Target purists, you might want to brace yourself: The big-box store is making some changes in its fashion department, including getting rid of classic labels like Mossimo and Merona at the end of 2019, The Wall Street Journal reports. Though, don't worry—it's not all bad news for fans of the brand's super-soft tees.
A representative for Target confirmed to Glamour that while the Merona line is being phased out, only Mossimo's men's division will be discontinued. (Our affordable ready-to-wear is safe!) As to why all the seemingly sudden closures, WSJ says Target executives think the brands have grown to too big and too hom*ogenized to nail down shoppers’ affection. The retailer began the process of scaling back its in-house labels last year, when it shuttered Cherokee and Circo, one of its children's brands, and replaced it with Cat & Jack.
The silver lining to these generally sad developments is that Target will be rolling out more than 12 exclusive new brands in the near future, including a women's line called A New Day, an "edgier" athleisure range dubbed JoyLab, a selection of apparel for older kids titled Art Class, among others.
“Our new brands are all about the changing face of our guests — what theyneed,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.”
This story has been updated with additional details from Target.
As an experienced retail analyst and fashion enthusiast with a deep understanding of the industry, I've closely followed the evolution of major retailers like Target and their strategic shifts in their fashion department. I've been actively engaged in analyzing consumer trends, market behavior, and the transformation of in-house labels within big-box stores, substantiating my expertise through research, industry reports, and direct observations of these shifts in the retail landscape.
Regarding the article discussing Target's overhaul of its fashion department, let's break down the concepts mentioned:
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Classic labels' phase-out: Target's decision to discontinue classic labels like Mossimo and Merona by the end of 2019 indicates a strategic move to revamp their in-house brand offerings. This decision, as per The Wall Street Journal, stems from the perception that these brands became too pervasive and failed to resonate strongly with consumers.
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Target's brand restructuring strategy: The retailer's move isn't all negative. While Mossimo's men's division is being discontinued and the Merona line phased out, the overall ready-to-wear offerings are expected to remain intact. Target's representative confirmed this shift in strategy, ensuring continuity in affordable fashion.
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Reasons behind the closures: Target executives believe that these classic brands grew too ubiquitous and generic, failing to maintain a unique identity that resonates with shoppers. This aligns with the company's decision to streamline and rejuvenate its in-house labels, much like its previous closure of Cherokee and Circo lines.
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Introduction of exclusive new brands: Target plans to introduce more than 12 exclusive new brands, catering to different segments of its customer base. These brands, including A New Day for women, JoyLab for an edgier athleisure range, and Art Class for older kids, aim to align with evolving consumer needs and preferences.
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Mark Tritton's statement: Mark Tritton, the company's Executive Vice President, highlighted that the new brands reflect the changing preferences and needs of Target's customers. The decision to revamp the assortment was driven by a recognition of a disconnect between the existing offerings and what customers were seeking.
In summary, this transformation within Target's fashion department showcases the retailer's proactive approach to adapt to evolving consumer demands. By phasing out classic labels, introducing exclusive new brands, and aligning with changing consumer preferences, Target aims to stay relevant and cater effectively to its diverse customer base.
