Levi’s will have a limited time collection at Target that includes over 100 housewares, apparel, and other items.
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Target will launch a limited-time collection of housewares, pet accessories, apparel, and other denim-inspired items with Levi Strauss & Co. to help build sales momentum during the coronavirus pandemic.
The new line of more than 100 items will be available in most big box retail stores and online from February 28th. It ranges from glass mugs for $ 3 each to a bar cart for $ 150, but most items cost less than $ 25.
For Levi’s, the expanded partnership is a way to strengthen relationships with a thriving retailer as apparel sales have declined and department store partners have lost ground during the pandemic. Target, on the other hand, has attracted new customers and gained more of their business while keeping its doors open as a major retailer. Online offers such as pick-up at the roadside have also grown significantly.
Target’s shares are up 64% over the past year, increasing their market value to $ 93.93 billion. The company also had a strong holiday season: like-for-like sales rose 17.2% and e-commerce sales more than doubled in November and December.
These gains have presented a different challenge to the big box retailer. The company is facing difficult sales comparisons over the coming year and investors may wonder if the pace of growth has peaked.
For Target, the limited-time collection is part of the playbook. It has long used exclusive products to drive sales and generate enthusiasm. It has worked with other popular fashion brands including Hunter and Lilly Pulitzer. It has also launched its own brands that have a fan base. These include Cat & Jack, a children’s clothing brand, and Hearth & Hand, a housewares brand founded by Chip and Joanna Gaines with Magnolia.
As a rule, the limited collections draw crowds into the shops. This time around, Target is encouraging more purchases on its website. Brian Cornell, CEO of Target, said employees will ensure customers can socially distance themselves in stores, including measuring the number inside if necessary.
The Levi’s collection is built on a growing relationship between companies. Target has been selling Levi’s value brand Denizen for about a decade. About three years ago, Cornell reached out to Levi’s CEO Chip Bergh to put the Red Tab on Target. The retailer had found that the brand – usually found in stores like Macy’s in malls – was the most popular request from Target buyers.
In 2019, Target announced some of its deals and launched Red Tab on its website. Target plans to sell the Red Tab label at 500 of its nearly 1,900 locations by autumn 2021. The curated shop displays resemble a “shop in shop”.
The aim is to add the Levi’s Red Tab label to more stores. In the shops, Levi’s has a display that resembles a shop.
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Target has worked with other companies to create goals in its branches as well. It has Disney stores in 53 stores. From the second half of this year, hundreds of them will be opening Ulta Beauty stores with a curated selection of products and staff trained as makeup and skin care consultants.
Companies started working on the collection before the pandemic, but many things – like blankets, sleepwear, an apron, and a denim dog outfit – match the way Americans now live, cooking, hanging around, and more Spending time at home with four-legged family members.
“It happens to get married to many of the trends that emerged during the pandemic, but that’s more of a coincidence than anything,” Bergh said.
The Levi’s collection includes accessories for pets, including a denim-inspired dog bed.
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More items have also been designed with sustainability in mind than any of Target’s other collaborations, using materials like durable fabrics and recycled glass.
Both CEOs said they had their eye on a favorite item in the collection – a denim-inspired Sherpa bed that they would like to buy for their dogs.
“I’ll be on Target.com as soon as this thing drops,” said Bergh.
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