PROJECT: BOSTOM
BACK OF STORE TOP OF MIND
PREPARED FOR:
TARGET CASE JUDGES
APRIL 26, 2010
CLIENT
April 22, 2010
Free Consu...
2 | P a g e
Free Consulting, Inc.
321 Nineteenth Avenue South
Minneapolis, MN 55455
April 26, 2010
Target Case Judges
1000...
3 | P a g e
Executive Summary........................................5
Project BOSTOM to bring the Back of Store to the To...
4 | P a g e
Launch..........................................................18
Kick-off Project BOSTOM by starting with ap...
5 | P a g e
Project BOSTOM to bring the Back of Store to the Top of Mind
In the past couple of years Target has made signi...
6 | P a g e
Introduction
Project BOSTOM to Serve the Target Guest
Target’s Men’s Apparel is a prime example where the gues...
7 | P a g e
Target must maintain apparel presentation standards to meet guest expectations
The Men’s Department is in the ...
8 | P a g e
Increase Men’s Department traffic by rearranging the layout
The Men’s Apparel Department currently caters to a...
9 | P a g e
Shelving unit organization will change from grids to clusters
Each section will be organized into special conc...
10 | P a g e
Each section will have a unique concept depending on the prototypical guest
Section 1 Concepts:
Sporty Active...
11 | P a g e
Groupings located within concepts will drive UPT (units per transaction)
Concepting will direct guests to the...
12 | P a g e
Signage with the outfit’s price point will be used to
suggest outfit combinations
Most retailers use mannequi...
13 | P a g e
Lifestyle Trend Tees and Liftestyle Activewear
To remain competitive, Target needs to improve the style and f...
14 | P a g e
Lifestyle Activewear will enhance profitability and Target‘s rapport within the community
Target has a consid...
15 | P a g e
A New Brand for the Trendy Young Man
Although Target possesses many departments that make it easy for the tra...
16 | P a g e
“Kids Are Getting Older Younger”
The need for a focus on teens can be explained by the commonly-used marketin...
17 | P a g e
Matador’s Logo and Brand Presence Will Have a Fierce and Masculine Appeal
In order to pique adolescent boys’ ...
18 | P a g e
Kick-off Project BOSTOM by starting with apparel presentation standards
The most pressing initiative that mus...
19 | P a g e
Pilot launch for Lifestyle Trend Tees will run parallel to pilot launch of new layout
At the end of quarter 1...
20 | P a g e
Feasibility of our recommendations affirm pragmatism
It is feasible to change Target’s layout since it is pos...
21 | P a g e
Layout change costs are limited to organizational equipment and training expenses
To fully implement a back-o...
22 | P a g e
Project BOSTOM will increase men’s apparel revenue
Project BOSTOM is a six-quarter, three recommendation plan...
23 | P a g e
Sources Cited
Chattopadhyay, Tuhin . "The effects of message strategy and execution framework on." Int. Journ...
24 | P a g e
Initial Report
Last Modified: 04/20/2010
1. Do you shop at Target?
# Answer Response %
1 Yes 353 99%
2 No 2 1...
25 | P a g e
3. How much money do you spend on an average Target visit?
# Answer Response %
1 $0-20 41 12%
2 $20-40 139 39...
26 | P a g e
5. When you shop at Target, do you primarily purchase for yourself or
others?
# Answer Response %
1 I usually...
27 | P a g e
macys, len druskin
H&M Urban Outfitters Heritage
Abercrombie, American Eagle, Levi's, J Crew
Wrangler, Cinch,...
28 | P a g e
I am not familiar with any off the top of my head.
banana republic, aramani exchange
Not sure what brands the...
29 | P a g e
Express
Foursome, Dick's, Nordstrom, Cabella's
the gap, nautica, macy's men's, outlet malls.
American Eagle
K...
30 | P a g e
8. How old are you?
Text Response
20
22
22
25.5
20
21
24
20
22
20
20
28
21
21
21
20
21
21
21
20
21
21
22
22
2...
31 | P a g e
21
21
21
22
21
21
22
21
21
21
30
22
43
45
18
21
21
44
18
27
18
21
20
27
22
21
20
21
19
22
21
21
19
21
57
22
32 | P a g e
19
21
65
20
18
22
19
21
24
21
22
20
36
22
21
25
20
24
23
22
60
21
20
20
20
25
22
21
21
21
20
20
Statistic Val...
