![]() In 2019, she helped launch eight new brands, including a healthy food brand and a line of sustainable, biobased home essentials and cleaning supplies. ![]() The success of Target’s owned-brand strategy means that Guggemos keeps adding to the list. ![]() Meyer’s and other “clean” and “natural” home essentials. A selection of products from Everspring, Target’s in-house alternative to Mrs. This helps the company “fill a white space,” as she calls it. Guggemos is after those small, committed audiences-and looking for those places where the company can provide something the consumer already wants, but at a Target price. This Bauhaus-esque stainless steel “Spinning Whistle” tea kettle, designed by architect Michael Graves in 2000, is one of Target’s re-released anniversary pieces.īetween its high-end partnerships and its owned brands, Target’s strategy is clear: Gone are the days when the retail giant tried to appeal to everyone. In the fall of 2019, Target re-released some of the best-selling items from their partnerships of the past 20 years-creating a frenzy online and in stores across the country. Guggemos’ passion for research and her appreciation for detail has also made for successful partnerships with the high-end designers on capsule collections-like Missoni in 2011, Lilly Pulitzer in 2015, and Marimekko in 2016. All three brands were launched during Target’s overhaul in 2016, and they now bring in more than $1 billion in sales each. Most of the increase came from in-house clothing brands, including the kids label Cat & Jack, the women’s label A New Day, and the men’s label Goodfellow & Co. In 2019, the company saw apparel sales boosted by over 10%. “I quickly expanded the buy and distribution, so as popularity for the show grew, so did our sales.” Barney quickly became Target’s best-selling toy. “It sold out in two weeks,” Guggemos told the Star Tribune. In 1992, she took a gamble on a stuffed animal, a little known purple dinosaur named Barney, who was the lead of a new PBS show. Born and raised in Roseville, Minnesota, Guggemos kicked off her career right out of college as a toy buyer for the retail giant. Plus, she has a keen sense of what trends are going to hit big. While Guggemos herself doesn’t have any formal training in design, she’s developed an eye for it as she’s moved up the ranks at Target. A chair from Project 62, Target’s line of affordably priced mid-century modern furniture, which Guggemos helped launch in 2017. She personally oversees more than 25,000 Target-designed products that get put on the shelves each year. But also Target had a secret weapon: design leader Julie Guggemos, the so-called “ queen of affordable chic.”Īs Target’s SVP of product design, Guggemos has helped to launch over 20 in-house brands, doubling the number of their private labels. It was a combination of factors, including a risky multi-billion-dollar investment in e-commerce enhancements and store makeovers. But since 2017, Target has done the unthinkable and successfully reinvented itself as a worthy competitor of the e-commerce giant. Sears and Toys “R” Us had already begun closing down, shuttering stores and losing relevance by the day. A few years ago, it seemed inevitable that Target was going to buckle under the pressure of Amazon and modern e-commerce.
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