Wall St. Journal article published yesterday revealed that The Bullseye plans to shelve some of their bigger brands for new niche labels in order to draw in shoppers seeking something more "special".
Target is cleaning house (literally) by shedding some of it's stalwart brands to launch a dozen new ones over the next 18 months in the apparel and home furnishings departments. To make room, men's and women's Merona lines and men's Mossimo merchandise will be phased out, deemed "too homogenized to garner shoppers' affection".
Each new brand will have a defined personality and purpose. For women, A New Day will offer a more fashionable line of women's classics. For men, Goodfellow & Co. promises a modern take on traditional menswear. Other lines include the athleisure-inspired JoyLab, for women going from "crunches to brunches." And Project 62 will be a home brand with a more modern aesthetic (as compared to the more traditional-leaning Threshold).
While I understand the need to grow and evolve, I have to say I'll really miss Merona. They were my go-to brand for wardrobe staples like these cropped work pants (shown here) and I also have several shirts, shorts and jackets from this brand in my closet. As for Project 62: Target's recent line Modern by Dwell never sold that well, so if Target is going to try the mod approach again, they'd better tweak their designs to be less like Ikea and more like West Elm.
PS: To read more about Target's plans - plus see preview pics of some of the news brands mentioned above - read this article on A Bullseye View.