Room Essentials Storage Mirror
Developed for Target Back to College 2014 as part of Target Product Design and Development team.
Opportunity:
Opportunity identified during a consumer insights project to determine the ideal layout and components for a jewelry storage armoire.
Findings indicated alignment with BTC consumer needs
Storage is the biggest need in dorm/apartment living
Over the Door is Target’s biggest BTC home category.
Process:
Identified whitespace opportunity in the market.
$39.99 price point
Storage designed to meet real life storage needs, not gender or jewelry focused
Designed concept using Adobe Illustrator.
Presented concept to PD&D leadership and CFT to gain buy in.
Created product direction to hand off to suppliers using SolidWorks and Adobe InDesign.
Based on vendor feedback selected concept #2 - less complex and lower cost.
Sampled round 1 for Initial Sample Review
Challenges:
Round 1 prototype was made of wood and did not look as intended.
Concept was almost cut, argued to move to round 2.
Sampled round 2 with 3D printing.
Challenges:
Living hinge of clasp was not as flexible as the molded part would be.
CFT had concerns about final tooled product and cut volume to launch in only half of the chain.
Reduced order quantity raised costing concerns for vendor due to large tooling cost of the injection molded parts.
Negotiated with Target sourcing and vendor to achieve favorable deal so we could proceed with launch.
Tooled sample round 3
Challenges:
Due to lightness of cabinet, the cabinet would swing when the door was open.
Redesigned the over the door hanging hardware to combat the swing. This feature was utility patented.
Final sample and production
Outcome:
Although it launched in only half of the chain, the Room Essentials Storage Mirror was #3 in sales for the department.
The Product performed so well in 1 month, it was added to the year-round assortment.
US Patent 9380891 issued.
