Target to partner with Sports Illustrated's swimsuit issue

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  • February 11, 2013 - 3:35 PM



Sports Illustrated and women don't appear to go hand in hand, especially when it comes to the magazine's annual swimsuit issue.

But believe it or not, quite a few women actually read the issue because they're interested in...swimwear.

That's why Target Corp. will announce Tuesday that it will partner with SI to present six pages of advertisements in the iconic issue. It won't be just splashy photos but also a how to guide for women who need help in assembling an ideal look for the pool or beach.

"Most people think the issue is for guys," Target chief marketing officer Jeff Jones said in an interview. "But the women readership is actually shocking. Target has long been a destination for swimwear. It was a great opportunity to try something that has never been done before."

Jones has certainly been busy. On Sunday, the retailer launched its latest design partnership with up and coming fashion designer Prabal Gurung. Target also announced it will exclusively release a deluxe edition of Justin Timberlake's The 20/20 Experience, his first new album in six years.

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