In celebration of its upcoming collaboration, which launches April 2, Stoney Clover Lane and Target are hosting a three-day pop-up in downtown Los Angeles this weekend. The “boardwalk” will feature snacks (cotton candy from Polar Playground, ice cream from Sweet Rose Creamery and pink kettle corn from The Jolly Sheep), a live DJ and performers, as well as the opportunity to shop the collaboration before it launches.
Stoney Clover Lane and Target are both known for their collaborations, which have created frenzies among consumers. Target’s collaborations with high-end fashion designers like Sandy Liang and Lilly Pulitzer frequently sell out fast and then are sold at huge markups on the secondary market. A recent Stoney Clover Lane collaboration with American Girl incited enthusiastic millennial nostalgia. Stoney Clover Lane is expensive: A large cosmetic case with five letters can cost nearly $200. The Target collaboration will range in price from $2-$160, with most items under $20 — that’s a big difference. The collaboration will also feature a wider range of products than Stoney Clover Lane sells on its site. Customers can choose from apparel (including overalls and swimwear), accessories (sunglasses, AirPods cases), sandals, a beading kit and a roll-up beach towel, among other items.
The brand’s signature patches can be purchased separately and used to adorn and customize the accessories. They mostly include letters, typically used to spell out one’s name or initials or a playful descriptor, like “glam.” But there are also icons including hearts, daisies and cherries. The patches have an adhesive backing to allow for quick and easy customization.
Ad position: web_incontent_pos1
“Collaborating with Target has been a dream come true and a defining moment for us,” said Kendall Glazer, co-founder of Stoney Clover Lane. “Since our brand is all about capturing fun, we knew our launch celebration needed to be something bold, bright and full of opportunities to excite customers — both those familiar with Stoney Clover Lane and those just learning about us through this collection. The boardwalk concept quickly emerged as the best way to do that.”
The brand has a nearby store, in Newport Beach, California. It also has brick-and-mortar locations in New York City, Palm Beach, East Hampton, New Orleans and Nashville. “We know we have lots of avid Stoney Clover Lane customers living nearby, so celebrating somewhere in the L.A. area felt like the right choice,” Glazer said.
Ad position: web_incontent_pos2
Though in 2022, the potential to take a grid-worthy Instagram post is enough to entice certain social savvy shoppers, the Glazer sisters and co-founders believe the main draw to the event will be the opportunity to shop the collection early. “We know [based on social listening] our customers are heading to the boardwalk celebration with shopping lists of must-get items, which we love to hear,” Kendall Glazer said.
“Our top priority for the celebration is that guests have a great time. If they choose to share that on their social media, we’re thrilled to see it,” co-founder Libby Glazer said. “This experience is a content playground dream come true. And since it’s a multi-day celebration, someone might see posts about the boardwalk on Friday and then decide to visit us later in the weekend, which is a great opportunity for us to introduce new faces to Stoney Clover Lane.”
The brand frequently communicates with its fans and customers via Instagram, where it has 410,000 followers. “Instagram is one of our top ways of communicating with the Stoney Clover Lane community, and our customers love that they have instant access to our brand and to communicate with us directly. Truly, we answer DMs all the time,” said Kendall Glazer.
She added that the brand spread the word about the boardwalk celebration through its Instagram Stories. “[We wanted] to encourage anyone and everyone interested in our brand to join in on the fun. We’ve been seeing some of our biggest supporters even sharing the invitation on their own accounts and polling their followers to ask if they’re attending,” she said.
To promote the event, Target and Stoney Clover Lane tapped four influencers to post about it. They included Gabi Gregg (aka @gabifresh, 891,000 followers) and Tiffany Herrera (@tiffyquake, 1.3 million followers), both of whom were featured in the campaign for the collaboration, as well as Amy Roiland (@afashionnerd, 199,000 followers) and Nadia Aboulhosn (@nadiaaboulhosn, 757,000 followers).
