GR604 Student Project (Gymboree) — The Visual Strategy Guide

THE VISUAL STRATEGY GUIDE

Table of Contents

Brand History

Brand Future

Brand History

Brand Overview

Timeline

Brand Mission Statement

Brand Overview

Who We Are

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 parentchild 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.

Gymboree is a children's clothing retailer that was founded in 1976 in San Francisco. The company originally offered play and music classes for children, but later expanded into clothing retail. It grew rapidly in the 1990s and early 2000s, operating over 1,200 stores across several brands. However, the company struggled financially due to changing consumer preferences and increased competition, and filed for bankruptcy in 2017. It was later purchased by The Children's Place, which continues to operate the brand through its website and select retail stores.

Expansion Began

Expansion began in earnest in 1979 when the first franchises were awarded.

32 Retail Stores

By 1989 there were 32 retail stores operating, but they were not performing up to investor expectations, and the company brought in outside help.

Sales Began to Falter

Gymboree earned a profit in the first quarter of 2002 after struggling with two years of losses. Harper continued to make improvements in operations and was named CEO.

1976 1976 1984 1989 1993 2000

Founded

The Gymboree Corporation is founded in San Francisco, California by Joan Barnes, a mother who was looking for a safe and fun place for her children to play and learn.

Into Global Market

By 1984, 125 Gymboree franchises were operating in 20 states and were bringing in more than $1 million in revenue annually, and Gymboree ventured into the global market, overseeing the start up of foreign franchises.

The Stock Made its Debut

The stock made its debut on the NASDAQ Stock Exchange. By 1993 the number of retail stores had grown from 32 to 170.

Bain Capital Acquired Gymboree

Bain Capital acquired the company for US$1.8 billion.

Closed Crazy 8 Brand

Gymboree filed for bankruptcy and announced the closure of Crazy 8 brand.

Rebranding

Gymboree reinvents itself according to its new brand mission to further advance a sustainable future.

2007 2017 2010 2018 2019

Crazy 8 lauched

Crazy 8 was started in August 2007. It featured lower-priced clothing and was Gymboree's direct competitor for The Children's Place and Old Navy.

Bankruptcy

Gymboree announced it was filing for Chapter 11 bankruptcy protection. As part of the debt management process, it said it would close 375 of its 1,300 stores. In September 2017, the company emerged from bankruptcy.

Bankruptcy Again

Gymboree filed for bankruptcy again and closed all Gymboree, Gymboree Outlet, and Crazy 8 stores, and sold Janie & Jack stores to Gap, Inc.

Gymboree Mission Statement

Children are at the heart of everything we do. Childhood is filled with special moments every day and we design comfortable, quality clothes and accessories for memories in the making. Across all of our brands, we aim to make shopping and getting dressed easy and fun. Our clothes help children start each day with something special – because we know a child’s favorite outfit can make every day a great one.

Brand Future

Brand Soul

Keywords

New Mission Statement

Brand Visualization

Brand Soul

Rebranding Potential

New Gymboree is to provide a memorable childhood experience that is both playful and safe. We are committed to fostering children's creativity and imagination, while providing a comfortable experience that families can trust. We celebrate the joy of childhood and create happy memories for families to cherish.

Future Possibilities

Gymboree's brand will expand beyond apparel in the future and focus on multiple aspects of children's development. We will continue the brand's beliefs about making children comfortable and confident and having fun, incorporating educational aspects into our offering to cover a wider range of child growth and development, and fully supporting children's development.

A safe and fun place for children to play and learn.

Keywords

Nurturing

Gymboree values the nurturing of children and is committed to providing a supportive and caring environment for children's growth.

Playful

Gymboree focuses on playfulness and encourages children to explore their creativity and imagination through fun and engaging play experiences.

Educational

The Gymboree brand is educational, creating environments that provide opportunities for children to learn and develop.

The New Mission Statement

We provide a nurturing, playful, and educational experience to help children reach their full potential so they can have a positive impacton on the world.