33 | P a g e
9. Which apparel items do you traditionally purchase from Target?
(Please select all that apply)
# Answer Res...
34 | P a g e
underwear
dresses
Undergarments
underwear
Dresses
underwear
dresses
dresses
none
Bra & Underwear
Dresses
unde...
35 | P a g e
dress
tanks
Dresses, Skirts, Leggins, etc.
dresses/skirts
underwear
dresses
Underwear, tops, dresses
sweaters...
36 | P a g e
cheap prices, decent quality only shop for myself there
t-shirts I'm a woman
Shop for my boyfriend or brother...
37 | P a g e
that their apparel is good quality
If I were to buy something for my boyfriend They do not carry brand names
...
38 | P a g e
I like to buy boys shirts sometimes but I go to the boys
section a lot for basketball shorts and other t-shir...
39 | P a g e
Nice style
boyfriend
I enjoy the clothes selection they have
It would be affordable and I could get other thi...
40 | P a g e
more solid colors, less graphic
less graphic tees and frat boy wear, seems like the dept is targeted (pun int...
41 | P a g e
also looses foot traffic.
I don't normally shop in the men's department so I don't know what should or should...
42 | P a g e
No suggestions
more business or dress clothes options
na
wider variety, classier.
Have more selection
Differe...
43 | P a g e
Free Consulting Inc.
321 Nineteenth Avenue South
Minneapolis, MN 55455
www.freeconsulting.com
E: free@freecon...
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Business Communication Final Project Paper - Target

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This is the final paper my Business Communication group submitted for a case competition our class was assigned to complete for Target Corp.

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Business Communication Final Project Paper - Target

  1. 1. PROJECT: BOSTOM BACK OF STORE TOP OF MIND PREPARED FOR: TARGET CASE JUDGES APRIL 26, 2010 CLIENT April 22, 2010 Free Consulting Inc.
  2. 2. 2 | P a g e Free Consulting, Inc. 321 Nineteenth Avenue South Minneapolis, MN 55455 April 26, 2010 Target Case Judges 1000 Nicollet Boulevard Minneapolis, MN 55043 Dear Target Merchandising Executives: Thank you so much for the opportunity to work with Target Corporation to redefine your men's department. We feel that our recommendations will allow the Target Men's department reach the standards of the rest of the store. Our research and observations have revealed that the men's department has the opportunity to improve and grow. The plan we created has three phases, to update standards, rearrange layouts, and introduce new lines to better serve the Target guest. The investment into the men's department will lead to more traffic and increased revenue. We are excited to meet with you and present our findings and recommendations because we strongly believe they are ideas that will allow you to serve your guest and have them continue to Expect More and Pay Less. Thank you for the opportunity to let us offer our services. If you have any questions, please contact us at (612) 439-2873 or at free@freeconsultinginc.com. Sincerely, Free Consulting, Inc. April 26, 2010
  3. 3. 3 | P a g e Executive Summary........................................5 Project BOSTOM to bring the Back of Store to the Top of Mind Introduction ...................................................6 Project BOSTOM to Serve the Target Guest Standards.......................................................7 Target must maintain apparel presentation standards to meet guest expectations .................7 Empower team members to maintain apparel presentation standards ...................................7 Dynamic Layout..............................................8 Increase Men’s Department traffic by rearranging the layout .................................................8 Different categories of Men’s Apparel will be organized in a logical way .................................8 Shelving unit organization will change from grids to clusters ..................................................9 Shelving units made of different materials will allow greater distinction between concepts ....9 Concepts should have their own identity yet form a cohesive whole ......................................9 Each section will have a unique concept depending on the prototypical guest....................... 10 Groupings located within concepts will drive UPT (units per transaction).............................. 11 Some coordinating shoes and accessories will be added to appropriate concepts.................. 11 Signage......................................................... 12 Signage with the outfit’s price point will be used to suggest outfit combinations................... 12 Better standards, layout, concepting and grouping will lead to greater profits ...................... 12 Lifestyle Lines............................................... 13 Lifestyle Trend Tees and Liftestyle Activewear ..................................................................... 13 Lifestyle Trend Tees must accurately represent trends to increase department frequency .... 13 Lifestyle Activewear will enhance profitability and Target‘s rapport within the community .. 14 Matador Concept ......................................... 15 A New Brand for the Trendy Young Man .............................................................................. 15 “Kids Are Getting Older Younger”......................................................................................... 16 Matador Will Make a Strong, Not Overbearing Statement in Target’s Men’s Department...... 16 Matador Will Be Trendy like Go International but Internally-owned like Merona ................. 16 Matador’s Logo and Brand Presence Will Have a Fierce and Masculine Appeal...................... 17 The Advertising and PR Campaign Needs to Resonate with Adolescent Boys...............................17 The In-store Signage and Logo Need to Convey the Brand Image.................................................17 Table of Contents
