Retailing Giant Target Launches Mass Customized Clothing

New Online Service Called Target to a 'T'

The Target to a 'T' website

2004-09-08 - Minneapolis, USA: One of the biggest retailers in the United States yesterday announced it will be launching a new customized clothing service. Target Corporation (NYSE: TGT), which has 1,272 stores in 47 U.S. states, has announced the Target to a "T" online destination for customized clothing. Available only online at http://target.com/custom-order , Target to a "T" offers guests the possibility to customize select Target brands to fit their style, size and shape.

The Target to a "T" selection covers well-known brands such as women's Mossimo jeans, men's Cherokee khakis and men's Merona dress shirts. Using a five-step process, guests are able to provide specific preferences about measurements, fit, color, and style to create the perfect wardrobe staple. Prices range from $34.99 for jeans and pants to $44.99 for shirts, and custom clothing is delivered in three to four weeks.

"Target to a 'T' is just one more way guests of all shapes and sizes can expect more from Target.com," said Dale Nitschke, president, Target.com. "At Target.com, guests can find the same trusted brands and designer products as in a Target store, as well as a huge selection of exclusive merchandise and services. Target to a 'T' complements our current assortment of apparel from designers like Mossimo and Isaac Mizrahi."

Target is partnering with technology company Archetype Solutions, Inc. to produce the Target to a "T" line. The site allows guests to create a Target to a "T" account, which enables them to save preferences and effortlessly re-order merchandise. Archetype has also supplied the product configuration technology used by Market America's iDesign and Land's End to sell customised clothing.

The move by a retailing heavyweight such as Target into customized clothes is a significant development. It shows that mass customization is becoming a mainstream approach in the apparel industry. It reflects to some degree the trend in the computer hardware industry, where building to order was first pioneered by companies such as Dell, and has subsequently been adopted widely by many other suppliers. It remains to be seen if this move by Target will prompt the other major U.S. chains, such as K-Mart and the giant Wal Mart, to enter the customizing ring.