Levi’s will have a limited time collection at Target, which includes over 100 household goods, clothing and other items.
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Target will launch a limited-time collection of household items, pet accessories, clothing and other denim-inspired items with Levi Strauss & Co.
The new line of over 100 items will be available in most retail and online stores starting February 28th. These range from glass glasses for $ 3 each to a basket for $ 150, but most items are under $ 25.
For Levi’s, the extended partnership is a way to strengthen ties with a thriving retailer, as clothing sales have declined and its department store partners lost ground during the pandemic. Target, on the other hand, has attracted new customers and gained more from their business, while keeping the doors open as an essential retailer. Its online offerings, such as boarding, have also seen a significant increase.
Target shares have risen 64% in the last year, bringing their market value to $ 93.93 billion. The company also reported a strong holiday season, with comparable sales up 17.2% and e-commerce sales doubling in November and December.
These gains have given rise to another type of challenge for the large retailer. It faces difficult sales comparisons next year, and investors may question whether its growth rate has peaked.
For Target, the time-limited collection is part of its game manual. He has long used exclusive products to boost sales and create buzz. She has collaborated with other beloved fashion brands, including Hunter and Lilly Pulitzer. He has also launched his own fan following brands. These include Cat & Jack, a brand of children’s clothing, and Hearth & Hand, a brand of household items created with Chip and Joanna Gaines, Magnolia.
Usually, limited edition collections attract crowds in stores. This time, Target encourages more shopping to take place on its website. Target CEO Brian Cornell said employees will make sure customers can socially distance themselves from stores, including measuring the number inside if necessary.
Levi’s collection is based on a growing relationship between companies. Target has been selling the value brand, Denizen from Levi’s for about a decade. About three years ago, Cornell addressed Levi CEO Chip Bergh about adding Red Tab, his signature label, to Target. The retailer had discovered that the brand – usually found in mall-based stores like Macy’s – was the most popular request from target shoppers.
In 2019, Target announced some of its stores, and its website will start wearing Red Tab. By the fall of 2021, Target plans to sell the Red Tab label in 500 of its nearly 1,900 locations. Clean store displays look like a “store in store”.
Target adds the Levi’s Red Tab label to several stores. Inside the stores, Levi’s has a store-like screen.
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Target has worked with other companies to create destinations in its stores. It has Disney stores in 53 stores. Starting in the second half of this year, it will open Ulta Beauty stores in hundreds of them, with a clean selection of products and employees trained as makeup and skin care consultants.
Companies began working on the collection before the pandemic, but many items – such as blankets, sleepwear, an apron and a denim puppy suit – fit the way Americans live while cooking, relaxing and I spend more time at home with four-legged family members.
“You happen to marry many of the trends that took place during the pandemic, but that’s more of a coincidence than anything else,” Bergh said.
The Levi’s collection includes pet accessories, including a denim-inspired dog bed.
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It also has more items designed for durability than any of Target’s other collaborations, with materials such as durable fabrics and recycled glass.
Both CEOs said they had their eye on a favorite item in the collection – a denim-inspired Sherpa bed that they plan to buy for their dogs.
“I will be on Target.com when this decreases,” Bergh said.