March 22, 2004, 12:00 AM

Virtual catalog introduces refocused branding of Bombay Kids

Rebranding debuts in an online catalog that introduces colorful characters and targets an expanded age range with “real stuff for real kids."

Bombay Kids, the home accent retailer’s youth concept that launched as a single store and a catalog in 2002 and on the web last year, is refining its branding based on market research over the past year. This spring’s virtual catalog is the first appearance of the rebranding effort online.

“We found that Moms want products that speak to their unique child,” says Matt Corey, vice president of e-commerce and marketing. “They don’t necessarily want Sponge Bob all over their kids’ bedroom, because everybody is going to have that.” The new branding features reflects a combination of proprietary cartoon characters to help showcase the products along with a greater effort to skew product and presentation beyond toddlers toward an older child.

 

“Kids tend to want stuff for a child that’s a little bit older,” Corey says. Corey adds market research suggests children may change out room décor as many as three times during their youth as they reach different age levels. “So we need to make sure we meet the needs of the middle ages, because that nine to sixteen year old group is going to capture younger children as well.”

 

The rest of the regrinding focuses on “real stuff for real kids,” Corey says, with the online catalog, for example, depicting a boy’s room that looks lived-in rather than picture-perfect. The creative elements surrounding the rebranding effort, visible in the online catalog, will be more apparent in Bombay’s Bombay Kids web site as well as in its 35 stores and paper catalog as the year progresses, Corey adds.

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