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Target unveils three new brands aimed at up-and-coming generation

Target Corp. has Gen Z — expected to become the largest consumer segment during the next few years — in its sights.

The discounter on Thursday is adding three new lines to its ever-expanding lineup of exclusive house brands. The new brands were designed for Target’s “younger guests” (described as teens and young adults), and include the chain’s first electronics owned brand, Heyday, along with two clothing brands.

Target will be supporting the new brands with marketing and shopping experiences—in store and online— created specifically for its younger audience. On the store level, this includes curated in-store displays so that shoppers can touch, feel, mix and match pieces to create a complete look, and customized mannequins. The retailer also promised engaging and relevant marketing where the younger audience is already spending time, including YouTube, Snapchat and Instagram.

“The introduction of these new brands provides us with a really exciting opportunity to create stronger relationships with the next generation of guests and show them, authentically, the role Target can play in their lives now and into the future,” said Rick Gomez, executive VP and chief marketing officer, Target.

Here is a review of Target’s new brands:
•Heyday: The electronics-related line includes fun cell phone cases, headphones, speakers and more, with most pieces priced under $20 and nothing more than $60. Scheduled to arrive in stores and online in June.

•Wild Fable: Designed for mixing and matching, the women’s clothing brand is made up of trendy apparel and chic accessories, with all items priced for less than $40 per piece. Makes in debut in August.

•Original Use: The street style-inspired Original Use collection for men in also available in big & tall sizes. It will arrive in August, with prices ranging from $10 to $40.

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