"The red space, which the company describes as "Instagram-worthy" and "hyper-curated," marks Target's first notable entrance into experiential retail, a strategy that smaller, founder-led consumer brands, such as Tecovas, M.M. LaFleur, and Tuckernuck, have turned into a reliable growth engine for years now. This bet is all part of an effort by the $44 billion big box chain to reverse sinking sales and recapture some of the spark and cultural relevancy of the store's "Tarjay" days."
"To do that, the Minneapolis-based retailer-which still faces some boycotts from Black consumers after scrapping its diversity, equity, and inclusion initiatives and dropping a number of Black-owned and minority-owned suppliers at the start of this year-is trying to lure back disenchanted customers ahead of the holidays. On offer are in-store experiences, trend-oriented shelves, rotating collections curated by celebrities and influencers, and even some selfies opportunities at checkout."
Target opened a first-of-its-kind, hyper-curated concept store in SoHo designed as an experiential destination with trend-driven sections for beauty, gifts, seasonal fashion, and home goods. The store features rotating collections curated by celebrities and influencers, selfie opportunities at checkout, and trend-oriented shelving that will update monthly. The Minneapolis-based retailer aims to reverse sinking sales and regain cultural relevancy while addressing consumer discontent following cuts to diversity, equity, and inclusion initiatives and supplier changes. The space was built in under four months and plans include an in-store cafe and hosted events next year.
Read at Inc
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