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To mark the fifth year of its collaborations with up-and-coming designers, Target Corp. has tapped 17 past participants in the Go International program to design a series of dresses.
This story first appeared in the October 28, 2010 issue of WWD. Subscribe Today.
The retailer will launch the collection of 34 dresses, called Designer Collective, on March 13 at most of its stores and on target.com. The merchandise will be available through April 10.
The designers represent the range of talent targeted by the retailer. The program has touched on a variety of styles and aesthetics — from laid-back California looks to glamorous black tie to avant-garde. Luella Bartley, a Brit, and Tara Jarmon, a Parisian, were the first and second in the series, followed by Paul & Joe, Behnaz Sarafpour, Proenza Schouler, Libertine, Alice Temperley, Erin Fetherston, Jovovich-Hawk, Rogan, Richard Chai, Jonathan Saunders, Thakoon, Tracy Feith, Rodarte, Zac Posen and Tucker. Patrick Robinson was the only designer to decline, saying he had other commitments.
Go International was launched in 2006 after Target identified a need to capture more teen spending. When the program launched, each designer was available in stores for three months. Since then, that time has been cut to 45 days to keep things fresh and to allow for Designer Collaborations introductions, a separate program whose participants have included Alexander McQueen, Anna Sui and Jean Paul Gaultier.
Go International reportedly represents more than $100 million in sales. Target introduced a Go International private label collection in 2008 for the periods when one guest designer cycled out of the store and the next one hadn’t launched yet.
Target has also developed the jewelry, accessories and footwear categories based on the Go International model with introductions from Mulberry, Temple St. Clair, Anna Sheffield and Miss Trish of Capri.