The latest numbers from Slice Intelligence indicate that Target’s designer collaborations are attracting fresh faces to the big-box store’s site. Target’s Marimekko release, which launched April 17, boosted the company's online market share by ten percent, topping competitors for a full week. During this time, Marimekko purchases accounted for a staggering 21 percent of Target’s online revenue.
Lilly Pulitzer: Target’s pinnacle designer collaboration
While Marrimekko’s market debut is undoubtedly a sales success for Target, the release is a distant second to 2015's Lilly Pulitzer release. For the week of Pulitzer's premiere, one-third of Target's dollars came from the designer's buyers, and the launch yielded 41 percent more sales than Marrimekko. Slice Intelligence is reporting that 30 percent of revenue gleaned from stylish partner products are on Pulitzer. Marimekko is catching up quickly. Within just a few weeks post launch, the brand's sales have nearly matched Liz Lange purchases, a perennial brand that has been available at Target since 2002.
Chic brands bring new fashionistas to Target
Designer collaborations are bringing new spenders to Target. Nearly half of the shoppers that ordered Lilly Pulitzer products used Target.com for the first time in six months. Marimekko buyers are more familiar with Target, as 38 percent of them were new to the big-box store.
Data shows that these shoppers spend more and order more often once they buy one of these brands. On average, these shoppers spent $101 more than they did in the past six months, and they are making almost double the number of orders.
About this data
With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which is key in an increasingly omnichannel retail world.