Next month, Target will unveil its new private label apparel brand, Universal Thread. The lifestyle brand will focus on apparel for women, featuring a lineup of affordable denim-centric styles.
The private label brand, created based on research gained through consultation with almost 1,000 women around the nation, comes as the latest effort in Target’s push for exclusive labels and brands. Pillowfort and Cat & Jack, launched in 2016, have been successful brands for Target, with the latter having passed the $2 billion mark this past October.
Like Cat & Jack, which has a line of “adaptive apparel” for children living with disabilities, Universal Thread will aim for inclusivity by creating apparel for women in a wide range of shapes and sizes. In doing so, Target will expand the appeal of its private label brand while also gaining consumer trust, without having to sacrifice style or raise prices.
Say hello to Universal Thread, Target’s newest exclusive women’s lifestyle and denim brand: https://t.co/1N45eMpL86 pic.twitter.com/F6xg3yBPrh
— Target News (@TargetNews) January 8, 2018
The launch of Universal Thread comes as large brands like Amazon have been strengthening their own private label apparel lines. While Target has long been known for its affordable apparel and lifestyle lines, it has been launching new brands over the past few years in order to respond to growing consumer demand. While Amazon and Walmart will certainly prove to be stiff competitors, Target’s private labels accounted for a reported $26 billion in sales last year, so there’s no reason to expect the company to bow out of any impending battle.
While Amazon might have the upper hand online, and Walmart may be better known for its wide range of goods and affordability, Target has gained style credentials over the years by partnering with fashion designers such as Mossimo Giannulli and with popular brands like Converse.
In creating its own brands, Target will surely put this style expertise to the test. Judging by the success of its current private label offerings, Target has positioned itself to be a stiff competitor in the shifting retail landscape of today.
