Target is chasing parents

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On Thursday, Target announced plans to expand its line of trendy children's clothing, Art Class, to toddlers. Target has built a multi-billion dollar children's clothing brand, Cat & Jack, but some parents also want a more stylish look for their kids. The company hopes that completing the more sophisticated Art Class brand for toddlers will fill the gaps in its range of kids.

Parents are critical to Target's success as they spend more each year than clients without children, the company said.

A combination of factors stimulated growth. Nowadays, many parents have children later and are more advanced in their careers. According to Ayako Homma, an analyst covering the children's clothing market at Euromonitor International, they have more disposable income and more room to buy bright clothes for their children.

Target has taken aggressive measures to woo parents and capitalize on market openness. The former heavyweight Toys "R" Us and Babies "R" Us are gone, Gymboree has filed for bankruptcy a second time and will close approximately 800 stores, while Carter's and The Children's Place will close hundreds of shops.
Target is expanding its loyalty program. This is the data
Target added layers and wipes to its Cloud Island brand last month. He also remodeled the daycare page on his website, stocked more toys than in previous years, and reconfigured a handful of stores to make it easier for parents to find essential items like baby bottles and test strollers and seats. d & # 39; auto.

The company hopes that its tactics will facilitate the consolidation of all its purchases in its stores.

"Young parents are busy, working and raising their children at the same time," Homma said. "They prefer to buy a variety of products, ranging from groceries to children's clothing, during a visit, to save time."

& # 39; Mini-me dress me & # 39;

Target's strategy to attract parents is focused on expanding the choice of its exclusive children's clothing brands.

Target (TGT) believes it has the opportunity to claim a larger share of the fragmented $ 34 billion children's clothing market in the United States. The company currently controls 3.2% of the sector, fifth behind Carter & # 39; s (SHOUT), gap (GPS), Nike (NKE), and The place of children (PLCE), according to Euromonitor.
Target will expand its trendy kids. Art Class clothing line to toddlers in order to win parents.
Social trends, including the rise of "mini-dressing" inspired by celebrities such as Beyonce and Kim Kardashian, have led to demand for trendy children's clothing, Homma said.
More and more parents are displaying images on social media dressed in matching outfits, and retailers want to capitalize. JCPenney, for example, last year created a clothing line, Peyton & Parker, for "mom to dress up her family" and creates a "perfect time for all of her social media channels".

Art Class is part of the trend of chic clothes for children. Target initially launched the brand in 2017 for children ages 4 to 12, with colorful pants, smock dresses and graphic t-shirts.

"Parents are looking for clothes and accessories for their kids that reflect their own style," said Jill Sando, Senior Vice President and General Merchandise Manager at Target.

Parents to win

Target expects to attract more parents whose former rivals, such as Toys "R" Us, are disappearing.

Charlotte Russe declares bankruptcy and will close nearly 100 stores

"We are improving our game as others leave this space," Mark Tritton, marketing director at Target, said last year about the company's efforts in its baby division.

Although parents are also key buyers Walmart (WMT)and Amazon (AMZN), these stores have been dragging behind Target in the expansion of their own brands of children's clothing.

Target started reorganizing their kids' activities in 2016 by launching Cat & Jack. The brand, which replaced the previous ranges sold by Target, reached $ 2 billion in sales in just over a year.

Cat & Jack is unmatched by its inclusive and environmentally friendly marketing, said Homma. She also launched an adaptation line for children and young children with disabilities.

The following year, Target introduced Art Class to help it complete the selection of its kids and offer parents the options of their own brand beyond Cat & Jack. Target said the response to Art Class has been strong over the past two years. It is therefore deployed for toddlers in about 800 stores and online from next week.

Difficult competition

Target took the first steps to develop children's clothing brands, but its rivals caught up with it. Last year, Walmart launched Wonder Nation, its very first brand for kids and toddlers, while Amazon introduced Spotted Zebra.

The clothing market for toddlers has become saturated in recent years and Art Class could be facing challenges.

Stitch Fix (SFIX) extended to children last year for the first time, gap (GPS)Launch of BabyGap and Old Navy Kids subscriptions. A variety of startups, including Maisonette, have also gained ground.

"Customers have so many choices," said Sucharita Kodali, an analyst at Forrester Research.

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