Target Supports New Brands With Complete Campaign

Target new set of private brands have been introduced to stores and now the retailer is introducing them with an onslaught of in-store marketing and advertising.

Last month Target introduced its new womenswear private brand, A New Day, composed of versatile prints and patterns in modern aesthetics.

“This is just the beginning of a long series of new, owned brands launching that will really differentiate and set Target apart in the marketplace,” says Rick Gomez, who was elevated to chief marketing officer of Target in January. Along with the new women’s line, Target also is introducing Goodfellow & Co., its first menswear collection; Project 62, a home line embracing the trendy mid-century modern design, which will begin selling this month; and JoyLab, a women’s fashion performance brand that will launch in October. To spread the word, Target is airing “More in Store,” an overarching brand marketing campaign that pushes the new brands, as well as its new kids’ private brand Cat & Jack.

To support the new brands, Target will begin airing commercials this Sunday. Target will also host in-store events throughout September. Online, the new brands will have more robust digital enhancements, including 360-degree video of products, brand landing pages, and user-generated social content.

Chief Creative Officer Todd Waterbury and his team of 350 at Target Creative were involved with each brand’s development, including each label’s name, from the beginning, late last year. Project 62 is named after Target’s first store opening in 1962, for example.



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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.