Behind the Scenes of Targets Campaign to Launch New Private Brands

    There’s promising to bring you more than a dozen new Target private brands in less than two years.

    There’s creating some interesting new private brands from scratch.

    And then there’s helping consumers across the country fall in love (marketing).

    Target’s latest marketing campaign, “More in Store,” celebrates A New Day, Goodfellow & Co and Project 62 alongside Targets kids brand Cat & Jack and home décor brand Threshold.

    “Our marketing creates a 360-degree experience that brings a touch of joy to everyday shopping, whether guests are walking into our stores, browsing Target.com, Pinterest or Instagram, catching our broadcast spots or print ads and more,” says Rick Gomez, executive vice president and chief marketing officer, Target. “And, I’m especially proud that this work beautifully highlights inspiration for everyone. The marketing and the brands are unmistakably Target—and we think guests are going to love it.”

    Some style aficionados who’re already digging the new brands? The crew of fashionistas, models, chefs, athletes and more who’ll star in the campaign. These influencers, like style blogger Paloma Elsesser, pro soccer player Robbie Rogers and interior designer Athena Calderone, help Target connect with its customers, offer diverse perspectives and make sure the retailer is offering inspiration for everyone. Target’s official blog “A Bullseye View”  caught up with a few of them during a campaign video shoot to see which pieces they’re loving most. weeks. Singer Dagny re-recorded the ‘70s hit “More, More, More,” just for Target and can be spotted in the campaign

    The blog goes on to say:

    But it doesn’t stop there. “Building brands is much more than creating labels. It’s about designing products that invest the master brand promise of ‘Expect More. Pay Less’ with deeper meaning. It’s creating products with a point of view, inspired by our guests, that not only represent our shared values, but also are available at a great value,” says Todd Waterbury, Target’s chief creative officer. “I feel the idea of ‘More in Store’ is the perfect way to capture what makes Target, Target. It speaks to the anticipation and the invitation, the excitement of discovery that every guest loves. It also speaks to the power of differentiation that our owned brands deliver for our guests and our business.”

    Just a few of the countless ways we’re creating an unforgettable experience around those brands for our guests?

    In our stores, we’re not just crafting displays, but destinations that capture each brand’s personality and encourage guests to explore and shop. We’ve invested in compelling visual merchandising displays, including mannequins and cross-merchandised products that let us bring the brands to life in new ways. And our team members are ready to suggest amazing items to help guests complete their looks.

    On Target.com, we’ve created individual pages to help guests get to know each brand better. For example, fit is key for our Goodfellow & Co guest, so the brand page includes a fit guide to give guys the ultimate confidence in their purchases. And soon, the Project 62 brand page will incorporate 360-degree videos, helping guests understand how the products come to life in real room settings. And A New Day’s all about confidence and versatility, so our brand page shows guests how to style items and outfits for different occasions.

    Throughout the fall, you’ll see our new brands featured in broadcast spots and across social media as our campaign stars share their personal takes on the products in their own channels, reaching a broad range of fans and followers across the country. They’ll also feature in some of the nation’s most influential newspapers, magazines and more.

    As the campaign says, there’s so much more in store. So stop by your local Target or check out Target.com to experience the new brands for yourself—and keep coming back. We’ll be adding more inspiration and new pieces throughout the season.



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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.