All The Rage

Target to introduce new plus-size line

Target turns to the power of fashion bloggers to promote new plus-size line

Target plans to launch a new line of plus-size clothing, Ava&Viv, next month, and brought in fashion bloggers Nicolette Mason (NicoletteMason.com),Chastity Garner (GarnerStyle) and Gabi Gregg (Gabi Fresh) to preview the goods and offer their opinions. And, of course, to spread word via their blogs and social media.

In fact the announcement this week came after teasers on Instagram, Facebook and Twitter, Mason wrote on her blog on Wednesday.

The line -- designed in-house by Target  -- is a mix of basics and trend-driven pieces that is to be updated monthly. Items in the Ava&Viv collection will range from $10 to $79.99.

The three bloggers, who also appear in the collection look book, say they like what they saw.

"Chic, versatile," Garner wrote on her blog on Wednesday.

"I was pleasantly surprised to see the bright colors and youthful feel of the Spring collection," Gregg wrote at Gabi Fresh, adding that she also noted where improvements can be made.

And Mason wrote,  "Previously, and by their [Target's] own admission, the [plus-size] collection was all over the place - and the pieces were shopped from the marketplace leading to a disjointed, mish-mosh of inconsistent styles and sizes. Now, the collection works together as a cohesive capsule to mix and match from, with pieces that honestly do work from day to night and work to weekend."

The line is slated to launch in stores and online in mid-February.

Perhaps this will appease customers who were irritated when they learned that plus-size offerings in Target's forthcoming Lilly Pulitzer collaboration will be offered online only. (According to the company, customers didn't go for plus sizes in stores in previous high-end designer collaborations.)

 

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