Target’s new CEO is “focusing on creating more urban stores to reach specific demographics”. Target has typically catered to a higher socio-economic demographic. According to Ries & Ries (2004) Target is “branching off from the mass merchandiser category to become an ‘upscale’ mass merchandiser. Their comm_ave_target_0816-1471545907-6228“wide aisles, neat displays and designer merchandise help to differentiate the Target brand from the Wal-Mart brand. ‘Cheap chic’ is the theme.” When I visit my local Wal-Mart, I am confronted with camouflage jackets on clearance and Styrofoam coolers on end aisles. It doesn’t feel very upscale. My town is relatively rural and has a population of about 13,000. About 30 minutes south is a town of 43,000 and has a strong professional population. Of course, it has a Target.  Target is now pursuing the Hispanic dollar; I will be interested to see how the Hispanic population receives and responds to Target’s brand message. Belch & Belch (2015) report that Hispanics have a “higher than average poverty level, are more likely to be bilingual, and are more likely to live in urban areas”. I wonder how Target will capture this audience.


Belch, G.E, & Belch, M.A. (2015). Advertising and promotion: An integrated marketing communications perspective (10th ed., p. 41). New York, New York: McGraw-Hill Education.

Ries A & Ries L. (2004). The Origin of brands: Discover the natural laws of product innovation and business survival. New York, NY: Harper Business.

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