Target's Brand Comeback: Reclaiming Its Core Identity
This passionate analysis breaks down why Target's salvation lies in rediscovering their core brand identity, not in more partnerships and shop-in-shops.
• Target lost their unique brand identity and point of view
• Beauty category offers a path back to their core audience
• Mass market products need Target's signature approach
• Shop-in-shops are a distraction from the real work
• Internal focus is more important than external partnerships
• Target must establish what they stand for again
Target built their empire on having a distinct point of view - offering design-forward products that made good taste accessible to everyone. But somewhere along the way, they got distracted by trying to be everything to everyone through various partnerships and shop-in-shop concepts.
The solution isn't more collaborations or store-within-store formats. It's about doing the hard internal work of redefined what "Target" means in today's retail landscape. The beauty category could be the perfect testing ground for this brand renaissance.
What do you think Target's core identity should be? Share your thoughts!
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