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Target launches latest apparel brand under new model


US department store retailer Target Corp has set its sights on becoming the ultimate destination for moms-to-be, revealing an exclusive line of affordable maternity fashion as the latest offering under its new finance model, which aims to introduce more than a dozen new brands.

Earlier this year, in the wake of tumbling fourth-quarter earnings, Target revealed the new model, promising an overhaul of stores, digital channels and supply chain, alongside the introduction of more than a dozen new brands.

The retailer's newest apparel brand is Isabel Maternity by Ingrid & Isabel. Created in partnership with high-end maternity brand Ingrid & Isabel, the new line will include 120 different items with what the retailer calls "unparalleled" fit, function and fashion.

Designed with nine key principles in mind - customised fit, function and fashion, versatility, fabrics, silhouette, colour, print and pattern, details and care - the line features the exclusive Bellaband which is designed to hold up unbuttoned pants, and the patented Crossover Panel which helps provide gentle lower back support.

The line also features the Afterband, a seamless support band for shaping and smoothing after pregnancy, seamless leggings, and activewear.

"With all of our new brand launches, we're focused on addressing our guests' evolving needs and their desire for style, value and newness," explains Mark Tritton, Target's executive vice president and chief merchandising officer. "Isabel Maternity is a prime example of that.

"We know pregnancy is an important moment, and we've set our sights on becoming the ultimate destination for moms-to-be—that begins with helping mom look and feel her best during all stages of her pregnancy and after."

Isabel Maternity will be available in most Target stores and online at prices ranging from US$9.99 to $39.99.

Earlier this month, Target revealed a first look at three new private label apparel brands that it hopes will resonate with customers in much the same way as its children's offering Cat & Jack.

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