Exclusives gone wild

Wow! What a week for newness and innovation at Target. The company may be going toe-to-toe with Walmart and other value players when it comes to sharp pricing on consumables, but it is pressing just as hard when it comes to delivering on the “expect more” component of its brand promise.

This week the company announced a raft of designer exclusive, merchandising initiatives that keep the store experience fresh and interesting for regular shoppers. For example, a new footwear line from Cynthia Vincent is scheduled for a six-week run beginning April 18. In the mold of other designer exclusives, Vincent’s signature products are typically quite expensive and sold in high-end department and specialty stores. However, she designed a line specifically for Target at a Target price range of $24.99 to $29.99.

“Target allowed me to design a collection that offers timeless yet fun styles that shoe lovers covet and bring them to a wider range of women, without sacrificing fashion or comfort,” Vincent said.