Target’s private label juggernaut continues with the introduction of two new, well studied brands, “All in Motion” activewear, and “Open Story” luggage. Target’s success at creating now 41 unique, and high value house brands is the subject of much discussion and is a major point of their brand differentiation. Additionally, it is becoming a key to profitability in our ever margin-squeezed retail world. However, what is less talked bout is the due diligence that the Target design teams go through to get to truly transformational brands like Cat & Jack, Goodfellow & Co, and Made By Design.
Fitness as Lifestyle
For all the success that Target had with C9 by Champion, as their core activewear line they saw the impact that the Lululemon, Athletica, and Under Armour were having on the fitness wear industry. They seized on the opportunity to introduce a high quality, on-trend performance brand that could compete, and do so at a price point that would shake things up.
Prior to the launch of All in Motion, Target’s design team sweated alongside over 15,000 consumers of all ages, across the country, to learn all they could about what they liked and disliked about their gear. As a result Target’s line of 350 pieces feature the trifecta of high-end quality at a low price, combined with sustainability and size inclusivity.
I recently visited my neighborhood Target store to get a feel for the All in Motion brand, and I was duly impressed. As is the case with each and every Target brand the holistic approach to the design, product presentation, and visual merchandising is clean, clear and concise. That only happens in a culture of sharing and clear brand objectives. Target is also incredibly good at creating concept shops around their brands, that complement them, while not undermining the parent brand.
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The location of the All in Motion presentation is unique in that it brings women’s, men’s and kid’s “all together”, rather than pulling them into their respective areas. The result it greater impact of the brand through critical mass. I don’t doubt that there was considerable discussion about this, as it goes against the grain; but it was the right decision, in my opinion. I was impressed at the quality, color pallets and immensity of the entire launch and foresee this becoming a gigantic success for Target. It’s also at a slight premium price point, slotted nicely between the “lemons” and others. It will be interesting to see how well the product sells, north of Target’s pricing sweet spot.
Source: Forbes