  4. 4. 4 | P a g e Launch..........................................................18 Kick-off Project BOSTOM by starting with apparel presentation standards ............................18 Initiate a pilot layout launch to allow for improvements before launching nationwide ..........18 Quarter 3 financial and survey reviews will affirm layout’s success for nationwide launch .....18 Pilot launch for Lifestyle Trend Tees will run parallel to pilot launch of new layout ................19 Matador will consist of product developments and launches ...............................................19 Feasibility/Challenges...................................20 Feasibility of our recommendations affirm pragmatism ........................................................20 Addressing challenges will strengthen Project BOSTOM’s implementation ............................20 Cost-Benefit Analysis....................................21 Layout change costs are limited to organizational equipment and training expenses .............21 Lifestyle Trend Tee costs consist of community-based contracts............................................21 Matador will comprise the highest costs, from development to supply chain ........................21 Layout change benefits include increased frequency, reliability, and team value ...................21 Lifestyle Trend Tees will increase frequency and reliability....................................................21 Matador will increase value, differentiation, frequency, and reliability .................................21 Conclusion....................................................22 Project BOSTOM will increase men’s apparel revenue Sources Cited................................................23 Appendix I....................................................24 Table of Figures Figure 1: Lacking Standards.........................................................................................................................................7 Figure 2: Layout Proposal..............................................................................................................................................8 Figure 3: Styles of wood .................................................................................................................................................9 Figure 4: Concepting Signage....................................................................................................................................12 Figure 5: Graphic Tees..................................................................................................................................................13 Figure 6: Women and their Shopping Habits.....................................................................................................15 Figure 7: Matador Signage Logo..............................................................................................................................17 Figure 8: Matador Polo Logo.....................................................................................................................................17 Figure 9: Launch Cities.................................................................................................................................................18 Figure 10: Launch Schedule .......................................................................................................................................19 Table of Contents/Figures
  5. 5. 5 | P a g e Project BOSTOM to bring the Back of Store to the Top of Mind In the past couple of years Target has made significant improvements to Women’s Apparel. Now, the traditional Target guest is well dressed, but the men in her life are not. Target must direct its focus to Men’s Apparel in order to remain competitive, as well as increase department traffic and sales. Free Consulting, Inc. has constructed three complementary recommendations to help Target achieve these objectives. Target is not fulfilling on its Expect More, Pay Less promise. There is little reliability when it comes to the men's department. A greater attention to merchandising standards through team empowerment and a innovative layout reorganization will allow the Target guest to more easily find exactly what they are looking for. Plus, grouping items and new marketing signage will help the guest find a few items they did not come in for driving higher sales and greater profitability. We believe that Target has a unique opportunity to drive traffic and increase profitability within Men’s Apparel by shifting the rather negative consumer perceptions of the department by introducing the internally-owned, fit-focused brand, Matador that will finally enable the guest to shop for her adolescent son. The brand will be targeted at teenage boys ranging in age from 12-17 and offer apparel items such as trendy denim, polos and blazers that exude masculinity and maturity without being over-branded. The brand is distinct from Converse and Mossimo due to its youthfulness and focus on a wide range of fits. Lifestyle Trend Tees and Lifestyle Activewear must be improved because current offerings are not what the guest desires. Cross-promoting apparel with popular culture trends such as current movie titles, bands and A- title video games will increase traffic in both areas. Implementing a mass-customization strategy for local school district apparel in addition to a 1% donation of earned proceeds will not only improve Target’s rapport within the community but also drive traffic among current and potential Target guests. Executive Summary
  6. 6. 6 | P a g e Introduction Project BOSTOM to Serve the Target Guest Target’s Men’s Apparel is a prime example where the guest is paying less, but still expecting more. Products are not meeting reliability, differentiation, and value standards. To find a solution to this problem, ultimately to drive increased men’s apparel revenues, we conducted a survey and visited stores, as well as researched industry trends in periodicals and magazines. From these first and secondary sources, we constructed three complementary recommendations: Project BOSTOM. Target must transform the back-of-store, bottom-of-mind men’s department stigma to back-of-store, top-of-mind (BOSTOM) recognition. This is achieved through a departmental layout rearrangement and team empowerment, Lifestyle Trend and Lifestyle Activewear realignment, and the launch of a new, young men’s apparel line, Matador. Proper Project BOSTOM implementation will run parallel to our six-quarter timeline suggestion. In this way, costs and challenges can be planned for, so that benefits and measurable of success are maximized to ensure increased men’s apparel revenues.
