The Partnership that Will Destroy a Millennial Girl's Budget

If there are two things we can count on, it's that there will always be a crowd of young women in any given Target store, and that HGTV will maintain a following dominated by the same demographic. Recently, a partnership was announced between Target and Fixer Upper stars, Chip and Joanna Gaines, that immediately stirred up excitement and anticipation. The new product line will be called Hearth and Hand with Magnolia and will feature home/lifestyle designs created by the pair of brands. The launch is projected for the beginning of November. Fixer Upper fans and Target fans alike are eager to get their holiday shopping started with this exclusive line.

Not only am I one of those millennial girls impatiently awaiting November 5th, but I'm also impressed with the marketing behind the idea of the partnership. Without a doubt, Chip and Joanna Gaines have some raving fans who don't consider themselves loyal Target shoppers. And surely there are Target fanatics who have never sat down to watch an episode of Fixer Upper. 

What this partnership is doing is two-fold. Those people who are both Target and HGTV addicts are very pleased with both brands and they aren't holding back on the praise! There has been a measurable increase in buzz surrounding them ever since the announcement. But beyond that, Target and Chip and Joanna Gaines have combined their pools of consumers. Those who don't shop at Target but love the Fixer Upper stars are likely to drop in and check out the collection. Target will gain customers it otherwise might not have been ale to reach! Those who shop at Target regularly but don't tune in to HGTV for Fixer Upper will be exposed to the brand during the launch in November. If they like the products, they might have a newfound interest in Chip and Joanna's show! The couple will likely gain viewers they wouldn't have been able to reach without physical proof of their design style and taste located in Target stores. 

So the countdown begins...38 days until my bank account is drained and my budget is history!