"Target has retrofitted its existing SoHo store as a " design-forward concept store," with a focus on fashion and beauty. The store's entrance, which features a long hallway drenched in the brand's iconic red, is full of racks with sparkly skirts and faux-fur jackets for holiday parties. Target has dubbed this area "The Drop" and will feature new, seasonal merchandise that is updated every six to eight weeks. The brand says it will refresh the area with wellness-focused products for New Year's resolutions in January, and giftable items for Valentine's Day in February."
"It began with a boycott, led by Black consumers, who felt that the retailer had let them down by purporting to support diversity in the aftermath of George Floyd's murder, then dropping most of its diversity, equity, and inclusion efforts when Trump was elected. Last month, it reported a drop in quarterly sales, after four years of flat revenue. In the company's earnings call, incoming CEO Michael Fiddelke (who is set to replace Brian Cornell in February) declined to say when Target's sales were likely to turn positive again."
Target converted its SoHo location into a design-forward concept store emphasizing fashion and beauty, with a red-drenched entrance and racks of holiday apparel. The store features a section called "The Drop" that will rotate seasonal merchandise every six to eight weeks, with planned wellness and giftable assortments for early-year holidays. Target's recent performance has suffered after several years of decline, including a boycott led by Black consumers over perceived rollbacks of diversity, equity, and inclusion efforts and a reported drop in quarterly sales following four years of flat revenue. Stores face operational issues such as disorganization and long checkout lines.
Read at Fast Company
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