Target answers Kmart question every Australian wants to know
Target now sells Kmart’s cult Anko products following the brand’s huge merger – but there’s a popular line that won’t be axed.
Target has answered the question every Australian woman wants to know about its beloved womenswear range following the discount chain’s merger with Kmart.
At the start of the year, the popular Australian retailer replaced some of its cult product lines with similar versions from Kmart’s discount brand, Anko.
The move, announced by parent company Wesfarmers last July, is part of a $10 billion merger that sees Target and Kmart become a singular business.
However, as some of Target’s much-loved homewares items and kids toys were replaced with Anko offerings, some customers were left anxious about the increasingly popular womenswear.
A once daggy fashion line, Target had been widely praised for overhauling its clothing offerings, turning it into a top destination for affordable, on-trend apparel.
Now the brand’s General Manager of Merchandise, Carrie Kirkman, has assured shoppers the popular line is safe.
“There are no plans to add Kmart fashion apparel to Target stores,” she told news.com.au.
“High quality apparel and soft homewares at an affordable price point is what Target has been famous for over the years and we’re doubling down on ensuring we deliver what our customers expect.
“In areas where Target doesn’t differentiate so clearly like toys and pets, Anko now forms the range – and our customers are responding positively to these changes.”
Ms Kirkman, who has over 25 years of experience in the fashion industry in the US and Canada before being shipped in by Target Australia, has been widely credited with Target’s recent transformation.
Since her arrival, social media has been ablaze with videos raving about Target’s clothing options, with some even describing it as an “affordable” version of higher end fashion brands.
“The womenswear is so good at the moment,” one wrote on TikTok recently.
“Target is in its SLAY era,” another declared.
As one stated: “Legit, Target has been giving us DIISH dupes lately, and I am here for it.”
Some are such huge fans, they claim to “never go to Kmart”, a bold call for any Australian considering it has over 325 stores nationally.
But the brand’s winning streak in the fashion department had also sparked fears among fans, that its cult-collections – including the popular Lily Loves and Preview ranges – would be axed to make way for more Anko.
“We love seeing customers wearing our pieces,” Ms Kirkman said.
“We are so proud to be able to provide Australian consumers with trend-right, wonderful quality products at prices they will love.”
Ms Kirkman also responded to claims Target had “become unaffordable” amid the cost of living crisis, after shoppers noted the budget retailer now sells dresses for $70 and coats for $120.
“For almost 100 years, Target has provided Australian consumers with high-quality products at affordable prices,” she said.
“This is in our DNA. Our goal is to serve all Australians, and remaining affordable is key.
“We take special care in how we produce our products: quality matters because we want our products to last longer.
“There is huge value in purchasing great quality products that stand the test of time.”
Indeed, customers regularly share videos and photos of their Target outfits and hauls online, with many commending the quality and fit of the garments.
One highly coveted item at the moment is the “Lily Loves Oversized Textured Bomber Jacket”, which retails for $50, and has gone viral due to its popular style.
“This is a must-have wardrobe addition,” one shopper shared.
“Secured the bomber, I’m obsessed,” added another.
Another product flying off shelves as winter sets in is the $80 “Preview Longline Wrap Coat” which has sent customers into a spin.
“You can get everything from quality basics such as a baby coveralls or a T-shirt to those more ‘luxe’ items such a Trench Coat which are all available at affordable prices to meet the needs of Australian consumers,” Ms Kirkman told news.com.au.
“We believe great style doesn’t have anything to do with price and it should be available to everyone.”
The fashion expert also said there’s good news for Target fans, as the retailer would soon be selling in-demand fabrics, as the store continues to expand its affordable offerings.
“We are proud of how the fashion at Target has been evolving, and we’re excited and encouraged to see the great reactions from our customers,” she shared.
“Target is investing in natural fibres such as European Linen, Merino wool and Organic Cotton because quality, versatility, and value matter if you want to offer the kind of clothes you can love for longer.
“Lastly, we care deeply about minimising our impact on the environment and are working hard every day to make thoughtful choices that reduce it.”
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