March 17, 2015
Will a men’s line help Target burnish its TarJay image?
The fashion buzz at Target has always circled around its collaborations with designers for women’s clothing. It’s become almost a certainty that a new line launch will mean racks at stores are quickly emptied while online inventory disappears just as fast or faster. Now, Target is looking to burnish its fashion image, but this time with a new menswear collection.
On Sunday, the chain launched Target Collective, which consists of six American-made brands. The new items, priced between $10 and $270, are not currently available in stores as Target chose to go with an online-only launch.
"We kept it low key," Jessica Carlson, a Target spokesperson, told the Star Tribune. "This program is a new twist on the traditional designer collaboration. It’s a test and learn."
The new items, according to a Fast Company piece, are designed to appeal to the "lumbersexual" in men. Guys who fit this mode, may very well have a beard resembling the stereotypical lumberjack, although manual labor may not have any part in their day-to-day work or home life. The line consists of 90 items, including button down shirts, chinos, canvas bags, graphic tees and leather belts.
"What excites me about this program is that we’ve curated brands we think our guests will love, and that we’ve worked with each brand to co-create products specifically with our guests in mind," said Kathee Tesija, chief merchandising and supply chain officer, Target, in a statement. "By exploring innovative partnerships like Target Collective, we’re bringing newness to our assortment and offering our guests easy access to stylish, well-crafted, quality products they’ll find only at Target."
Interestingly, Target has launched its Collective at a time when menswear sales are growing at a faster pace than women’s clothing. Sales of menswear are expected to increase 8.3 percent by 2017, according to Euromonitor (via the Los Angeles Times), while women’s sales are expected to improve 4.2 percent.
- Let’s Hear It For the Boys! Introducing Target Collective – A Bullseye View
- Target Jumps On The Lumbersexual Trend – Fast Company
- Target’s men’s design collection debut is quieter than women’s – Star Tribune
- Millennial guys keen on style are reshaping the fashion trade – Los Angeles Times (tiered sub.)
BrainTrust
Recent Discussions
Discussion Questions
Will improving its menswear line help Target regain its fashion buzz? What do you think of Target’s decision to launch the Collective lineup online?
Poll
New, exclusive lines will help Target with its image, but if they can’t keep them in stock, their stores remain messy and their employees unhelpful, this won’t help their brand. Launching online will mitigate some of these issues, but Target still has an image problem that one line is not going to change.
Creating Target’s fashion buzz will take this new launch and many more. It’s about delivering consistently over time on what they had been known for—fresh and bold assortments that don’t compromise on style or quality at a reasonable price. This is a good first step and the idea of a men’s collection is low-risk in that it goes after a higher growth segment they had ignored in the past.
Launching the new Collective lineup online is a good move to go after their omni-channel customers before committing to physical distribution of large inventory positions and store allocations. The downside, though, is the shoppers (both men and women) won’t be able to touch and feel the new lineup, so returns may be higher than expected but still provide a good gauge of future demand with a “test and learn” approach.
Lumbersexual?
I’ll avoid all the cheap jokes I trust were circulating around the Fast Company office when they came up with this one but — yikes — where’s Sigmund Freud when we need him?
Target is a mass merchandiser NOT a haute couture retailer. Fashionistas—of either gender—aren’t likely to switch loyalties because Target has $10 accessories aimed at the man eager to release his inner Paul Bunyan.
Launching it online tells me they aren’t prepared to make a full commitment for fear of either failure or the potential impact on women shoppers. I just think there are better ways to test the waters.
What’s working for Carhart may not work for Target. After all, a man only needs so much flannel and canvas.
Now, back to Fast Company. Two lumbersexuals walk into a bar …
So let me get this straight. I have no experience with these items and I can’t see them in the store. Target online is not the first place I go for fashion. Prices may or may not be low. I’m not sure what they are thinking.
