NEW YORK (CNN/Money) - Target's upcoming fashion show in New York is aiming for the marketing bull's eye. Acrobats wearing the discount retailer's "cheap chic" clothes will stage a vertical runway show as they "walk" down the side of a building in Rockefeller Center, a published report said Monday.

According to USA Today, the event is scheduled for July 27 and is part of the retailer's efforts to differentiate itself as a hipper discounter than its bigger rival Wal-Mart.

The unique fashion show will feature 15 harnessed acrobats "walking" nine stories down the side of a building on Fifth Avenue at Rockefeller Center, the paper said. The troupe, which is part of a group of German performers, will feature men and women wearing items from Target's fall line of clothing

Additionally, a conventional runway show on the ground will showcase 50 models in apparel by Target (Research) designers Mossimo, Liz Lange and Isaac Mizrahi.

John Remington, Target's vice president of marketing, told the paper that such publicity events are an extension of Target's brand promise -- "Expect More. Pay Less."

"Things like the vertical fashion show and our advertising are the 'expect more' piece of it," Remington was quoted in the report as saying. "The expect more side of it has made it OK for anyone to come to Target."

"We're hoping the vertical fashion show will get people to say, 'They've done it again," he added. "It's surprising, fun, and it fits with our brand."

Not surprisingly, Wal-Mart executives are paying close attention to Target's marketing, the report said. For its part, Wal-Mart (Research) began this spring with a makeover of its own involving new ads and products targeting more upscale consumers.

"We want to reach a new customer that may have come into a Supercenter but hasn't really come over to see our merchandise and apparel," Wal-Mart spokeswoman Karen Burke was quoted in the paper as saying. "They are going to be very pleased with what they see. We're making Wal-Mart a hip, cool place and making sure we have the right styles for our customers."