Off the Rack: My First Look at A New Day at Target

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August 24, 2017

The Budget Babe reviews A New Day at Target.

Yesterday I made a quick Target run and was happy to spot some pieces from A New Day, one of the newest fashion brands that Target is launching this fall to replace its Merona and Mossimo Men's labels.

August 25, 2017 update: According to Glamour.com, Target is only getting rid of the Men's Mossimo division.

Earlier I shared the official lookbook photos, and now here you can see how some of the pieces appear in real life on the racks. I'm hoping to get back soon to try on more pieces to figure out the sizing.

You know what they say, you only get one chance to make a first impression. Well, my first impressions aren't all that great but I'll reserve judgement until Target rolls out more pieces. I'm also hoping to get to another Target store because selection can vary greatly by location.

I'd say my main concern is fabric - a lot of the pieces looked wrinkly on the hangers so imagine how they'll look when you take them home.

Highlights include two woven jackets, one military style with embroidery and one in an olive-tweed like fabric. Both retail for $34.99.

So far my 'A New Day' Instagram posts have garnered mixed reviews - some of you guys seem to love what you've seen so far and others are not that impressed.

What team are you on...team love it or leave it? Wait and see?

Here's what A New Day at Target looks like in real life.

Here's what A New Day at Target looks like in real life.

See pics of Target's newest fashion line, A New Day!

Comments (31)

Posted in: A New Day, Budget Fashion, Off the Rack, Target

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Comments

Some of it is ok, but none of it is anything special. I'm going to miss Merona. The only bright side to this is I was able to pick up several Merona tshirts for under $3 apiece.

#1 Heather on 2017-08-24 08:16 (Reply)

not a big target shopper,
but was a the mall and stopped in, tried on that green short jacket, looked bad on me, sleeves to long, and didn't fall right on me. I think the lining was badly done.

bright side got the guac tee, still kicking me self for passing on the previous one.

at the small concept store in the next town to me they were reworking the entire womens fashion dept to bring in the new stuff, the fixtures were actually better, clothing meh.

I liked the graphic tees and those boho dresses much better,
will see how all this plays out

#2 Isabella on 2017-08-24 08:51 (Reply)

Love everything, especially those shoes! Great picks

#3 Kay Nguyen (Homepage) on 2017-08-24 09:13 (Reply)

Hmmmm, I may have to reserve judgment until I see in person, but I really don't see any standouts. Like your other commenter I'm going to miss Merona and Mossimo as well.

Heidi || Wishes & Reality

#4 Heidi on 2017-08-24 09:14 (Reply)

I'm not a fan

As I've been blogging recently, I feel that the fabrications are cheaper/thinner than Merona. Also, the sizing of A New Day is off, running at least one size smaller than Merona did. So far there hasn't been anything I've seen in store that I'd even want to try on, and my local stores have had A New Day trickling in for the past month. But, if something eventually catches my eye, I'll give it a try.

#5 Mia on 2017-08-24 09:15 (Reply)

As always, I am impressed Buy your mothering skills! Your little ones appear very well behaved in the dressing rooms.

#6 Chacha on 2017-08-24 09:36 (Reply)

Wait and see...but leaning more to 'leave it'. They had a large selection at my Target about 2 weeks ago; I was surprised to see it. A lot of it reminded me of Merona style-wise, so I guess that is a plus if you love Merona like I do (but then...why discontinue Merona only to bring in a look-alike brand??). It just looked cheap though, and I think because of the fabric like you mentioned. I liked that striped button-up with the ruffles, but I definitely passed because, like you said, it already looks like a mess and I can't imagine what it looks like after washing. Time will tell with this line, I suppose!

#7 Elizabeth on 2017-08-24 10:12 (Reply)

Also, I continue to hate the new name, and I hated the label. When you instinctively read left to right, and they have the words stacked vertically, it's hard to make out the name at first glance. I'm not a marketing expert, but I do shop a lot (lol), and it was not appealing.

