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Introducing: A New Day

If you could only shop at three stores for the rest of your life, what would they be?

Yes, we know it's a tragic thought. But go ahead. Try it.

For Katie 2, Target has been on this list for years and will probably stay on the list for eternity. You can buy groceries, makeup, redecorate your house, buy wedding presents for your friends, or update your wardrobe with new designer collabs every year. Katie 1 agrees although Costco is the top of that list. Katie 2 would also like to state for the record that she loves Costco. 

As part of their effort to stay relevant (was Target ever not relevant?) and keep up with industry trends, many Target stores are getting a facelift to include new flooring, lighting, and layouts. Along with the aesthetic changes is the introduction of a new line of clothes for woman (RIP Merona and Mossimo): A New Day (or, if you're an idiot like Katie 2, "Andeawy").
A New Day is touted as a "size inclusive collection of chic basics and statement pieces that are meant to be mixed and matched" and is "meant to speak to customers' need to feel special". I'm not sure about all that, but we're here to give you the low down on the new line (because that's what our "Introducing" series is all about).

A "quick" trip to Target (let's be honest- no trip to Target is ever quick) taught us some very important things. First: Target is all in on A New Day. At our trusty store on State Street in the Chicago Loop, more than half of the women's clothing space is dedicated to the brand. That leaves the other 40% to be split between Merona, Mossimo, Xhileration, and go-to-for-work Who What Wear.

Second: the line doesn't really seem to have a focus. We found soft loungey tops with cutey sayings ("But first, champange"), embellished sweatshirts, colored crops, tweed jackets, party dresses, so many  sweaters, and just about everything in between. (It kind of seems like Merona and Xhileration had a baby to be honest.)

Third: A New Day is either super popular, the State Street store is super busy, or the store just really needs to get a shipment of product in (or all the above?). While there was a lot of variety in the line, most everything was picked over. We found it a bit difficult to find sizes in a lot of items we may have wanted to try. On her next grocery shopping trip, Katie 1 intends to stop by her neighborhood Target to see if it has some of the items in her size.

Fourth: Prices. In the past few years, the prices of Target clothes have been creeping up. When researching A New Day online, the press release says that everything is going to be under $50. Looking around the store, Katie 2 was pleasantly surprised that the super cute tweed jacket she was eyeing is not the most expensive thing she came across by a long shot.
As for impressions? Katie 2 is impressed. Yes, she's a little sad to hear that Mossimo and Merona are being phased out. Yes, she's a little concerned that everything is focused on one line. However, if you're looking for an inexpensive way to try out new trends, try A New Day. If you're looking for pieces to start building your working wardrobe, try A New Day (and Who What Wear. Seriously. That stuff is cute.) Think of A New Day as a go-to for what Katie 2 calls "basic plus", or things that are basic in shape, but have a little something to make them special. She hasn't had time to try on as many pieces as she would like/probably should when writing a review, but the pieces she has bought tend to run a half to a full size large- so buy down.

Katie 1 wants to add that she accompanied Katie 2 on this recon trip and found lots of cute things she wants to try.  However, she was an epic failure and ended up only buying a clearance Mossimo skirt and a new table runner for Thanksgiving.  And a bag of chips because it was lunchtime and she was hungry.  She also contemplated buying this because why not?

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