Textiles and Design

Briefly describe the company.

Pumpkin Patch began in 1991, with a mail order catalogue and the opening of one retail store. Over the next few years stores continued to open in New Zealand. Then in 1994 the mail order catalogue was released in Australia followed by the first Australian store in 1997. Today, Pumpkin Patch is the largest specialty kidswear retailer with more than 80 stores across Australia and New Zealand.

Describe the target market.

Outline the products available.

How does the use of text and graphics enhance the product description and display?

Clothing and accessories are designed for each segment of the 0–14 year old target market — baby, kids, teen girls — as well as maternity wear and linen.

Designs are colourful, trendy and funky but more importantly, they’re well designed and made from good quality fabrics. This makes them easy care and machine washable.

Product graphics and text are clearly and simply presented using a basic purple, white and red colour scheme that is not gender oriented.

What distribution channels are available?

How easy is it to view, select and purchase the product from the web site?

Pumpkin Patch distributes products exclusively to their branch stores or directly to customers after they have made purchases online or via mail order. Online purchases are made easy because of the clear catalogue photographs and the simple selection and payment processes. 

Outline the price structure.

The price of products is determined by the break-even point, market demand for the product and the prices being charged by competitors. Pumpkin Patch has identified a niche in the market between expensive, high-end designer kid’s gear and the low-end mass produced gear.

What promotion strategies are used to grab your attention and interest and entice and persuade you to purchase?

Promotional material is photographed in an appealing manner with catchy messages providing information on seasonal themes and clothing details. Children are wearing a range of co-ordinated Pumpkin Patch clothing and accessories whilst actively playing and having fun. Similar messages are conveyed to online, retail and mail order customers.

Online customers are also contacted via email for new season product releases and sales, whilst mail order brochures are distributed to clients who have made in store purchases.

How effective is the marketing of the company?

Pumpkin Patch has successfully combined unique, quality products, marketing expertise, a strong customer focus, enthusiastic people and innovative technology to create a unique brand. The brand is seen as a leader in its market.