Target is phasing out 2 of its well-known clothing labels

The cull is being made as Target launches four new brands, with more still to come.

Target announced at the weekend it's launching four exclusive brands – but on the way out are two of its best-known clothing labels.

The retailer has pledged to launch 12 new Target-only brands over the next two years as part of a re-aligning of its business following disappointing 2017 sales, and announced four more of those on Saturday.

They hope the brands – A New Day, Goodfellow & Co., Joylab, and Project 62 – will replicate the success of children's line Cat & Jack, as it focuses on two of its core businesses, apparel and home goods, to differentiate it from rivals such as Walmart.

But in adding the new lines, Target told the Wall Street Journal this weekend two of its better-known clothing lines – the men's and women's Merona line and the men's Mossimo label – will be phased out.

Executives speaking to the newspaper said the two lines are on the way out "having grown too big and homogenized to shoppers' affection."

In other words, they're not quirky enough, and Target says in its news release it's looking to "reinvent" its approach, with its new brands launched following extensive research of Target shoppers.

Here's what the new brands are about:

  • A New Day: A "mix-and-match" women's brand arriving in September, with a "modern take on a classic aesthetic."
  • Goodfellow & Co: A "modern-meets-class line" of men's clothing, accessories and shoes, also available in September.
  • JoyLab: Fitness wear that has "a little edgier, street-fashion vibe." Available in October.
  • Project 62: A modern home brand featuring "chic options," arriving in stores and online in September.

Target looks to the future

"We talked to our guests, looked at the data, and we realized that there was this huge opportunity to create a unique personality and own-able, differentiated point of view," Target VP and chief merchandising officer Mark Tritton said in the announcement.

"As we’ve been creating these new brands, we’re thinking about the values we want to stand for 5, 10, 15 years down the line, so they’ll have real meaning and depth as we evolve," he added. "Everything we do is based not only on our guests’ needs today, but also where we see our brands forging a space tomorrow."

Target has also embarked on a massive remodeling program, investing billions into modernizing stores including dozens across Minnesota.

CEO Brian Cornell also revealed a plan to slash prices in some departments as it hopes for success in others. It's Cat & Jack children's line, for example, has contributed to a 50 percent increase in spending on kids' apparel, CNBC reports.

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