EXECUTIVE SUMMARY
Theory is expanding its product offering with the introduction of Theory Kids, a line dedicated to providing timeless, minimalist clothing for children. Theory Kids will merge the brand’s signature modern aesthetic and commitment to high-quality craftsmanship with the functionality and comfort essential for children's wear.
The Theory Kids line will maintain the brand's dedication to sustainability, using responsibly sourced fabrics and eco-friendly production methods. By introducing Theory Kids, the brand aims to meet the demands of fashion-conscious families who value both contemporary design and the practicality needed in children’s clothing.
Selling Proposition
The current Theory customer can shop for themselves and their children with the introduction of Theory Kids.
This kids line will emphasize sustainability and ethical practices, appealing to eco-conscious parents seeking high-quality products. It will focus on practical and timeless designs suitable for both everyday wear and special occasions
Moodboard
Final Color palette
Final Fabric Collection
Marketing Strategy Overview
Our goal with the Theory Kids launch is to broaden Theory’s brand appeal by connecting with style-savvy, modern families who prioritize quality, comfort, and timeless design in their children’s wardrobes. We aim to position Theory Kids as a go-to for parents seeking elevated essentials that reflect their own values of sophistication and sustainability. The launch strategy will emphasize digital-first tactics, strengthening our social media presence through carefully curated influencer partnerships, targeted paid advertising, and engaging content that resonates with our audience.
Theory Kids will also leverage in-store activations and pop-up events, allowing customers to experience the collection firsthand and fostering community connections. A team of family-focused ambassadors will embody the spirit of Theory Kids, showcasing the line’s durability and versatility in real-life settings. Through these initiatives, we aim to build brand loyalty among a new generation of Theory customers, drive increased engagement across digital and physical channels, and ultimately grow Theory Kids into a leading brand within the children’s fashion market.
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