polo fields golf Can designer behind Target’s localization strategy define Minnesota
was stressful, he said as he let his double espresso get cold during a recent day trip to Minneapolis from his home in New York. just knew, here I am, I better know my game. And plus, I have family up here, so I was like, God, if I have to hear, missed it .
He was relieved when he presented his Minnesota assortment to a roomful of Target executives and saw the reaction: knowing smiles and chuckles. After all,
it hard to go wrong with the region trademark sayings of betcha and da. Other pieces riff off the state treasured gems such as its plentiful lakes and much celebrated state fair.
is a great consciousness among big national chains of the need to act a bit smaller, said Wendy Liebmann, CEO of WSL Strategic Retail. this world of, can shop anywhere anytime from anybody, there is this sense of how do I be seen as something more personal and intimate and how do I differentiate myself to the local community?
Target effort has produced some controversy, exemplifying the challenges big companies face when trying to local.
When the Boston collection first debuted over the summer, a local T shirt firm took out a full page ad in the Boston Herald asking why Target didn use a Boston company to design the shirts. Boston Pride to NYC? the ad asked incredulously. (The company, Sully Brand, also objected to Target Monstah shirt that was similar to one of its own creations. Target ended up pulling that shirt.)