Target revolutionized the idea of bringing designer fashion to the masses with the launch of their "Go Collections" However, it seems as though these collections will be no more. The store has collaborated with designers such as Proenza Schouler, Alexander McQueen and Rodarte. While the brand will be doing away with their Go Collection, they will still be bringing designers to the mass market at an affordable price, with the launch of their Shops At Target.
Every two to four months, Target will bring a new outside shop, which will offer a wider range of products (everything from homegoods, clothes to electronics) and the products will stay in stores for longer. The first set of stores will include The Webster, The Candy Store, Cos Bar cosmetics, Polka Dog Baker, and Privet Home. These mini-stores will stay in Target for 6 weeks, then be replaced by different establishments, there is even rumor of some sort of collaboration with Apple.
While this means an end to the infamous Go Collections, Target maintains that they will still collaborate with designers, including the much anticipated release of Jason Wu in February.
While I'm not the biggest fan of designer collaborations, I do think that Target changed the industry when it comes to designer collaborations and I am very interested to see how this new Shop within a Shop idea plays out. What do you think of this idea?