Target To Change Designers: Mossimo Out, A .N.ew D.ay In

Earlier this week I walked into my local Target and felt like I was going into a war zone. It was obvious my favorite store was going through an overhaul. Well after a few questions and some digging I found I was right on the money.  From designer partnerships (Victoria Beckham) to incredible only-at-Target brands ( Cat & JackCloud Island and Pillowfort),  Target is trying to create moments.  They are launching  12+ new brands that will be only available at Target.

This morning, they revealed a look at four of the new brands via the Wall Street Journal

Mark Tritton, Target’s executive vice president and chief merchandising officer, supplied a  scoop on how we’re bringing these new brands to life

Orethapedia: What’s the reason for the new launch?

Mark Tritton: Our new brands are all about the changing face of our guests—what they need, what they’re looking for from Target. When we took a close look at our existing assortment with this in mind, we saw a disconnect. We knew we’d need to refresh our offerings—and define new ones—so our guests continue to love what they’re discovering at Target and want to keep coming back, again and again.  

Orethapedia: How do you think these new brands are going to change the way guests shop at Target?
Mark Tritton: One new brand on its own isn’t going to change the way guests experience Target, though we definitely believe each of our exclusive brands will leave its mark. Big picture, it’s when you take all these new brands, combined with how we’re reimagining storescontinuing to enhance digital and investing in our business to meet guests’ changing needs that you start to feel a real difference. Taken together, these changes will create an experience—a new, fresh interpretation of the Tar-zhay that we know our guests love—that ultimately will drive preference and bring real, affordable joy to our guests’ everyday moments.

Here is your first look:

A New Day, a versatile, mix-and-match women’s brand—coming in September—will take you from weekend to work to dinner date, effortlessly—and have you feeling confident in your skin and in your wardrobe. Expect a modern take on a classic aesthetic and incredible prints and patterns.

Your home’s poised for an upgrade, too! If you’re looking for chic options and more ways to bring your style to life across your home, you won’t want to miss Project 62—a modern home brand thoughtfully designed for everyday life. Watch for it to hit Target stores and in September.


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