I can’t come up with a good reason to make me want to purchase any clothing at Target or Walmart (can’t leave them out of this). Max said earlier the stores are messy and the staff not helpful. Do we need any more reasons? Target is a long way from their TarJay days. The past is the past. Move on, but a men’s clothing line? They are again grabbing at straws.
Menswear clothes may have increased sales in general. Has there been an increase in menswear sales in Target or is Target using this approach to encourage male Target shoppers to purchase clothes? Clothes by themselves did not create the image of Target as a fashionable discount store. Clothes by themselves will not reinstate the image. Target should look at all the things they eliminated when making a decision to focus more on price on practical items.
This is similar to an online test of several home brands a few years ago, not much of which made it into the stores. If Target really wants to impact its men’s sales, it is gong to have to be bolder about all-store initiatives. And none of this addresses the women’s apparel area, which needs some brand clarity in a hurry.
Have to go with Dr. Needel on this: whatever buzz being generated is being offset by only offering online (“low key”?…yes, too much so).
As for “lumbersexual,” I’ve heard button-down shirts aren’t “in” at the work camps anymore.
Just thinking about who does most of the Target shopping and I’m not thinking men. Am I wrong?
I love that Target is going back to its roots with some fashion statements, however, I think this one is a miss. Just sayin’.
For my 2 cents.
The Collective lineup appears to be aimed solidly at the Millennial shopper—male, or the female who is buying for him. This is the group that has moved back into the shopping and buying phase of apparel/clothing at a faster pace then their Gen X or younger Boomer counterparts.
The Millennial has adopted a multi-channel shopping experience, perhaps at a higher rate than our Gen X/Boomer BrainTrust group. Based on the February Prosper Monthly Consumer Survey, 77.7% of Millennials have shopped for Apparel & Accessories in the past 30 Days. 60.4% shopped in a Brick & Mortar store, 34.2% used a laptop / desktop to shop for clothing, and 11.5% chose to use their Digital Device (Tablet /Smartphone).
Millennials comparatives to their older brethren of Gen X—69.2% have shopped for Apparel & Accessories in the past 30 days—in-store (54.7%), laptop/desktop (28.5%) and Digital Device (8.5%). As we can understand, the figures are all 10% to 15% lower again on the Younger Boomers.
Low risk. Properly and effectively promoted, with solid merchandise at a value price, the test strategy makes sense. Target isn’t going to turn the store into a Men’s Warehouse, Nordstrom, or high-end haberdashery, nor are they selling Zegna or Armani Suits. Let’s see how this one works out.
Perhaps broadening its approach to include menswear will help Target’s fashion appeal, however doing a “soft launch” aimed at men, online only, is certainly not the way to attract attention. Target continually forgets its “target market” when doing so many things, and this seems to be just another example. Perhaps the real question is how many men go online shopping for clothes and accessories, and use Target as a destination location rather than a store?
Non-event since it isn’t even in the stores. They should try putting it into some of their better stores in larger areas. Maybe not in Scottsbluff, NE but in the high-volume CA stores around Los Angeles and San Francisco, yes.
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New, exclusive lines will help Target with its image, but if they can’t keep them in stock, their stores remain messy and their employees unhelpful, this won’t help their brand. Launching online will mitigate some of these issues, but Target still has an image problem that one line is not going to change.
Creating Target’s fashion buzz will take this new launch and many more. It’s about delivering consistently over time on what they had been known for—fresh and bold assortments that don’t compromise on style or quality at a reasonable price. This is a good first step and the idea of a men’s collection is low-risk in that it goes after a higher growth segment they had ignored in the past.
Launching the new Collective lineup online is a good move to go after their omni-channel customers before committing to physical distribution of large inventory positions and store allocations. The downside, though, is the shoppers (both men and women) won’t be able to touch and feel the new lineup, so returns may be higher than expected but still provide a good gauge of future demand with a “test and learn” approach.
Lumbersexual?