Our Current

Gymboree

Our Future

Gymboree

Audience Profiles

Audience profiles play a critical role in brand design by providing a clear understanding of target market needs, desires and preferences. It allows brands to create an emotional connection with customers and build brand loyalty. Effective brand design considers audience demographics, psychographics and behavioral patterns to create consistent and compelling brand identities.

Photographer Aunt Kelly Haney

Kelly likes to take pictures of her nephew, but she always forbids him from playing with her camera equipment because his fingers have been caught in the camera stand equipment before.

Kylie never leaves Ethan when taking pictures because she wants to ensure that he is always safe and under her watchful eye.

Kylie likes to take Ethan to the beach and play games like sandcastle building and shell collecting together because she believes children should be closer to nature.

Kylie often makes handmade collage albums with her nephew because she wants to foster his interest in art and photography.

Kelly likes to take Ethan to art galleries and museums because she wants him to enjoy different forms of art and learn about history and culture.

Kelly often incorporates educational elements into their play activities, such as counting the number of shells they find or learning about the different types of plants they see on nature walks, because she wants Ethan to learn while having fun.

Little Adventurer

Ethan Thompson

6 years old

Seattle, WA

Ethan always wears a helmet when riding his bike because his parents have taught him that safety comes first and he needs to protect his head from injury.

Ethan's parents always spray him with children's insect repellent when he goes outside because he loves the outdoors but gets bitten by mosquitoes.

Ethan loves exploring the outdoors and being adventurous because of which his parents take him on hikes and camping trips so that he can experience new things.

Ethan prefers insects and climbing pets to regular pets because he wants to create a miniature natural environment in his own home.

Ethan's parents often take him to museums and science centers because they want him to learn about history and science in a fun and interactive way.

Ethan enjoys reading books on different topics, such as animals and plants, because he is curious about the world around him and likes to learn new things. His parents encourage this love of learning by providing him with books and educational resources.

The Shy Little Princess

Julia Torres

4 years old

Julia's parents always made sure to hold her hand when walking through crowded places because they wanted her to feel safe, as she was naturally shy and cautious.

Julia's parents always check that any playgrounds or play areas she visits are well-maintained and safe, because they want to ensure that she can play without any risk of harm.

Julia's parents often create imaginative play scenarios for her, such as pretending to be a princess in a castle or a fairy in a magical garden, because she loves to dress up and play make-believe.

Julia's parents often set up craft stations for her to explore her creativity and have fun because she loves arts and crafts activities, such as painting.

Julia's parents read to her every night before bed, because they believe that it is important to develop her language and literacy skills from a young age.

Julia's parents encourage her to ask questions and explore her interests because they want her to learn about the world around her.

Father of three kids

Jayesh always kept his children from eating fast food because he thought it was unhealthy and he was not comfortable with the food safety of some restaurants.

Jayesh makes sure that all of his children's toys and equipment are age-appropriate and safe because he wants them to be able to play and explore without any risk of injury.

Jayesh likes to take his kids on outdoor adventures such as hiking or camping because he wants them to be able to explore nature and enjoy family fun.

Jayesh enjoys playing board games and video games with his children because he wants them to have fun and bond as a family.

Jayesh encourages his children to read books and learn about different cultures because he wants them to develop empathy and a broader view of the world.

Jayesh helps his children with their homework and encourages them to ask questions and learn new things, because he believes that education is the key to a successful future for his children.

40 years old Engineer San Francisco, CA

Jayesh Amin

The Newborn Mom

Nora always uses a baby monitor to keep an ear out for her daughter when she is sleeping in another room because she wants to make sure that she is safe and secure at all times.

Nora ensures that all of her daughter's toys and equipment, such as her crib and car seat, meet safety standards and are free of any potential hazards, because she wants her daughter to play and sleep without any risk of harm.

Nora enjoys playing with soft toys and stuffed animals with her daughter because it allows her to engage her senses and develop motor skills in a fun way.

Nora enjoys dancing and singing to her daughter because it helps keep her entertained and happy and teaches her to appreciate music and movement.

