MARKETING/SOCIAL MEDIA

Target gives early look at its next limited-edition collection

BY Marianne Wilson

Target Corp. is building anticipation for the launch of its design collaboration with Vineyard Vines by publishing a digital look book previewing the collection.

The book comes three weeks before the goods hit Target’s stores and web site. It features all of the items in the 300-plus, summer-themed collection, which spans home and outdoor goods, apparel, accessories and swim. Most of the items are priced under $35.

“The limited-edition collection features the classic style that vineyard vines is known for, along with Target’s continued focus on value, design and innovation,” said Mark Tritton, executive VP  and chief merchandising officer, Target.

Target’s limited-edition partnerships with popular brands have been largely successful, although not without some mishaps. In 2015, its hotly anticipated Lily Pulitzer collection sold out within hours, leaving many shoppers frustrated and angry. (Demand for products in its 2011 partnership with Missoni also exceeded supply.) Last spring, Target teamed up with Hunter on a limited edition collection that drew some criticism when production issues delayed the brand’s signature rain boots from ending up in Target.

The Vineyard Vines  collection will be available at all Target stores and on its web site beginning Saturday, May 18. It will be featured through July 13 or, as the chain pointedly noted, “while supplies last.”

Vineyard Vines was founded in 1998 by brothers Shep and Ian Murray, who left their desk jobs to start selling neckties. The brand is inspired by Martha’s Vineyard in Massachusetts, where the brothers spent their summers. The company — known for its smiling pink whale logo — has grown into a lifestyle brand with products for the entire family.

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