It has been Target’s stated goal since late 2015–early 2016 to get back some of the old “Tarjay” magic.
The big-box retailer grew to national prominence on the idea of high-class stylings in a middle-class commerce venue, and the idea that there is a wide swath of customers out there who both consider themselves a little too discerning for Walmart and too smart to pay bust-out retail at high-line shops if they don’t have to.
But the recession scrambled consumer priorities and changed how retailers were reaching them because, said bluntly, between 2008 and 2011–2012, the middle and upper-middle class customers that were Target’s prime demographic were concerned with savings well before they were concerned with style. The Tarjay magic went into remission.
But facing a recovered economy — but not a recovered buyer base — Target, among a host of efforts it’s making, is trying to snatch back some of that old Tarjay feeling, and it has announced its latest partnership to get it there with Dwell magazine.
For those who are not regular Dwellers, the design magazine is focused on hip design trends for millennial shoppers. Together with Target, it will be launching Modern — a collection of 120 household items, including furniture (indoor and outdoor), décor, tabletop settings and accessories.
As one might expect, the focus is on high style and reasonable pricing, with furniture ranging from $49.99–$399.99 and $16.99–$99.99 for décor, tabletop and accessory products.
“Many of our guests have told us they want to add a modern aesthetic into their environment, but they want it to be easy and, just as important, affordable,” said Mark Tritton, executive VP and chief merchandising officer at Target.
“With our friends at Dwell magazine, we’ve created a line that captures modernism beautifully. The collection is a great complement to our current assortment — it’s stylish, high quality and the prices are great.”
Founded in 2000, Dwell’s stated mission is to bridge the gap between design professionals and enthusiasts.
“We’ve long admired Target for how they embrace good design and cultivate unique partnerships, so we’re thrilled to work together on introducing this new collection,” said Chris Deam and Nick Dine, co-creative directors of product design at Dwell.