Nora reads picture books and talks to her daughter about pictures and stories because it helps her daughter begin to develop her language skills and cognitive abilities.

Nora often shows the baby to look at black and white picture cards, because in the baby's sensitive period of visual development, the eyes are the first sensitive to observe the black and white, the contrast is obvious.

24 years old

Dentist

Atlanta, GA

Nora Lee

Energetic Grandmother

Megan Harper

57 years old

Retired, retired as a conductor

Boston, MA

Megan is always teaching her twin granddaughters about the dangers of kitchen tools in the home because she wants them to not get hurt because they are curious.

She prefers to participate in some indoor sports with her granddaughters because she feels that outdoor activities can be more dangerous for younger children.

Megan likes to make handmade animals out of dough with her granddaughters because she thinks it is free creativity for the children.

Megan rarely takes her granddaughters to the playground because she can't ride some of the exciting rides herself and doesn't feel comfortable with the kids going on their own.

Meghan likes to watch travel shows on TV with her granddaughters because she thinks they can learn more about famous cities.

Megan often praises her granddaughters because she believes it builds self-confidence in her children.

[A] Nurturing growth

[B] Celebrating discovery through play and joy

[C] Elevating new paths for learning

Business Men

Jason Wong

Jason takes pride in his work and has a lawyer's sense of justice because of which he cares about the insecurities in society.

Although Jason does not have children, he believes that parents are hardworking because he understands that as a parent, you always worry about the safety of your children all the time.

Jason watches movies when he is not working because he thinks the stories in movies can make him feel other people's lives and create new insights for him.

Jason spends his long vacations with his family because he believes it is important to take time to enjoy life and create happy memories that will last a lifetime.

Jason is a lifelong learner who values education because he believes that it is important to always improve himself and his knowledge.

Jason encourages his employees to pursue education and supports their professional development in any way they can because he believes that education is the key to success and in today's fast-paced world it is vital to stay informed and up to date.

37 years old

CEO of law firm

Los Angeles, CA

Newly married academic

Mayra Lopez

28 years old PhD student in Anthropology Denver, CO

Mayra doesn't worry much about the safety of her future children because she thinks most of the environment is safe for children.

Mayra is not ready to become a mom because she is not interested in child safety knowledge right now.

Mayra enjoys cultural exploration and discovery because it satisfies her curiosity and allows her to uncover hidden histories and traditions.

Mayra is often involved in academic discussions and debates because it helps her to improve her critical thinking skills and better understand the complexity of the topics she studies.

Mayra has enjoyed learning since she was a child because her parents encouraged her to learn about her hobbies from an early age, and she has kept this habit to this day.

Mayra aspires to be a respected scholar and researcher because she wants to be recognized for her hard work, dedication, and contributions to her field.

Competitors

Current Competitors

Adjacent Competitors

Aspirational Competitors

Brand Attributes

Current Competitors

This list is about Gymboree's current competitors, fashion brand companies about children's clothing. They provide experiences that make children feel comfortable.

Gap Kids

Gap Kids is a kids clothing brand that focuses on classic designs and comfortable materials to provide stylish and versatile clothing for kids of all ages.

H&M Kids

H&M Kids is a children's fashion brand that focuses on sustainable and eco-friendly materials to provide affordable fashion clothes for kids.

Old Navy Kids

Old Navy Kids is a kidswear brand that offers affordable and stylish clothing for kids of all ages, focusing on comfortable and durable materials.

Zara Kids

Zara Kids is a children's fashion brand that offers high-quality and stylish clothing for kids of all ages with a focus on unique designs and attention to detail.

Carter's

Carter's is a kidswear brand that offers comfortable and affordable clothing for babies and kids with a focus on classic designs and soft materials.

Janie and Jack

Janie and Jack is a kids fashion brand that offers sophisticated and timeless clothing for kids of all ages with a focus on highquality materials and attention to detail.

OshKosh B'gosh

OshKosh B'gosh is a children's clothing brand that focuses on functional design and comfortable materials to provide high-quality durable clothing for children of all ages.