I’ll avoid all the cheap jokes I trust were circulating around the Fast Company office when they came up with this one but — yikes — where’s Sigmund Freud when we need him?
Target is a mass merchandiser NOT a haute couture retailer. Fashionistas—of either gender—aren’t likely to switch loyalties because Target has $10 accessories aimed at the man eager to release his inner Paul Bunyan.
Launching it online tells me they aren’t prepared to make a full commitment for fear of either failure or the potential impact on women shoppers. I just think there are better ways to test the waters.
What’s working for Carhart may not work for Target. After all, a man only needs so much flannel and canvas.
Now, back to Fast Company. Two lumbersexuals walk into a bar …
So let me get this straight. I have no experience with these items and I can’t see them in the store. Target online is not the first place I go for fashion. Prices may or may not be low. I’m not sure what they are thinking.
I can’t come up with a good reason to make me want to purchase any clothing at Target or Walmart (can’t leave them out of this). Max said earlier the stores are messy and the staff not helpful. Do we need any more reasons? Target is a long way from their TarJay days. The past is the past. Move on, but a men’s clothing line? They are again grabbing at straws.
Menswear clothes may have increased sales in general. Has there been an increase in menswear sales in Target or is Target using this approach to encourage male Target shoppers to purchase clothes? Clothes by themselves did not create the image of Target as a fashionable discount store. Clothes by themselves will not reinstate the image. Target should look at all the things they eliminated when making a decision to focus more on price on practical items.
This is similar to an online test of several home brands a few years ago, not much of which made it into the stores. If Target really wants to impact its men’s sales, it is gong to have to be bolder about all-store initiatives. And none of this addresses the women’s apparel area, which needs some brand clarity in a hurry.
Have to go with Dr. Needel on this: whatever buzz being generated is being offset by only offering online (“low key”?…yes, too much so).
As for “lumbersexual,” I’ve heard button-down shirts aren’t “in” at the work camps anymore.
Just thinking about who does most of the Target shopping and I’m not thinking men. Am I wrong?
I love that Target is going back to its roots with some fashion statements, however, I think this one is a miss. Just sayin’.
For my 2 cents.
The Collective lineup appears to be aimed solidly at the Millennial shopper—male, or the female who is buying for him. This is the group that has moved back into the shopping and buying phase of apparel/clothing at a faster pace then their Gen X or younger Boomer counterparts.
The Millennial has adopted a multi-channel shopping experience, perhaps at a higher rate than our Gen X/Boomer BrainTrust group. Based on the February Prosper Monthly Consumer Survey, 77.7% of Millennials have shopped for Apparel & Accessories in the past 30 Days. 60.4% shopped in a Brick & Mortar store, 34.2% used a laptop / desktop to shop for clothing, and 11.5% chose to use their Digital Device (Tablet /Smartphone).
Millennials comparatives to their older brethren of Gen X—69.2% have shopped for Apparel & Accessories in the past 30 days—in-store (54.7%), laptop/desktop (28.5%) and Digital Device (8.5%). As we can understand, the figures are all 10% to 15% lower again on the Younger Boomers.
Low risk. Properly and effectively promoted, with solid merchandise at a value price, the test strategy makes sense. Target isn’t going to turn the store into a Men’s Warehouse, Nordstrom, or high-end haberdashery, nor are they selling Zegna or Armani Suits. Let’s see how this one works out.
Perhaps broadening its approach to include menswear will help Target’s fashion appeal, however doing a “soft launch” aimed at men, online only, is certainly not the way to attract attention. Target continually forgets its “target market” when doing so many things, and this seems to be just another example. Perhaps the real question is how many men go online shopping for clothes and accessories, and use Target as a destination location rather than a store?
Non-event since it isn’t even in the stores. They should try putting it into some of their better stores in larger areas. Maybe not in Scottsbluff, NE but in the high-volume CA stores around Los Angeles and San Francisco, yes.