Target has turned to Pineterst to find a team of aspiring designers for its new product lines. The retailer has teamed up with three active pinners and bloggers—Joy Cho (USA), Jan Halvarson (Canada), and Kate Arends (USA)—who will co-create a series of upcoming collections that will include party products. The three users are also working in design, so they are supposed to feel quite comfortable with the assignment.
The top pinners have a huge audience. Joy Cho has over 13 millions followers, Kate Arends is followed by 2,6 million followers, and Jan Halvarson has nearly 300k fans on the platform. They share visual content with a feminine, soft, and a bit vintage twist. The limited-edition collections may reflect this style as well.
“Social media creates so many great opportunities for talented up and comers, and we definitely see today’s top Pinners as expert curators of style and design,” commented Rick Gomez, Target’s senior vice president of marketing of the decision to work with the trio. “We think their unique point-of-view will resonate well with our guests who regularly rely on Pinterest for inspiration and ideas.”
Party products is one of the hottest topic on social media—the retailer’s representative says that there are more than 700,000 party-related items shared via the Pinterest platform every day. Of course, the new collection will be launched both in stores and online, to encourage even more pins.
The release of the first collection, the one by Cho, is slated for March 16. It will feature modern garden party items including paper lanterns to tablecloths. The second line is to arrive at Target the last week of June—this will be a collection by Halvarson that will include out-door camping party essentials, designed with feminine and Victorian-inspired touch. And the collection by Arends, inspired by artisan food and craft beer, will be launched in September.