Target Debuts 3 New Brands for Next Generation of Shopper

Over the past year, Minneapolis based big box Target has invested a significant amount of time in more than a dozen new, Target private brands and exclusive partnerships including A New Day and Goodfellow & Co. Not to mention the well-regarded Chip and Joanna Gaines collaboration Hearth & Hand with Magnolia. Today the retailer unveiled not one, not two, but three new private brands.

“We have an opportunity to better connect with younger guests. So we’ve gone all-in, working with hundreds of teens and young adults across the country to listen, learn and ultimately create new brands that deliver amazing style, quality, value—and that special spark of joy—like only Target can,” says Mark Tritton, executive vice president and chief merchandising officer, Target.

Target’s key insight was that their younger teens and young adult customers crave authenticity, creativity and Insta-worthy ways to show off their personal style. The insight came from mountains of research, interviews and visits to customer homes as well as inviting teens to Target headquarters in Minneapolis to share their perspectives and experiences. Turns out that these customers are Target fans, but they want more from the retailer. More ways to express themselves, more unique shopping experiences—and more for their money.

The result is three new brands: Heyday, Wild Fable and Original Use.

Tech is incredibly important to younger shoppers—and they want it to look good, perform and last. But finding trend-forward, high-quality pieces that don’t break the bank? Not so easy. Until now. Enter Heyday, Target’s first electronics private brand, which invites tech users to play up their look with the power of tech. Think fun cell phone cases, headphones, speakers and more, all with exceptional quality at great prices ($20-$60). Look for the new brand in June.

The second is Wild Fable, a fashion private brand dedicated to providing young women head-to-toe looks all in one place. The trendy apparel and super-chic accessories and shoes are meant to mix, match and make your own, all for less than $40 per piece. The entire line’s designed to look and feel amazing from size 0 to 26W. Wild Fable debuts in August.

The street style-inspired Original Use is the third brand, it is designed to empower young men to experiment and refine their personal style, and they will carry Big & Tall sizes, too. Original Use premiers in August, with prices ranging from $10 to $40.

But Target is not simply creating new brands they are customizing the marketing and shopping experiences for our younger shoppers. They love browsing in person (in fact, 98% shop in physical stores), but they’re big fans of digital and social media, too.

“The introduction of these new brands provides us with a really exciting opportunity to create stronger relationships with the next generation of guests and show them, authentically, the role Target can play in their lives now and into the future,” says Rick Gomez, executive vice president and chief marketing officer, Target. “Younger guests are looking for support to express their creativity and individuality, whether that’s what they wear or how they show up in the world. Target can help them do just that by creating brands and experiences that reflect their interests, lives and voices.”

Think compelling, curated in-store displays so customers can touch, feel, mix and match pieces to create a complete look. Mannequins dressed for a casual hangout or going out with friends. A digital experience that seamlessly connects to what guests are seeing in-store. Photos—and looks—created by guests on Target.com. Engaging, relevant marketing where shoppers are already spending time—YouTube, Snapchat and Instagram.

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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.