Target walks a tightrope

From a recent RetailWire panel discussion, here’s a brief comment about Target’s brand positioning. Trying to reinforce the “cheap chic” brand image isn’t easy when the company is also caught in a downward pricing spiral:

Target’s value-driven offers are a tightrope act. Yes, the chain does need to compete vigorously against Walmart, Amazon and the big box stores with which it competes. And Target has often struggled to communicate its value equation, despite the RedCard program. But “value” is not always equal to “lowest price,” and Target must continue to improve its product development and in-stock execution if it wants to escape the downward spiral of falling prices and falling margins.

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