In an effort to grow its online presence, Target has partnered with UK fast fashion chain New Look on a digital popup shop.
According to Target managing director Stuart Machin, the New Look partnership is the first in a line of collaborations the retailer will be entering into over the next two years, aiming to expand both its ecommerce portfolio and fashion credentials.
“The target.com.au New Look popup shop is a trial to build our core ranges with popular brands, our ‘future brands online business model’,” Machin explains.
“We expect to enter into a longer term partnership, not only with New Look, but several other brands off the back of this successful trial run, and early indications are very positive.”
For the initial New Look range—which is only available online—Target has chosen 50 summer items including tops, bottoms, jeans, dresses, a jumpsuit and a playsuit, with 26 more styles to drop in late October. Only 50 pieces of each style will be available.
Expanding its digital presence is a response to changing customer needs, and items will be available for pick up in store or delivery.
“Our online business and being a ‘connected retailer’ are absolutely priorities for us, and our partnership with New Look is another great example of this,” says Machin.
“Target is responding to the changing needs and expectations of our customers [by] providing more choice 24 hours a day…We’ve also improved product and lowered prices across our fashion and home offerings. And now more than ever we are designing ourselves around our customers’ needs.”
As the UK’s largest clothing and accessories retailer for women under 35, Machin hopes New Look will help build on Target’s style credentials already seen though collaborations with celebrities and designers including Dannii Minogue and Collette Dinnigan.
New Look is available at target.com.au now.
By Ruth Cooper