#7.1 Elizabeth on 2017-08-24 10:15 (Reply)

I'm a "if it's not broke, don't fix it" kinda gal, so am perplexed why they would do this to us! Some of these pieces look identical to things we've seen in the "old" brand, so I'm doubly confused.

#8 Amanda Ferraro on 2017-08-24 10:54 (Reply)

I wasn't a fan of any of Target's brands in particular, though I've always enjoyed the styles there wasn't one brand I was loyal to. I always think target brings out easy, fun seasonal items but I never am crazy about the fabrics or quality.

These new brands - I like that they're a little more work oriented. I like that I can grab a basic skirt that's work appropriate. But we will see how the fit, quality, and fabric are in person. Fingers crossed!

#9 Amy on 2017-08-24 10:56 (Reply)

I think those are awful clothes! They look cheap and ugly and boring. There's not one single thing there that I would want to purchase or wear.

#10 Heidi on 2017-08-24 12:46 (Reply)

Same here! Everything looks basic and blah.

#10.1 Lisa on 2017-08-24 19:39 (Reply)

Merona is/was one of my daughters favorite brands. Although we did find her one shirt from this line, most of the items look too matronly. I always considered Merona casual to classic styling that was fairly ageless. This new line does not seem to hit that mark.

#11 Tabitha on 2017-08-24 14:01 (Reply)

Friendly FYI-according to Glamour.com they are only getting rid of the Men's Mossimo division: https://www.glamour.com/story/target-getting-rid-mossimo-merona-labels

#12 Cecelia on 2017-08-24 18:37 (Reply)

Thank you, Cecelia! I've updated my posts to reflect this.

#12.1 The Budget Babe on 2017-08-25 07:05 (Reply)

Thanks for your honest feedback, I feel like we're on the same page. I had high hopes for the new line and have followed updates very closely since the news broke.
Thus far, I feel like it's been a letdown in terms of style and quality. There are maybe 2-3 standouts clothing-wise and I can't imagine this is a line that will outperform Merona.

I found shoes in-store and was pleased with 2 pairs of pumps comfort wise but the patent leather oxfords with the foam heel aren't even worth .99.

Pretty sure, I'm going to stick with Who What Wear moving forward for all my target fashion needs.

#13 Lindinha on 2017-08-24 20:58 (Reply)

Thanks for this feedback, I'm glad I'm not the only one. I'll have to take another look at the shoes - hopefully my store will get more pieces soon.

#13.1 The Budget Babe on 2017-08-25 07:03 (Reply)

I think if you need work clothing there is TJ/Marshalls and or Kohl's or similar in your area, nicer for the money.

Just MO

#14 Isabella on 2017-08-26 15:39 (Reply)

I feel like it's just....okay. A few nice pieces but by and large, it's nothing really special. Thought you were dead on when you compared it to a Sears workwear department on IG. Nothing wrong with that, but it just didn't stand out to me at all.

#15 Cat on 2017-08-27 10:41 (Reply)

Yes that's how I felt when I saw the clothes in person, from the branding on the tags to the fabrics and silhouettes...but now I'm off to check out sears.com - it's been a while!

#15.1 The Budget Babe on 2017-08-29 06:44 (Reply)

I guess I'm a party of one here because I actually liked and bought a few pieces from this new line. The ponte pencil skirt with exposed zipper, the two jackets (gold and the embroidered), the navy pants with red piping (which felt like quality flannel), and a plaid shirt that looks and feels exactly like the one from Rails that Nordstrom had for $100.00 during the sale. Now that said, I do think the sweaters are cheap (much better at Uniqlo for about the same money) and the accessories such as scarves are generic. This line is certainly not going to replace Zara for me, but I think there are some good pieces if you're willing to do a massive try on to figure out sizing.

