Jackson LittlejohnKatlyn Baines

History of Target

• In 1902, George Draper Dayton founded Dayton Dry Goods Company, known today as Target Corporation.

• The Dayton family ran the corporation for nearly eighty years.

• The corporation did not become Target until 1962 once the company expanded into mass-market retail.

• The target logo became a bullseye because “a marksman’s goal is to hit the center bullseye”.

Interesting Facts

• 96% of people recognize the bullseye– More recognizable than Apple and Nike logos

• Target slogan is “Expect More. Pay Less”

• Ranked 22nd of “Most Admired Companies”

Target Customers

• Median age of 40• Average annual income of $64,000• 43% have children• 57% have a college degree• Mostly women customers

Mischief in the Details

• Target recently marketed it’s Jason Wu collection set to hit stores February 5th with an ad campaign entitled “Mischief in the Details”.

• The campaign is the most recent addition to their line of designer runway clothes at department store price.

• After a large setback with their Missoni line, Target hopes to use this ad to redeem itself.

Production• Jason Wu helped to produce several ads to promote his

partnership with target• Jason Wu’s inspiration for the Target line came from his cat, Milu.• Wu says, “I thought the cat represents everything – it's elegant,

it's mysterious a little bit and it's fun.”• Utilizes the playful aspect of fashion.• Partnering with designers has been a generally successful

campaign strategy for Target.• The parterships with famous designers are forged to attract

female shoppers, though the brand lacks a large male consumer base that would be desired.

Mischievious Magic or Miss?

Strengths• Catchy slogan• Continuity of design• Very little wording• Shows low prices• Effective use of white space

with a splash of color• Video right length of time• Use of designer in video• Music choice

Weaknesses• Does not advertise Target

but instead focuses on the designer

• Small print is hard to read• Does not indicate that the

line is only for a limited time at Target

Improvements

• Target should display their logo larger on the print ads so that their involvement in the designer’s clothing line is well indicated. They should also emphasize the designer clothes at an affordable price, seeing as that would attract many more customers. For the video, they should announce “Jason Wu for Target” at the end instead of printing it on the screen.

Bibliography• Atik, Chiara. "First Lady-Favorite Jason Wu Announces Target Collection." MSNBC. N.p.,

03 10 2011. Web. 1 Mar 2012. <http://today.msnbc.msn.com/id/44758225/ns/today-style/t/first-lady-favorite-jason-wu-announces-target-collection/

• Doyle, Stacey. "Jason Wu For Target Fabulous Fashion Line Launches Sunday." Huliq. N.p., 04 02 2012. Web. 1 Mar 2012. http://www.huliq.com/10559/jason-wu-target-fabulous-fashion-line-launches-sunday.

• "Growth of Target, 1962-2008." FlowingData. N.p., 2008. Web. 1 Mar 2012. <http://projects.flowingdata.com/target/>.

• "Jason Wu for Target, Coming Next February."Fashionologie. N.p., 03 10 2011. Web. 1 Mar 2012. <http://www.fashionologie.com/Jason-Wu-Target-Release-Date-Sketch-19304069>.

• Krupnick, Ellie. "Jason Wu for Target is Latest Designer Collaboration." Huffington Post. N.p., 03 10 2011. Web. 1 Mar 2012. <http://www.huffingtonpost.com/2011/10/03/jason-wu-for-target_n_991781.html>.

• Target. Target Brands, Inc., 2012. Web. 1 Mar 2012. <http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-030795>.