Her Voice Blog

Over the years, Target has really worked to set itself apart from the other ‘big box stores’ by tailoring its offerings with specific shoppers in mind. The success this retail giant has experienced must be credited, at least in part, to its dedication to bringing high-end fashion labels to the masses. Beginning with Isaac Mizrahi, Target has collaborated with popular designers such as Zac Posen, Proenza Schouler, and Anna Sui. Not only are these designers widely sought-after, but they also go for a much higher price point than the average shopper can afford. Target remedies this by providing styles from each designer at a fraction of the price they would normally sell for. Because each collection is limited in quantity as well as the amount of time it will be available in stores, lots of buzz is always created for Target.

Jeffrey Bucham, professor of advertising and marketing communications at FIT, says “it’s become O.K. for the ‘Vogue customer’ to shop at Target, to brag about the fact that they saved money.” Alone, even popular high-end brands will never have the same reach as they can have with mass retailers such as Target. This also touches on the idea of loyalty.

If a 20-something young woman wears Zac Posen for Target and likes how it makes her feel, there is a much greater chance she will purchase something from Zac Posen’s high-end collections later in life, when her income can afford it. By creating name recognition early, these designers can almost ensure they will have customers later on.

This is definitely something to think about. How is YOUR business or organization strategically reaching out to a younger female audience with the goal of creating loyal customers down the road? If you aren’t sure you’re doing this at all, or think you could be doing it better, how about giving us a call!