Target Corp. (TGT), long associated with chic and dubbed with a French pronunciation, has decided to market it's bull's-eye logo and sell a new line of high-end clothing called Target Couture.
These trendy pieces will not be sold in Target stores but instead are headed for Intuition and then to other high-end department stores and boutiques across the country, according to this WashingtonPost.com article.
The article goes on to say:
It remains to be seen whether the line will catch on, but it almost doesn't matter. The move is part of the retailer's efforts to hold onto the elusive and often ephemeral designation of "cool," according to Marshal Cohen, a senior analyst with consumer research firm NPD Group Inc. Target Couture allows the chain to elevate its brand beyond the walls of its big-box stores and into the glitzy arena of celebrity high fashion. Selling clothes is secondary.
"I think they'll be tickled pink -- or in their case, tickled red -- if they make money," Cohen said. "But I don't think they care about that. What they're most concerned about is maintaining the integrity of the brand."
Target helped pioneer the trend of bringing class to the masses six years ago when it signed designer Michael Graves to create a private line of sleek and affordable housewares. Shoppers snapped up the funky tea kettles and minimalist toasters, and Target quickly followed up with collections by Philippe Starck, home decor by Cynthia Rowley and Ilene Rosenzweig, and apparel by Isaac Mizrahi. Most recently, it has signed up-and-coming foreign designers Luella Bartley and Tara Jarmon to create limited-edition apparel for its "Go International" campaign.
Read the full story here.
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