Target has long been known for its collaborations with designers. The access to high-end merchandise at an affordable price was a game-changer when the brand first gave it a shot and it’s been working for twenty years now.
It all started with Michael Graves and his home goods (remember the toaster!). Then it was Isaac Mizrahi (to my eye anyway) who push it even further and set a new standard. The shoes! Then along came Lily Pulitzer (dresses), Calypso (bedding), Hunter (bags), John Derian (plates), and more and more.
Target just recently celebrated its twenty years of design with a reboot of the collection with 300 of the most memorable'/popular items. The collection came out in stores on Sept 16th and some of them were also available online.
Sold out almost immediately. I literally went to the store near me at noon that day and almost everything was gone. I did pick up a classic Hunter duffle, some iconic John Derian plates, and a couple of Christmas presents (shhh). But for the most part it was all picked over. I will say that the MIssoni children’s clothes were to die for!
Vanished! Just like much of the items when they were first introduced. What a way to create demand!
Well done, Target. Keep them coming. It’s what I believe sets you apart and keeps your customer base loyal and engaged.
What’s your experience? JIM
PS - I also bought the book that highlights the twenty years of collabs!