Here, we helped invent Foxy flirt - a brand for JCPenney's that included sleepwear and underwear for junior girls.

1. FOX Y FL I R T CLIENT
JCPENNEY

2. Foxy Flirt was one of Girlapproved’s earliest projects. After watching the success of Victoria Secret’s Pink take
the Junior intimates market by storm, JCPenney decided it was time to get an iconic animal of their own.
“Could we come up with something better then the VS PINK DOG?” they asked! Having experienced the
limits of the Pink dog firsthand, we said “GLADLY!”. This case study illustrates how understanding feminine
requirements strengthens everything, even a cute character.

3. ANALYSIS
VICTORIA’S SECRET PINK DOG
ZOOM VIEW
THE PINK DOG HAS
LITTLE DESIGN FLEX-
IBILITY. CHECK OUT
THESE FORMLESS
AND UNATTRACTIVE
ZOOMS AND CROPS:
COLD & ARCHITECTURAL
NO EXPRESSIVITY OR EMOTIONS
STIFF, NOT EASY TO ANIMATE
GENERIC AND NOT OWNABLE
HAS ONE POSITION ONLY
WHY A DOG FOR INTIMATES?
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4. INTRODUCING
360 DEGREES OF BODY MOBILITY
FOXY FLIRT
Foxy Flirt is an icon designed for
EVERY FEATURE IS MEMORABLE
JCPenney’s Flirtitude brand. She’s
got all it takes to be a Girlapproved
CAN EASILY BE ANIMATED
icon. Not only is she adorable, but she
is also technically and artistically
HAS EMOTION AND PERSONALITY
nimble. She can hold her own
whether she’s on fabric, fashion,
communication or technology.
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5. WHY A FOX ?
Foxes in oh so many ways are just like us.
Foxes are dynamic and multi-dimensional.
Foxes are intelligent, playful, athletic, clever, but soft.
“Foxy” means sexy in a smart way.
No other girl brand uses a fox.
Fox forms a sassy alliteration with the flirt - foxy flirt.
Foxes have great hair.
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6. 360 DESIGN
Body can be rotated 360 degrees.
This supports a much broader range of
placement on fabric prints, product
Most icons only support one body
packaging and communications.
position. This limits their flexibilty.
VS Pink dog supports only one postion.
This gets boring and makes design
challenging and limited.
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7. FLEXIBLE
All of Foxy’s features are unique, ador-
able and memorable, such as this curly
foxtail. How can anyone love VS Pink
Dog’s little stubby tail?
Easily scalable - Foxy
looks great small.
Eyes are unique and express emotion
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8. EMOTIONAL
With today’s tech-heavy world, it is
crucial to have an icon that has
enough depth to leave the fabric
and come alive on a screen. Foxy is
brimming with personality, while
poor ol’ VS Pink doesn’t even have
eyes.
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9. BRANDING
Hang tag box panty collection
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10. PATTERNS
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11. WEB
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12. MAGAZINE ADS
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13. IN STORE
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14. GIRLAPPROVED ICON

15. ™
THIS IS A GIRLAPPROVED
ORIGINAL INVENTION
GIRLAPPROVED
40 PRINCE ST. 4D
© GIRLAPPROVED 2010 NEW YORK, NY 10012
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