Word: targetedly
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...recent Glacial night in New York City, a gaggle of fashion editors flocked to a Seventh Avenue studio to sip piccolos of sparkling wine and collectively rhapsodize over a new clothing collection by Patrick Robinson for Target. "I want to order a few things," one editor blithely declared while admiring a rakish pleated dress with chocolate medallion print that will sell for $34.99 when it arrives in stores in May. Her Astrakhan coat and patent-leather boots might have been wildly expensive, but few?not even style arbiters?can resist the allure of fast fashion...
Absent from the preview was Target executive Trish Adams, the woman responsible for green-lighting the New York City designer as the retailer's latest glamorous liaison. Adams, it turns out, was more than a thousand miles away at the company's Minneapolis, Minn., headquarters. Nose down, no piccolo. Adams, like Gina Sprenger, her counterpart at Target's furniture division, is accustomed to toiling behind the scenes, brokering profitable alliances at a time when almost every mainstream retailer is craving a dose of designer cachet. These days you are nothing without your boldface co-conspirators. H&M has Madonna. Kohl...
...find people who share our philosophy on offering high-quality design for excellent value," says the razor-sharp Adams, who consulted 20 fashion luminaries in the U.S. and Europe for the store's GO International initiative before whittling the list down to a handful. In 2006 alone, Target partnered with Luella Bartley from London and Tara Jarmon and Sophie Albou, both from Paris, on limited-edition cheap-chic clothing collections. Behnaz Sarafpour from New York City was number four...
Keeping the lines voguish has ensured a stream of recent hits for Target, perhaps even a few bull's-eyes. In stores now is an effervescent new collection by the New York City--based sophisticates behind Proenza Schouler. Designers Jack McCollough and Lazaro Hernandez conceived bustier tops, jersey dresses and tropical prints that evoke their main line in everything but price. "We want the customer to know it's authentic," says Adams, who joined Target in 1983 as an assistant buyer and was promoted to senior vice president of softlines six years ago. Authentic, relevant and fun are her buzzwords...
...Victoria Hagan to the fold. O'Brien's lighting designs have resonated most brightly with customers, and you don't need to be Thomas Edison to work out why. A handsome desk lamp at Aero, O'Brien's high-end SoHo store, runs upwards of $1,000. The Target version, almost as spiffy, is a mere...