Ever since the move up north in March 2013, the big-box US department store, Target, has faced its fair share of challenges, receiving a disappointing return given the high costs and low sales. As a result of “aligning marketing with the consumer decision journey” (McKinsey & Company), Target has decided to focus on partnerships with Canadian designers, delivering a new value proposition to proud Canadians wishing to sport the latest and greatest.
With their mindset heavily doted on brand recognition within the market segment, Target is igniting the trigger in the consumer’s initial-consideration set. Introducing brands in support of Canadian talent will appeal to the average Canadian consumer. Not to mention Target’s involvement with Toronto and Montreal’s Fashion Week, which will generate hype from fashion-forward divas and build awareness for the high-profile designer collections offered at this department store.
Target Spring/Summer 2015 fashion show at World MasterCard Fashion Week in Toronto (Source: CNW)
In addition, Target is aiming to address operations-related issues of empty shelves and relatively high prices compared to the US. In our world of marketing, a consumer’s final decisions are made in store – without products on shelves, consumers will not even have a visual option to consider. As a result, this issue is of both high urgence and high importance.