Luckily for Target, it’s always been quite good at creating a line-up of brands that are instantly recognizable by shoppers, even those who don’t frequent Target. Target showcase of its new Heyday brand, in New York, August 1, 2018. The company had let a number of its brands grow tired in recent years and getting the part of the business that makes Target ‘Tar-zhay’ back on track was key. “It’s core to who we are,” Tritton tells Fortune at Target’s Design Center in Manhattan’s Chelsea district. Tritton, who came to Target from Nordstrom (JWN) two years ago with a mandate from CEO Brian Cornell to overhaul Target’s private brand business, a key ingredient in what sets it apart from Walmart and Amazon, has now overseen the genesis and launch of 12 Target brands, with more to come, an unprecedented pace for that chain. They were: Heyday, its first proprietary electronics brand Wild Fable, a low-cost clothing and accessories brand for teenage and young adult women and Original Use, a male-focused brand with an urban feel.
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