Designer offer Targets new market
The mass-market department store has appointed three designers - Sydney labels Alice McCall and Tina Kalivas and Melbourne label TL Wood - to create affordable, exclusive collections.
Launched under Designers For Target banner and housed in designated concession areas within Target stores, the collections were released in early October with a strong emphasis on race wear skirts, tops and frocks.
With prices ranging from $70 to $150 'Designers For Target' was intended to offer Target customers a designer garments at reasonable prices, confirmed Target general manager, apparel Larice Lewis.
"We believe Australian consumers should have access to designer products; by the same token for the designers involved this presented a unique opportunity to bring their designs to a wider market."
The collections utilised elements from each designer's style, including Alice McCall's signature bow print; a specially developed Tina Kalivas bird design and a 1930s style poppy print from TL Wood.
Following Target's collaboration with Melbourne designer Gwendolynne Burkin in March, the move emulates overseas collaborations, with Stella McCartney, Karl Lagerfeld and Viktor and Rolf having worked for European value retailer H&M.
Alice McCall publicist Keaonei Rowe described the partnership as a gain for the brand.
"We've designed the range with a younger market in mind in time for the racing season and it's allowed us to introduce our aesthetic to a broader audience."
An open brief and "excellent communication" from Target made the project inspiring, added Tina Kalivas.
"There was a lot of draping and layering involved and I actually draped the garments myself; the dresses were cut on the stand using the methods I use to create my own clothes, giving the fit of the clothes that authentic 'designer' feel."
TL Wood designer Teresa Liano said she "thoroughly enjoyed" the experience, adding the range would give customers a sense of "the essence of TL Wood".
"It's a great way of bringing the label to the attention of people who might not otherwise come across it. They will buy the Target range and maybe one day buy TL Wood. In terms of brand recognition it will be especially good for TL Wood wholesale accounts in bigger stores like Myer."