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Target Nixes Famous Brands for 12 New Private Labels

Target is ready for a new look. The retailer announced plans to replace its exclusive-to-Target brands, Merona and Mossimo, with at least a dozen new labels over the next year and a half.

In the teaser for the new private label collections, Target revealed two every-day brands, A New Day for women and the men’s line, Goodfellow & Co., both set to debut in September.

A New Day will offer versatile contemporary womenswear. The shoe teased in the Target promo shows a navy crushed velvet flat among other modern, staple pieces.

With Goodfellow & Co., Target aims to bring in more male shoppers for items other than basics. Target classifies the brand as “modern-meets-classic” and will include footwear styles like a lace-up wingtip ankle boot with contrasting yellow stitching.

In an interview with Wall Street Journal, Target Chief Merchandising Officer Mark Tritton said the company hopes the new brands and revamped in-store displays will make more of an emotional connection with shoppers than Mossimo and Merona.

“People are looking for something that is more curated and meaningful to their specific lifestyle,” Tritton told WSJ.