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Target adds brands and changes retail strategy for holiday season


Today, Target has announced its holiday plans for adding new brands and in-store experiences.

“While there’s an incredible amount of change happening across retail, we’re focused on doing what’s best for our guest and leaning into what makes Target special, particularly during the holidays,” said Target CEO and chairman Brian Cornell. “We’re making progress against our long-term strategy and entering the season with momentum. Our team of more than 400,000 is ready to deliver joy to our guests all season long with more new and exclusive brands than ever, thousands of unique gifts at a great value, faster and more convenient ways to shop and save, and engaging holiday experiences in our stores across the country.”

Target is also planning to expand their brand portfolio with the addition of 12 new brands by the end of 2018. Eight of those brands will be available beginning this holiday season.

Target introduces new brands and new ways to shop for holiday season

Most recently, Target introduced Project 62, A New Day, Goodfellow and JoyLab, and on November 5, it will unveil Hearth & Hand with Magnolia. Co-designed with Chip and Joanna Gaines, Hearth & Hand with Magnolia features 300 products, most for under 30 dollars. The collaboration with Target marks the couple’s first time creating product with a retailer.

To make gifting easier, Target has also introduced GiftNow on Target.com. This service allows gift givers to click the GiftNow button on products on Target.com and send an e-gift box, which allows the recipient to accept the gift, change the color or size, or choose something entirely different, all before anything ships.

Target will also debut its annual holiday retail campaign on November 5. This year's campaign theme is “Together’s the Joy." The campaign theme was developed from the guest insight that everyone celebrates the holidays in a unique way.


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