Justice

Legacy Brand Project

The ask: “Develop a recommendation for a legacy brand facing competition from a challenger brand or disrupter. Innovate or Die!

Objective: Reinvent Justice in a way that is suited to the trends of now!

Problem: Popular adult stores have branched into kids’ clothing, taking over the category, and since online shopping has taken over the industry, in-person stores are visited less. As a result, Justice closed all its physical stores and has not upped its online presence.

Brand truth: Encouraging self-expression, youthfulness, and fun!

Cultural truth: Children’s clothing style is becoming less gendered.

Strategy: Capture the excitement of the "I just picked this outfit myself" feeling kids have when they express themselves through their style, with clothes that are kid and parent-approved! Because kids are just kids and should dress in a way that makes them feel confident. Creating a cute and practical brand that kids will feel is "Just for us" rather than an extension of "grown-up" stores.

Insight: Kids develop a personal sense of style from a very young age, they need a place made just for them that is both youthful and stylish to build confidence through individuality.