• Retail Dive

Target private label collection spotlights women leaders

Dive Brief:

  • This weekend, Target kicked off a limited-time apparel and accessories collection between its private label women's apparel brand A New Day and Vital Voices, a nonprofit organization that promotes the work of female leaders around the world, Target recently announced on its Bullseye blog.

  • The 25-piece collection, which is available at select stores and on Target.com, features an assortment of dresses, skirts, moto jackets, graphic tees, pouches, scarves, notecards, notebooks and pens all of which are emblazoned with motivational phrases like "use your power to empower," "be courageous" and "I am a vital voice." Prices range from $4.99 to $39.99.

  • Target has helped fund Vital Voices since last year, and this year will give a grant of an undisclosed amount to support the non-profit's global leadership program, which trains and mentors female leaders.

Dive Insight:

Around this time last year, A New Day was just getting off the ground, along with sister private label lines Joy Lab (athleisure), Project 62 (home goods) and Goodfellow (men's apparel). At that time, Target also committed to rolling out more than 12 private label brands across categories over the next 18 months.

So far, the "cheap chic" mass merchant has made good on that promise. In August, it unveiled women's apparel line Wild Fable and Men's apparel line Original Use, both of which target a younger demographic. Exclusive celebrity partnerships — a mainstay marketing technique for Target — have also played a part in the cycle of fresh launches. Last month, the company announced an exclusive line of kitchenware, dubbed Cravings, with popular cookbook author Chrissy Teigen.

As new merchandise enters stores and digital racks alike, old partnerships are going by the wayside. In August, Hanesbrands revealed that Target won't renew its contract for its exclusive line of C9 by Champion activewear apparel when it expires at the end of January 2020. And once dominant brands Merona and Mossimo have also been phased out over the last year.

Target's latest collaboration falls in line with its at times vocal stance on social issues. The new line focuses on female empowerment at a moment when the #MeToo movement is helping raise awareness and dialogue around the inequalities that women face in the workplace and beyond.

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