Dive Brief:

• Designer Todd Snyder is working with Target on a campaign dubbed “Local Pride by Todd Snyder” to bring local flair to stores in Boston, Chicago, San Francisco, Los Angeles, and more.

• The campaign is a slight departure from the usual celebrity-designer collections that Target pioneered years ago, including its recent Lilly Pulitzer collection that caused frenzy in stores and Target's website to crash.  

• Snyder is immersing himself in local culture in each city and coming up with designs that capture the quintessence or nostalgia factor of each place for the project.

Dive Insight:

Someone’s thinking in Minneapolis. This appears to be a stroke of genius for Target, taking off from the designer collaborations that it pioneered years ago (and that every low- and mid-priced apparel retailer has copied since).

Target is wisely tapping into the strong “buy local” movement that has taken root in the U.S. But the company apparently wants to leave nothing to chance, and has tapped Todd Snyder, known for his American sensibility and his fondness for British tailoring, to design the goods. Snyder will immerse himself in local culture for inspiration and fodder for this new campaign, and will likely apply his meticulous approach to it. 

This also lends an added value to Target’s recent pivot to more urban stores.