Target launches the future collective, helping to create momentum in the fashion industry – WWD

Target launches the future collective, helping to create momentum in the fashion industry – WWD

Target launches the future collective, helping to create momentum in the fashion industry – WWD

Target’s fall fashion trends will include a new clothing brand, the first since pre-pandemic times.

On Sunday, the large retailer will launch “Future Collective”, a women’s ready-to-wear brand with a rotating creative director, or “style partner” each quarter that helps co-design the collection. The first style partner will be Kahlana Barfield-Brown, former fashion and beauty editor for “InStyle” magazine known for its streetwear-inspired aesthetic.

Kahlana Barfield-Brown in pieces from her Future Collective collection with Target.

Future Collective news comes on the heels of Target Corp.’s partnership with menswear brand Houston White, which was announced Wednesday as the large retailer continues to cement its status as a fashion destination. The Houston White x Target multi-year partnership is available exclusively on Target.

“As we continue to invest in our style category and evolve our assortment, we recognize the importance of offering diverse and differentiated brands with a variety of aesthetics to serve all guests,” Jill Sando, chief merchandising officer at WWD, told WWD. Target.

“Our portfolio of proprietary apparel and accessories brands continues to be a key differentiator for Target, offering guests stylish, well-designed brands, all at incredible value,” he continued. “With the introduction of Future Collective, we believe we are further meeting the diverse needs of our fashion-conscious guests, reaching out to both new and existing guests and further establishing Target as a go-to style destination.”

Pieces from Kahlana Barfield-Brown’s Future Collective collection with Target.

The retailer has 17 of its owned apparel brands, not including Future Collective, spanning men, women and children. Ten of these are billion-dollar brands, including women’s sportswear brand All In Motion, the latest proprietary apparel brand launched by Target, in January 2020.

Target has previously worked with a rotating cast of characters for its annual collections of designers, who collaborate with new designers each year in an effort to keep the assortment fresh. (Past collaborations have included Christopher John Rogers, Alexis, Zac Posen, Rodarte, and Jason Wu, among others.) But unlike design partnerships, Future Collective is Target’s brand and is here to stay.

“The goal is to present guests with a rotating list of prominent style influencers across trendy assortments, all at a great price,” said Sando. “Each partner will share their own unique style and point of view on fashion, delivering exciting new collections and fashion aesthetics that will encourage guests to explore and celebrate their own individual style.”

Kahlana Barfield-Brown wears the garments from the inaugural Future Collective collection, of which she collaborated with Target.

Each Future Collective collection will also be limited edition and effectively out of print when sold out, increasing the urgency factor for consumers to buy now. The company said it has no plans to reproduce the individual collections.

Plus, unlike the Designer Collective, who works with established designers and brands, Target is kicking off Future Collective with a style partner that doesn’t have a brand. (Although the company said it may decide to work with established brands, as well as other style and culture influencers, in the future.)

The collective future of Target with Kahlana Barfield-Brown.

Target chose Barfield-Brown as Future Collective’s first style partner because of their shared values ​​and because the duo had already worked together last summer on a limited edition apparel and accessories collaboration.

“This partnership with Kahlana Barfield Brown is a continuation of her long-standing relationship with Target,” explained Sando. “Kahlana is known and respected in the fashion community as a style leader, making her the perfect first partner for the launch of Future Collective.”

Barfield-Brown added: “Target understood who I am, my values ​​and my vision. The best part was feeling seen, heard and supported by the incredible Target team.

“I’ve always dreamed of creating my own line, but I knew it had to be with the right partner, a partner who understood who I was as a creative and gave me autonomy every step of the way,” he added. “And when you think of a brand that truly reaches everyone, you think of Target.”

Barfield-Brown’s Future Collective collection will feature 120 streetwear-inspired clothing and basics for women, including dresses, matching suits and pants, plus some accessories in four seasonal updates. The first drop arrives on Sunday at selected Target stores and target.com, followed by three more drops, the last of which will be in November. Prices range from $ 17 to $ 70 for each piece, with most items under $ 30, and are available in sizes XXS to 4XL.

“I drew inspiration from my own fashion formula and the style that I have created for myself over the course of my life,” said Barfield-Brown. “It is about the essential; everything goes back to basics. I wanted to create a collection that would allow you to create that strong base with bodysuits, great jeans, blazers and jackets and then find your style through accessories, layers and fit. It was important to me that these garments were classic yet versatile, able to stand the test of time while still having interesting details that really catch the eye and make your personal style shine. “

Target will reveal the next design partner in December.

Meanwhile, the retailer’s mission to establish itself as a fashion destination continues to evolve as increasingly busy consumers flock to the great merchant of fashion trends, homewares, food and essentials, all in one place. Brands followed suit, competing for space (both real and digital) in the Target ecosystem.

In addition to Target-owned brands and partnerships, it carries national brands such as Stoney Clover Lane, Levi’s Red Tab, Journelle lingerie label, Thinx vintage panty brand, Priyanka Chopra Anomaly’s hair care brand, and the homeware brand Opalhouse, which was designed in collaboration with the brand’s founder and designer Jungalow. This is in addition to the Ulta Beauty, Disney and Apple stores in select locations.

But while Target may have benefited from its essential status during the pandemic, the retailer (just like others in the industry) has struggled with price increases along the supply chain and excess inventory due to rapidly changing buying patterns. consumers in the last quarter. Many people have moved from buying home furnishings and apparel to goods and services, too quickly for Target’s purchasing team, which buys the products months in advance, to keep up. Inflation also has an impact on sales, especially for low-income consumers who are pulling out discretionary items.

But Sando said Target’s value proposition is what keeps buyers coming back.

“Incredible, affordable and accessible design is a key component of our total portfolio and why guests love to shop at Target,” he said. “Our guests crave new things in many categories of Target, particularly in fashion, and they continue to look to Target for extraordinary style at an equally amazing value. Future Collective will offer them a new brand of trendy clothing and accessories at affordable prices, helping them freshen up their wardrobes for fall and beyond. “

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