Tar-zhjay Takes On New York

For a long time now, loyal Target shoppers have joked that despite discount prices the retailer is rather upscale. My girlfriends and I frequently use our best snobbish French accents while referring to the retailer as "Tar-zhjay." Apparently, someone over in Target-land got word of the false-fashionista joke, and decided to do something about it.

In honor of the end of New York's Fashion Week, Target opened four pop-up stores throughout the city for four days, all stocked with fall goodies created by 22 fashion designers. Designers such as Sigeron Morrison, Jonathan Saunders and Anya Hindmarch joined forces with the retailer to create "affordable" designs for the mass public. According to an article in the New York Times, the pop-up stores were called "bodegas" (wow, that's very Tar-zhjay of them) and were located in Midtown, Union Square, SoHo and the East Village. 

The designer push was part of Target's continual efforts throughout NYC, although they have yet to open a full-blown store. Despite the lack of actual retail space, the company has repeatedly purchased advertising in Big Apple hot spots such as billboards in Times Square, Grand Central Terminal and a Fifth Avenue skyscraper, not to mention at area fashion shows.

"The idea was really generated based on the Target take on Fashion Week," said Kathee Tesija, Target’s executive vice president of merchandising. "This would be a way we could bring affordable design to the masses."

Bringing "affordable design" to the general public has been a Target mainstay for several years. And, really, there is something quite lovely about buying designer clothing and accessories for $9.99. It makes you feel like you got the best of "the man" or something. In reality, though, because it's so inexpensive, you'll probably buy 10 of whatever it is and break half of them within the first year, but hey--who's keeping track of stuff like that? The point is it only cost $9.99.

"What's unique about Target within the American retailing landscape is they still have immense opportunity to grow," said Bill Dreher, an analyst with Deutsche Bank, noting that Target could easily double or triple the number of its stores, in areas like New York and New England.

I have to agree with Bill. Target has found the ideal balance between quality and price, while creating an image that makes discount shopping cool. And we love that. Thanks, Tar-zhjay.

It will be interesting to see if Target decides to take on NYC with permanent store locations...

What do you think of Target's designer/discount slant? Love it or Hate it? Think they'll show up permanently in New York? Leave your comments here.

--Heather Strang

Comments

[Brooke]

"The designer push was part of Target's continual efforts throughout NYC, although they have yet to open a full-blown store."

Actually, there's been a Target in Brooklyn for several years now.

[Clem Muck]

Target has carved out a unique niche in between barebones discounting (say Wal-mart) and upscale designer stores. Who else can get on TV with ads that are haute while never mentioning their name, and yet are instantly recognizable unless you've been living in a cave on a deserted island. Bravo Target! We need better, enhanced shopping, not down-market cattle prod shopping.