Target Private Label

Although packaged goods initiatives have gotten all the attention lately, Target continues to churn out an endless supply of exclusive apparel and general merchandise lines.In March, the mass merchant introduced an exclusive home and apparel line from U.K.-based Liberty Retail's Liberty of London brand. The collection includes 400-plus items in men's and women's apparel, garden accessories, home decor and other categories. An extensive merchandising program includes a dedicated apparel section, along with multiple endcaps and ceiling signs. Print ads in fashion magazines, online banners and circular features support.Also in March, Target rolled out: an exclusive women's apparel line from fashion designer Jean Paul Gaultier. The line is the latest in the retailer's "Designer Collaborations" series. Pixi cosmetics from makeup artist Petra Strand. The line gets its own illuminated in-line display. a collection of beauty products targeted to African-Americans that typically are sold in salons and have never been available at a mass merchant, according to Target. The lineup includes products from manufacturers Miss Jessie's, Curls, The Jane Carter Solution and Shea Moisture, the last of which provided exclusive skin-care items. nine SKUs of Caldrea candles, hand soap, all-purpose cleaners and other environmentally friendly products from SC Johnson that are being offered in three exclusive scents.Upcoming Target-only launches include: a collection of 12 hats by accessories designer Eugenia Kim. Inspired by Cuba and priced from $14.99 to $19.99, the line will be available from April 18 to June 28. a line of sandals, ballet flats and wedges by designer Cynthia Vincent. The collection, which ranges in price from $24.99 to $29.99, will be sold from April 18 to July 1. an expansion into footwear for the exclusive Shaun White apparel line for boys and young men. Designed by the Olympic snowboarding athlete and his brother, Jesse, the line is scheduled to hit stores this fall. Target has carried Shaun White apparel since 2008, and also sells an exclusive version of Ubisoft Entertainment's Shaun White Snowboarding video game. a collection of women's apparel and swimwear from designer Zac Posen as the next installment in the GO International merchandising program. Priced from $16.99 to $199, the line will be sold from April 25 to May 30."We continue to focus on strengthening our own brand portfolio, and ... in 2010, we'll continue to leverage our most powerful brands to tell a more cohesive story and deliver clear and compelling value for our guests," executive vice president-merchandising Kathee Tesija said during a February investors' call. "As you know, our own brands drive sales, guest loyalty, and generate strong gross margins."

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