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22nd of July 2018

Technology



Target Eyes Teens, Millennials With 'Heyday' Electronics Brand

Target Heyday

Not content with just selling consumer electronics, Target is now making its own.

The retailer on Thursday introduced an electronics brand geared toward younger Millennials and Gen Z called Heyday, offering more than 150 fashion-forward tech accessories—everything from Bluetooth speakers and headphones to phone cases, smartwatch bands, and Lightning charging cables.

Prices range from $4.99 for earbuds to $59.99 for Bluetooth speakers, though most Heyday products are $20 or less, Target said. The goodies are slated to arrive in Target stores and on the retailer's website this weekend.

Heyday is Target's first internally designed and developed electronics brand. The company said it took into account the latest fashion, beauty, and pop culture trends when designing these products. Expect tropical leaf, floral, Aztec, and fruit-pattered phone cases; colorful charging cables; and braided earbud cords.

Heyday Phone cases

Heyday watch straps

Heyday chargers

Target also conducted "extensive research" to figure out what type of features its younger customers are after. Teens, for instance, said they like having a controller/microphone on their earbuds, but don't like it when that component creates a weight imbalance, so they "added a tiny weight in the opposite earbud to make sure both stay in place for workouts."

Teens also said they like to play their music at the beach or pool, so Target's designers made all Heyday portable speakers waterproof, though only up to one meter submerged.

"Target is known for creating exclusive brands that are stylish, inspirational and affordable," Executive Vice President and Chief Merchandising Officer Mark Tritton said in a statement. "When we looked at the current options our guests had in electronics, we saw an opportunity to apply some of that magic, taking tech from purely functional to fashionable and fun."

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