• by Sarah Mahoney  @mahoney_sarah, June 3, 2015

Those wondering whether Target may be recapturing a little of its former fashion mojo might want to take a peek at what the mass retailer has in store this fall — a plaid takeover so vast it will start with apparel and sweep right through the grocery department. 

The Minneapolis-based company says the checkered campaign begins in August and runs through October, encompassing some 360 products from Fitbit, Diet Coke, ChapStick and Band-Aids, as well as shampoo, diapers, mouthwash, dog leashes and paper towels. And it also includes a limited-edition collection from high-end designer Adam Lippes, who is cranking out a 50-item line with buffalo-plaid inspired clothing, accessories, pet gear and home goods. (Those are set to go sale Sept. 27.)

“We knew we wanted to do something special, something that would usher in the season in a way that only Target could,” says Kathee Tesija, EVP and chief merchandising and supply chain officer, in the company’s blog announcement. The “plaid-palooza” promises “an element of surprise that I think guests will experience as they travel from aisle to aisle.”

The retailer is still digesting the mixed blessing of its latest limited-edition collection, the summer collaboration with Lilly Pulitzer. Thanks to plenty of advertising and prelaunch buzz, it sold out in hours, with the crush debilitated its website. That left many fashion fans fuming and empty handed, as they saw those coveted sundresses and cocktail glasses wind up on eBay the same day. In previous interviews, Tesija has apologized about e-commerce issues and resale, and conceded that the collection — the most talked-about of its many collaborations — sold out much faster than expected. 

Meanwhile, there are good signs that the company’s turnaround team is recapturing some of the brand’s former style steam. Last month, in addition to better-than-expected sales and earnings, it reported quarterly results were especially strong in apparel, home and beauty. Digital sales are also improving, up 40% in the quarter.