Big Idea: Target
Missoni Impossible: Can a Launch be too Successful?
Ok I admit it, I was in line at my local Target Tuesday before they opened, praying I too would get my hands on a few choice pieces of Missoni merchandise. I am a self-proclaimed fashionista so this partnership between Target and Missoni was my opportunity to own a little piece of iconic fashion history. Little did I know that the pieces I was able to buy might now become valuable collector’s items. Calculated hysteria? Who can’t understand what’s in it for Target? Lagging sales to Walmart and a recession has everyone spending less but still wanting more. Target has[.....]
Off Target: The Difference between Branding and Retail Sameness at Target
What’s happened to Target? Well, a lot of their advertising has gone stupid-retail for one. Their broadcast has become a big ho-hum that carries very little branding, almost zero concept and this means the brand linkage to Target is completely dependent on three seconds of logo at the end of the spot. Advertising like this relies on consumers actually paying rapt attention–which they don’t–and is a formula that makes it easy for them to confuse Target with one of their competitors. For instance, check out this recent Target commercial for Champion sportswear: The problem with this[.....]