Thursday, July 7, 2016

Target’s Future Will Be Decided by Kids

1467851397_feat_target29_01Target’s designers have been listening to kids, about 1,000 of them from the ages of 4 to 12—in their homes, online, at daylong fairs, and in focus groups—to create what could become one of the company’s biggest brands and maybe one of the country’s biggest kids’ brands.

Cat & Jack is a crucial step in a long-term plan to revitalize Target, the second-largest discount retailer in the U.S. Executives are funneling their attention and resources into four broad areas—babies, kids, style, and wellness. These signature categories, as they call them, account for $25 billion in annual sales, one-third of the company total, and have higher margins than essentials such as groceries and appliances. Once reimagined, these areas are expected to generate sales that will grow two to three times faster than the store’s other staples.. . . more

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