Target has been on a mission to transform its stores.
The company wants shoppers to see it as more than a place to pick up groceries, household essentials, and everyday necessities.
Instead, Target wants to be a destination for fashion and discovery again. And the company is betting that one of the best ways to get there is by reminding shoppers of something they loved decades ago.
Enter Delia’s.
If you were a child of the ’90s, you most likely remember getting Delia’s catalogs in the mail and begging your parents to take a chance on those trendy sweaters and jeans.
Now, the iconic brand is back at Target with an exclusive collection designed to bring its signature look to both nostalgic millennials and a new generation of shoppers.
And Target isn’t stopping at the clothes. The retailer is also bringing back a version of the famous Delia’s catalog, a move that turns the collaboration into a full-blown nostalgia play.
Target takes aim at Gen Xers and older millennials
For shoppers who grew up in the 1990s and early 2000s, Delia’s was more than a clothing brand. Its mail-order catalogs became a cultural phenomenon, filled with colorful clothing, quirky accessories and styles that defined a generation of teen fashion.
Target’s new collection takes that aesthetic and updates it for today’s shopper.
The assortment includes graphic tees, baby tees, cargo pants, plaid and floral pieces, jackets, and accessories. Prices start at $8 – a relatively accessible starting point, making the collection another example of Target’s effort to combine fashion with value.
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The retailer is also making the catalog part of the experience. Target is distributing a limited number of special throwback catalogs, bringing back one of the elements that made the original brand so memorable.
All told, bringing Delia’s to Target gives customers a reason to visit.
The company has been pushing harder into exclusive collaborations and culturally relevant merchandise as it works to increase traffic and strengthen its identity with consumers.
The fashion game matters to Target
During Target’s second-quarter earnings call, CEO Michael Fiddelke shared an update on the company’s strategy.
“We entered the year with a refreshed strategy to put us on a new trajectory, one of sustainable growth,” he said.
“That means serving the busy families that shop us with that only-at-Target blend of style, design, quality, and of course, incredible value,” he continued. “We aspire to be the place families can count on for what they need, while also helping them discover what’s new, what’s next, and what will bring a little more joy to their everyday lives.”
Apparel is one category in particular where Target has plenty of room for growth. As such, the Delia’s collection is more than a retro fashion stunt. It’s a core part of the company’s strategy.
Target goes all-in on trends
Target is already seeing evidence that exclusive and trend-focused merchandise can create the traffic it wants.
During its most recent earnings call, the company said its LoveShackFancy collaboration was its largest design collaboration ever, while its Pokémon partnership generated record guest engagement and introduced thousands of new shoppers to Target.
“Our Pokemon collaboration inspired joy for fans of all ages and became one of the biggest fan moments in our history,” said Cara Sylvester, Target’s Chief Merchandising Officer.
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The Delia’s collection fits into the same strategy of creating something shoppers can’t get everywhere else. And while younger shoppers may not get overly excited about it initially, it’s a chance to discover a brand that has effectively become vintage fashion.
That gives Target two potential customers for the price of one collaboration.
Of course, Target’s challenge will be turning the initial excitement into sustained apparel sales.
Management has already warned that apparel is a longer-lead-time business and that the turnaround won’t happen overnight.
But the retailer has made clear that fashion is part of the fight. And as Target works to restore its reputation as a style destination, bringing back a beloved ’90s brand may be exactly the kind of cultural moment the retailer needs.
Maurie Backman owns shares of Target.
