This notion of designers creating products that could be made available at discount retailers would be later labeled as 'Design For All' by the Target Corporation.
The products designed by Graves were household items, the first and most notable of which was a tea kettle that bore a close resemblance to a well-known kettle Graves designed for Alessi in 1985.
[1] The Target version of the tea kettle offered a similar design at a more affordable price.
At the same time the Michael Graves products were released, Target also introduced a new line of clothing by Mossimo, as well as a line of cosmetics by Sonia Kashuk, expanding their designer partnerships throughout the departments within their discount stores.
While a design-centric focus and creative marketing campaign have helped make the 'Design For All' campaign a success for the Target Corporation, the retailer's work with a New York City design firm named Culture & Commerce is an important factor in that success.