula Martinez female 10 year old primary school kid Orlando sibling status 16 year old sister
target audience
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˚Paula has a high school sister who rarely hang out with her, and her mom worry about her that she might need some companions. ˚Paula’s mom wants her daughter looks decent and bright, so she always take them to shopping. ˚Paula always stay at her room, so her mom try encourage her to hang out in the park. ˚Paula like the bakery class because her dad is a chief, and she wants to cook with her dad. ˚Paula doesn’t used to outdoor activity, but she like drawing, and reading. ˚Her parents try to participate the activity class with her, so they can understand more about her. ˚Paula' mom worry about her being alone at home when her parents are working late.
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visual strategy guide
Pregnant Mom / Fatima Abdullah female 27 year old freelance illustrator San Diego
kid status 0/ coming soon
introduction
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˚Fatima and her husband are young, both of them under 35 that they sometimes don’t know what they should do. ˚Fatima and her husband want to have some course about pregnant and new born baby that they can go there frequently. ˚Fatima think to meet other pregnant mom will be really helpful that they can exchange their experience and learn together. ˚Fatima’s doctor told her try to go to the place where have comfortable environment and professional that will make her pregnancy depression getting better. ˚She is an artist, and she really wants to take painting class with her kid. ˚Fatima wants to be fully prepare and provide the finest environment for the baby that she didn’t have it in her childhood. ˚Fatima wants her kid can wear whatever she wants because she didn’t allow to choose her own clothes in her childhood.
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gymboree
Love Kids Grandpa / Thomas Huber visual strategy guide
male 65 year old retired Cincinnati grandchildren status 3 year old/ 7year old/ 10 year old
target audience
0037
˚Thomas has three grandchild who have different personalty, so he need to take them to some place where that they all can find what they want to play. ˚Thomas’s son and daughter–in–law are busy,so he has to take care of three kids, but sometimes he does’t have enough energy that he need some help for it. ˚He really love his grandchild, and he wants to spend lots of time with them. ˚Thomas is over 60 year old , but he still wants to understand what preference those kids have, or what the latest stuffs they use. ˚Thomas like to play golf, and he wants his grandchildren can play with him. ˚Thomas need to prepare three different age of clothes and toys that he think it is really helpful can get them at once. ˚Some of his old friends who are also retired, and they are think to bring their grandchildren and meet up more often, but they still finding the place they all can be hang out together.
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gymboree
visual strategy guide
Trend Girl / Emma Johnson female 17year old high school student Los Angeles sibling status 20 year old brother
target audience
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˚Emma has a three year older brother, and she is the youngest in the family. ˚She like to read teen vogue, and she has her own style in outfit. ˚Now, she only care about boys, fashion, and Instagram. ˚She has lots of friends who always hang out together, so she never feel lonely. ˚Emma hate crowd and noisy place, so she always avoid to go the space with kids. ˚She lives at home that her mom take care of her, so she never need to worry about food or groceries shopping. ˚She wants to be a fashion journalist since she is 14.
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gymboree
visual strategy guide
DINKY / Liam Barton male 33 year old architect New York kid status 0/ non
target audience
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˚Liam and his wife are design who are busy with works. ˚He has two cats at home, and he think it is enough for them. ˚They lives in an apartment where locate in Manhattan that they paid for high rent. ˚Liam likes quite, and his wife likes clean, both of them have OCD. ˚They have at less 4 nephew and niece, so their parents didn’t force them have kid. ˚They want spend more time on each other for another couple of rears. ˚Both of them love travel, so they rarely stay home.
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gymboree
visual strategy guide
introduction
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compertitors Ëš current competitors Ëš adjacent competitiors Ëš aspirational competitiors
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gymboree
visual strategy guide
compertitors
current competition
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Gymboree group put their business core on children clothes since 1986, even they are bankruptcy that they still are one of the largest children clothes company until now. For the current status, Gymboree have to facing competition from other children clothes brands, such as H&M, ZARA, Carter’s, Old Navy, and Gap. From all the brands in the world, with multiple choice of price, style, and quality, people would like to choose Gymboree because it more than a fashion industry. Gymboree group help parents and children have strong connection through building happy memory and participate each other’s life together. Therefore, people trust Gymboree’s product and service that they feel safe and confidence with it.
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H&M ˚ H&M is for known as fast fashion that also include their children’s clothes that they provide multiple option for parents and children.
gymboree
visual strategy guide
Gap ˚ Gap more care about nature and comfortable for the kids, also the price is affordable that their products are high price–performance ratio.
