Dec 3 2009
Who the customer should be at Target?
“lady” is a working mother in her 40s. And over the years Target has spent tens of millions of marketing dollars appealing to her. In TV and print ads, it has long cast her as the hip hero in her own life. (Even her own kids think she’s cool.) But as Francis scoured his charts and graphs late last year, he could see that the Target fashionista was turning into a frugalista. “She wasn’t seeing herself in the shiny, happy people advertising,” he recalls. “It was no longer aligned with what she was dealing with in her life.” The trick was to focus on low prices without making Target’s target customer feel cheap.
From Businessweek
