Part of Target’s push to boost store visits involves creating more “experiential” retail moments, such as opening select stores for the midnight release of Swift’s latest album. For the Woolrich collaboration, certain stores will have displays that “immerse guests in a world of buffalo check,” according to a news release.
“When we build these programs, it’s not just the product, but it’s the product and the experience,” Sando said. “When you walk in our store, like the display, the experience that you see, when you go on our app, when you see our social media posts, we really want it to pull you into that experience.”
Target has long relied on exclusive collaborations to differentiate itself from other retailers, citing nearly 200 partnerships with “trendsetting designers” such as Missoni, Rodarte and Diane von Furstenberg.
When Target announced Michael Fiddelke, currently chief operating officer, as the next CEO, he laid out three priorities focused on rebuilding its style and design reputation, improving the shopping experience and advancing the company’s technology. He said in August the retailer “focused a bit too much on core assortments” and lost its “fashion and design leadership.”
“If you can think about what is going to be important to the consumers for the holiday season and what demand drivers will be, we do think these pop culture collaborations are going to be moments that consumers are really wanting to be a part of,” Sando said.
0 Comments