Australian families spend over $4.3 billion annually on childrenswear, driven by the 7.3 million families currently in Australia, which is set to increase to between 9.2 and 9.4 million by 2041.
Over the last two years, Target has undergone a business transformation with babywear as one category the retailer is determined to win.
As part of the overall product reset, which underpinned Target’s transformation, the team double-downed on its babywear product strategy, resulting in strong year-on-year growth for babywear in FY23. The business reset involved a comprehensive review from design and production through to go-to-market.
The process included consolidation of supplier relationships to increase quality control while also helping drive cost efficiencies. There was also a focus on fabrication consolidation and refinement to consistently deliver high-quality apparel at affordable prices.
A significant review and re-investment in design was also undertaken, to ensure product was delivering key quality metrics such as great fit, recovery and hand feel, as well as durability.
“Value is about more than the lowest price you can find – particularly when you are talking apparel. It’s about delivering a great fit, feel and most importantly – durability – so that every product is a quality item that will last,” Target general manager of merchandise, Carrie Kirkman said.
“Now more than ever, every dollar in a household budget counts. So, it’s critical that products are of long-lasting 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.”