  7. 7. 7 | P a g e Target must maintain apparel presentation standards to meet guest expectations The Men’s Department is in the back of many Target stores and became back-of-mind for Target guests. Target’s Men’s Departments need to maintain its apparel presentation standards. Figure 1 shows examples of a Midwestern Target store. The apparel was not hung nor folded properly. Many of the shelves and racks were not stocked. Merchandising standards need to be maintained. Inventory management, presentation minimums, and stock levels need to be followed. Empower team members to maintain apparel presentation standards In order to maintain the apparel presentation standards, team members need to be empowered to be more accountable for the Men’s Department. There were four team members talking while the pictures in Figure 1 were being taken. To ensure the upkeep of department standards, softline team leads must retrain the team working in the Men’s Apparel Department on proper zoning and attention. This can be done within the first fifteen minutes of a team member’s shift and the softline lead can keep a checklist to be certain each member has been informed of upkeep standards. If you could make any changes to the mens' clothing department at Target, what would you do? “Men's clothing department does not get the same attention in comparison to other departments in the store.” “It feels cheap and neglected as compared to the women's department.” “The women's section has gotten much better, but the men's section still seems to be really plain and boring. It reminds me of kohl's with less selection.” “It doesn't really stick out in my mind. I tend to forget that it is even there and that if I needed anything from that department, I wouldn't go there because I forgot about it.” “Sometimes they have good items but the display is trashy which discourage me to shop often.” Surveyed Target Guests-(See Appendix I) Figure 1: Lacking Standards Standards
  8. 8. 8 | P a g e Increase Men’s Department traffic by rearranging the layout The Men’s Apparel Department currently caters to a wide variety of demographics, yet the apparel is not clearly arranged. We suggest that Target organize the Men’s Apparel Department into three basic sections. Section 1 consists of active wear for men of all ages. Section 2 focuses on the classic male (ages 18 and up), while Section 3 will have styles and fits for adolescents (ages 12-17). Arranging the department into these three sections will increase reliability because guests will easily identify which direction they should go in order to find the apparel they seek. The rearrangement will make the Men’s Apparel Department more organized, less confusing, and less overwhelming. Different categories of Men’s Apparel will be organized in a logical way Section 2 will be the core of the department and consist of classic Men’s Apparel. Active wear is a strong department for Target and we will keep the clothing in Section 1 independent. This section will have the slight feel of a sporting goods store with active apparel that should not blend into everyday apparel. It is important to note that many apparel lines in Section 3 will overlap with those in Section 2 and although we think it is important to maintain the individual personalities of the sections, we do not want to create rigid divisions similar to department store layouts because that could negatively affect consumers’ price perceptions of Target. Figure 2: Layout Proposal Dynamic Layout
  9. 9. 9 | P a g e Shelving unit organization will change from grids to clusters Each section will be organized into special concepts that will comprise of clothing combinations that will coordinate. Bringing similar apparel pieces together into concept areas will promote Target’s merchandising strategy focused on frequency by enabling guests to build a wardrobe with ease. The fixtures will be arranged into clusters instead of a grid. Dynamic layouts will visually group similar items and create a partition between each concept. Shelving units made of different materials will allow greater distinction between concepts In order to bring greater distinction between concepts, we recommend that Target uses shelving units made of different types of wood. The concepts focused on a younger demographic will be made of aluminum, stainless steel, plastic and bamboo. The fixtures with clothes for the classic male will have a traditional feel and be made of woods like oak or cherry. Figure 3 shows how Kohl's Department stores differentiate concepts though the use of different materials. These two shelves were directly across the aisle from one another. The shelving units should be good quality, but simple. If the units appear to be too refined, the clothes will be perceived to be more expensive. Concepts should have their own identity yet form a cohesive whole The department needs to be cohesive and this can be controlled by how the concepts are arranged. Eye- catching concepts will be placed in the front of the department to showcase clothing that entice guests to explore the rest of the department. Clothing lines that are more established and specialized will be located in the back of the section. Our survey results (see appendix I) confirm that Target guests frequently shop for basics. By strategically placing basics near the back of the department, guests will be forced to pass through many concepts to reach them. If you could make any changes to the mens' clothing department at Target, what would you do? “Better set up” “I would make it more organized” Surveyed Target Guests-(See Appendix I) Figure 3: Styles of wood Dynamic Layout
