TARGET

We live in a commodity culture. Our identities are in large part constructed by the consumer products we allow to shape our lives. Another thing we are is a capitalist culture. That said, brands compete for our identity- seeking attention. Target has done a superb job of positioning itself as a cheap-chic brand. Something about Target makes it ok to be cheap. You see trendsters scouring the same isles as minivan driving mothers. Even though they are constantly compared with Walmart, they really have created their own niche as a thrify yet cool brand. Target has done an excellent job of pairing with talented luxury designers. Their success in this niche outlet may be a question of which came first, the chicken or the egg? Did their niche establishment enable them to partner with Issac Mizrahi, Mossimo, and Thomas O'Brien or are these partnerships the reason for their success? In addition to their exclusive collaboration with these designers, the brand has also featured Sarah Jessica Parker favorite Alexander McQueen, Thakoon, Zac Posen, and most recently, organic cult brand Lutz and Patmos. Michael Graves, luxury appliance designer, who has designed upwards of 200 home appliances for Target, says that "Good design should be accessible to all." This mantra has become the unofficial maxim of the retailer, providing reasonably priced yet quality food (Archer Farms), clothing, kitchen appliances (Graves), home décor (Rachel Ashwell), makeup (Sonia Kashuk), and even maternity (Liz Lange) and baby neccessities (Dwell Baby) to all. Target has perfected one-stop shopping. I can go in and pick up groceries, a birthday gift, makeup, an outfit, a book, and new towels in minutes. On top of that, you get a great experience. Something about Target's warm glow and iconic and decidedly hip red bullseye make for a soothing and enjoyable shopping outing. This experience and their excellence at packaging and store layout make customers feel as if they are getting their money's worth. No other store has yet to excel in this way, which makes Target a true genius and gem.