The universal bull’s eye design is now inextricably connected to Target Brands–not because of its explicit design but of its intrinsic meaning to customers. Target, a general merchandise discount store in 47 United States operates 1,502 stores. It has been rumored that Target would enter Canada; but, that day is yet to come.
What makes this brand so special emanates from strong values. It’s not enough that it is profitable and consistently delivering dividends to its shareholders year after year–it also shares its revenue with an impressive spirit of giving. Since it opened for business, Target has given 5% of its income to organizations that support the arts, education and social services, to the tune of $3 million US dollars per week. The entire Wal-Mart family has reportedly donated less than 1% .
“Expect More. Pay Less” is the Target mantra. They also state what they believe in, “Connecting business and community, affordability and great design” (not the greatest grammar but it is a unique trinity of ideas).
Unlike most if not all N.A. discount stores, Target respects its customers by providing them with a much needed sensory experience through design and frankly, a belief that they have good taste. Wal-Mart on the other hand provides minimal if any experience; it’s gray facades and monochromatic interiors populated with overstocked, common fixturing is their weakness as Target gains momentum. Here is a sample of their commitment to design in their TV ads.
The sounds, images and cadence of these commercials are certainly traffic drivers but all would fail miserably if these did not live up to a corresponding store environment. In fact, the style of these ground-breaking ads are somewhat immitated in Zellers’ new ad campaign; the problem is the store experience is still terribly want.
Target is also about style. In women’s fashion, the famed Isaac Mizrahi is easily associated with “Tarjay”. Now, Patrick Dickinson joins the line-up of designers lending their passion for beauty to this otherwise discount superstore. Because Target has successfully linked itself with style, it is fairly easy to attract talent who would otherwise fear a loss of brand value with other discount stores. This is one merchandiser that has tapped the need for women to self-actualize.
What’s rather appealing is that the aesthetics are reminiscent of the 50s and 60s–where baby boomers’ hearts beat. In fact, the Target Bull’s Eye dog, is a throw-back to “Our Gang”, the long running TV episode boomers all watched as children–the pooch’s similarity to its canine cast member is eerie.
Their keen interest in community is felt. Whereas Wal-Mart enters markets welcomed or not and reportedly decimates community dynamics with impunity, Target aims to add to communities. “From national partnerships to local initiatives to our own programs, Target is committed to making our communities better places to live.”
Alas! we in Canada have yet to experience the Target effect. It’s not brain surgery–someone just has to answer the call for value and experience. Real, palpable experience according to customers–and not marketing rhetoric.
Discount should not communicate, “expect nothing if this is all you can afford”. Target on the other hand, and I repeat, implies categorically, “if this is what you can afford, we respect you enough to give you more”. In itself Target’s culture is a brand new democratic cause: lifestyle for all.
In retail of scale, it does not get a whole lot better than Target. I am quite confident than any Target that shares parking lots with Wal-Mart will place this behemoth on a reverse trend.