  10. 10. 10 | P a g e Each section will have a unique concept depending on the prototypical guest Section 1 Concepts: Sporty Activewear –This section will be geared towards the young, trendy and athletic male. This apparel section is for teenagers trying to look good on the court or young professionals headed to the health club. General Activewear—This section will meet the needs of the typical active male whether he is working, lounging or spending his Saturday at a neighborhood barbeque. These clothes are comfortable and stylish. Lifestyle Activewear—Project BOSTOM focus Section 2 Concepts: Business—This section will be comprised of classic cut suits, oxfords, and coordinating ties for the professional on a budget. Business Casual—This section will boast apparel items that have a classic fit and style, great for casual Fridays at the office. Casual Male—This section will focus on classic clothing for every man on-the-go. Basics—This section will contain different colors, sizes and styles of basic wardrobe items. Classic Denim—This section will have denim for every dad. Classic Swimwear—This section will feature swimwear meant for the classic male. Section 3 Concepts: Lifestyle Trend Tees- Project BOSTOM focus Mossimo--This section provides basic looks for younger males. Converse—This is an outside brand that includes apparel that is targeted at younger, trendier males. Matador- Project BOSTOM focus Dynamic Layout
  11. 11. 11 | P a g e Groupings located within concepts will drive UPT (units per transaction) Concepting will direct guests to the type of clothing they are seeking, while apparel groupings within each concept will suggest logical outfit combinations. We want to make the shopping experience less excruciating for the adolescent boy who does not enjoy shopping and the adult male who could use a little wardrobe assistance. By grouping a few apparel items in this manner, Target can help eliminate the guesswork for women as they shop for the men in their lives. Lastly, we believe that by coordinating key items, both men and women will be likely to purchase more clothing when they frequent the Men’s Department. Some coordinating shoes and accessories will be added to appropriate concepts Each cluster will also contain some shoes and belts that will coordinate with apparel from a particular concept. We do not plan on relocating all of the shoes and accessories into the Men’s Department, but we want to ensure that a few full-outfit options are available. The concepts that contain a shoe style will have a full size run so that guests will not have to go to the shoe department to find their size. Dynamic Layout
  12. 12. 12 | P a g e Signage with the outfit’s price point will be used to suggest outfit combinations Most retailers use mannequins to display outfits but they are labor intensive to change and quickly become outdated. Our signage will be simple and depict photos of average men in clothing from the corresponding concept. To be true to Target’s “expect more, pay less” brand promise, each sign will have the outfit’s price. An example of a promotional photo can be seen in Figure 4. Better standards, layout, concepting and grouping will lead to greater profits An improved organizational department will make shopping more convenient for the guest. The reorganization should begin with merchandise standards and move into defining opportunities for concepts and groupings. These changes will drive the UPT, increase the average basket price and lead to greater department profitability. Figure 4: Concepting Signage Signage
  13. 13. 13 | P a g e Lifestyle Trend Tees and Liftestyle Activewear To remain competitive, Target needs to improve the style and fit of its Men’s Apparel. Men are paying more attention to their style and according to an article from Stores Magazine, in 2009 the teen and twenty-something market for men’s clothing grew and is continuing to do so.1 A way for Target to increase traffic and differentiate itself is to create Lifestyle Trend Tees that depict popular bands as well as Lifestyle Activewear that will feature apparel depicting the name of a local high school. Some of Target’s competitors (like Wal-Mart for example) currently offer locally-customized apparel but Target’s value and quality will differentiate them among the competition. Lifestyle Trend Tees must accurately represent trends to increase department frequency According to our survey, Target is known for is its trendiness; however our respondents informed us that when it comes to graphic t-shirt offerings, Target is currently missing the mark. We recommend that Target align its graphic t-shirt designs with popular culture to avoid inaccurate trend presumptions. One way Target can encourage young men to browse the Men’s Apparel Department is by leveraging trends from other departments (i.e. popular bands, current movies, and A-game titles) that appeal to the mass market and cross-promote them in apparel on graphic tees. (Target has already done this successfully in the Women’s Department with the release of the Twilight series). 