Target Expands Cat & Jack to Help Kids With Disabilities

Since its introduction last summer, Target’s kids private brand Cat & Jack has expanded in more ways than one. On a mission to be the go-to fashion line for every kid, Cat & Jack has surpassed the two billion dollar mark to be one of Target’s largest brands ever. And recently, Cat & Jack grew to include a special selection of sensory-friendly pieces. But we’re not stopping there.

Next up on Target’s design for all agenda? Cat & Jack adaptive apparel, made especially for kids and toddlers living with disabilities, arriving exclusively at Target.com starting Oct. 22. Based on current brand styles, Target’s internal design team created the 40-item assortment with features like side and back snap and zip closures and hidden openings for abdominal access, all in an effort to make getting dressed easier for everyone.

“It’s our goal at Target to always make sure we have products that fit our guests’ needs, and all at a reasonable price point. We heard from our guests—and members of our own team—that there’s a need for adaptive clothing for kids that is both fashionable and affordable, so we set out to create exactly that,” said Julie Guggemos, senior vice president, Product Design & Development, Target. “Since launching sensory-friendly apparel and receiving such positive guest feedback, we’re focused on continuing to evolve and expand Cat & Jack to meet the needs of even more of our guests.”

Some highlights from the assortment include outerwear with zip-off sleeves, footless sleepwear and diaper-friendly leggings and bodysuits. Another plus? The clothing is made from extra-soft, comfortable and durable cotton knits.

“As a technical designer, I’m always looking at ways to develop products that are super functional and can help many different types of people,” said Mari Anderson, principal technical designer, Kids Apparel, Target. “Our team met with real kids to understand what their needs are in different types of apparel, then put our expertise to the test to create the products. Without a doubt, this has been the most meaningful project that I have been a part of.”

 



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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.