As long as I can remember amongst my friends and acquaintances, Target has always been pronounced "Tar-zhay." This consumer inside joke has made more of an impact on the brand than one would think. It’s ventures into low-priced high-fashion has introduced price conscious shoppers to well renowned American designer Isaac Mizahi, English designer Tara Jarmon, and French designer Luella Bartley, earning Target positions in magazine editorials as prestigious as Lucky Magazine. Target has now licensed their brand name to consulting firm Brand Central LLC for a new clothing line called Target Couture. Grasping the passionately coined publicly provided nickname, they have added an accent mark above the “e.” But this licensed line doesn’t repay the consumers, whose love and evangelism derived this nickname. Pieces range from $140 jeans embellished with a glittered bull’s eyed back pocket to a gold and diamond bull’s-eye necklace priced at $3,185.00. This new line will be available at select department stores and upscale boutiques. This venture breaks the brand from racing heartbeat of a bargain to the lust of luxury.