Target to go mad for plaid

Target has quietly announced its next Lilly Pulitzer: a collaboration with another U.S. designer who will create a collection of new apparel, accessories, pet goods and home furnishings for the retailer.

Target announced on its Bullseye blog this week that it has chosen Adam Lippes to create more than 50 items inspired by buffalo plaid for the Adam Lippes for Target.

“When we started to think about fall, we knew we wanted to do something special, something that would usher in the season in a way that only Target could,” said Kathee Tesija, executive vice president and chief merchandising and supply chain officer. “Plaid has been a defining element of style for every generation, and we felt it would be the perfect centerpiece for this design moment: it can be both fun and fashionable, so it offered us a lot of flexibility as we thought through ways we could bring it to life for our guests.”

In April Target launched what may have been its most successful sales promotion in the store’s history: a collection from Lilly Pulitzer that sold out in minutes that created a backlash from customers but also priceless PR. Target not only benefitted by the ample positive media attention, but the Lilly Pulitzer brand also was thrust into a most flowery national spotlight given the unprecedented and widely publicized run on its products.

“What I love about this concept is that guests will find the expected, like fashion and home items, done in a way that we think will wow them, alongside the unexpected, like paper towels, Coke bottles and a Fitbit, that will surprise them in a way that only Target can," Tesija added. "I always have a hard time picking a favorite product. Let’s just say that I’ve got my eye on a few absolute must-haves and there will be no shortage of plaid in my home and closet this fall!”

Target’s plaid takeover begins in August and will continue through October. Prices will range from $1.99-$179.99, and availability in stores and on Target.com will vary.

Target operates nearly 2,000 stores in the United States.