Q&A: Target talks about its just-announced new brand
Target Corp. continues to expand its portfolio of exclusive owned brands.
Hitting Target’s stores and website in early February will be Universal Thread, a women’s lifestyle brand that is grounded in denim and apparel, accessories and shoes. Prices will range from $5 to $39.99. The collection will be available in an unusually wide range of sizes, ranging from 00-26W, making it Target’s most size inclusive brand to date. The new brand comes on the heels of 12 other exclusive brands the retailer announced last year.
Target posted a Q&A with Mark Tritton, its executive VP and chief merchandising officer, about the creation of Universal Thread and the other new brands in the works. Here are excerpts (for the complete Q&A, click here).
Why the focus on denim?
Denim is a part of every woman’s wardrobe, and with fewer options in the marketplace and learnings from the brands we’ve recently launched, we’re excited to bring our guests a lifestyle brand rooted in denim that’s also an amazing everyday value. This brand is all about ideas and outfits, not just items. It includes apparel, footwear and accessories that are sure to become guest favorites.
Finding the perfect jeans can often seem impossible. How does Universal Thread measure up?
In developing this brand, we conducted research with nearly 1,000 women from across the country to better understand their needs when it comes to shopping denim. What we heard from nearly all of them was that they dreaded shopping for new jeans. Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size — finding the perfect fit for their body type was just too challenging. That’s a problem we wanted to solve. So, our design team rolled up their sleeves and got to work creating a line that caters to all women, with multiple fits, silhouettes, lengths, rises and sizes.
What is something you’ve learned from the new brands that’s had an impact on Universal Thread?
What’s most exciting about this brand is that there’s truly something for everyone. The assortment has fashion and everyday pieces, and is offered in different fits, silhouettes and sizes that guests will come to know and trust.
In terms of learnings, when we introduced A New Day, a portion of the assortment was offered in a full range of sizes. Guests responded really well to that, so we’re offering all apparel within Universal Thread in sizes 00-26W. This is the first time we’ve introduced a brand with such an expansive range, and we’re excited to see the response from our guests.
What can guests expect for the future of owned brands at Target?
Guests can expect to see great ideas brought to life in their home, their wardrobe and more that provide exceptional value and innovative design. We’re improving our existing assortment or bringing newness. We’ve got plenty more amazing brands up our sleeves to make Target the preferred destination for guests again and again.
Hitting Target’s stores and website in early February will be Universal Thread, a women’s lifestyle brand that is grounded in denim and apparel, accessories and shoes. Prices will range from $5 to $39.99. The collection will be available in an unusually wide range of sizes, ranging from 00-26W, making it Target’s most size inclusive brand to date. The new brand comes on the heels of 12 other exclusive brands the retailer announced last year.
Target posted a Q&A with Mark Tritton, its executive VP and chief merchandising officer, about the creation of Universal Thread and the other new brands in the works. Here are excerpts (for the complete Q&A, click here).
Why the focus on denim?
Denim is a part of every woman’s wardrobe, and with fewer options in the marketplace and learnings from the brands we’ve recently launched, we’re excited to bring our guests a lifestyle brand rooted in denim that’s also an amazing everyday value. This brand is all about ideas and outfits, not just items. It includes apparel, footwear and accessories that are sure to become guest favorites.
Finding the perfect jeans can often seem impossible. How does Universal Thread measure up?
In developing this brand, we conducted research with nearly 1,000 women from across the country to better understand their needs when it comes to shopping denim. What we heard from nearly all of them was that they dreaded shopping for new jeans. Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size — finding the perfect fit for their body type was just too challenging. That’s a problem we wanted to solve. So, our design team rolled up their sleeves and got to work creating a line that caters to all women, with multiple fits, silhouettes, lengths, rises and sizes.
What is something you’ve learned from the new brands that’s had an impact on Universal Thread?
What’s most exciting about this brand is that there’s truly something for everyone. The assortment has fashion and everyday pieces, and is offered in different fits, silhouettes and sizes that guests will come to know and trust.
In terms of learnings, when we introduced A New Day, a portion of the assortment was offered in a full range of sizes. Guests responded really well to that, so we’re offering all apparel within Universal Thread in sizes 00-26W. This is the first time we’ve introduced a brand with such an expansive range, and we’re excited to see the response from our guests.
What can guests expect for the future of owned brands at Target?
Guests can expect to see great ideas brought to life in their home, their wardrobe and more that provide exceptional value and innovative design. We’re improving our existing assortment or bringing newness. We’ve got plenty more amazing brands up our sleeves to make Target the preferred destination for guests again and again.