Delia's returns after 10 years, Target selling from $8
On August 23, Target teamed up with Delia's, the brand once synonymous with early-2000s teen shopping culture, to launch an exclusive online and in-store collection. The lineup spans graphic tees, sweaters, skirts, cargo pants, lounge pants, dresses, jackets, and accessories, with prices starting at $8 (about 11,000 won).
Beyond the products, Target also recreated the mail-order catalog that once defined the Delia's experience. It mailed 1,000 catalogs through in-store and partner lists and distributed them to roughly 1,200 stores nationwide, reviving the shopping experience teens once enjoyed. Delia's shut down all its stores after going bankrupt more than a decade ago, and had since survived only through licensing collaborations with brands like Dolls Kill.
Behind the collaboration lies Target's concern over its own performance. The retailer's recently reported second-quarter net sales rose 5.3% year over year to $26.5 billion (about 37 trillion won), but growth in apparel and home categories lagged. Target has previously run similar collaborations with Hollister and Free People, continuing a pattern of borrowing recognizable outside brands to boost apparel sales.
