New at Target: Method Spring Scents

Method brand has debuted several new scents for Spring at Target, both in gel and foaming hand wash varieties. Scents include Marshmallow Cloud, Rainforest Bloom and Fresh Pineapple (shown here) as well Sea Breeze. All the bottles include artwork from Method's Limited Edition Art Collection, their collaboration with Creative Growth, a non-profit arts center for adults with disabilities based in Oakland, California.

Target is really pushing the new Auden line...

The other day I blogged about Target's new size-inclusive lingerie line Auden. Then I got to check it out in the store, and as you can see from this pic, Target is really pushing this new brand, dedicating a lot of floor space to it and making it look more like a "department store" line than a discount chain one. With the amount of room Auden is taking up, I noticed that some other brands - like Gilligan & O'Malley and Beauty by Bali - have disappeared, although they still seem to be offered online. The large Auden footprint also has sacrificed the amount of space dedicated to Athletic Apparel, which frustrates me as Target was already reducing the offerings of my favorite C9 by Champion brand.

Overall, I think that Auden is nicely displayed, and comes in a nice range of colors and styles. However, I also don't think it's anything that special compared to other Target intimate brands. And as one of my readers pointed out in the comments, the size range is still lacking in some sizes. What do you think, readers? Have you checked out Auden yet, and if so, are you a fan?

Fab Find: Vine Shower Curtain

I was walking through Target yesterday and had to do a double-take when I saw this eye-catching shower curtain in a graphic vine print. For a nano-second, I thought maybe Target had renewed it's collab with Orla Kiely,  But no, this pretty print is by Room Essentials, and it runs just $14.99. But today only, you can get it for only $11.24, during Target's one-day only Bedding and Bath Sale, available online only. 

Target capitalizes on Victoria's Secret's struggles...

CNN reports that Target has launched a new bra and underwear brand for women and teenage girls called Auden, with bras at $22 and under.

Target is attempting to woo customers tired of Victoria's Secret's push-up bras and sexy supermodel image. Its new brand will come in a broad range of sizes and its marketing campaign will feature women "in all different shapes and sizes." The company is also launching Stars Above, a pajama brand, and Colsie, a brand for teens to rival Pink.

Victoria's Secret, owned by L Brands, is still the biggest player in the lingerie business, but it has bled market share lately. The company has lost 3.8 million customers over the two past years to rivals like Amazon and Aerie.

Target Announces Collab With Vineyard Vines

Yesterday it was announced that Target will launch a new collab this Spring with the purveyor of preppy, Vineyard Vines.

Vineyard Vines was founded more than 20 years ago by brothers Shep and Ian Murray. Inspired by their summers spent boating in Martha’s Vineyard, the duo dreamed up a colorful clothing brand marked by their now-iconic little whale logo. "Our goal has always been to be a cross between Warren Buffett and Jimmy Buffett," the brothers have said of Vineyard Vines, which began with ties and now features an extensive assortment of classic prep staples like button-down shirts and khakis as well as denim, dresses, hats, and other accessories. Gingham, stripes, and florals are popular patterns.

The Target x Vineyard Vines collection, which will debut on May 18th, will include more than 300 pieces and span categories like home, clothing, accessories, even pets. There will be whale-embellished clothing for man, woman, child and dog. Sizes will range from XS to 3X for women, and prices start at $2 and max out at $120.

Now a couple of friends texted me about this yesterday, but I didn't feel inclined to blog about it immediately because to me, this collab is kind of a big "meh". I'm not a huge fan of Vineyard Vines in the first place; to me, they're an overpriced version of J Crew or Ralph Lauren. Also, in thinking back on Target's last couple of designer collabs, they've been hit or miss at best. Last year's collab was with Hunter, with the misfortune of having to halt release of the women's rain boots - the crown jewel of the collection - due to poor quality. And the year before that, Target's collab with Victoria Beckham certainly wasn't the sellout they had hoped for. All this leads me to believe that Target has lost their edge when it comes to these partnerships, so I don't have a lot of faith that this newest collab will deliver. Hopefully I'll be proven wrong on this one!