Target Proclaims “Target Brands, Good Products. Good Prices for Good People”

Private Brand has long been a focus and a core competency of Minneapolis big box retailer Target, they have proudly created new brands and new relationships that have allowed them to create a compelling portfolio of Private and exclusive brands. Over the last few weeks they have once again proved that Private Brands are a key strategic pillar of their corporate strategy. Proof came in the form of in store merchandising and a significant and compelling signage package that includes dozens of signs proudly proclaiming “Target (Bullseye) Brands Good Products. Good Prices for Good People” and features logo signage for RE Room Essentials, Archer Farms, Market Panty, Circo and the exclusive brand extension of Champion created for Target C9 each with a corresponding sign that brings the brand to life with lifestyle photography.

Private Brands have helped Target standout in the continuing tough economic conditions in fact in their recent earnings call Target’s sales were up nearly 3 percent for the fourth quarter ending January 29, with earnings per share up a record 17 percent.

“We’re very pleased with our fourth quarter and full-year 2010 financial results, which reflect strong performance in both of our business segments,” said Gregg Steinhafel, chairman, president CEO of Minneapolis-based Target. “In 2011, we will continue to focus on driving sales and traffic and providing an enhanced shopping experience through key strategic initiatives.”

If the signage at the front of the store is not enough my local SuperTarget also includes multiple endcaps merchandised with numerous Private Brand products and a “Side by Side Savings” boutique which includes side by side merchandising of national brands and their Private Brand equivalent. The Private Brand of course wins the price battle.

Bravo Target you have made a bold and proud statement about the brands you own and your support of them with the simple headline that accompanies the boutique signage…”Super Savings on Super Brands.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.