As a followup to my post about Target and Apple, here’s a RetailWire comment about the other part of the story. Target is rolling out several specialty concepts to all of its stores (and online, I assume) in an ongoing effort to provide differentiated products. Here’s my point of view:
Selling unique, exclusive merchandise has been part of the Target formula for a long time, and this venture is certainly true to the brand position. It moves Target further away from the pure price-and-commodity positioning of the past couple of years (complete with its own mini-dollar store at the entrance).
But there are a couple of cautions for Target to consider: First, can the company forecast demand (and execute) more accurately than with some of its recent missteps like Missoni? Second, do “the Shops” truly reinforce Target’s value position, not just the “coolness factor”? If Target can succeed on both fronts, this looks like a winning idea.