#16 Kate on 2017-08-30 08:05 (Reply)

The clothes are hit or miss hit isn't that always the place with Target fashion? However, the new merchandising and mannequins just remind me of Kohl's.

#17 Michele on 2017-08-30 18:10 (Reply)

This is a good observation, although I haven't seen any of the new mannequins at my store yet. We seem to get stuff late. Thanks Michele!

#17.1 The Budget Babe on 2017-09-01 06:23 (Reply)

I think some of it is really cheap-feeling and looking (pants, especially.) But I did pick up a few things. I did a fitting room review and I think it depends quite a bit on the fabric content.

#18 Melissa at Welcome Objects (Homepage) on 2017-09-24 14:33 (Reply)

Great review, I'm glad you covered pants because I was very curious about those. We both loved that floral dress! Looks great on you belted, too. I'll iron things but it's a big turnoff when items look super wrinkly on the rack...how will they look after you've been sitting down or wearing them for a bit?!

#18.1 The Budget Babe on 2017-09-26 06:05 (Reply)

A friend wore her black bi-stretch twill jacket to work, and noticed a colleague wearing the same one. She commented "I guess we shop at the same store" and her colleague said "I love Ann Taylor!" Her friend paid $169 for the jacket. she paid $34.99 for. They took them off and compared them--they are identical down to the lining, buttons and hidden inside pocket. The fabric is the same.

I know you don't like it and think the fabric is cheesy, but I bought a jacket and pants, took them home, hung them in the bathroom while I took a shower and the wrinkles fell right out. The jacket is extremely well made, with designer touches like the secret inside pocket. When I worked in the corporate world I wore DKNY, Ellen Tracy, and other similar bridge clothing, so I know good tailoring when I see it.

I took them on a weekend trip and they packed just fine--again, letting them hang a while, maybe in a steamy bathroom, gets the wrinkles out. This suit traveled better than some of my $400 outfits.

Snap up as many of these as you can while they last. And then feel satisfied that you didn't pay Ann Taylor prices.

#19 Rita on 2017-09-26 16:40 (Reply)

I live for stories like this! Thank you for sharing! But would it kill them to steam the items before putting them out? Doesn't do much for customer confidence.

#19.1 The Budget Babe on 2017-09-27 07:43 (Reply)

I can see how some of the casual pieces might not be too impressive, but for someone looking for professional clothes on a budget, I am beyond impressed with this line. There are so many different styles of trousers and I found my perfect pair (the skinny high-waisted ankle pants in grey are AMAZING). I haven't tried the blazers yet but as far as the pants and skirts go, I'm really excited to see such good quality suit separates without the crazy price tag. If you need to update your professional wardrobe on a budget, this brand is 10/10.

#20 Kayla on 2017-10-18 14:04 (Reply)

I found four items that I loved at first sight.
1. The green cropped jacket with the red lining

2. The navy blue slacks with the red piping down the side

3. Chanel inspired black cropped jacket

4.ivory fleeced lined tights

I am impressed with the above items

#21 Nicole on 2017-10-20 20:01 (Reply)

I totally agree with most of the posts. I had not been to Target in about 2 yrs. I was not impressed. To me Target has always bought very few items and way too deep in those. Very cheap fabrication and fit. I also could not believe the prices. As expensive as the major retailers without the quality. For a small town if you bought something you would very likely see someone wearing it the next week. Some good ideas, but poorly executed. Every pair of shoes I tried on would not work - either too small or too large and too wide and ALL man-made and cheap looking. Disappointed.

#22 Kirsten on 2019-08-02 20:12 (Reply)

The WRINKLES are because the fabric is NATURAL. Natural is HEATLHY. HEALTHy to you skin, the LARGEST ORGAN on our bodies! It allows it to BREATHE! So I would say you need to reconsider HEALTH as your MAIN priority, rather than "wrinkles". You can always use a steam iron if it bothers you to wear healthy clothes that much.

#23 amccken3 on 2022-04-06 16:03 (Reply)

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