Target Redefines Media Strategy
Target are to begin to produce high fashion pieces at high fashion prices. Target are selling their Couture range already at LA boutique Intuition and online. MSNBC says:
The most expensive clothing item in the Targèt Couture line is this $330 cashmere sweater. If it's bling you're looking for, check out the one-carat diamond necklace, which will set you back $3,100.
While some may say that this goes against Target's "Design of the Masses" approach, this move is really a smart media strategy.
The brand is savvy enough to understand that its Bullseye logo has some fashion cache. Creating only a very limited line and distributing it through one boutique in LA, Target has lots of control and can create buzz. Target will get the LA hipsters scrambling to get hold of product and willing to pay lots of dollars to become walking advertisements for their brand.
Target need to make sure that they do this for just the right amount of time and then get out. No one would want the Bullseye to overstay its welcome as a Hollywood fashion icon. The king of Pop-Up retailing strikes again!!