I have never been one to associate Target with fashion, but after seeing a commercial for their Peter Pilotto line I have completely changed my mind. To most people Target clothing is cheap, not the best quality, and unfashionable, but they have taken the appropriate steps to up their game. Over the last few years they have had a few designers do fashion lines for them that were cuter than their usual pieces but not anything too impressive. Their Peter Pilotto spring line breaks new ground by being a high fashion line and having a commercial for it that is far from Target’s usual ads.
The line features bright geometric patterns and a variety of dresses, crop tops, and skirts. The look is very high fashion and pulls characteristics from many designer brands spring lines. Not only is the look appealing, it is also high quality and does not look cheap in real life. It is a complete shift from the variety of jeans and tee shirts that Target sells otherwise. Although it sticks out from the rest of the store’s merchandise, it gives Target the opportunity to reinvent themselves in the eyes of the public.
As the commercial for the Peter Pilotto line plays it is unclear that it is for Target. When I first saw the ad I figured it would be for H&M or Saks and was shocked when the Target logo came on at the end. When the commercial first came out my friends and I could not believe how cute and in style the line was and that it was at Target. The models look like runway models and the song is groovy, unlike Target’s usual family oriented commercials with normal looking models. Targets move to make the commercial for the line different and shocking is smart because it makes an impact on the audience and is memorable.
Target has reinvented their entire clothing department because of the Peter Pilotto line. Now people see them in a new light and from here on out they can continue to surprise and delight their consumers with new fashion forward lines and pieces. Once the consumer expects something from their retailer they will continue coming back in hopes of finding similar pieces at a discounted price. This is a series of exceptional decisions by Target and I am excited to see what else they come up with.
Effortlessly Elegant 