Target Debuts 3 New Millennial-Focused Brands

Target has launched three new private label brands to attract and better connect with Millennial shoppers.

The brands are:

  • Heyday — the company’s first private label electronics brand, featuring tech accessories;
  • Wild Fable — a young women’s apparel, accessories and shoes brand designed to allow shoppers to mix and match pieces, each of which is priced under $40 and range from sizes 0 to 26W; and
  • Original Use — a young men’s clothing and accessoriesbrand with prices ranging from $10 to $40. All designs are also available in Big & Tall sizes.

The apparel brands launched on August 3.


“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,” said Rick Gomez, EVP and Chief Marketing Officer at Target in a statement. “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.”

The retailer has embarked on a serious private label kick over the past year, introducing new brands such as Hearth & Hand with Magnolia, A New Day and Goodfellow & Co.

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