Exclusive: Target says Kate Spade collab one of largest launches
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The "kate spade new york x Target" collection is available in Target but supplies vary. Photo: Torey Van Oot/Axios
Target's collaboration with Kate Spade resulted in its largest digital launch day ever for a "limited-time" collection in terms of sales, the Minneapolis-based retailer shared exclusively with Axios.
Why it matters: Teaming up with national brands to offer exclusive products — including designer items at lower prices — has helped Target grow sales and attract customers over the years.
- Select items sold out digitally within the first hour, mostly within women's and kids' apparel, Target told Axios.
Kate Spade Target collection
The big picture: The "kate spade new york x Target" collection was in the works for two years. Target's April 12 launch didn't just break online records — it was also Target's biggest in-store debut for a limited-time collection in the past decade, the company told Axios.
- The collab also saw the largest limited-time offer launch week sales in more than a decade.
- Top sellers included dresses, a "Going to Target" beaded clutch, two bikes, folding tables and chairs and a set of melamine plates, Target said.
- Some of the items in the 300-piece collection are available online and in stores, but quantities are limited.
What we're watching: How much the collection helps with a reported decline in store traffic following Target's reversal of some diversity, equity and inclusion initiatives in January.
Target collab "feeds FOMO frenzy"
Zoom in: Steven Stovall, a professor of management at Southeast Missouri State University, told Axios the collab is a win-win for both Target and Kate Spade.
- "Target benefits by collaborating with another top company which keeps the store fresh and modern," Stovall said. "Kate Spade gets in the win column by reaching a large group of consumers who may have thought the brand was out of their reach."
- Diane Merians Penaloza, a doctoral lecturer at City University of New York School of Professional Studies, told Axios that Target has "mastered the idea of drop culture."
- "Target is doing a drop of a significant product for a limited time with a limited availability. This feeds into FOMO frenzy," she said, noting it's "another marketing tactic that works wonders."
Flashback: Target has been doing limited-edition collaborations for more than 25 years.
- The collections have been with well-known companies and designers, including TOMS, Lilly Pulitzer, Hunter, Marimekko, Victoria Beckham, Stoney Clover and Vineyard Vines.
- Products often sell out fast. In 2015 the Lilly Pulitzer for Target line sold out within minutes online and led to fights in stores.
What they're saying: Jill Sando, Target's executive vice president and chief merchandising officer, apparel and accessories, home and hardlines, called the Kate Spade partnership "one of our best yet."
- Sando told Axios that with its collaborations, Target has "been making some of the world's best designers accessible to everyone."
Between the lines: In March, Target outlined plans to drive more than $15 billion in sales growth by 2030.
Shopping "kate spade new york x Target" collection
💭 Kelly's thought bubble: Shoppers might still be able to score a coveted item that is sold out with determination and luck.
- There's still a chance you'll be able to find the item if someone returns it, so plan on regularly checking if you have your heart set on something.
- There were more than 8,900 items from the collection selling on eBay as of Thursday afternoon with many items marked up double, triple the Target price.
- One of the collaboration's cheapest items — a $5 set of waterproof playing cards — had dozens of eBay listings with one listed for $33.99.
Fine print: The collection has a 14-day return policy and Target Circle Card holders get an additional 30 days.
- Target's collaborations and most of its sales usually start at 3am ET, though this week's Nintendo Switch 2 preorders went online at midnight ET.
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