Kids Hit the Target

Photographer: Ackerman and Gruber

Photographer: Ackerman and Gruber

Photographer: Ackerman and Gruber

Photographer: Ackerman and Gruber

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.”

Kids hit the Target. Will it be a bullseye?

 

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“I’m not buying that!”

P1000049 3My boys are a little older, so it’s been a while since they watched a Disney or Nickelodeon program. The last show I remember us watching together was Drake and Josh. That’s why Nick Schager’s article in LA Weekly, “Disney TV is Poisoning your Daughters,” startled me and truly opened my eyes. Schager writes, “Sitcoms may be predicated on a constant stream of one-liners, but Disney and Teen Nick take the formula to the next level, offering nothing but witless witticisms delivered with maximum, grinning-jackass hamminess …” Furthermore, the role that fashion plays is both confusing to girls and concerning to parents, with the young actors wearing “designer threads … that unsuccessfully straddles the line between tasteful and trampy,” says Schager. Continue reading

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