Target Launches New Private Brand – AVA & VIV!

Target - Ava & Viv.

This just in: Minneapolis-based Target is unveiling its newest private brand clothing line. Designed specifically for the Plus-size woman who loves fashion and appreciates a good value, AVA & VIV is sure to turn heads.

Arriving in mid-February, the line is designed by Target’s in-house design team and features stylish basics along with trend-driven statement pieces that fashionistas will love. Similar to Target’s other apparel lines, AVA & VIV will be updated monthly. Prices will range from $10 to $79.99. The brand is Target’s first new fashion private brand in 7 years.

The announcement is a brilliant move that allows Target to convert the criticism and campaign of a disgruntled fashion blogger into a smart customer solution— the retailer’s first plus-size private brand.

Chastity Garner Valentine, a popular plus-size fashion blogger with 68,000-plus followers on Instagram, launched a boycott against Target when she discovered that a designer collaboration would not be available in plus-sizes.

This summer, she published an open letter to the retailer that criticized them for not adding bigger sizes to its designer collaboration with Joseph Altuzarra.“All I want is the clothing you offer all your other regular sized customers, but you always leave me out,” she wrote.

“The recent release of the photos of Altuzarra for Target collection has me feeling slighted… Literally 50 pieces of beautiful (and I mean beautiful) affordable clothing and none of it will be remotely close to the size that I wear… You have once again made me feel like a second-class customer and because of that I’m going to have to discontinue my relationship with you altogether.”

“You may ask, ‘Is there any way I will take you back?’ I will take you back, when and only when, you include true plus sizes in your designer range collaborations. Until then, I will take my money elsewhere.”

Target’s social media team spotted her complaint, and within the week Valentine received a call asking for her help in developing and promoting a new plus-size line.

Fast-forward five months and Valentine along with other fashion bloggers: Nicolette Mason and Gabi Gregg are singing the praises of the new brand.

“Target is synonymous with great design, and with the launch of AVA & VIV, we’re stepping up our fashion game for our Plus-size guests,” said Stacia Andersen, senior vice president, merchandising, apparel and accessories, Target. “From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests.”

In anticipation of the launch, Target invited top fashion bloggers Nicolette MasonChastity Garner and Gabi Gregg to its headquarters in Minneapolis to preview the line. Not only did they get a sneak peek of AVA & VIV, these ladies had a chance to offer their stylish two cents on designs that were in progress for the fall.

Target’s official blog Bullseye View went behind the scenes and got the bloggers, who will star in the retailer’s look book, talking about all things AVA & VIV. Check out their favorite pieces and get a preview of their photo shootin the video below!

AVA & VIV will arrive in all Target stores in mid-February through March. The line will be available on Target.com on February 22.



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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.