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Target sees a future in eco-friendly fashion.
This story first appeared in the December 2, 2008 issue of WWD. Subscribe Today.
The mass retailer on April 19 will launch Loomstate for Target, a version of the environmentally conscious Loomstate label designed by Rogan Gregory. The kickoff for the collection for men and women is meant to coincide with Earth Day on April 22. Prices will range from $14.99 to $44.99.
This is an encore performance for Gregory, who in May created Rogan for Target’s Go International program, a riff on his higher-priced Rogan line of simple shapes rendered in luxurious organic or sustainable fabrics. Rogan for Target, the retailer’s first foray into green apparel, was deemed a success. Consumers responded to the sophisticated styles and eco-sensitive backstory.
“This is the first time we’ve had one of our Go International designers in for a second round,” said a Target spokesman. “Rogan was extremely well received.…We have a strong knowledge of who our guests are and where their interests lie. Loomstate has an excellent reputation from a design perspective. It’s about design and a certain mentality. This is a space that they’re interested in. Our guests are looking for products that allow them to reduce their carbon footprint.”
Target has introduced eco-friendly products in the beauty area with natural and organic beauty items, and bedding with bamboo and organic sheets.
“We call Loomstate a quality-of-life brand,” said co-founder Scott Hahn. “Rogan is a little more arty and conceptual and avant garde. Loomstate is geared toward function. Nature is our inspiration.”
The Loomstate for Target collection will feature graphic Ts such as a pelican print named Persey and bikini boardshorts with the Persey design.
“We did a drunken yarn dye with a little curved wabi-sabi feeling that’s totally unique,” Hahn said. “For a couple of blends, we used linen and silk. It’s not ho-hum organic cotton. It’s engineered fabrics, which makes it all the more interesting.”
The Loomstate for Target collection will be supported online and with print and out-of-home media as well as “buzz-building efforts,” the spokesman said. “All of the marketing materials will have an eco-friendly message.”
To generate publicity, Rogan for Target was introduced at Barneys New York before its Target launch. Asked whether Target would follow a similar strategy for Loomstate, the spokesman said, “In true Target fashion, we’re always looking for ways to evolve our strategies and evolve our designer model.”