Tuesday, May 17, 2011
Tuesday's Rant: why doesn't Target put one brand in ONE place?
On Tuesdays I sometimes take the opportunity to rant about something I do not like about Target… because although I love ‘em to death, they ain’t perfect. Today's rant was inspired by a few reader comments asking why Target didn't use the "store within a store" concept for Calypso St. Barth, and thereby group ALL the Calypso items in one area? Instead, Target has the Calypso goods spread throughout multiple departments - housewares, clothing, intimates, jewelry, etc. Honestly, if you didn't know to look for it, you wouldn't know that Calypso made these cute hair accessories. And even then, the women's versions are in the Health & Beauty section, while the girl's and infant versions are in those departments.
And this practice isn't limited to Target's limited-time designer collaborations. The other day I noticed that half of the Smith & Hawken stuff was in the Home Decor aisles, while the other half was in the Patio & Garden section.
If Target truly wants to hawk "brand names", they might do better by adopting the "store within a store" concept, especially with the designer collabs (like last year's Liberty of London, shown here). It'd be easier for shoppers to see all the branded goods in one place, and they potentially might buy more stuff if they see it all together. Come to think of it, wouldn't it also be easier for Target employees to set up, re-stock, and tear-down just one area dedicated to this?