1 Reda, Susan. "Guess What? Men Shop, Too! | STORES.org." STORES.org. Stores Magazine, 2 Apr. 2010. Web. 15 Apr. 2010. <http://www.stores.org/stores-magazine-april-2010/guess-what-men-shop-too>. If you could make any changes to the mens' clothing department at Target, what would you do? “Offer less gaudy t-shirts with dumb sayings. I would encourage Target to avoid Ed Hardy looking things because it is tacky and counter to Target's trendy image.” “Get rid of all the dumb graphic tees.” “Less cheesy graphic tees!” “Graphic Tees that aren't either completely ridiculous or targeted towards a hardcore attitude.” Surveyed Target Guests-(See Appendix I) Lifestyle Lines Figure 5: Graphic Tees
  14. 14. 14 | P a g e Lifestyle Activewear will enhance profitability and Target‘s rapport within the community Target has a considerable opportunity to emphasize its positive position within local communities by creating gear that supports local high school teams, denoted as Lifestyle Activewear. Every Target store that meets the criteria of being located within a ten-mile radius of a high school and/or within a school district of over 1,000 students will offer t-shirts and sweatshirts that have been customized for the regional team(s). (We created these restrictions to ensure that the results from this initiative will be profitable). Furthermore, offering school spirit gear will increase traffic in the Men’s Apparel department because many males purchase school gear whether they are in middle school, high school or have a kid who attends one of the schools. Target already has a reputation for strong educational support, so we recommend that Target donates 1% of the proceeds to the respective community schools to further this reputation and persuade guests to purchase their school’s apparel at Target rather than Wal-Mart. Lifestyle Lines
  15. 15. 15 | P a g e A New Brand for the Trendy Young Man Although Target possesses many departments that make it easy for the traditional guest to cross items off of her shopping list, there is one area in the stores that is currently in the back of her mind: the men’s department. As shown in Figure 6, the results from a Lifestyle Monitor poll overwhelmingly affirm that women enjoy shopping for their husbands and children2 , yet Target’s current selection has neglected her teenage boy in regards to both fit and style, making it difficult for the guest to purchase anything but basic items her son. 2 "GET READY, GET SET, SHOP! - For some women, the love of shopping is strictly a family affair." Cotton Incorporated Building the Market for Cotton. Lifestyle Monitor: Monitoring America's Behavior Toward Apparel & Home Furnishings, 21 Jan. 2000. Web. 21 Apr. 2010. <http://www.cottoninc.com/lsmarticles/?articleID=218>. Age Range 16- 24 25- 34 35- 55 56- 70 Enjoy shopping for clothes for my husband 61% 74% 63% 59% Don't Enjoy shopping for clothes for my husband 30% 22% 32% 41% Enjoy shopping for clothes for my children 78% 76% 65% 71% Don't enjoy shopping for clothes for my children 19% 20% 29% 29% If you could make any changes to the mens' clothing department at Target, what would you do? "Make things more fitted" "have the clothing be a bit more tailored, and also use more quality fabrics" "Better cuts; everything is a little boxy" "better fitting, usually shirts are too wide fitting" "make it more fashionable. The women's section has gotten much better, but the men's section still seems to be really plain and boring. It reminds me of kohl's with less selection" Surveyed Target Guests-(See Appendix I) Figure 6: Women and their Shopping Habits Matador Concept
  16. 16. 16 | P a g e “Kids Are Getting Older Younger” The need for a focus on teens can be explained by the commonly-used marketing expression “kids are getting older younger” to refer to the population trend toward age compression. Not only are twelve year-old boys starting to experience rapid growth spurts, but they are also distancing themselves from the kids clothing section. According to USA Today, “Generation Y is considered the most important generation for retailers and marketers because of their spending power and the influence they have over what their parents buy.”3 Target must focus on reliability and value pertaining to 12-to-17 year-old young male demographic in order to have loyal guests years to come. Matador Will Make a Strong, Not Overbearing Statement in Target’s Men’s Department Matador will be distinct from Converse and Mossimo because it will be targeted specifically toward adolescent boys and focused on fit (think about outfitting