Target was facing an uphill battle in changing consumer and media perceptions about the brand and briefed Effie to develop a strategy to do just this. In line with its ethos to democratise style, Effie came up with the Designers for Target strategy. Initially trailing the initiative with emerging, young designers Alice McCall and Josh Goot, the decision was taken to embrace internationally acclaimed designers to create an Australian market first.

Effie personally set up collaborations with Stella McCartney, Zac Posen, Missoni, Roberto Cavalli, Collette Dinnigan and Dita Von Teese. She and her team worked alongside each of the designers to produce brand collateral; conceptualised and produced all launches; and, managed national media communications. The Stella McCartney collaboration alone generated in excess of $17million in print and electronic coverage creating unprecedented media hype to the extent that the collection sold out within 11 minutes, the collaboration has been touted as one of the most successful retail fashion events ever in Australia.

Media and consumer perceptions were turned around and as one notable media editor, Mia Freedman, said “cheap is the new black and Target is the destination for cheap and chic in Australia”.

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                            Stella McCartney                              POPSUGAR AU