June 3, 2015
Don’t let their sundresses fool you – it’s safe to say fashionistas everywhere are already ticking off the days until the year’s most stylish season of all: Fall. Fueling that excitement? Target’s announcement that it’ll be going mad for plaid by paying homage to a fan-favorite, brisk-weather pattern as only Target could – with an epic. plaid. takeover.
Like the pattern itself, Target’s crossing lines all over the place, bringing tartan touches to everything from home goods and must-have fashion for the entire family to plaid Diet Coke bottles, shampoo bottles, ChapStick tubes, dog leashes, bandages, paper towels…the list goes on to include more than 360 items you’ll definitely want to “check” out.
Still not sold that you’ll be okay saying so long to summer? Well, this nugget might push you over the edge: To help herald in its fall plaid takeover, Target tapped designer Adam Lippes to create more than 50 items inspired by buffalo plaid for the Adam Lippes for Target collection of apparel, accessories, pet goods and home furnishings. Trust us – you’ll want to mark your calendars for this one.
We caught up with Kathee Tesija, executive vice president and chief merchandising and supply chain officer, Target, to learn more about this plaid-palooza:
Out of so many patterns Target could’ve chosen — why plaid?
When we started to think about fall, we knew we wanted to do something special, something that would usher in the season in a way that only Target could. Plaid has been a defining element of style for every generation, and we felt it would be the perfect centerpiece for this design moment: it can be both fun and fashionable, so it offered us a lot of flexibility as we thought through ways we could bring it to life for our guests.
What is your expectation for this plaid bonanza?
We’ve had so much fun working on this concept, and it’s been amazing to watch it build from a seed of an idea to a program that will canvas an entire Target store. My hope is that our guests have as much fun shopping these products as we’ve had developing the concept. There’s also an element of surprise that I think guests will experience as they travel from aisle to aisle. I can’t wait to be in the store with them to see how they react to those fun touches, like plaid diapers or mouthwash.
What’s your favorite plaid product?
What I love about this concept is that guests will find the expected, like fashion and home items, done in a way that we think will wow them, alongside the unexpected, like paper towels, Coke bottles and a Fitbit, that will surprise them in a way that only Target can. I always have a hard time picking a favorite product. Let’s just say that I’ve got my eye on a few absolute must-haves and there will be no shortage of plaid in my home and closet this fall!
Target’s plaid takeover begins in August and will continue through October. Prices range from $1.99-$179.99, and availability in stores and on Target.com will vary.
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