the lanky and long-limbed young man via mass customization). While Matador will have a heavy emphasis on hip denim styles and trendy clothing designs, it will also offer slightly more elevated wardrobe staples in comparison to the more casual, less fit-focused clothing items from Converse and Mossimo. Matador’s product line will also include clothing articles such as oxfords and blazers so the guest can ensure that her son has an appropriate outfit for a family function or school performance in addition to everyday wear. Matador will not have tees with the brand logo visibly displayed across the front because we do not want to discourage some of the more brand-conscious shoppers from purchasing the apparel. (I.e. In the women’s department you would never sell t-shirts that say “Target” across the front.) With enhanced fits created for the teenage boy, Target will increase frequency in the men’s department. Matador Will Be Trendy like Go International but Internally-owned like Merona Since Matador will be an in-house brand, lead-time and trend lag will be reduced, and unlike Go International, the hassles associated with middle-men and designer agreements will be nonexistent. Matador will be able to address trends when they are relevant to guests without answering to a designer or paying royalties. We opted to not bring Go International to the men’s department because we believe that the vast majority of men care about the style of the clothing, not the designer. AskMen.com says that “*men+ were happy just to be wearing clean underwear –it didn't matter if the waistband said Hugo Boss on it or not.”4 Matador will be more cost efficient and give Target the autonomy to source its own materials and meet demand as necessary. 3 O'Donnell, Jayne, and USA TODAY. "As kids get savvy, marketers move down the age scale - USATODAY.com."News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World - USATODAY.com. USA Today, 13 Apr. 2007. Web. 22 Apr. 2010. <http://www.usatoday.com/money/advertising/2007-04-11-tween-usat_n.htm>. 4 Silver, Austin. "Designer clothes - AskMen.com." AskMen.com - Men's Online Magazine. AskMen.com, 25 Feb. 2010. Web. 22 Apr. 2010. <http://www.askmen.com/daily/austin> Matador Concept
  17. 17. 17 | P a g e Matador’s Logo and Brand Presence Will Have a Fierce and Masculine Appeal In order to pique adolescent boys’ interest in the new apparel, Target needs to ensure that the line exudes confidence, masculinity and maturity. A study conducted by Mediamark Inc. found that “teens fund most of their own clothing purchases5 and recent research from the International Journal of Business Science and Applied Management says that overall teenage boys’ “motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes.” The Advertising and PR Campaign Needs to Resonate with Adolescent Boys Matador must have a strong launch that will generate awareness with teens and their mothers. Target should launch an advertising campaign that features Matador clothing in conjunction with intangible things that boys care about: friendship, pride, recognition, etc. Target should create a commercial staged at a high school featuring energetic boys running from class to class with friends, playing soccer on the school lawn, etc. In the commercial, the teens who wear Matador will be likeable school leaders who live active lifestyles. By focusing on the things they care about, the product will be easily transferable to adolescent boys’ own lives and word-of-mouth will be generated. In addition to the commercial, Target should feature Matador on the front of the circular so the guest will have more of an opportunity to notice the products. The teenage boys will find Matador merchandise desirable, bringing the guest and her son into the men’s department. The In-store Signage and Logo Need to Convey the Brand Image Matador was conceived with the notion of including masculinity and fierceness while incorporating the Target logo in a novel way. The in-store signage will feature the silhouette of a matador holding a red cape bearing the familiar Target bullseye in (in white) in the center while the logo on the polos will be the head of a bull. Another version of signage will look like the logo in Figure 7. We purposely decided on a more minimal logo for the polos (as shown in Figure 8) to imitate logos from brands like Lacoste and Ralph Lauren. 5 Mediamark Research Inc.. "Teen Market Profile." Magazine Publishers of America. N.p., 2 Oct. 2003. Web. 23 Apr. 2010. <http://www.magazine.org/content/files/teenprofile04.pdf> Matador Concept Figure 8: Matador Polo LogoFigure 7: Matador Signage Logo
