Target has been known for the their designer and celebrity fashion line collaborations for years. But, now that Target is more pervasive in American communities and has a wider, more mainstream audience, does it make sense for the big box store to continue these collaborations?
Target’s domestic traffic has been negative for nine quarters in a row and the brand’s launch in Canada has been struggling according to CNNMoney.
Though the Peter Pilotto collection sold out in minutes on Net-a-Porter, remnants of the collection still remain on clearance racks in stores across the county, as I discovered during stops at Target along my 2200 mile summer vacation road trip. It’s easy to see why bold clashing patterns and asymmetrical hemlines wouldn’t appeal to the masses in Erie, Pennsylvania or Eliabethtown, Kentucky. For many everyday Target customers, the line is just impractical.
Yes, fashion is meant to be fun and whimsical, full of imagination allowing the wearer to experiment and indulge. But, does Tammy from Flowood, Mississippi who just stopped in to Target for diapers but ends up walking out with $100 in other spontaneous purchases have a piece from the latest fashion-forward collection in her cart? Probably not.
The newest collaboration, with Altuzarra launches on September 14 and we just got a peek at the look book. While the collection is a far cry from Target’s last collaboration and, possibly more mainstream- especially with Halloween coming quickly, the question still lingers about Target’s focus on their main audience.
With each collection, Target has the conscious decision to alienate more of its customer base that shops there frequently and whose money has provided the company to rapidly expand. Perhaps the fashion forward lines would be better left for a new set of select Target boutique stores?