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Target launches new brands for Gen Z customers

US department store retailer Target Corp has set its sights on becoming the ultimate destination for Generation Z – a demographic expected to become the largest consumer segment over the next few years – with two exclusive new clothing lines.

Wild Fable and Original Use are the latest offerings under Target's new finance model, which aims to introduce more than a dozen new brands and promises an overhaul of stores, digital channels and supply chain.

The Minneapolis-based retailer has already launched an exclusive line of affordable maternity fashion, Isabel Maternity by Ingrid & Isabel, denim-based women's lifestyle brand Universal Thread, and JoyLab, its new activewear brand.

Now, the business is targeting the often elusive Generation Z customer. Gen Z holds US$44bn in buying power and is on track to becoming the largest consumer segment over the next few years, representing significant sales growth potential.

Due to launch in August, Wild Fable offers apparel, accessories and footwear for young women with products specifically designed under a "mix and match" approach, and all priced at less than US$40 in sizes 0 to 26W.

Meanwhile, street style-inspired Original Use "empowers young men to experiment with and refine their personal style," says Target. Also due to launch in August, the line ranges from $10-$40 and every item is available in big and tall sizes.

In addition, Target says it is customising its marketing and shopping experiences with younger customers in mind. They love browsing in-person, with some 98% shopping in physical stores, but they're big fans of digital and social media, too, the retailer says, noting it is working on new ways to engage with the demographic.

"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."

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