Target has appointed designer and TV personality Isaac Mizrahi as its creative director at large, aiming to enhance its reputation for budget-friendly stylish clothing. Mizrahi is renowned for his vibrant designs and made his mark in the fashion industry in the late 1980s. In his new role, Mizrahi will mentor Target designers and advise on product innovation. He will also facilitate new partnerships, as announced by the company on Monday.
Mizrahi will collaborate closely with Gena Fox, Target’s senior vice president of design. This move signifies a return to a familiar partnership for Target. In 2002, the retailer launched its first design collaboration with Mizrahi, paving the way for future partnerships with other high-profile designers like Lilly Pulitzer and Missoni. That collaboration concluded in 2009.
In a statement, Mizrahi expressed his enthusiasm for working with Target’s team to introduce more joy and sophistication in design through storytelling and creativity. The aim is to create a more enjoyable shopping experience.
This initiative is part of Target’s broader strategy to revitalize sales under CEO Michael Fiddelke, who took the reins from longtime executive Brian Cornell in February. Under Fiddelke’s leadership, Target has made strategic changes, including overhauling its leadership team and hiring new executives from companies like Walmart to oversee its supply chain.
Efforts have focused on improving fashion offerings and refreshing home decor. Target announced that 75% of its decorative product range will be new. Although the company reported the largest increase in comparable sales in four years this May, a cautious forecast tempered confidence. These moves under the new leadership are intended to resonate more with customers.