The Children's Place

The Children's Place is a kidswear brand that focuses on comfortable and durable materials, offering stylish and affordable clothing for kids of all ages.

Cat & Jack

Cat & Jack is a kids fashion brand that focuses on global inspiration and cultural diversity, offering unique and colorful clothing for kids of all ages.

Mini Boden

Mini Boden is a kidswear brand that offers playful and colorful clothing for kids of all ages with a focus on quality materials and attention to detail.

Adjacent Competitors

This list is of some of Gymboree's adjacent competitors, who mainly provide entertainment and playful aspects and have the same target audience as Gymboree.

Disney

A global entertainment conglomerate that produces many well-known animated characters in films, television shows, theme parks and merchandise.

LEGO

A Danish toy company known for its colorful plastic bricks and sets that inspire creativity and imagination.

Hasbro

A toy and game company that produces classics like Monopoly and new favorites like My Little Pony.

Scholastic

Scholastic Corporation is an American multinational publishing, education, and media company that publishes and distributes books, comics, and educational materials for schools, teachers, parents, children, and educational institutions

Mattel

Mattel is a toy manufacturing and sales company that produces popular branded toys such as Barbie and Hot Wheels, and it also participates in TV and film productions of related characters.

DreamWorks Animation

DreamWorks Animation is an American animation studio that produces animated films and television programs.

Universal Studios

A theme park company that makes attractions based on popular franchises like Harry Potter and Jurassic Park.

Sesame Workshop

Sesame Workshop is a nonprofit that produces the educational television show "Sesame Street" and other children's media.

Pixar

A film studio producing award-winning animated films such as Toy Story and Finding Nemo.

Marvel Entertainment

A media company that produces popular superhero franchises such as The Avengers and Spider-Man.

Aspirational Competitors

These list of companies are the future of competitive branding at Gymboree Rebranding. They provide happy educational services for children with a focus on fun, playful experiences that promote physical, cognitive, social and emotional development.

LEGO Education

LEGO Education offers educational experiences that encourage play and promote the development of vital skills such as creative thinking, problem-solving, and communication in children.

KidZania

KidZania is an interactive city made for children 1-14 that combines inspiration, fun and learning through realistic role-play.

Crayola Experience

The Crayola Experience offers indoor family attractions for kids, including educational hands-on activities and art supplies to stimulate creativity, imagination.

Drama Kids Internationa

Drama Kids International offers after-school activities using drama and drama to help children improve communication, collaboration and self-confidence.

LittleBits

LittleBits offers modular electronics building blocks that allow kids to create their own devices, learn about circuits and electronics, and unleash their creativity

Little Gym

Little Gym offers gymnastics classes designed for children aged 4 months to 12 years to promote physical development, coordination and social skills in a play environment.

Sylvan Learning

Sylvan Learning provides tutoring services and enrichment programs in areas such as mathematics, STEM, reading and writing to help children achieve academic success and build confidence.

Kumon

Kumon offers self-paced after-school math and reading programs for children ages 3 and up that promote skill acquisition and build confidence.

Code Ninjas

Code Ninjas provides game-based coding lessons for children ages 7-14 to help them improve problem-solving skills and promote creativity and critical thinking.

Mad Science

After school and summer programs at Mad Science provide children with engaging, hands-on science experiences that help spark their curiosity about STEM fields.

Brand Attributes

Positive Words

Fun

Creative

Imaginative

Colorful

Educational

Negative Words

Commercialized

Repetitive

Formulaic

Outdated

Unoriginal

Neutral words

Popular

Comprehensive

Accessible

Professional

Family-friendly

Own words

Innovative

Hands-on

Inspiring

Authentic

Interactive

Sources

Content

Wikipedia.org

Gymboree.com

Gymbo.it

Corporate.childrensplace.com

Comparably.com

Fundinguniverse.com

Photograohy

Unsplash.com

Stock.adobe.com

Designer Zhaoxin ( Laycie) Li

Instructor

Hunter Wimmer

GR 604 The Nature of ldentity Academy of Art University