Target develops line just for its plus-sized ‘guests’
As a number of articles point out, Target hasn’t always gotten along very well with its plus-sized female customers. Many remember a couple of years back when the retailer had to offer an apology for a garment whose color was described as "manatee gray" on the company’s site. The company has also been criticized for its lack of selection in larger sizes. Now, Target is looking to put things right with the launch of a new line, Ava & Viv, intended to meet the fashion forward needs of its plus-size customers.
"Target is synonymous with great design, and with the launch of Ava & Viv, we’re stepping up our fashion game for our plus-size guests," said Stacia Andersen, senior vice president, merchandising, apparel and accessories, Target, in a statement. "From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests."
The new line, which arrives in stores in mid-February, offers items at prices ranging from $10 to $79.99. According to the retailer, the line will be updated monthly.
To build buzz, Target invited plus-sized fashion bloggers, Gabi Gregg, Chastity Garner Valentine and Nicolette Mason to preview its new line. The trio was also hired to act as models in Ava & Viv look book.
Winning Ms. Garner Valentine’s support is important. The blogger announced last August that she was boycotting Target for not including plus-sizes in its Altuzarra line.
"There’s been a lot of frustration from plus-size customers because they’ve felt kind of ignored by Target," Ms. Mason, a columnist for Marie Claire in addition to her blogging duties, told the (Minneapolis) Star Tribune. "But I know this is going to change everything for Target."
- Target announces new plus-size fashion brand – A Bullseye View
- Target enlists eminent fashion bloggers to promote new plus-size line – Minneapolis Star Tribune
- Target launches new plus-size clothing line amid criticism on sizes – Today
- #BoycottingTarget #AltuzarraForTarget – Garnerstyle
How important will the new Ava & Viv line be to Target’s efforts to move its business forward? What will the chain need to do to build on the positive first impressions it has made with the line?