Target Private Brand Designed for Plus Size

Theory House expert retail marketing agency

Minneapolis-based Target is unveiling its newest private brand clothing line. Designed specifically for the Plus-size woman who loves fashion and appreciates a good value, AVA & VIV is sure to turn heads.

Arriving in mid-February, the line is designed by Target’s in-house design team and features stylish basics along with trend-driven statement pieces that fashionistas will love. Similar to Target’s other apparel lines, AVA & VIV will be updated monthly. Prices will range from $10 to $79.99. The brand is Target’s first new fashion private brand in 7 years.

The announcement is a brilliant move that allows Target to convert the criticism and campaign of a disgruntled fashion blogger into a smart customer solution— the retailer’s first plus-size private brand.

Chastity Garner Valentine, a popular plus-size fashion blogger with 68,000-plus followers on Instagram, launched a boycott against Target when she discovered that a designer collaboration would not be available in plus-sizes.

This summer, she published an open letter to the retailer that criticized them for not adding bigger sizes to its designer collaboration with Joseph Altuzarra.“All I want is the clothing you offer all your other regular sized customers, but you always leave me out,” she wrote.

“The recent release of the photos of Altuzarra for Target collection has me feeling slighted… Literally 50 pieces of beautiful (and I mean beautiful) affordable clothing and none of it will be remotely close to the size that I wear… You have once again made me feel like a second-class customer and because of that I’m going to have to discontinue my relationship with you altogether.”

“You may ask, ‘Is there any way I will take you back?’ I will take you back, when and only when, you include true plus sizes in your designer range collaborations. Until then, I will take my money elsewhere.”

Target’s social media team spotted her complaint, and within the week Valentine received a call asking for her help in developing and promoting a new plus-size line.


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