Target is launching one of its largest branded partnerships to date this week, with a new line called Pacsun Kids.The line, co-created with Pacsun, will run for at least three years, with several more collections already in the works. The debut collection — made up of over 100 styles priced at $30 or less — encompasses T-shirts, tank tops, denim and dresses, all targeted at tweens and available in sizes XS-XXL. New products will be added to the collection every month and sold in Target stores and on Target.com.
Tara Russell, svp of apparel and accessories at Target, told Glossy that the partnership is qualitatively different than other, more limited collaborations Target has done recently with brands like LoveShackFancy.
“Those are limited drops meant to drive engagement around limited-time stuff and let our customers get access to more expensive brands,” Russell said. “This is more about building on our tween customer [base].”
Russell said the feedback the company has gathered through surveying parents and tweens is that tweens want recognizable national brands like Pacsun, while parents want the affordability and familiarity of shopping at Target.
The $30 price point was settled on early, and the design team at Pacsun, with support from Target, which contributed its customers’ preferences, built the product to match it. This process allowed the designers to make decisions around materials and construction techniques early rather than compromising later.
