In an effort to reach millennials and Gen Z, two brands favored by each cohort are expanding their partnership.
Target added Levi’s Red Tab label to its Levi’s portfolio this week, offering an assortment of men’s and women’s Red Tab products in more than 50 store across the U.S., near college campuses and “highly-trafficked urban locations.”
The assortment, which includes logo tops, jackets and jeans, like the women’s 720 High-Rise Super Skinny and the 711 Skinny, and the men’s 511 slim and 502 Regular Taper, is also available on Target.com. Retail prices range from $17.99 to $59.99.
The nationwide roll out follows a successful trial run last spring, when Target tested men’s Red Tab products in about 20 stores. “We quickly learned that our guests love finding more of this iconic brand conveniently at Target,” the company said in a statement.
The partnership between Target and Levi’s began 10 years ago when the mass market retailer first started to sell the Levi’s Denizen brand. Levi’s has since become one of the most searched brands on Target.com when it comes to jeans.
The Levi’s-Target partnership fills a gap left by the closure of Sears locations, as the retailer was once a major carrier of Levi’s Red Tab label. To maintain its retail footprint, Levi’s has pivoted to general merchandisers like Target, Kohl’s and Walmart, which sell its value brand Signature by Levi Strauss.
“We’re thrilled to expand our apparel assortment with items from Levi’s Red Tab label,” said Mark Tritton, Target executive vice president and chief merchandising officer. “This partnership is a great example of how Target continues to offer a curated assortment of highly relevant and premier national brands like Levi’s, while also differentiating ourselves by offering only-at-Target brands that we create just for our guests.”