  18. 18. 18 | P a g e Kick-off Project BOSTOM by starting with apparel presentation standards The most pressing initiative that must be implemented by Target is standard maintenance. This will increase team and reliability value. To ensure the upkeep of departmental standards, softline team leads will focus on retraining their teams with regards to zoning, by emphasizing that the Men’s Department requires as much attention as the Women’s Department. These changes can be communicated with a quick, 15-minute training session at the beginning of the team member’s shift within the first month of Project BOSTOM’s implementation. The softline team lead will need to keep track of who has received retraining so no employee is missed. Initiate a pilot layout launch to allow for improvements before launching nationwide Target should start a pilot of the new Men’s Department layout and shelving fixtures at the end of quarter 1. The pilot launch will occur in one store in each region of the United States to represent different demographics. A possible pilot combination would involve Target stores in: Quarter 3 financial and survey reviews will affirm layout’s success for nationwide launch At the end of quarter 3, there will be a review to assess the success of the new layout. Deliverables of the project’s success will include an objective financial review, along with a subjective guest and employee survey evaluation. The increase in purchases from the Men’s Department that will contribute to basket prices and units per transaction are the objective measures of success. Along with a financial review, there will be an evaluation given to team members within the softlines department. This will gather their opinions regarding the new layout. Intuition and frontline experience of team members will help Target gauge effectiveness of the new layout regarding efficiency, usability, and customer satisfaction. An online survey will also be administered to guests who have purchased apparel from the Men’s Department for their opinions on the layout. A link will be provided to guests on the bottom of their receipts if the items they purchased included merchandise from the Men’s Department. After the reviews, Target will determine the effectiveness of the changes and whether or not a larger launch will be profitable and sustainable. Launch Figure 9: Launch Cities
  19. 19. 19 | P a g e Pilot launch for Lifestyle Trend Tees will run parallel to pilot launch of new layout At the end of quarter 1, a pilot of Lifestyle Trend Tees and Lifestyle Activewear will be launched in the ame six stores as the pilot layout. At the end of quarter 3, the Lifestyle Trend Tees and Lifestyle Activewear segments will be reviewed. (This appraisal process will be the same as the layout review process.) Once again, if it is deemed profitable and sustainable, it will be launched nationwide. Matador will consist of product developments and launches While the pilots for layout, Lifestyle Trend Tees and Lifestyle Activewear are occurring, the product design and development for Matador will occur. At the end of quarter 3, Matador will pilot launch in the same stores as the previous initiatives (layout and Lifestyle Trend Tees and Activewear). The review process of Matador will occur at the end of quarter 1, year 2 and will be completed in a similar manner as before (See Figure 10). Launch Figure 10: Launch Schedule
  20. 20. 20 | P a g e Feasibility of our recommendations affirm pragmatism It is feasible to change Target’s layout since it is possible for fixtures to be rearranged physically. Likewise, it is feasible to uphold standards within the Men’s Department since brief training sessions are already conducted at Target. The launch of Lifestyle Trend Tees is reasonable because Target already possesses the manufacturing capability to produce these articles of clothing as presented by their current assortment of graphic tees. The Lifestyle Trend Tees will improve the current graphic tee selection while the Lifestyle Activewear segment will increase departmental traffic and support the community. Matador is a viable recommendation due to its in-house design and evasion of royalty fees and designer dependency. Addressing challenges will strengthen Project BOSTOM’s implementation Target will need to secure a commitment from its employees regarding the proper zoning of the Men’s Department and in addition, an investment will need to be made for new shelving units. Although the shelving units will be less versatile (they can no longer be used interchangeably across sections) they will invite many different guest demographics to the department and help differentiate among the various sections of Men’s Apparel. With all of these changes Target needs to emphasize that the value, not price of the clothing has changed. The price points that will be displayed on the concept signage will combat high price perceptions, while Matador will change guests’ current perceptions of the Men’s Department. Running pilots for layout rearrangements, Lifestyle Trend Tees, Lifestyle Activewear and Matador will be intricate; however, Project BOSTOM will increase profitability in the Men’s Department. Feasibility/Challenges
  21. 21. 21 | P a g e Layout change costs are limited to organizational equipment and training expenses To fully implement a back-of-store, front-of-mind plan, Target needs to purchase and install the updated clothing stands, tables, and organizing racks for clusters. Alongside this physical equipment, team empowerment will need to ensue. This is further retraining costs. