Victoria Beckham Line Helps Target Break Online Records
An apparel line from Victoria Beckham has spiced up sales for big-box retailer Target. Joshua Thomas, a Target spokesman, told the StarTribune online sales for the VBxTarget collection have already broken company records for sales of a design partnership — and that was just over the weekend. The success of the Target-Victoria Beckham partnership is partly due to little to no issues when ordering on the retailer's e-commerce site as well as ordering more items from the line than previous collaborations, so select items haven't sold out as quickly.
Total Retail's Take: Target has become well-known for its collaborations with celebrity designers and brands, Victoria Beckham being the latest — and to date the most successful. However, past collaborations have had their glitches. Most recently, Target's website went down during the first 24 hours of the Lily Pulitzer collaboration, causing an uproar from customers. The retailer seems to have learned from past mistakes and it's paid off. These types of partnerships are just one part of Target's plan to strengthen its brand. At last month's Shoptalk conference, Target's CEO Brian Cornell revealed the retailer is still trying to grow and evolve, including a new store layout tailored more towards millennials.