This week Target along with the founders of Who What Wear; Hilary Kerr and Katherine Powers announced that are partnering to bring a new fashion line. This partnership will be different from Target’s designer collaborations, as the fashion line will debut 4 seasonal collections per year. Thus giving customers an increased opportunity to shop from a curated editorial selection of clothes.
The first items of the line are expected to be available in select Target locations and Target.com come the beginning of February 2016. After that, expect a new circulation of items to release every month. What truly makes this collaboration exciting and different for Target is the intersection of commerce, content and fashion. Consumers will play an active role in the development of the line as the partnership moves forward. Who What Wear is looking to use their commerce platform to allow customers to voice their opinions: collect data from consumers’ opinions and then use them to make future collection decisions.
In anticipation of the first release of the collection expect to find modern-classics that will make the perfect foundation for the other fashion-forward pieces that are intersperse within the line. Be prepared for “a lot of striped shirts, patterns and bold colors,” as stated by Kerr and Powers. Also, excitedly some pieces will be available in plus size albeit only online. I am curious as to how this line will go over with consumers and also where they will decide to make physical pieces of the line accessible. Will it make Target a fashion destination?