Target's Latest Decision Might Make Some Consumers Unhappy

consumer
July 07, 2017Jul 07, 2017

If you’re used to buying colorful basics, such as t-shirts, tank tops, and cardigans at Target, then you better stock up now. Target announced on Friday that they’re going to cut two of their staple lines: Merona and Mossimo. This accounts for half of their clothing inventory, and they will completely phase out the brands by 2019. They will also be phasing out about 1/3 of their home department and replacing it with new brands.

Why are they making this drastic shift? Apparently, they feel like they’re no longer appealing to Millenials. “Our new brands are all about the changing face of our guests — what they need, what they're looking for from Target. When we took a close look at our existing assortment with this in mind, we saw a disconnect,” said the Executive VP in a press release.

To achieve that, they’re running out 12 new fashion and home lines in the next few years. See four of those lines below.

Project 62, release September 2017 

A New Day, released September 2017 

Goodfellow & Co, released September 2017. 

Joy Lab, released October 2017. 

While an update might be nice, Good Housekeeping warns that these brands are probably going to cost more, and they probably won’t go on sale as often. “Instead, shopping will feel more like a fancy boutique than a big-box store because of new mannequins and nicer lighting.”

What do you think? Are you excited about the prospect of new styles? Should Target try to rebrand itself as a boutique, or should they have stuck to the basics? I know I’ll be sad to see the staple pieces go.