As Gen Z is projected to soon become the largest consumer segment, Target is rolling out three new house brands geared toward the retailer’s teen and young adult customers. Two brands will focus on clothing, while another will focus on electronics, retail news source Chain Store Age reported.
Rick Gomez, executive VP and chief marketing officer of Target, told Chain Store Age, “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.”
Target’s Heyday brand will offer items ranging from speakers to cell phone cases. The retailer’s new Wild Fable brand will offer mix-and-match women’s clothing, while Original Use will be geared to men. To promote the new brands, Target plans to roll out in-store displays that will allow customers to mix and match items. Target plans to market the brands on platforms — such as Instagram, Snapchat and YouTube — that attract a younger audience.
The news comes as Kohl’s has partnered with POPSUGAR for a new apparel collection, which is scheduled to launch this September to increase its millennial-focused offerings. Kohl’s strategy is to offer brands, products, experiences and marketing targeted to millennials, the retailer said in an announcement.
Greg Revelle, Kohl’s senior executive vice president and chief marketing officer, said in the announcement, “This partnership is an illustration of how Kohl’s can attract and serve this customer with a unique experience that couples compelling new product with an engaging shopping and marketing experience. Partnering with POPSUGAR allows us to connect with millennials in a credible, authentic and meaningful way.”
The new data-driven brand will be available in 500 brick-and-mortar locations, along with the retailer’s eCommerce website. It joins several brands targeted towards millennial women, such as LC Lauren Conrad, a:glow Maternity and Circus by Sam Edelman.