Dixie® x Target Holiday

Bringing Comfort to the Holidays

Seasonal designs are a key differentiator for the Dixie Ultra® brand and are critical to the brand’s growth strategy. In 2020, an extraordinarily difficult year, we were tasked with identifying and leveraging winter holiday trends to create an exclusive product collection for Target that would elevate the brand and ultimately keep Dixie Ultra top of mind during the holiday season and for future purchases. 

In addition to our typical trend work, we also had to consider how the upcoming holidays might look different in a year when the world was facing a global pandemic and consumer behaviors were radically shifting.

After extensive research, we honed in on a trend that combined the comforts of home with the warmth of nature. Tactility was a key element of the board—with hand-crafted felt-stitching, cozy flannels and soft pine nettles. In order to bring this story to life, it was critical that we be able to deliver on this tactility in 2D. So, we began by creating design assets in a mood board format, before going on to develop surface designs for 6 different products.

Results

In an unprecedented time, when consumers were no longer hosting holiday guests as they normally would, our strategic approach to trend and market research proved valuable. We were able to create designs that resonated with and won the hearts of the Target guests. Despite all odds, our 2020 Holiday collection resulted in a 31% increase in sales at Target compared to the previous year.