Target And Levi Strauss & Co Expand Partnership, Announce Limited-Edition Collection textileworld.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from textileworld.com Daily Mail and Mail on Sunday newspapers.
Dive Brief:
In its latest move to build momentum during the pandemic, Target, in collaboration with Levi Strauss & Co., will release an exclusive collection that includes over 100 home, pet, accessories and apparel products, the company announced in a press release Tuesday.
The new collection, called Levi s for Target, stems from the big-box retailer s decade-long partnership with Levi s. It began in 2011 when Target introduced Levi s value brand Denizen and grew in 2019 through Levi s Red Tab at Target.
Levi s for Target, which marks the denim brand s first home partnership, will be available in Target stores on Feb. 28, per the release.
Dive Insight:
Levi’s, the global leader in denim, sees a bright future in sweatpants.
For years, the company has been adding more stretch to its jeans so they could better compete on comfort with items like leggings and yoga pants. The pandemic has meant shoppers stuck at home are putting even greater emphasis on being comfortable. Levi’s has responded with looser-fitting denim styles and a line of sweatpants and sweatshirts the company says represents a “significant opportunity” for the future.
While Levi’s has sold the occasional sweatshirt before, it launched a line called Red Tab sweats late last year. Yesterday, on the company’s earnings call for its recent quarter, CEO Chip Bergh said the “Gen Z-focused pilot collection” sold out in weeks. “That went really, really well,” he said. “If you look at what the kids are wearing today, that’s what they’re wearing, and that represents a significant opportunity for us as well.”
NEW YORK (AP) Jeans maker Levi Strauss & Co. is deepening its partnership with Target Corp. by launching its first-ever home collection at the discount chain.
Levi s limited time only 100-item collection of denim-inspired tableware, quilts, pillows and other items will launch on Target s website and most Target stores on Feb. 28.
Target started selling Levi s Denizen low-price brand in 2011 and then began carrying its premium Red Tab brand in 2019.
It will be expanding that brand to 500 stores by fall of this year.
The move is yet another blow to department stores, which have been struggling even more during the pandemic. Still, Levi s CEO says the company has no plans to permanently expand into home.
NEW YORK - Jeans maker Levi Strauss & Co. is deepening its partnership with Target Corp. by launching its first-ever home collection at the discount cha