Target now has it's sights set on the generation
after Millennials. Generation Z - the generation after Millennials - is defined as people born from the mid-1990s to the early 2000s. This makes up 25% of the U.S. population, making them larger than the Baby Boomers or Millennials, and thereby a key market for the future of Target.
According to
A Bullseye View, Target's younger guests (think teens and young adults) crave authenticity, creativity and Insta-worthy ways to show off their personal style. They know this because they did mountains of research, from interviews and visits to guests’ homes to inviting teens to HQ to share their perspectives and experiences. Turns out that these guests already love Target, but they want more: more ways to express themselves, more unique shopping experiences—and more for their money. Hence, the introduction of Heyday, Wild Fable and Original Use:
Heyday invites customers to play up their look with the power of tech. Think fun cell phone cases, headphones, speakers and more, all with exceptional quality at make-you-do-a-double-take prices (most pieces are under $20 and everything’s less than $60). Watch for Heyday to arrive at stores and
Target.com in June.
Aimed at young women,
Wild Fable offers trendy apparel and super-chic accessories and shoes are meant to mix, match and make your own, all for less than $40 per piece. The entire line’s designed to look and feel amazing from size 0 to 26W. Wild Fable makes its Target debut in August.
And the street style-inspired
Original Use - geared towards young men - empowers experimentation with personal style. And no fussing with fit—everything’s available in Big & Tall sizes, too. This Target-exclusive brand arrives at Target and
Target.com in August, with prices ranging from $10 to $40.
