# Cost-Conscious Minimalist Fashion The Merona Collection Boasts an Affordable Minimalist Aesthetic By Mishal Omar | Published 2018-03-02 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/merona References: [thedieline](http://www.thedieline.com/blog/2018/2/16/a-new-day) & [wearecollins](https://www.wearecollins.com/) In a collaboration between the "brand experience design" company COLLINS and [Target](https://www.trendhunter.com/trends/target-collection), the former's sub brand Merona has been reinvented in order to better accommodate popular [minimalist fashion aesthetics](https://www.trendhunter.com/trends/nike-x-sacai). The Merona brand is being sold at Target as part of the large retailer's new initiative to introduce 12 clothing brands over the next couple years, and COLLINS' Merona offers a sophisticated range that features [neutral colored basics](https://www.trendhunter.com/trends/aaron-levine) that women can dress up, or dress down. Items in the collection include a nude overcoat, white button ups, blazers, tights, heels, and more. The Merona brand is able to embody a classic elegance at a cost that is affordable to Target's customers, making it the perfect first collection for Target's new initiative. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 86% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Affordable Minimalist Fashion:** Target's collaboration with COLLINS to reinvent the Merona brand offers an opportunity for disruptive innovation in the growing market for affordable minimalist fashion. - **Brand Experience Design:** The collaboration between COLLINS and Target showcases the potential for disruptive innovation in the field of brand experience design, particularly in the fashion industry. - **Expansion of Target's Clothing Brands:** Target's initiative to introduce 12 clothing brands presents opportunities for disruptive innovation and market expansion in the retail industry. ### Where This Applies - **Fashion Retail:** The Merona collection's affordable minimalist aesthetic highlights the potential for disruptive innovation in the fashion retail industry. - **Brand Design:** The collaboration between COLLINS and Target in reinventing the Merona brand demonstrates the potential for disruptive innovation in the field of brand design. - **Retail:** Target's new initiative to introduce multiple clothing brands creates opportunities for disruptive innovation in the retail industry as a whole. ## Related on Trend Hunter - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Minimalist Wardrobe Essentials](https://www.trendhunter.com/trends/heritage-core.md) - [In-House Minimalist Apparel](https://www.trendhunter.com/trends/contemporary-womens-fashion.md) - [Collaborative Retailer Capsules](https://www.trendhunter.com/trends/target-collection.md) - [Whimsical Patterned Diverse Fashion](https://www.trendhunter.com/trends/kate-spade-and-target.md) - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Multi-Brand Apparel Lines](https://www.trendhunter.com/trends/champion-2.md) - [Luxe Supermarket Minimal Fashion](https://www.trendhunter.com/trends/erewhon-supermarket.md) - [Retail T-Shirt Brand Expansions](https://www.trendhunter.com/trends/true-classic-1.md)