Why Is Target So Cool? - Target's marketing strategy - Brief Article

DSN Retailing Today, April 2, 2001 by Jeffrey Arlen

Speaking to a group of analysts last month, Target Stores president Greg Steinhafel said, "Overall, the results have been better than we originally expected." Women's and children's Mossimo merchandise has been "very, very" strong, while "men's is about on plan."

"We are very pleased in this particular point in time. In light of the economic environment and modest comp store sales (comp store sales at Target were ahead 3.4 percent for 2000), these categories are outperforming expectations," Steinhafel said.

Mossimo merchandise includes a range of on-trend styles that extend from stretch spandex/cotton wovens to board shorts and shoes. The line's design is edgy, playful and wearable, putting it in sync with Target's marketing proposition.

And this is certainly a key to Target's success.

"The ads, the merchandise, the stores, it's all integrated, and they keep raising the bar for other retailers," Corlett says.