A few days back, leading fashion retailer JCPenney introduced its latest fashion brand Artesia for women. On the similar lines, Target Corp., leading offline retailer in the US, has now launched its own women’s clothing brand ‘Prologue’.
The retailer is expected to make the label available for purchase in stores and online all over the country by September 14, 2018.
The latest assortment by Target has a modern, minimalist and lustrous appeal. “Prologue is very urban and simple. We looked across the marketplace and saw a white space to give guests the opportunity to try this aesthetic, with high-quality fashion brand at a super accessible price,” said Jessica Carlson, Spokeswoman, Target.
Incorporating the latest fall trends, target will offer its customers everything from blouses to pants, skirts to coats under the Prologue brand, which has specifically been curated to grab shoppers who like the chic yet minimalist look.
However, Prologue will not include accessories; for example, shoes or jewellery. Nevertheless, to keep its collection fresh and appealing, Target will bring new styles to market every four to eight weeks.
Notably, the move to launch the brand is notably a part of Target’s current business strategy to overhaul collection of its in-store brands. Strikingly, the second-biggest physical retailer in the US has launched over a dozen private brands in the past 18 months.