The latest target of Target is Victoria Beckham
The British designer ideas will retail in “all Target stores,” according to the giant American retailer, the second largest discount chain in the United States with a whopping 1,800 or more sales points. All the selection will also be available on Target.com, and select pieces on Victoriabeckham.com.
Ideally, the retailer has always learned from a previous link-up with a major European label. Back in 2011, when it launched a collection of clothes by high-end Italian label Missoni, demand was so great that devoted fans caused Target’s web site to crash.
“Working with Target has been a really exciting process, and this partnership allows us to share the essence of Victoria Beckham,” said the former Posh Spice.
“I was inspired to create the Victoria, Victoria Beckham line when I was pregnant with Harper, and since its launch, the category has evolved into an established lifestyle collection. With both the line and my daughter turning five, I felt it was the perfect time to extend into a more accessible price point and to celebrate both milestones by opening the range up to include children’s wear for the first time,” she added.
Over 200 items, with soft pastel and pretty spring prints, will range in price from $6- to $70, with most items under $40.
As a designer, La Posh has enjoyed a slowly but steady upward trajectory in her fashion career. After a carefully “targeted” start in 2008, where only a select few dozen editors and critics were allowed to attend her Sunday morning presentations in an Upper East Side townhouse, Beckham began to spread her wings. Recent collections – with her husband David and their four children sitting front row – have been critically acclaimed larger affairs inside the former headquarters of the Cunard liner company near Wall Street.
Beckham also opened her first flagships, notably a 560-square meter space on Dover Street in Mayfair in 2014, designed more like an art gallery than a boutique.
For the past four decades Target has differentiated itself by developing the concept of the upscale discount store – developing a whole series of link-ups with designers, like Rodarte and Zac Posen, and most recently hip young stars like Peter Pilotto and Joseph Altuzarra. And what’s more upmarket than Posh?
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