New ways of private label – Levi’s for Target

On 2. Feb. the company announced in a press release that the new collection, called Levi’s for Target, stems from the big-box retailer’s decade-long partnership with Levi’s and will be available from 28. Feb.

Partnership for thrive

Target has a history of using partnerships and exclusive product lines to drive sales. And this collection is the latest among a string of partnerships and brand offerings that helped Target thrive during an economically turbulent period. Levi’s for Target assortment is advertised int he social media.

Over the last few years, Target has built up its exclusive assortment through private label launches and partnerships with big-name brands. Just this past November, Target forged a partnership with Ulta that plans for 100 Ulta shop-in-shops in Target stores. Last February, Target entered Away’s market when it launched a private label luggage brand dubbed “Open Story.” Target has launched multiple private labels in recent years following the success of its Cat & Jack children’s brand in 2016. Releasing private labels and exclusive products has proved to be an effective method to spur sales and store traffic for the retailer and help to keep shoppers and increase their loyalty.

Opening new categories

Target operates 1897 stores and 44 distribution center sin the U.S. amd employs more than 350 000 employees. Through this line with Levi’s, the two companies are trying to tap into some of the categories enjoying a large amount of growth during the pandemic, such as home and pet products. Pet and home have continued to flourish as consumers remain largely inside.

Target has grown and thrived even in an unpredictable environment, which makes it an advantageous partner. During its third quarter, Target’s digital comp sales increased 155%, and its top-line sales increased 21.3% year over year.

Good for the supplier

Levi’s partnership with Target may be a way for the brand to strengthen its relationship with the retailer, and an example for apparel suppliers to collaborate with hypermarket types of stores, as foot traffic in department stores and malls continues to dwindle due to social distancing measures.