Target’s latest creator-led fashion bet is built around a 16-year-old Alabama creator, her highly invested young fan base and a friend group whose trips, fallouts and reunions are followed like an ongoing TikTok reality show.Embreigh Edit, the new tween fashion line from Embreigh Courtlyn, generated more than $2.2 million in sales during its first two weeks, according to the brand. The collection launched on June 14 across Target’s more than 2,000 U.S. stores and on Target.com. Its $25 bubble hoodie and $15 asymmetrical top sold out, the brand said.
The launch comes as Target is working to shorten the distance between a consumer seeing a creator wear something and buying it. In May, the retailer introduced Club Target, which rewards emerging creators for making Target content, alongside Target Ambassadors, an LTK-powered program for more established talent.
“At Target, we’re reimagining social commerce by meeting brand enthusiasts and consumers where they are, from supporting emerging creators through Club Target to giving established creators a more integrated experience through our first-of-its-kind program with LTK,” Sarah Travis, Target’s chief digital and revenue officer, said in a statement. She said the programs were designed to create “more seamless pathways from inspiration to purchase.”
