Levi’s has a limited-time collection at Target, which includes more than 100 household items, clothing and other items.
Target
Target will partner with Levi Strauss & Co. launching a limited-time collection of household goods, pet accessories, apparel and other denim-inspired items as it strives to build on its sales momentum during the coronavirus pandemic.
The new line of more than 100 items will be available in most big-box stores and online starting 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 decline and its department store partners lost ground during the pandemic. Target, on the other hand, has attracted new customers and won more of their business while keeping its doors open as an essential retailer. Online offerings, such as sidewalk retrieval, have also seen significant growth.
Shares of Target are up 64% over the past year, bringing its market value to $ 93.93 billion. The company also reported a strong holiday season, with comparable sales increasing 17.2% and e-commerce sales more than doubling in November and December.
Those profits are another challenge for the big box retailer. It faces tough sales comparisons in the coming year and investors may wonder if the growth rate has peaked.
For Target, the temporary collection is part of his playbook. It has long used exclusive products to boost sales and create buzz. It has collaborated with other beloved fashion brands, including Hunter and Lilly Pulitzer. It has also launched its own brands that follow a fan. Those include Cat & Jack, a clothing brand for kids, and Hearth & Hand, a household goods brand created with Chip and Joanna Gaines’ company Magnolia.
Typically, the limited edition collections 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 distance themselves socially in stores, including measuring the number inside if necessary.
The Levi’s collection builds on a growing relationship between the companies. Target has been selling Levi’s jeans brand Denizen for about a decade. About three years ago, Cornell approached Levi’s CEO Chip Bergh to add Red Tab, the signature label, to Target. The retailer had found that the brand – usually found in malls stores like Macy’s – was Target shoppers’ most popular request.
In 2019, Target announced a number of its stores and would start running its website Red Tab. Target plans to sell the Red Tab label at 500 of its nearly 1,900 locations by Fall 2021. The curated shop displays resemble a ‘shop in shop’.
Target is adding Levi’s Red Tab label to more of its stores. Inside the stores, Levi’s has a display that resembles a store.
Target
Target has partnered with other companies to create destinations in its stores as well. It has 53 Disney stores. Starting in the second half of this year, it will open Ulta Beauty stores in hundreds of them with a curated selection of products and employees trained as makeup and skin care consultants.
The companies began working on the collection before the pandemic, but many items – such as blankets, nightwear, an apron, and a denim dog outfit – fit the way Americans now live as they cook, lounge, and spend more time at home. with four-legged family members.
“Marrying many of the trends that occurred during the pandemic, but that’s more of a coincidence than anything else,” Bergh said.
The Levi’s collection includes accessories for pets, including a denim-inspired dog bed.
Target
It also designed more items with sustainability in mind than any of Target’s collaborations, featuring materials such as sustainable fabrics and recycled glass.
Both CEOs said they have their eye on a favorite item in the collection: a denim-inspired sherpa bed that they want to buy for their dogs.
“I’ll go to Target.com as soon as this thing drops,” Bergh said.