The Shops at Target launch Sunday
The concept which caused quite the media confusion when it was first announced is finally coming to Target stores. The Shops at Target will launch at all Target stores and online this weekend, with five inaugural retail concepts inspired by: The Candy Store in San Francisco, Cos Bar cosmetics shop, Polka Dog Bakery's dog accessories, Privet House home products and The Webster, a 20,000-square-foot boutique in Miami that sells luxury apparel, footwear, jewelry and accessories brands.
We're still intrigued to see how this all plays out. How much space will these shops take up and how will they be organized in-store? How will the store go forward with the designer fashion collaborations it is so well known for? While they discontinued their popular Go International program which brought high-end designers to the Target customer at their price point, the store insists this is not a replacement for those types of projects.
"The Shops is not meant to be an either-or equation," a spokesman told WWD. "It's in addition to how we interpret affordable design. We'll continue to work with partners such as Jason Wu and Missoni."
This project is probably closer to the Missoni one, which crossed all categories and was a one-off that sold out in record time, crashing Target's Web site. They're surely hoping to recreate that fervor.
I will be at Target Sunday checking it out for you guys!