Some high-end swim brands have created sublines for Target this season and are part of Target’s expanded push in swim, according to a story today in WWD.
The mass retailer, which has taken a huge share of the swim market from other retailers at the mall, has doubled its offering online and is tripling its marketing spend on the category.
Some brands we were shocked to see on the Target website include Vix and Vitamin A, both of which sell their main lines to high-end accounts and department stores.
Their sublines for Target look pretty darn good, especially the Vitamin A Soleil line, which has a sophisticated, fashionable aesthetic. Vitamin A Soleil tops are priced between $34.99 to $39.99 for tops and $29.99 to $38.99 for bottoms. One pieces are $59.99.
The Vix subline is called Mar by Vix.
Those prices are higher than Target’s house swim brands like Xhilaration, Mossimo and Merona.
Other new brands to the Target swim mix include Tori Praver Seafoam. Tori Praver’s main line is sold in stores like Barneys and Saks Fifth Avenue, and she spent time as a Billabong model during her career.
The designer lines are only available online.
Target’s expansion of the swim category cannot be good news for retailers like PacSun, which have had trouble with the category the past few years. Executives have previously said Target is taking market share.
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