Target is taking a fresh approach to promoting its latest design partnership, shifting away from studio-shot imagery and embracing social-first marketing, Marketing Dive can exclusively share. The collaboration with heritage brand Woolrich comes to life with content that was filmed in New York City, following style influencer Lauren Wolfe and “Daylight” singer-songwriter David Kushner as they explore different neighborhoods and creative pursuits.
The concept transposes Woolrich’s focus on the outdoors — the brand, which is nearly two centuries old, lays claim to being “The Original Outdoor Clothing Company” — to an urban environment while giving Target a chance to experiment more with lifestyle-oriented visuals. “Adventure Is Wherever You Are,” which launches Tuesday and runs through Oct. 30, will appear on broadcast TV, social, out-of-home and audio channels like Spotify, and lands as consumers prepare for the holiday shopping rush.
Despite the mix of traditional and digital channels, Target is emphasizing its social-first approach — the larger campaign and social content are directly integrated, a first for the retailer’s design collaborations — and how Wolfe and Kushner lead the storytelling. In one of Kushner’s videos, for instance, the musician wanders into a subway car that is covered in wildlife as a David Attenborough-like narrator recounts his discovery of Woolrich x Target buffalo check flannels.
“As social media continues to drive discovery and connection, a social-first strategy allows us to meet people where they’re most engaged and keeps Target at the center of where [our] guests already are,” said Scott Swartz, vice president of creative at Target, over email. “This shaped our creative direction, which leaned into social-led talent and real-world storytelling elements like shooting on location in New York City and including a mockumentary as one of the beats of the campaign, to create content that feels genuine and worth sharing.”
Switching up strategy
In pivoting from the staged studio look, Target said it is trying to capture everyday, authentic moments that will resonate with consumers. The brand enlisted set designer Griffin Stoddard, known for recent work with pop star Chappell Roan, as well as hairstylist Rachel Lee, makeup artist Frankie Boyd and wardrobe stylist Natalie Scicolone on the effort. “Adventure Is Wherever You Are” was developed internally.
Woolrich x Target extends a decades-long history of the retailer collaborating with high-end brands to offer luxury looks at affordable price points (mainline Woolrich parkas can cost well over $1,000). Landing in most Target stores and online Oct. 18, the assortment spans more than 100 items across men’s and women’s apparel, home goods, outdoor gear and food and beverage. Most products are under $40 and the cheapest are priced at just $2.
Target is debuting its Woolrich collection as it vies for a turnaround, with Q4 a critical moment for retailers — one that is currently clouded by the uncertainty of tariffs. Woolrich is one of several team-ups the retailer is spotlighting this season as it looks to bolster traffic and cultural relevance. Earlier this month, it unveiled an extensive range of products tied to the final season of “Stranger Things,” along with a national campaign co-created with Netflix and featuring talent from the streaming hit.
Target has contended with a stretch of flagging performance and criticism over its direction, including backlash to changes to the company’s diversity, equity and inclusion initiatives. The latter point has been the subject of consumer boycotts in recent months. Target’s comparable sales, an important measure of retailer health, fell 1.9% year over year in Q2, with weakness in a merchandise segment reliant on discretionary spending.
With Woolrich x Target, the retailer aims to appeal to established fans who value its trend-forward collaborations but new sets of customers as well, according to Swartz.
“This campaign is intentionally designed to resonate with both returning guests and new shoppers who find us because of this partnership,” said Swartz. “We wanted the campaign to reflect the guest insights that inspired this cross-category collection, including the resurgence of heritage-inspired designs, fashion’s influence on outdoor lifestyles, and a growing interest in activities such as hiking and birdwatching.”
