Heyday, Original Use and Wild Fable logos

We’re at it Again! 3 New Brands Designed with the Next Generation of Guests in Mind

Over the past year, we’ve invested big time in new, only-at-Target brands. Guests are loving Hearth & Hand with Magnolia, A New Day and Goodfellow & Co, just to name a few, so we’re moving faster to bring you even more amazing new brands. And you won’t have to wait long to see the latest. Today we’re unveiling not one, not two, but three exclusive new brands, all designed especially for our next generation of guests!

“We have an opportunity to better connect with younger guests. So we’ve gone all-in, working with hundreds of teens and young adults across the country to listen, learn and ultimately create new brands that deliver amazing style, quality, value—and that special spark of joy—like only Target can,” says Mark Tritton, executive vice president and chief merchandising officer, Target.

Pretty much everybody can find something (if not a full cart of somethings!) to love at Target. But different guests have very different needs and expectations. Our younger guests (think teens and young adults) crave authenticity, creativity and Insta-worthy ways to show off their personal style. We know, because we asked—and did mountains of research, from interviews and visits to guests’ homes to inviting teens to HQ to share their perspectives and experiences. Turns out that these guests already love Target, but they want more from us. More ways to express themselves, more unique shopping experiences—and more for their money. Challenge accepted.

Say hello to Heyday, Wild Fable and Original Use.

Yellow Heyday logo along with products, including cell phone cover, head phones and portable speakerTech is incredibly important to our younger guests—and they want it to look good, perform and last. But finding trend-forward, high-quality pieces that don’t break the bank? Not so easy. Until now. Enter Heyday, our first electronics owned brand, which invites guests to play up their look with the power of tech. Think fun cell phone cases, headphones, speakers and more, all with exceptional quality at make-you-do-a-double-take prices (most pieces are under $20 and everything’s less than $60). And it’ll be here in a blink—watch for Heyday to arrive at stores and Target.com in June.

Wild Fable logo alongside four mannequins wearing Wild Fable apparelNow young women can find exactly what they need to create amazing head-to-toe looks all in one place—Target, of course, with Wild Fable. The trendy apparel and super-chic accessories and shoes are meant to mix, match and make your own, all for less than $40 per piece. The entire line’s designed to look and feel amazing from size 0 to 26W. Wild Fable makes its only-at-Target debut in August.

Original Use logo alongside four mannequins wearing Original Use apparelThe street style-inspired Original Use empowers young men to experiment with and refine their personal style. And no fussing with fit—everything’s available in Big & Tall sizes, too. This Target-exclusive brand arrives at Target and Target.com in August, with prices ranging from $10 to $40.

Hold up—there’s more! We’re not just creating great new brands—we’re customizing our marketing and shopping experiences especially for our younger guests. They love browsing in person (in fact, 98 percent shop in physical stores), but they’re big fans of digital and social media, too. So of course, we’re dreaming up new ways to engage them.

“The introduction of these new brands provides us with a really exciting opportunity to create stronger relationships with the next generation of guests and show them, authentically, the role Target can play in their lives now and into the future,” says Rick Gomez, executive vice president and chief marketing officer, Target. “Younger guests are looking for support to express their creativity and individuality, whether that’s what they wear or how they show up in the world. Target can help them do just that by creating brands and experiences that reflect their interests, lives and voices.”

Think compelling, curated in-store displays so guests can touch, feel, mix and match pieces to create a complete look. Mannequins dressed for a casual hangout or going out with friends. A digital experience that seamlessly connects to what guests are seeing in-store. Photos—and looks—created by guests on Target.com. Engaging, relevant marketing where guests are already spending time—YouTube, Snapchat and Instagram. And so much more.

Getting excited? Us too! Stay tuned to A Bullseye View and Target.com for details as we bring these and more new brands to life, only at Target.

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