Very shortly in mid-July, Target’s mainstay kids’ labels, Cherokee and Circo, will be replaced by all-new kid-inspired exclusive label, Cat and Jack. In other words, Target will be throwing out what has been working for them, to take a chance that kids’ visions will lead them into the future. To do so, Target will have conducted heavy research, interviewed hundreds of kids, and talked to companies like Walt Disney and Nickelodeon. “That was a big decision, because Circo and Cherokee were successful,” says Julie Guggemos, head of product design and development, who’s been at Target for almost 26 years. “The kids’ business wasn’t broken. It was strong.”
All the more reason then, that this is a big leap of faith for Target. But kids clothing is one of the more reliable categories for retailers and a $30 billion market in the U.S. According to Bloomberg BusinessWeek, “Cat & Jack is a crucial step in a long-term plan to revitalize Target, the second-largest discount retailer in the U.S. Executives are funneling their attention and resources into four broad areas—babies, kids, style, and wellness.”
Playing in my 3.1 Phillip Lim for Target BOOM! top
I was there two years ago for the Missoni for Target collaboration. It was a wild scene … women squeezing into kids’ sizes hoping they would fit, people grabbing whatever they could and hoarding the rest, sometimes not even bothering to check sizes, grabbing leftovers from the fitting rooms, and the Target online website crashing with the unexpected influx of orders. All for the name Missoni, because there is no one like Missoni. And yesterday, September 15th, it happened again. This time the designer was 3.1 Phillip Lim and although it may not have been quite as crazy it came very close. The website didn’t crash but certain items sold out quickly, especially the handbags.
When the doors opened at 8:00 there were already people waiting to get in. The handbags went first and you were out of luck by 8:30/9:00 if you wanted one. One would ask, why? Continue reading →