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Target's New Strategy to Woo Men

Duluth Pack, Target.com
Duluth Pack, Target.com

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Now that it has conquered designer collaborations and the plus-size market, Target is setting its sights on male customers. Target plans to launch Target Collective, a group of six brands geared toward fashion-conscious men, on Target.com this Sunday. The brands included are Billykirk, Terrapin Stationers, Owen & Fred, Taylor Stitch, Duluth Pack, and Locally Grown; names that are familiar to guys who frequent sites like Complex and GQ, but are perhaps new to regular Target clothing shoppers. Target Collective is launching first on Target.com with a select store rollout planned in May for the Billykirk items.

"We think the guests who will be attracted to this assortment are already shopping heavily online and like to research products before they buy," Target executive Kathee Tesija said. "Additionally, this is a new program, and target.com, by its nature, allows us more flexibility to test and learn." There are almost 90 products in the initial Collective launch, all priced between $10 to $270, with most items retailing under $100.