Kroger trying to look more like Target?

Press enter to search
Close search
Open Menu

Kroger trying to look more like Target?

By Louisa Hallett - 09/17/2018
Kroger officially rolls out its “exclusive” fashion line and it’s looking a lot like Target.

Kroger officially rolls out its “exclusive” fashion line and it’s looking a lot like Target.

The company announced the official nationwide rollout of its new style brand, called Dip. Dip will launch this week to 300 Fred Meyer and Marketplace format stores. The company announced the creation of this line back in July.

"Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable," said Christina Groth, Kroger's Vice President of General Merchandise. "During the product development process, we were intentional about creating a brand that's unique and resonates with our shoppers – and we believe we've done just that."

To create its exclusive fashion line, the company leveraged customer insights provided by 84.51° and recruited fashion designer Joe Mimran, best known for Club Monaco, Pink Tartan and Joe Fresh, to lead the creation of Dip.

The announcement of the rollout comes a few weeks after retail giant, Target, announced its launch of a new millennial-focused fashion empire with a new workwear brand. Meant to bring ‘high-fashion’ to those on a budget, Target says that the inspiration for the designs of the clothing comes straight from the streets of London, Copenhagen or Tokyo, made with luxurious, elevated materials and made as a Target exclusive line. Target has introduced more than a dozen new owned brands in the past year, including several women’s fashion brands. However, the company claims that its new exclusive line differs from the rest by serving up a rich variety of aesthetics to appeal to a variety of tastes.

The clothing line will be featured in Kroger’s subsidiary Fred Meyer, as well as in Kroger Marketplace stores. The clothing line is part of the “Kroger Restock” initiative, which was announced in November of last year. The plan will consist of heavy capital investments -- $9 billion over the next three years.

"This new [apparel] brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day — from elevated basics to fashionable highlights," Robert Clark, Kroger's senior vice president of merchandising, said in a statement.

Clark did not elaborate on how they will redefine fashion, however, the new clothing line will feature men's, women's, juniors, kids, and baby collections. It is being advertised to target consumers who are busy, on-the-go people who want to get the most out of their fashion dollar.

"No detail in the fit and finish of Dip has been overlooked," said Mimran. "Dip is reflective of customers' true needs and built around a foundation of key modern pieces. It's fresh. It feels fantastic in your hand. It's a fun attitude. It's all those things. These are clothes for really living life in and looking good while doing it.