Cited: Reuters
Target has come up with a new way to standout among its peers and many analysts think it could be a winning strategy. Soon Target shoppers will find exclusive little shops carrying everything from sweets and sneakers to eyewear and electronics at the mega-retailer. In fact, Target says it plans to have 25 of its stores feature special shopping areas and attractive displays of Apple products. Rumors about Target’s plan to put Apple out front in its stores had been circulating since late last week but today the chit-chat was confirmed.
The concept will be unveiled as “The Shops At Target” in its N.Y. location. Shoppers will find things for sales from a variety of suppliers including Bostons Polka Dot Bakery and the Candy Store, based in San Francisco.
Target has 1,760 locations in the U.S. and is not combing the ends of the earth to find exclusive brands to populate their “shops” concept. The move couldn’t come soon enough for Target as many of its closest competitors have already made similar marketing moves in an effort to boost the image, and the sales, at their stores. Kohl’s has the sole rights to sell Vera Wang in their stores while J.C Penny’s partnership with Sephora has been helping both to increase cosmetics sales since the two joined forces.
The new concept stores by Target and other sales behemoths of their ilk are likely to be a huge boost to smaller retailers who will now find their products featured in these sales magnets. And, this is not the first time that Target has used this type of strategy having partnered with limited-time design partnerships in the past that helped to increase sales of apparel and accessories such as Thakoon Panichgul and Zac Posen.
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My take:
Just another way to keep cranking out the stuff and hope that people buy more stuff so they can fill their closets and cupboards with stuff. And then they’ll have plenty of stuff to sell at the garage sale when Target and its partners come out with even better stuff.
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