The fashion buzz at Target has always circled around its collaborations with designers for women's clothing. It's become almost a certainty that a new line launch will mean racks at stores are quickly emptied while online inventory disappears just as fast or faster. Now, Target is looking to burnish its fashion image, but this time with a new menswear collection.
On Sunday, the chain launched Target Collective, which consists of six American-made brands. The new items, priced between $10 and $270, are not currently available in stores as Target chose to go with an online-only launch.
"We kept it low key," Jessica Carlson, a Target spokesperson, told the Star Tribune. "This program is a new twist on the traditional designer collaboration. It's a test and learn."
The new items, according to a Fast Company piece, are designed to appeal to the "lumbersexual" in men. Guys who fit this mode, may very well have a beard resembling the stereotypical lumberjack, although manual labor may not have any part in their day-to-day work or home life. The line consists of 90 items, including button down shirts, chinos, canvas bags, graphic tees and leather belts.
"What excites me about this program is that we've curated brands we think our guests will love, and that we've worked with each brand to co-create products specifically with our guests in mind," said Kathee Tesija, chief merchandising and supply chain officer, Target, in a statement. "By exploring innovative partnerships like Target Collective, we're bringing newness to our assortment and offering our guests easy access to stylish, well-crafted, quality products they'll find only at Target."
Interestingly, Target has launched its Collective at a time when menswear sales are growing at a faster pace than women's clothing. Sales of menswear are expected to increase 8.3 percent by 2017, according to Euromonitor (via the Los Angeles Times), while women's sales are expected to improve 4.2 percent.
- Let's Hear It For the Boys! Introducing Target Collective - A Bullseye View
- Target Jumps On The Lumbersexual Trend - Fast Company
- Target's men's design collection debut is quieter than women's - Star Tribune
- Millennial guys keen on style are reshaping the fashion trade - Los Angeles Times (tiered sub.)