Target is overhauling its kids' clothing business

Cat & JackTarget

Target wants to make its kids' clothes cool.

Bloomberg Businessweek reports the company will be overhauling two of its labels, Circo and Cherokee, for a new label called Cat & Jack.

According to Target's website, the new label will launch on July 17, and a line for toddlers will launch on August 7.

On the website, the company boasts how it was "co-created with real kids" - and Bloomberg notes that Target spoke to over 1,000 kids, both in focus groups and online, to figure out how to make this new line work.

Cat & JackTarget

"We're not in the self-esteem business, but we are in the self-expression business," Target's head merchant for children's apparel, Amanda Nusz, said to Bloomberg.

Cat & JackTarget

Target has already been trying to shake up the way products are sold to to children. In February, the company launched a gender-neutral children's home decor line called Pillowfort. Bloomberg points out that Cat & Jack will sell apparel that's gender-specific, but there will be a unisex off-shoot line available online called Tees for All.

The line is entering an massive market; Bloomberg notes that the children's apparel market in the United States is $30 billion industry.

For the full Bloomberg article, click here.

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