1. Brand Platform Drives Planning
Vision
What is
Metropark?
Brand Platform
Industry, Competitor and
Customer Insights
Business Plan
What do we want to accomplish?
Key Strategies
What will we do to accomplish this?
Merchandising Ops./Store Experience E-Commerce Marketing
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2. What is Metropark?
Background Mission Statement
Metropark was founded in 2004 to capitalize on the large Metropark will be known as a trusted style and trend
Gen Y segment, who had moved on from teen retailers, authority for fashion-forward women and men, with
but were still looking for fashion-forward apparel and significant mind-and wallet-share and superior
accessories. The chain enjoyed rapid growth and financial performance driven by a robust direct-to-
considerable success in its first 4 years, due to its consumer business and complementary brick and
differentiated “Fashion-Music-Art” positioning, unique in mortar stores in key U.S. markets
store experience, focus on popular brands, and major
fashion trends including premium denim. Since 2008, Brand Purpose
sales have slipped, and Metropark is in the process of Only Metropark bridges the ever-changing worlds
refining all aspects of its business to create new of fashion, music and art by delivering a “best of
opportunities and sustained growth the best” assortment, a distinctive shopping
experience, friendly style advice as part of an
authentic and engaging conversation with our
customers and exceptional service – both online
and in stores
Metropark Core Values
• Individual Expression
• Shared Experience
• Diversity
• Passion
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3. Evolving the Brand Platform – Bringing the Vision to Life
Brand Position Brand Essence
For trend-setting young adults, Metropark celebrates • Sexy
the convergence of fashion, music and art with a Confident, Edgy, Fun
perfectly edited assortment of fashion forward
contemporary brands and an engaging online and
in-store experience
• Contemporary
Edited, Modern, Stylish
Metropark Is Not Metropark Is
• Trendy Only • Fashion Forward
• Young • A Youthful Mindset • Expressive
Creative, Diverse, Inspired
• Masculine • For Men & Women
• Casual Only • Versatile
• Exclusionary • Edited • Authentic
Credible, Honest, Refreshing
• Loud • Stylized
• Obnoxious • Uncommon
• Distinct
• Overpriced • Quality + Value Original, Uncommon, Unique
• Trusted
Friendly, Helpful, Knowledgeable
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4. Target Consumer
The Metropark Core Consumer - Narrative
“I like clothes -- a lot. Probably more than I should given everything going on in the world these days. How I look is important
to me, just like knowing about what’s most up to date, whether it’s an must-have new app or sharing the latest download. It’s
who I am. Maybe I was a little spoiled in the past – I was usually able to get what I wanted from the parents. But those days
are gone, and now it’s my money. I’m picky and I have my own personal style, so I usually have a pretty good idea of what I’m
looking for. I’m not home much, so when I’m out, whether it’s at the job, hanging out with my friends or getting ready for a night
out, I want to be comfortable but look good -- in my own way. You never know who you might run into…or meet.”
Customer Profile
• 18 – 45; Core 25 – 35
• HHI $50k+ single, $100k+ couples
• College Educated
• Confident, Creative, Expressive
• Early Adopters of tech and fashion
• Above avg. spend on clothes and shoes
• Style and trend conscious
• Likes to be noticed
• Strong personal style
• Shops many retailers, in-store + online
• Buys style/trend first, brand second
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