After my post yesterday on the “Up & Up” brand from Target I took the opportunity to walk our local Super Target and see how far the brand had grown. In addition to that I wanted to verify some of the statements the commenter from Target had made about the new home brand. They wrote:
“Other products that you may see flying up on our shelves include our Target home brand, now named reDesign. reDesign is marked by its innovative turquoise packaging.”.
Tomorrow I will feature a snapshot of this brand, and pose some questions about Targets brand strategy. Based on my store walk, the brand is certainly a part of the strategy but possibly not all.
The web is a buzz with conversation about this brand and comparison to the moves Walmart has made with the redesigned Great Value. I can certainly understand the comparison; both rely on a clean and simple white-based design to tell their brand story. That sounds like a great topic for a future post so I will simply say, Great Value is primarily a food brand and “Up & Up” is essentially everything else.
In the walk I found a lot of new “Up & Up” branded products in some cases sitting next to their Target branded cousin. Take a look a these new shots and let me know what you think.
Other Target Private Label posts from My private brand: