Steve’s breakdown: It’s Target and there’s three apparel brands: A New Day, Joy Lab and Goodfellow & Co. The forth is a home goods brand called Project 62.
That’s a lot of work that needs to be done by this fall.
MINNEAPOLIS, MN: Target Corp. is doubling down on its efforts to distinguish itself with exclusive brands and to be a leader in two key categories.
The discounter revealed in a posting on its website that it will launch three new apparel brands and one new home goods brand in its stores and online this fall.
The upcoming apparel brands include A New Day, a mix-and-match women’s line designed to take the wearer “from weekend to work to dinner date, effortlessly,” Target said. The retailer will also be expanding its activewear offerings with Joy Lab, an activewear brand with a “little edgier, street-fashion vibe.”
On the men’s front, Target is introducing Goodfellow & Co., which it calls a “modern-meets-classic line of men’s clothing, accessories and shoes.”
Project 62 is the name of the discounter’s new home collection. Target described it as “a modern home brand thoughtfully designed for everyday life.”
Target is hoping to replicate some of the success it has had with its Cat & Jack kids apparel brand, which it launched last year.
“Cat & Jack is now one of our biggest owned brands and is a leader in the U.S. kids’ apparel industry,” Mark Tritton, Target’s executive VP and chief merchandising officer, stated in a Q&A on the company’s website. (To read the complete Q&A, click here
As it phases in new exclusive brands, Target is also taking stock of some of its existing offerings. The chain’s Merona apparel line and its Mossimo collection for men will be phased out, The Wall Street Journal reported.