Target’s newest collab fashion line comes from a 16-year-old. Teen influencer Embreigh Courtlyn has 6.7M TikTok followers and 1.4M on Instagram thanks to making content about her friends—the Glow House—as if their lives are a show. The launch was planned to engage this deeply invested fandom, starting with accounts just for the “Embreigh Edit” featuring clues about what was to come, which has pulled in nearly 300K TikTok followers. It has also—obviously—been promoted by Courtlyn and her friends wearing the merch, including on a brand trip post-launch. That’s a core piece of this strategy: Target wants young consumers to see an influencer’s clothes and have immediate access to it. And yet, the content didn’t include purchase links; it just let the product speak for itself. So, it should come as no surprise it made $2.2M in the first week alone, with several items totally sold out. (Glossy)
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