Tea Collection ˚ Tea Collection focus on children’s outdoor activity that their clothes are flexible with style.
Old Navy ˚ It is the same company with Gap, but compare with Gap, Old Navy have more mature style for the kids. compertitors
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Hanna Andersson ˚ Hanna Andersson provides pattern, illustration, and family set clothes.
Carter’s ˚ Carter’s have the lowest price that is benefit for some parents who worry about children grow up fast and they need to buy new clothes every three month.
SkipHop ˚ SkipHop is a store focus on children’s equipments which include diaper bags, toys, and transportation tools.
Zara ˚ Zara provides stylish clothes with high quality that some parents would like to dress their kid more densest ,or they will keep the clothes for their next children.
Boden ˚ Boden not only sells kids clothes, but also sells adult’ clothes that they have friendly and country style.
OshKosh ˚ OshKosh provides an affordable price of clothes which have more stable color and casual.
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gymboree
visual strategy guide
compertitors
adjacent competition
0049
Gymboree provide a chance that children can build happy memory with their family. Therefore, we need to consider about other brands which are in other field can provide the similar ideas as our adjacent competitors.
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Disney ˚ Disney sells memory to people, and their industrial include theme park, toys, clothes, and TV shows. It is wide and international that people must have one of the childhood memory is about Disney.
gymboree
visual strategy guide
Universal Studio ˚ Universal Studio present lots of movies which accompany people’s whole life and provide many memories, also, the universal studio theme park make family’s day.
Philadelphia Zoo ˚ Talk about day of family, zoo must be on the top. Philadelphia zoo provide family education center where kids can feed and groom animals.
Monterey Bay Aquarium ˚ Parents love to take their kids to aquarium where they can learn and have impressive experience together. compertitors
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Hasbro ˚ There have lots of popular brands or characters are under Hasbro that children are crazy about it.
Cartoon Network ˚ Cartoon Network presents different cartoons and characters that children can find their preference, and most of them grow up with it.
Lego ˚ As a toy company, Lego not only sells building block to kids, but also sells a chance that parents and kids can play and work together.
Pixar ˚ Until 2018, Pixar has produced 20 feature films, and most of kids at least have watched one of them.
Nintendo ˚ Nintendo provide game since 1970 that it not only have many generation spend childhood with it, but also popular as an international brand
PS4 ˚ PS4 provide multiple games which are high participation that the family can have fun together.
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gymboree
visual strategy guide
compertitors
aspirational competition
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To explore the idea of help parents and children make mild stone and build happy memory, we need to jump out the box and think more widely of the new direction. What can give family beautiful memory and with meaning? We consider that we should focus on knowledge education, physiological activity, and psychological health as our future develop directions.
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Disney ˚ Disney provide memory to kids and parents that makes them have the same memory status when they are using their products and service.
gymboree
Water Country ˚ Water Country is weather theme park that kids can have outdoor activity and impressive memory with parents.
visual strategy guide
Leaping Lamb Farm ˚ In Leaping Lamb Farm, children can experience farm stay, and they can collect eggs, feed the animals and feel free with nature with their parents.
compertitors
National Park Service ˚ National Park is a good choice for family to have good time to experience outdoor activity of hiking or camping, which will increase the relationship and build happy memory with family.
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The Children's Museum of Indianapolis ˚ The Children's Museum of Indianapolis divide five parts of children activity, so they can try the field they like which include indoor, outdoor, museum, sport, and science activity.
California Academy of Sciences ˚ California Academy of Sciences combine aquarium and science museum together, also there has a rainforest where family can have a little adventurer together.
Children’s Museum of Denver ˚ Children’s Museum of Denver have several part of sections that children can choose what they can interesting with, such as outdoor activity, handmade craft, creativity, and science experience.
Museum of Discovery ˚ Museum of Discovery not only a science museum, but also provide comprehensive education, such as food discoveries, and science program.
Children’s Museum of the Arts ˚ Children’’s Museum of the Arts provides art and craft exhibitions for children and family that they can have chance to develop creation together.
Exploratorium ˚ Exploratorium lets family explore, play, and discover multiple subjects which include arts, culture, food, science, sports, and mind.
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gymboree
design
CHIACHI HUANG
sources
pexels pixabay stimulate your kids get your new image
visual strategy guide
introduction
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gymboree
visual strategy guide
introduction