Dive Brief:
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Target is reintroducing Simply Shabby Chic, an affordable offshoot of designer Rachel Ashwell’s Shabby Chic brand, the mass merchant announced Tuesday.
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An initial collection of bedding, throws and other decor will be available as of Sunday in stores and online, followed by a holiday assortment later this month, the retailer said.
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The frilly, flowery collection was first introduced at Target in 2004, and it’s unclear when the partnership ended. Shabby Chic has also previously partnered with Walmart.
Dive Insight:
Target has been having a good year, and the holidays will arguably be the first major test of the turnaround under CEO Michael Fiddelke.
A merchandising overhaul is key to the effort, including a leadership shake-up since Fiddelke took over in February. Cara Sylvester was named chief merchandising officer in February and she brought in senior vice presidents to her team a few months later.
The past seems important to this reset. Most notable is the return of Isaac Mizrahi, a key architect of the retailer’s “cheap chic” approach. Mizrahi is serving as creative director at large, a new role, advising on “new product concepts, design innovation and emerging trends.” He will also “identify new opportunities for partnerships, capabilities and experiences that strengthen Target’s design leadership,” and mentor members of the design team.
Simply Shabby Chic is another throwback. Bringing it back will please customers “who have loved it for years, while giving a new generation the chance to discover it for the first time,” Mara Sirhal, senior vice president of home merchandising at Target, said in a statement.
The home goods collection, featuring floral prints and textures like ruffles and eyelets, includes comforters, quilts, duvets, sheets, shams, decorative pillows and throws. For the holidays there will be “vintage-inspired accents, delicate details and giftable pieces.” Items are priced starting at $20, with most under $50, per Target’s press release.
"This partnership builds on our commitment to strengthen our merchandising authority in Home with style, design and value at the center,” Sirhal said.
Target is not the only retailer looking backward for success. Nostalgia is a key component of marketing at Victoria’s Secret, Gap and others these days.
