Hot Target Private Brand Innovations

target-goTarget’s latest Go International Private collection is in stores. The designs are young and rather unusual for Target. It’s punk meets flash dance with a splash of the 80’s just for good measure. What is more interesting is the commitment they continue to make to Private Brand, these clothes are not simply the same old thing or a mimic of some national brand, they are unique to today’s market.

Target is well known for the private and exclusive brands and have overall done a great job with them. But they are no stranger to missteps or mistakes, I was never a fan of the rather boring Isac Mizrahi collections. But they continue to take risks and innovate. Not simply to talk about it but put their money and their sales floor where their mouth is. Fail or succeed they are committed and they have something waiting in the wings just in case. Many retailers could learn from that commitment.

Thanks to fabsugar for the photo

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.