From Target to Tar-jay

12 Apr

Live is a moving target. Cliche? Not if you’re referring to the fourth largest general retailer in the US, Target.  With over 1,740 stores nationwide Target is the second discounter behind Wal-Mart. What is the key to Target’s success? What did Target do right that many others have attempted to do, and failed?

One of the keys to Target success, is the iconic logo. In 1962,after 200 names attempted, and in a swarm of red and white inspiration, the family department store chain Dayton’s changed their name to Target. “As a marksman’s goal is to his the bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price value and overall experience.”

In 1968 the old Target logo got a streamlined makover into the one we are all familiar with today, one solid cirlce surrounding a black dot. Finally in 1994, we were introduced to the line, “Expect more, pay less.” A promise reflecting the unique retail experience at Target.  In 2009 Target announced that it was partnering with two advertising agencies, BBDO North America, New York, and Wieden+Kennedy, Portland, Ore. The agencies will provide strategic marketing and creative support on select brand projects.

Target seems to have gotten it right. Clever ads, and a classy logo.  Why go to Target? Why not Wal-Mart, or K-Mart, or one of its competitors. Target is an image. Target personifies style, in everything it sells, and in the way it sells everything.


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