Four ways Target transforms into Tar-zhay
(FORTUNE Magazine) – 1. MIXING HIGH STYLE WITH LOW PRICES Household products by Michael Graves are Target's best-known designer goods on the cheap. Inexpensive versions of Liz Lange's maternity wear have also flown off shelves. 2. RESURRECTING BRANDS IN DECLINE Target bought exclusive rights to Mossimo designs in 2000. Now shoppers can get the jeans custom-made for under $40. A slightly older crowd snaps up trendy duds from Isaac Mizrahi. 3. CO-BRANDING WITH HIGH-PROFILE PARTNERS An exclusive line of electronics products from Sony and Virgin are available only from the manufacturers or at Target--no danger of finding them marked down at another store. 4. BUILDING BOUTIQUE PRODUCTS INTO BIG NAMES Before Target took interest, Method soaps were sold only at select shops. Now you can buy the sexy, Karim Rashid--designed bottles of dish soap as easily as Palmolive. -- Kate Bonamici |
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