On August 25, 2009
Target Talk Cheap but Can’t Resist Chic
Target is trying to balance its proposition to consumers measuring, as the company puts it, the relative importance of the expect more and the pay less elements of its brand promise, or, as others might put it, weighing the cheap and chic ends of its popular reputation. No one should yet judge just how the matter might tilt, however. Lately Target has emphasized how it is making itself more attractive to shoppers by expanding relatively inexpensive private labels, expanding price matching guarantees and otherwise taking measures to convince consumers that what it charges is competitive with its major rivals. Yet, even if it talks cheap, it hasn’t stopped thinking chic. And it probably shouldn’t. After all, its distribution probably isn’t…
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