A collection of cocktail dresses and formal dresses (perhaps befitting prom) from Hollywood Celebrity Stylist Kate Young is on the way to Target stores in April. Based on the ads and photos coming out for the campaign, it seems like Target is trying to appeal to a range of shapes and styles, at least in the juniors market. Our spies at Glam tell us that the Target campaign will feature models : Hayley Gaites, who has modeled for Opening Ceremony; Nathalie Love, a young actress ; Lily Kwong, a model, writer, and luxury brand ambassador; and Leigh Lezark, part of the DJ group, the Misshapes.
So, that’s some respectable star power to put behind this collection. But will hype alone help Target sell cocktail dresses and gowns? At my Target, there’s still quite a bit of Prabal Gurung sitting on the shelves. Quality does matter to consumers, so at the end of the day, it doesn’t matter what models are in the ad campaign or what celebrity stylist is hired to do the line, consumers will buy if the clothes are cute and fit them, and the quality is there. That was the lesson from Target’s failed Neiman Marcus holiday collection. Let’s see what Kate Young for Target looks like on the racks. It has some steep competition from the Pearl by JC Penney Prom collection, already in stores.