Gary Hershorn | Corbis News | Getty Images
A woman walks with a bag from the Vineyard Vines store at the Woodbury Common Premium Outlets in Central Valley, New York State.
Target hopes to attract younger buyers by teaming up with preppy lifestyle brands.
Target said the limited edition collaboration would include home and outdoor items, pet supplies, clothing, accessories and swimsuits. Items will cost between $ 2 and $ 120, but most will cost less than $ 35. Vineyard Vines will be launched at Target on May 18th.
"Vineyard Vines is a brand that our customers know and love, and that exemplifies our shared sense of optimism and joy through the use of bright colors and prints," said the Executive Director. from Target, Mark Tritton.
In the past, however, there has been so much enthusiasm and buildup around some of these brand launches that Target has not managed to get. Lilly Pulitzer was sold in a few hours at Target stores in 2015, leaving many customers lined up. When the Hunter merchandise went on sale at Target last April, many buyers expected to be able to buy the brand's famous rain boots, but "production problems" caused a delay. The boots never ended up on the shelves.
Target may use the launch of Vineyard Vines to show that he has learned – or did not learn – from these mishaps.