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Target discontinuing popular clothing brands

DALY CITY, CA - MAY 20: A row of Target shopping carts sit in the parking lot outside of a Target store May 20, 2009 in Daly City, California. Target reported a 13 percent drop in first quarter profits with earnings of $522 million, or 69 cents per share compared to $602 million, or 74 cents per share one year ago. (Photo by Justin Sullivan/Getty Images)

Michael Timmermann | November 14th, 2018

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If you’re a loyal Target shopper, you probably have at least one piece of clothing from either the Merona or Mossimo fashion lines in your closet.

Now, those brands that a lot of people love are going away to make space for something entirely new.

Target to debut new brands this fall

The Wall Street Journal reports that Target is overhauling half of its apparel and accessories over the next two years, as well as a third of its home furnishings.

Merona and Mossimo are two of the brands that are being phased out, according to the WSJ.

Faced with slumping sales, the upscale discount chain says it’s adding more than a dozen exclusive brands to give customers more modern, fashionable options.

Four of those brands — three apparel and one home decor — will launch as early as September and October.

“Our new brands are all about the changing face of our guests — what they need, what they’re looking for from Target. When we took a close look at our existing assortment with this in mind, we saw a disconnect,” said Mark Tritton, Target’s executive vice president and chief merchandising officer. “We knew we’d need to refresh our offerings — and define new ones — so our guests continue to love what they’re discovering at Target and want to keep coming back, again and again.”

Here’s a sneak peek at four of Target’s new brands:

A New Day: Versatile, mix-and-match women’s brand to take you “from weekend to work to dinner date”

Goodfellow & Co.: Modern-meets-classic line of men’s clothing, accessories and shoes

JoyLab: Fitness-meets-fashion-and-function, with an edgy vibe

Project 62: Modern home brand thoughtfully designed for everyday life

Target is hoping that this investment will help the retailer attract shoppers from struggling rivals, including department and specialty stores that are closing thousands of locations in 2017.

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