08/28/2012 12:24 EDT | Updated 03/11/2013 05:25 EDT

Target Teams Up With Montreal Fashion Week


Though Target isn't expected to land in Canada until early 2013, the brand has already announced a major partnership with Montreal Fashion Week (which runs from September 4 to 7).

The company is teaming up with Québec style icon Mitsou Gélinas to produce multimedia content that will appear around SensationMode's show space. Known for its avant-garde marketing campaigns, the goal is to give consumers an idea of what Target stores will be like in "la belle province."

The partnership is, of course, Target's first foray into the French-Canadian fashion market.

"Just like Montréal, Target is all about style and design. Partnering with Montréal Fashion Week and having Mitsou Gélinas as our Fashion Ambassador for the occasion is our way of introducing the Target brand to our Québec guests," says John Morioka, Senior Vice-President, Merchandising, Target Canada. "True to our brand promise of Expect More. Pay Less., Target is committed to making affordable design accessible to all of our Canadian guests when we begin opening our doors in 2013."

Target plans to open 125 to 135 stores in Canada beginning in 2013. The first branch in Québec will open its doors in the fall of that year.

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