Target takes a shot at designer couture

LOS ANGELES - When you think of Target, the last thing that comes to mind is couture — the high-end, and usually high-priced, end of the fashion industry. Well, not anymore. The mass retailer is teaming up with a popular boutique in Los Angeles to launch an exclusive line of “Targèt (pronounced TAR-zhay) Couture.”

The most expensive clothing item in the Targèt Couture line is this $330 cashmere sweater. If it's bling you're looking for, check out the one-carat diamond necklace, which will set you back $3,100.

But, you won’t see the $50 T-shirts or $140 designer jeans sold in any Target store. Right now you can only buy them at the Los Angeles fashion boutique Intuition or on its Web site, which also offers a crystal-adorned clutch for $870 and a belt for $136, featuring a jeweled red target at the clasp.

Still, analysts say, the partnership supports the mass retailer’s overall brand image.

"It's huge for them, I think it's all about mind share. When you think Target, you think that crazy red circle. And it's just been a huge winning situation for these guys," says A.G. Edwards retail analyst, Robert Buchanan.

Branding guru Ross Misher came up with the idea to partner the famous red bull’s-eye with Intuition, one of the hottest boutiques in L.A. for the city’s A-list stars.

"We went to Target and presented them with the concept of Targèt Couture, which were high- end fashion pieces that are designed by great designers giving their take on the iconic bull’s-eye,” said Misher.

You won’t find any bargains here. The high-end clothing, handbags and jewelry range from $25 into the thousands. The new line launched on May 11, and already Intuition has sold more than 3,000 items and is quickly becoming a huge hit among Hollywood’s trendsetters.

"It's all about L.A., and what great synergy to tie Targèt Couture with Hollywood," said Intuition owner Jaye Hersh.

There’s no doubt: In L.A. the red bull’s-eye is red-hot, proving that when it comes to designer fashion, it’s all about the brand.

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