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Target Debuts Isaac Mizrahi

Eric Bauer, Carole Sloan -- Home Textiles Today, February 28, 2005

Minneapolis — Next week's in-store launch of the Isaac Mizrahi home furnishings collection for Target focuses on his signature photographic techniques in printing, a strong color palette, and products ranging from home textiles to tabletop and furniture.

Called "Isaac in the House," the collection follows on Target's successful program with Mizrahi that launched last summer in apparel. Mizrahi is one of a growing group of couture high fashion apparel designers who are moving into the mainstream.

The program is designed to accentuate three themes: showing the best of the contemporary color palette, highlighting the company's best efforts in contemporary and showcasing the bright palette.

The Mizrahi collection sits at the top of one of the five Target home furnishings lifestyles — each with a designer or high end statement that includes Mizrahi for contemporary, newly launched Fieldcrest for traditional, Simply Shabby Chic for casual, and a to-be-announced designer for soft modern. Global will have no designer name but will be designed and sourced internally.

The Isaac in the House collection uses an overscale poppy in tones of orange and a camellia in blue in photographic design techniques — a Mizrahi touch — with colors in towels, sheets and accessories as well as tabletop and bath accessories. Black and white with periwinkle blues and aquas is another themed color statement. Orange and red are played together across home lines. A piece-dyed overscaled dot is used across the collection.

The bedding collection focuses on duvet covers, while towels highlight a reversible construction — a honeycomb weave on one side, terry on the other. Sheets are 250-count, all cotton.

Mizrahi's collection is part of what Target is pushing as a major growth opportunity — contemporary. Its Swell collection is viewed as focused on a young customer while Mizrahi is positioned to appeal to an older customer base.

The collection is expected to be updated at least in the fall, and probably for back to college promotions.

It currently is available on the company's Web site and will be highlighted in consumer magazines, company circulars and perhaps other direct to consumer efforts.

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