Will a new designer collaboration be a smash hit for Target?
Target CEO Brian Cornell has been talking up his company’s progress in a variety of venues since 2018 began. He has pointed to investments the chain has made in its people, private labels, remodels, supply chain and technology as factors in driving more traffic and sales at Target’s stores and online. Soon, the retailer will turn to a long-time differentiator — a limited edition collaboration with an iconic designer — to further boost its fashion reputation, and sales along with it.
Hunter for Target, slated to debut to the general public on April 14, brings together the British brand known for the famous Wellington “Wellies” boot, rain coats, bags and accessories. The line, which features bright colors, will include more than 300 items and span clothing and accessories for women, men, kids and toddlers. It will also feature products for home and outdoors — some are firsts for Hunter — including coolers, hammocks and sunshades.
Prices for the items in the line will range from $5 to $80, with most under $30.
“A pairing between our two brands made perfect sense,” said Mark Tritton, executive vice president and chief merchandising officer at Target, in a statement. “From the very beginning, we worked with Hunter to develop a well-designed, affordable collection that’s all about fun, optimism and accessible adventure for the entire family. The colorful, all-weather pieces found in this line are made for enjoying the outdoors — rain or shine — on any budget.”
Target is giving REDcard holders online access to order exclusive colors in select styles on April 7, a week ahead of the line’s public rollout.
While Target has achieved sales success with the launch of 12 separate private label lines over the past 18 months, the chain is under competitive pressure from a wide variety of rivals including Amazon.com.
A survey conducted by Coresight Research found that 30 percent of respondents who had increased spending on clothes on Amazon last year had shifted some of their dollars away from Target. The study’s results are in keeping with research that has shown an overlap between Target customers and Amazon Prime members.
- Target Announces Limited-Edition Collaboration with Hunter – Target
- Hunter for Target Is Almost Here – GQ
- Target Reports Fourth Quarter and Full-Year 2017 Earnings – Target Corporation
- Amazon’s apparel moves are wearing on Target – RetailWire
- How personal can Target’s customer service get? – RetailWire
- Target looks to out-people competition – RetailWire
- Target CEO: Success built on ‘great physical assets’ and ‘digital interaction’ – RetailWire
DISCUSSION QUESTIONS: Will Hunter for Target continue the chain’s track record of success for limited-edition collaborations with designers? Would Target benefit from having more of these lines or does it have the scope and cadence of these partnerships about right? How might early access for REDcard holders affect sales and card applications?