Products bought at Target stores affect everyday living for those who value style. But can they cater to the purely cost-conscious consumer too - without hurting their brand?
ThinkInsight
As sales slip and the economy is in a cash crunch, Target is looking to pump up their bottom line by temporarily stocking more generic “warehouse club-like” bulk product offerings. Coming from a brand that prides themselves on stylish yet affordable furnishings and clothing, this may just dilute the “specialness” of the brand altogether by dumbing it down to a Sam’s Club or Costco level.
At its core, Target’s success stemmed from appealing to a segment of consumers who were looking for discount shopping that was hip and cool, yet completely affordable. They accomplished this not only through their marketing efforts, but throughout their in-store retail experience as well. The merchandise itself was consistently stylish (usually created by high-end designers), allowing it to appeal to a more youthful audience; thus, infiltrating the world of high fashion. So to hype that Target is now selling generic items goes completely against the grain of the original branding that set them apart.
Though the target end date for this promotion, called the Great Save Event, was February 21st, they are still continuing this online. This tactic remains somewhat removed from their core operations, which is a good thing. Devoting more space and attention to the Costco-model would certainly interfere with the core values that make Target such an exceptional brand.
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