girlapproved - jcpenney branding

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Here, we helped invent Foxy flirt - a brand for JCPenney's that included sleepwear and underwear for junior girls.

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FOXY FLIRT CLIENTJCPENNEY

Foxy Flirt was one of Girlapproved’s earliest projects. After watching the success of Victoria Secret’s Pink take

the Junior intimates market by storm, JCPenney decided it was time to get an iconic animal of their own.

“Could we come up with something better then the VS PINK DOG?” they asked! Having experienced the

limits of the Pink dog firsthand, we said “GLADLY!”. This case study illustrates how understanding feminine

requirements strengthens everything, even a cute character.

ICONGIRLAPPROVED

ANALYSISVICTORIA’S SECRET PINK DOG

COLD & ARCHITECTURAL

NO EXPRESSIVITY OR EMOTIONS

HAS ONE POSITION ONLY

GENERIC AND NOT OWNABLE

THE PINK DOG HAS LITTLE DESIGN FLEX-IBILITY. CHECK OUT THESE FORMLESS AND UNATTRACTIVE ZOOMS AND CROPS:

STIFF, NOT EASY TO ANIMATE

WHY A DOG FOR INTIMATES?

ZOOM VIEW

FOXY FLIRTINTRODUCING

Foxy Flirt is an icon designed for

JCPenney’s Flirtitude brand. She’s

got all it takes to be a Girlapproved

icon. Not only is she adorable, but she

is also technically and artistically

nimble. She can hold her own

whether she’s on fabric, fashion,

communication or technology.

360 DEGREES OF BODY MOBILITY

EVERY FEATURE IS MEMORABLE

HAS EMOTION AND PERSONALITY

CAN EASILY BE ANIMATED

ICONGIRLAPPROVED

Foxes in oh so many ways are just like us.

Foxes are dynamic and multi-dimensional.

Foxes are intelligent, playful, athletic, clever, but soft.

“Foxy” means sexy in a smart way.

No other girl brand uses a fox.

Fox forms a sassy alliteration with the flirt - foxy flirt.

Foxes have great hair.

WHY A FOX ?

ICONGIRLAPPROVED

VS Pink dog supports only one postion.

This gets boring and makes design

challenging and limited.

Most icons only support one body

position. This limits their flexibilty.

Body can be rotated 360 degrees.

This supports a much broader range of

placement on fabric prints, product

packaging and communications.

ICONGIRLAPPROVED

360 DESIGN

All of Foxy’s features are unique, ador-able and memorable, such as this curly foxtail. How can anyone love VS Pink Dog’s little stubby tail?

Eyes are unique and express emotion

Easily scalable - Foxy looks great small.

FLEXIBLE

ICONGIRLAPPROVED

With today’s tech-heavy world, it is

crucial to have an icon that has

enough depth to leave the fabric

and come alive on a screen. Foxy is

brimming with personality, while

poor ol’ VS Pink doesn’t even have

eyes.

EMOTIONAL

ICONGIRLAPPROVED

Hang tag box panty collection

ICONGIRLAPPROVED

BRANDING

PATTERNS

ICONGIRLAPPROVED

ICONGIRLAPPROVED

WEB

ICONGIRLAPPROVED

MAGAZINE ADS

ICONGIRLAPPROVED

IN STORE

ICONGIRLAPPROVED

THIS IS A GIRLAPPROVEDORIGINAL INVENTION

© GIRLAPPROVED 2010

GIRLAPPROVED40 PRINCE ST. 4D

NEW YORK, NY 10012

212.334.3477

CONTACT@GIRLAPPROVED.US

GIRLAPPROVED.US

ALL TEXT, DOCUMENTS, IMAGES, PATTERNS AND MOVIES CONTAINED HEREIN ARE THE PROPERTY OF GIRLAPPROVED AND MAY NOT BE SHARED, USED, RE-PRINED OR DISSEMINATED WITHOUT PERMISSION FROM GIRLAPPROVED.

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