Social & environmentally-driven practices are the largest growth initiative within Target’s future business. Aligning vendor partners with this value is key.
The challenge was to design a sustainable eyewear collection for Target’s private label, A New Day. The accessories product category lacked sustainability guidelines that met Target’s product and supply chain standards.
Challenge accepted. We sourced innovative, eco-friendly manufacturers that operate in environmentally-conscious facilities.
We then created a program to maintain appropriate waste control and processes for material repurposing.
The frames were designed to exclusively use organic, biodegradable, and renewable raw materials. Some base materials even came from repurposed skateboard decks. The lenses were made of recycled plastic bottles and salvaged surgical-grade stainless steel for hinges.
The challenge with sustainability lies within the integrity of raw materials, parts, and processes. You can’t just label something sustainable and believe that is enough.
To truly go sustainable, brands must bring transparency to every stage of design and manufacturing.
Through transparency, innovation becomes the engine that creates new standards and practices for products and categories that are usually the worst eco-friendly offenders.
Result:
Target’s initial test volume was $15M in ‘plano sunglasses’. The immediate success pushed expansion into reading glasses.
Reading glasses (non-optical) added another $20M of new revenue over a two-year period.
This project set the standard for Target’s sustainable accessory vendor partnerships.
Deliverables
GTM Strategy
Product Strategy
Creative Strategy
Design
Sourcing
Compliance Audits
Sustainability Standards & Guidelines
Special Thanks To:
Target Sourcing Services Asia Ltd
Target Merchandising Team
Yingtan Shengbang Optical Co., Ltd