How Impactful Is Target’s Stylish Store Associate Apparel Collection?

In a Sept. 16 press release, Target showcased its Collection186 store associate apparel collection, soon to be enhanced beyond its initial June product offering by an October assortment inspired by the retailer’s creative director-at-large Isaac Mizrahi.

“Collection186 is an assortment of existing and new Target-owned brand attire that’s been curated and designed with our store team members in mind. The collection makes it easy for our team to find affordable red apparel that aligns with company policy and combines style with function,” the press release read.

“Whether team members gravitate toward classic essentials or more elevated statement pieces, Collection186 offers options that can be mixed and matched for their workday. It’s a more personal and fashionable way we're supporting our team in showing up confidently and guest-ready every single day,” it added.

Target’s signature red shade of Pantone 186 is the naming inspiration behind this wardrobe collection, although khaki designs are also included for balance – primarily concerning bottoms. Owned brands including A New Day and Goodfellow are the labels representing the collection, and products are only available for purchase by Target associates, not the general public, creating at least some degree of exclusivity.

Target’s October Design Drop to Enhance Collection 186 Boasts 16 Pieces

The next drop in October revolves around a 16-piece collection based around Mizrahi’s own design vision in tandem with feedback garnered from Target employees as to what should come next. Crew-neck T-shirts, polo shirts, track jackets and quilted jackets, blazers, vests, cardigans, and other apparel items will be on offer.

Target claims that function and comfort are equally as important as the aesthetic considerations when it comes to Collection186 wear, in the understanding that wearing these items for shift work in retail has its own demands.

“Collection186 brings together so much of what defines Target — great style, design and value — with the realities of what our store team needs to wear every day,” said Adrienne Costanzo, chief stores officer.

“Our team brings Target to life for our guests, and I love that they were at the center of how this collection came together. It gives them another way to express their personal style, feel confident and proudly represent our brand,” she added.

However, associates will need to pay for any Collection186 purchases out of their own pockets, with Target offering a 10% store discount and 20% owned brand adult apparel discount – as well as a 5% Target Circle card discount – to help mitigate the expense.

Further questions for discussion:

• Do you believe the Collection186 offering will have a notably positive impact on Target employees or the shoppers they serve? Why or why not? Do you support the idea in general?

• In your opinion, will competing retailers take notice and produce their own branded apparel collections available for store associates to wear during the workday? What are the pros and cons?

• What do you think about the deep discounting being offered to interested Target employees? Should there be a more generous offer tabled, or is this discount sufficient in your eyes?