[ Chinese and foreign toy network July 12] Today, the department store industry is very depressed, the United States' second largest retail department store Target Department Store put a bet on the baby products, and done a good job.
Baby products have always been the focus of Target. According to Bloomberg, sales of such products reached $25 billion, accounting for one-third of the company's total sales, and that the profitability of baby products is higher than that of groceries and furniture.
In February of this year, Target launched a new children's brand Pillowfort. The main products are bunk beds, tables, sheets, decorations and other bedroom items in the children's bedroom. The most special thing about this brand is that it doesn't have a clear gender bias. For example, in the traditional concept, boys will like blue, girls will like pink, and certain items belong to a specific gender. Pillowfort chooses to no longer follow traditional concerns.
Although there are still a few blue and pink items, the patterns of the Pillowfort products are more trees, arrows, astronauts, bicycles, etc., which have no pre-determined attributes. If it is a traditional concept of basketball and heart, it is biased towards a certain gender. The pattern, then it will choose white, black, yellow.
In July, Target will also launch a new children's wear brand, Cat & Jack, to replace Circo & Cherokee, which has been sold for 20 years. The old brand is characterized by the public, parents can not pick up too much time to pick and choose. But now the children don't want to be ordinary, and parents will listen to the children's opinions. Cat & Jack will have more attractive cuts and color combinations, but it won't be too maverick. Target researcher Mandy Daneman said that the current generation of children thinks "I want to be special, but not particularly that I don't have a place to stand."
Circo & Cherokee
Cat & Jack In addition to the new brand, Target has launched activities for children online and offline. Target works with local agencies in many major cities, such as Boston, Target and Children Museum, launching “Target $1 Friday Nightsâ€, every Friday at 17-21, each family goes to the museum to pay only one dollar, usually Tickets for adults and children over the age of 15 and under 15 are $16 each.
At the end of last year, the promotion season Target launched a series of advertisements, telling the adventures of three children, including Lego, Xiao Huangren, Teenage Mutant Ninja Turtles, Star Wars and other related characters that children are familiar with, encouraging children and parents. Go shopping at Target stores and Target's website.
A range of Target's measures worked reasonably well. In the first quarter of this year, the sales growth of baby products and brands was three times faster than the average sales growth of the company's products. And Target also said that after the launch of Cat & Jack, the sales of children's wear will be twice as fast as those of Wal-Mart and Old Navy, which also sell children's wear.
Title map: Target inside map: Target and queenbeecoupons.com
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