Target Goes Local

As people all over the country start buying presents for the holidays, it becomes clear what consumers value most in the products that they buy. For some, it’s all about getting the best price, while others want to support small businesses and know where the products really come from. Target delivers the best of both worlds to their customers.

Target offers a variety of products at a great price for sophisticated design and style by the top designers in the country. Neiman Marcus is the next design company to join Target in their mission to offer affordable clothing at a price tag everyone loves for the holidays. And to support local businesses with their own flair, Target created “The Shops at Target” in May 2012, selling products designed by five small businesses from every corner of the country such as Polka Dog Bakery, Privet House, and The Candy Store. With a focus on the stories behind these small businesses, Target fostered consumer needs to buy unique, local products of these cities at the nearest Target. These businesses come from very different places with different stories to tell and share beyond their hometowns. The integration of these shops into Target stores makes it easy for buyers to find the latest video game for their sons and an inimitable gift for their eccentric aunt all in the same place!

This is why Target appeals to those consumers who value commodities that say something about who they are. Featuring the exclusive products offered by these entrepreneurs makes the consumer feel that they are buying something truly authentic, because they are produced directly from their stores.

Beyond providing convenience to customers, Target has given these small businesses a huge opportunity to grow. Take The Candy Store, for example. They have the chance to share a little piece of their brand with people all over the United States, even while their business continues to blossom in San Francisco, California. On The Candy Shop’s Facebook, they posted “Think big, shop small”, which seems to mimic Target’s brand, fashioning a symbiotic relationship. The owners, Diane and Brian Campbell, say their products are ones that “can’t be found anywhere else,” just as Target, offers products that stand out. Even more, the integration of “The Shops at Target” promotes an idea, and whenever a company can tailor an idea to their design, it becomes honorable and memorable.

All in all, Target attracts a wide variety of consumers by conveniently offering authentic brands that range from local businesses to luxury retail designers all in one store. With the incorporation of low prices and the pleasantly unexpected variety of small business products, Target definitely proves that they live by their slogan which is “expect more pay less”.

Rachel Betterbid, Nicole Betterbid, Lucy Rojo, Sierra Scellato, Shauna Seaver