Target is taking a fresh approach to promoting its latest design partnership, shifting away from studio-shot imagery and embracing social-first marketing, Marketing Dive can exclusively share. The collaboration with heritage brand Woolrich involves life with content that was filmed in New York City, following style influencer Lauren Wolfe and “Daylight” singer-songwriter David Kushner as they explore different neighborhoods and artistic pursuits.
The concept transposes Woolrich’s give attention to the outside — the brand, which is nearly two centuries old, lays claim to being “The Original Outdoor Clothing Company” — to an urban environment while giving Target a probability to experiment more with lifestyle-oriented visuals. “Adventure Is Wherever You Are,” which launches Tuesday and runs through Oct. 30, will appear on broadcast TV, social, out-of-home and audio channels like Spotify, and lands as consumers prepare for the vacation shopping rush.
Despite the combination of traditional and digital channels, Target is emphasizing its social-first approach — the larger campaign and social content are directly integrated, a primary for the retailer’s design collaborations — and the way Wolfe and Kushner lead the storytelling. In considered one of Kushner’s videos, for instance, the musician wanders right into a subway automotive that is covered in wildlife as a David Attenborough-like narrator recounts his discovery of Woolrich x Target buffalo check flannels.
“As social media continues to drive discovery and connection, a social-first strategy allows us to fulfill people where they’re most engaged and keeps Target at the middle of where [our] guests already are,” said Scott Swartz, vice chairman of creative at Target, over email. “This shaped our creative direction, which leaned into social-led talent and real-world storytelling elements like shooting on location in New York City and including a mockumentary as considered one of the beats of the campaign, to create content that feels real and value sharing.”
Switching up strategy
In pivoting from the staged studio look, Target said it is attempting to capture on a regular basis, authentic moments that can resonate with consumers. The brand enlisted set designer Griffin Stoddard, known for recent work with pop star Chappell Roan, in addition to hairstylist Rachel Lee, makeup artist Frankie Boyd and wardrobe stylist Natalie Scicolone on the trouble. “Adventure Is Wherever You Are” was developed internally.
Woolrich x Target extends a decades-long history of the retailer collaborating with high-end brands to supply luxury looks at inexpensive price points (mainline Woolrich parkas can cost well over $1,000). Landing in most Target stores and online Oct. 18, the assortment spans greater than 100 items across men’s and girls’s apparel, home goods, outdoor gear and food and beverage. Most products are under $40 and the most affordable are priced at just $2.
Target is debuting its Woolrich collection because it vies for a turnaround, with Q4 a critical moment for retailers — one which is currently clouded by the uncertainty of tariffs. Woolrich is considered one of several team-ups the retailer is spotlighting this season because it looks to bolster traffic and cultural relevance. Earlier this month, it unveiled an intensive range of products tied to the ultimate season of “Stranger Things,” together with a national campaign co-created with Netflix and featuring talent from the streaming hit.
Target has contended with a stretch of flagging performance and criticism over its direction, including backlash to changes to the corporate’s diversity, equity and inclusion initiatives. The latter point has been the topic of consumer boycotts in recent months. Target’s comparable sales, a vital measure of retailer health, fell 1.9% yr over yr in Q2, with weakness in a merchandise segment reliant on discretionary spending.
With Woolrich x Target, the retailer goals to appeal to established fans who value its trend-forward collaborations but latest sets of consumers as well, in response to Swartz.
“This campaign is intentionally designed to resonate with each returning guests and latest shoppers who find us for this reason partnership,” said Swartz. “We wanted the campaign to reflect the guest insights that inspired this cross-category collection, including the resurgence of heritage-inspired designs, fashion’s influence on outdoor lifestyles, and a growing interest in activities equivalent to mountain climbing and birdwatching.”
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