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While Target’s designer collaborations generate lots of buzz, the discounter’s own brands — Merona, Converse One Star, Mossimo Supply Co. and Xhilaration — offer a soup-to-nuts approach to product that allows each to stand on its own. Each collection speaks to a slightly different audience, offering casual or careerwear, classic styling or interpretations of the latest trends. At Target’s fall editor preview, the brands were encouraged to do something they don’t always do: mingle. For example, one model wore a Mossimo Supply Co. shirt in pink stripes, $22.99; a Merona plaid jacket with suede details, $34.99; Mossimo Jeans, $22.99, and Xhilaration brown oxfords, $24.99. Arriving in stores in August and September, the fall collections feature warm and neutral shades with bright pops of color, and patterns such as florals, paisleys, stripes and plaids. Target’s designers are also betting on collegiate-chic denim in various silhouettes, Oxford shirts and black-and-white prints.

This story first appeared in the May 11, 2011 issue of WWD. Subscribe Today.

“Fall really presents an opportunity to reintroduce what style means at Target,” said Joshua Thomas, a Target spokesman. “We have these well-established brands, but we also know that for the Target guest, style is about individuality and mixing and matching different pieces to create their own definition of style.”

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