Photos courtesy of Target
Target's new kids' line
I had just a few moments to speak with Target CEO Brian Cornell at an event earlier this year and so I asked him what, of all of Target’s current initiatives and challenges, he his most excited about. His answer, unequivocally: kids’ business. This week should crystalize that optimism with the launch of Target’s expansive new children’s line, Cat & Jack. The hometown retailer is banking on its largest private label apparel brand launch to date to bring in more than $1 billion in sales its first year alone. That’s confidence.
So it’s not surprising that this launch is getting a lot of ink on Business pages. But here’s the stuff you really need to know before back-to-school shopping.
Cat & Jack's girls' clothing line, now available at Target
Launch Dates: Cat & Jack hits stores and online on Sunday, July 17. Baby Cat & Jack will follow by Aug. 14.
Sizing: Cat & Jack goes from 2T all the way up to 18 for girls and boys. Baby Cat & Jack runs from infant to 24 months.
Cat & Jack's toddler clothing line, now available at Target
Prices: $4.50 to $39.99, with most items under $19.99.
The Options: Huge! Nearly 2,000 pieces ranging from school uniform staples to slogan t-shirts to outfits “stylish enough for school picture day.”
Kid-Approved: Target reached out to more than 1,000 kids across the country—walking the store with them to see it from their perspective, asking them to vote on T-shirt slogans and designs, and asking them to design their ideal outfits.
Cat & Jack's boys' clothing line, now available at Target
Parent-Approved: Durability and sustainability were factored into designs, from Global Organic Textile Standard-certified organic cotton and safe dyes in the layette collection to pants and leggings made with trademarked Tough Cotton, which is said to actually get stronger as it’s washed. All Cat & jack pocket bags, girls’ denim and swimwear are constructed from recycled polyester called Repreve.
Style: Cat & Jack is decidedly more fashion forward than Circo and Cherokee, the Target brands it replaces. When designing this line, it’s clear Target wanted to compete with boutiques as well as big brands. Overall, the clothes are contemporary—pieces fashion-conscious parents would like, from striped dresses to plaid button downs. But the collection also features kid-approved capes and frilly skirts shown over patterned leggings. That ability to please both kids and parents could be the magic formula for Target.