Target Couture

Goodbye, Merona.  Goodbye, Mossimo (men’s only at this time – phew!).  It’s been…fun.  And inexpensive.  And safe.  And…it’s gotten, frankly, stale.


Target likely has the right idea by dumping these two longtime stalwarts (although this will not occur until 2019).  I mean, unless we are talking Chanel or Ralph Lauren, there is little chance of a brand living over a century.  Discount retailers must especially remember this – Merona has been around since I was in elementary school (and I am OLD!!), so it is certainly time for Target to consider a serious refresh and reboot.

“Our new brands are all about the changing face of our guests — what they need, what they’re looking for from Target,” Mark Tritton, the company’s Executive Vice President said in a press release. “When we took a close look at our existing assortment with this in mind, we saw a disconnect.”

To ensure we are able to continue to Target-Impulse-Shop to our heart’s content, be assured that the company has promised to debut at least 10 new exclusive new brands within the next year, including a women’s line called A New Day.  This brand will feature mix-and-match pieces that can all work together and can bring women from the office and into the evening.

Also look for an athleisure brand dubbed JoyLab.  In my opinion, Target is LONG overdue for a more sophisticated athleisure line – Champion and C9 just aren’t cutting it.  This is thrilling news!


Fellas?  Target hasn’t forgotten you.  Goodfellow & Co. is a crisp new collection of men’s goods, classic stalwarts with a modern edge.  Super cool!

Another new reveal?  Chip and Joanna Gaines of Magnolia Market will be releasing a home and lifestyle brand exclusive to Target, to be titled Hearth and Hand.  This home-decor collection will feature clean, simple, and useful home goods.  With Chip and Joanna’s cult-like following, this is a guaranteed winner, just in time for holiday decorating.

Bargain shoppers – rejoice.

-images via target

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