Target Positions Marketing For Project 62 Furniture Line

Target is positioning the marketing support for the launch of its Project 62 furnishings line.

The collection, based on mid-century modern styling but incorporating trendy elements such as hairpin legs on furniture pieces, already has the support of television advertising and social media, including a link between Facebook posts and the lookbook for the collection. Target also is supporting the launch with email blasts than now include a hashtag #Project62 and an appeal to “share your style.”

The marketing positions the line with the slogan, “Project 62: small space, smart price.” The retailer consistently emphasizes that it offers the brand exclusively.