Gwen Stefani Launches a New Hip Kids Private Brand at Target

Minnesota-based retailer Target continues to leverage its Private and exclusive Brands to create differentiation and ultimately to drive traffic, this time with Gwen Stefani who has got to be one of the hippest moms in Hollywood. Just ask her two kids, Kingston, 5 and Zuma, 2.  In addition to being a singer-songwriter and fashion designer, now she is launching a children’s Private Brand collection for Target with both apparel and accessories.

“Harajuku Mini” will range in price from $3.99 to $29.99 — a far cry from her upscale L.A.M.B. line, where a typical shoe runs over $300. “Harajuku Mini is a dream come true,” Stefani told WWD. “I’ve always wanted to do a cool children’s fashion line inspired by the supercute and playful kid’s clothing you find in Japan. Target has given me the creative freedom to design kid’s clothing that is different than most anything you usually see out there with great quality, attention to detail and most of all, available at amazing prices.”

This cute kids line might be as popular as the Missoni line for Target was a few months back.  Hopefully Target has made improvements to so that it won’t crash this time

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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.