Target Builds a Long-Term Relationship with Tabitha Brown

Target has partnered with actor, author and social media influencer Tabitha Brown on four limited-edition and exclusive collections of products that will launch through the spring of 2023. The activity is part of the retailer's commitment to invest more than $2 billion in Black-owned businesses by the end of 2025. The mass merchant announced the Tabitha Brown for Target line with a May 17 post on its “A Bullseye View” corporate blog. Brown has been a Target influencer partner for the past two years. “Tabitha Brown is known for being a beacon of positivity, making her the perfect partner to help Target continue providing inspirational, inclusive and affordable style for all,” Jill Sando, Target chief merchandising officer, said in the post. “We’ve had the pleasure of working with Tabitha for a number of years and are thrilled to take our relationship to the next level by partnering with her to introduce new limited-time collections that we know [shoppers] will love.” The first collection, which launched June 11, comprised approximately 75 swimwear, accessory and apparel SKUs available in sizes XXS to 4X for $10-$44. Brown introduced the collection and touted its inclusivity with a June 11 Tweet. In stores, a vignette, ceiling sign and sanction sign positioned at store entrances spotlighted the SKUs. Target previewed the second collection with a July 20 email blast and announced the official launch on Aug. 6 with a second email. That line incorporated stationery, furniture, pet beds and toys, and gift items such as candles and tote bags priced from $5-$300. “Our [shoppers] loved the first launch of our Tabitha Brown for Target collection, and it was so exciting for our team to experience that joy as [shoppers] shared their favorites across social media,” Sando said in an Aug. 9 A Bullseye View post. With the second collection launch, "we're thrilled ..." to continue this partnership and introduce our [shoppers] to an assortment of office decor and essentials that are a true reflection of Tabitha’s joyful disposition. We hope this next collection serves as a source of inspirational, inclusive and affordable style for all.” The second collection was merchandised on a rolling rack, where products were grouped by price under headers noting that they were “limited time only.” Brown promoted the launch with posts across Facebook, Instagram, TikTok and Twitter. A brand showcase within Target.com plugged the first two collections and currently encourages consumers to check back early next year for the third drop. It also promotes and links to Brown's plant-based cookbook, "Cooking from the Spirit" (published Oct. 4), and hosts recipes, digital stickers and journal prompts. Exclusive, limited-edition collections are a major part of Target’s brand strategy. In other recent activity, the retailer on April 2 launched a 300-SKU line with customizable accessory brand Stoney Clover Lane that focused on spring and summer products such as swimwear, travel cases, pool floats and nail polish priced from $2-$160. The line received prime real estate in store apparel departments with displays incorporating vignettes, racks and ceiling signs. A March 6 A Bullseye View post announced the collection.

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