Target has launched an exclusive Delia’s apparel collection online, with plans to introduce it in stores, as the retailer seeks to capitalise on the resurgence of 1990s nostalgia. Officially debuting on 23 August, this new collection offers a modern twist on Delia’s vintage styles, featuring graphic T-shirts, sweaters, skirts, cargo pants, lounge pants, dresses, jackets, and accessories. Prices begin at $8.
The initiative also sees a revival of the iconic Delia’s catalog. Target is distributing 1,000 copies to an affiliate list and providing nearly 1,200 stores carrying the collection with catalogs for customer perusal.
Nostalgic Revival
This collaboration marks a noteworthy moment for Delia’s, over a decade after its bankruptcy and the shutdown of its physical stores. The brand, which was a staple of the 1990s, has seen a modest comeback by licensing its intellectual property, leading to limited-edition releases, including past collaborations with Dolls Kill.
Target’s Strategy Amidst Economic Growth
As Target attempts to enhance its appeal in the apparel sector, this launch is part of broader efforts to refresh its merchandise offerings. While Target’s second quarter net sales experienced a 5.3% increase from the previous year, totalling $26.5 billion, growth in apparel and home segments lagged behind that of beauty and hardlines merchandise.
Recent months have also seen Target introduce products from other well-known mall brands such as Hollister and Free People, aiming to revive classical mall culture in its retail approach.
Reporting based on coverage first published by retaildive.com.