The Brief: American Girl is in Transition
American Girl is considered a pioneer of experiential retail thanks to making shopping, playing, styling hair, cooking, and eating commonplace in a trip to the American Girl Doll store. We have partnered with globally renowned Brand Experience Firm FRCH and are working together to launch the “Store of the Future”. MJD was charged to plan and execute the digital Omni-channel guest experience for the new, 40,000 square foot, American Girl Flagship store in New York City.
Though the brand has long been prescient about making shopping experiential, it is even more important in 2016. “As we look at girls today and millennial moms, they’re seeking brands that deliver positive, meaningful experiences, not just products,” says Wade Opland, American Girl’s Senior Vice President of Global Retail. As he puts it, they’re asking themselves, “How does it tie back to me?”