Levi’s will have a limited-time collection at Target, which includes more than 100 household items, clothing and other items.
Target
Target will launch a limited-time collection of home products, pet accessories, clothing and other jeans-inspired items with Levi Strauss & Co., as it aims to capitalize on sales momentum during the coronavirus pandemic.
The new line of more than 100 items will be available in most major stores and online from February 28. They range from glass cups for $ 3 each to a bar cart for $ 150, but most items are under $ 25.
For Levi’s, the expanded partnership is a way to strengthen ties with a thriving retailer, as clothing sales fell and its department store partners lost ground during the pandemic. Target, on the other hand, attracted new customers and won more business, while keeping its doors open as an essential retailer. Its online offers, such as the sidewalk pickup, have also seen significant growth.
Target’s shares rose 64% last year, bringing its market value to $ 93.93 billion. The company also reported a strong holiday season, with comparable sales up 17.2% and e-commerce sales more than doubling in November and December.
These gains created a different type of challenge for the large retailer. He faces tough sales comparisons next year and investors may question whether his pace of growth has peaked.
For Target, the limited time collection is part of their manual. It has long used exclusive products to boost sales and create buzz. He collaborated with other beloved fashion brands, including Hunter and Lilly Pulitzer. He also launched his own brands that have followers. These include Cat & Jack, a children’s clothing brand, and Hearth & Hand, a household products brand created with Magnolia de Chip and Joanna Gaines.
Limited edition collections usually draw crowds to stores. This time, Target is encouraging more purchases on its website. Target CEO Brian Cornell said employees will ensure that customers can socially distance themselves in stores, including measuring the internal number, if necessary.
The Levi’s collection is based on a growing relationship between companies. Target sold Levi’s value jeans brand Denizen for about a decade. About three years ago, Cornell approached Levi’s Chip Bergh CEO about adding his trademark Red Tab to Target. The retailer found that the brand – typically found in mall stores like Macy’s – was the most popular order for Target buyers.
In 2019, Target announced some of its stores and its website would have the Red Tab. In the fall of 2021, Target plans to sell the Red Tab label in 500 of its nearly 1,900 locations. The curated store displays resemble a “store in store”.
Target is adding the Levi’s Red Tab label to more of its stores. Inside the stores, Levi’s has a shop window that resembles a store.
Target
Target has also worked with other companies to create destinations within its stores. Disney stores in 53 stores. Starting in the second half of this year, Ulta Beauty stores will open within hundreds of them with a selection of curated products and trained employees as makeup and skin care advisors.
Companies started working on the collection before the pandemic, but many items – such as blankets, sleepwear, an apron and jeans for dogs – match the way Americans are now living as they cook, relax and spend more time at home with four-legged family members.
“It turns out that it coincides with many of the trends that happened during the pandemic, but this is more of a coincidence than anything else,” said Bergh.
The Levi’s collection includes pet accessories, including a dog bed inspired by jeans.
Target
It also has more items designed with sustainability in mind than any other collaboration from Target, with materials like durable fabrics and recycled glass.
The two CEOs said they are eyeing a favorite item in the collection – a jeans-inspired Sherpa bedding they plan to buy for their dogs.
“I’ll be on Target.com the moment this thing goes down,” said Bergh.