Target Australia has reset its production and design of babywear apparel over the last year.
This included consolidation of supplier relationships in a bid to increase quality control while also driving down cost efficiencies. There was also a growing focus on fabrication consolidation and refinement across the board.
Target Australia noted this was to ensure its product strategy aimed for the proposition of high-quality apparel at affordable prices, as well as targeting a $4.3 billion childrenswear market in Australia, driven by 7.3 million families.
The low-price retailer also reported a significant review and re-investment in design to adhere to key quality metrics such as fit, recovery and head feel, as well as durability.
General manager of merchandise Carrie Kirkman said Target Australia’s focus on quality and affordability is key to the company’s success.
“Value is about more than the lowest price you can find – particularly when you are talking apparel,” Kirkman said. “It’s about delivering a great fit, feel and most importantly – durability – so that every product is a quality item that will last.
“Now more than ever, every dollar in a household budget counts. So, it’s critical that products are of longlasting value that families can get a lot of wear from, and hand-down items to other members of the family as they grow.
“Babies and kids put their clothes through a lot of wear and tear – and clothes must withstand that to be good value.”
Kirkman added the brand’s sustainability credentials and commitment to organic cotton as a driver in apparel.
According to Target, all of its organic cotton complies with globally recognised organic standards such as Global Organic Textile Standard (GOTS).
“Organic cotton resonates so well with Mum – because it’s grown free from synthetic chemicals and pesticides,” Kirkman said. “There are benefits to the environment which supports our work in the sustainability space, but it’s also something that our customers tell us they want as they want to ensure that what they are putting next to their newborn baby’s skin is as natural as possible.”
Kirkman said consumers are becoming ever more conscious of what goes into the products they buy and the impacts these have on the planet.
“This is something that we are finding to be particularly top of mind with Mums, which is fantastic, and something that we as a brand want to champion by offering consumers products that allow them to make informed and conscious choices that they feel good about.”
The rejig of its babywear apparel segment follows a two-year whole-of-business transformation, according to Target Australia, with a keen focus on all apparel and home. The transformation involved synergies between Target and its sister brand Kmart under Kmart Group.
According to parent company Wesfarmers: “the integration of the Kmart and Target process, systems and organisational structures to achieve one operating model across the two brands will progress over the 2024 financial year.”
“The proactive changes will drive greater operating efficiencies and better leverage the relative strengths of the Kmart and Target propositions.”