Fashion Marketing And Analysis Of A Successful Fashion Marketing Campaign Targets marketing may push edginess further than the in-store experience, but the companys displays and content certainly support this perspective. A visitor guest in Targets corporate lingo – entering a typical store location is surrounded by vivid colors, clearly defined merchandise statements, in-store branding assertions, wavy neon and outsized pop art photographs of consumer products. Super-sized graphics depicting common household items like Bounty towels and Colgate toothpaste decorate the walls of Targets housewares department like works of modern art. They announce brand positioning and brand culture by their gigantic size, clarity and perspective. Could Target Stores exist as they are today without Andy Warhol? It would be pure hyperbole to suggest that Targets use of artful images and its ability to merchandise in a theatrical manner is unprecedented. Decades ago, Bloomingdales created a mystique -including its famous tagline, like no other store in the world – that separated it from other department stores (http://www.findarticles.com/p/articles/mi_m0FNP/i s_7_43/ai_11508031).
Bloomingdales former chairman and CEO, Marvin Traub, who is largely responsible for creating the modern Bloomingdales, gives Targets executives credit for their differentiating strategy.
Clearly there is a certain drive to be creative. They see ways of doing business that are based on taste and ideas, not just price. Doing that is even more difficult today than in the past because of all of the pressure to perform on both a long and short-term basis by Wall Street. That Target has been able to proceed the way it has speaks to the company’s creativity and vision, says Traub, who currently sits on several corporate boards and runs his own consulting company (Jeffrey).
The Essay on Target Stores Strategic Choice and Evaluation
An early strategic choice to build a brand around the Target name fostered the company's steady growth. From the very beginning, George Dayton's strategy was to position Target as an upscale discount chain at which the prices would be just above the lowest prices. To achieve this upscale image, it offered trendy and stylish goods in an environment that was bright and attractive, unlike other ...
Its strategic smarts that you dont often see in retailing, explains Candace Corlett, a partner at WSL Strategic Retail. Target knows that going head-to-head on price wont work when you are competing in the marketplace.
Our focus groups show that American shopping is based on a combination of function and emotion. The Target group obviously said we are going to lay on an emotional layer, and that edgy piece, which by the way isnt too far out there, creates a trendy, yet safe, experience. As a result, the store is able to attract all kinds of apparel shoppers – affluent, middle and low-income people. Target Stores doesnt just appeal to a single demographic. (Jeffrey) Targets commitment to trend and to unique merchandise extends far beyond clothing, which in turn helps position the retailers apparel as desirable. Michael Graves housewares lines give validity to Target’s Xhilaration and Cherokee assortments.
In addition, the stores approach gives it the opportunity to showcase and market house brands that would not easily fit in with the assortments of competitors. Kmart has Jaclyn Smith and Kathy Ireland; Wal-Mart has Kathie Lee. Targets latest branding initiative involves licensing the Mossimo moniker. Before a slew of financial problems drove Mossimo Giannuli from the marketplace, his signature collection was positioned as upscale, cutting-edge surfwear. (Jeffrey) Targets choice of Mossimo for the masses is entirely in keeping with a store whose name is often pronounced Tarjay as if it were the province of a chic French designer. And the Mossimo merchandise, which rolled out this spring, has initially sold better than plan despite the slump that retailing as a whole is currently experiencing. Speaking to a group of analysts last month, Target Stores president Greg Steinhafel said, Overall, the results have been better than we originally expected. Womens and childrens Mossimo merchandise has been very, very strong, while mens is about on plan. (www.findarticles.com) Mossimo merchandise includes a range of on-trend styles that extend from stretch spandex/cotton woven to board shorts and shoes.
The Term Paper on Emerging Retail Trends In India
India represents an economic opportunity on a massive scale, both as a global base and as a domestic market. Indian Retail sector consists of small family-owned stores, located in residential areas, with a shop floor of less than 500 square feet. At present the organized sector accounts for only 2 to 4% of the total market although this is expected to rise by 20 to 25% by next 3 years. Retail ...
The lines design is edgy, playful and wearable, putting it in sync with Targets marketing proposition. And this is certainly a key to Targets success. The ads, the merchandise, the stores, it’s all integrated, and they keep raising the bar for other retailers, Corlett says.
Bibliography:
Arlen, Jeffrey. Why Is Target So Cool? April 2, 2001. Lebhar-Friedman, Inc. http://www.findarticles.com/p/articles/mi_m0FNP/is _7_43/ai_115080318.
