In an initiative that combines outdoor and urban sensibilities, Target Corp. has announced the launch of a limited-time collection with Woolrich, an outdoor lifestyle brand known for its buffalo check style, complemented by a supporting marketing campaign.
The Woolrich x Target collection launches October 18 in select Target stores and on target.com, the company noted, and features more than 100 products that blend Woolrich’s heritage of outdoor craftsmanship with modern style across home, outdoor gear, men’s and women’s apparel and food and beverage, Target stated.
The collection features a range of dinnerware, candles and related decor items, including a ceramic coffee server in black that matches an ebony mug, one of several such drinkware pieces in the assortment. Besides its buffalo check, Woolrich is known for its sheep logo, which shows up on a mug and then takes a particular form in a sheep-shaped candle. Much of the housewares could be considered indoor/outdoor, such as its ceramic mugs and charcoal-scented candles. However, it also includes true outdoor items such as a decorative solo stove that could be used as a mini fire pit and a waffle maker with a handle extension for use on a grill or campfire.
In positioning the collection, Target is featuring products in urban settings such as New York City subway trains. With the product launch, Target is debuting the “Adventure Is Wherever You Are” marketing campaign shot by the retailer’s in-house promotional team, shot in New York and featuring style influencer Lauren Wolfe and singer-songwriter David Kushner, Target maintained. The intent is to show how the collection fits seamlessly into everyday moments of exploration, style and self-expression, whether in the forest or on First Avenue.
Select stores will feature a dedicated Woolrich x Target shopping presentation, the company added, one that immerses guests in a world of buffalo check and invites them to explore the collection’s cozy textures. On Target.com and the Target app, guests will find a presentation that evokes fall while highlighting the Woolrich collection.
“Woolrich x Target is all about fashion meeting function to help consumers embrace the outdoors in style,” said Jill Sando, Target executive vice president and chief merchandising officer, apparel and accessories, home and hardlines, in announcing the collection. “From the Quilted Sheep Tote Bag to the Buffalo Check Outdoor Wearable Throw, to the amazing inflatable kayak, and so much more, I love how Target and Woolrich have worked together to create something that’s fun and affordable.”
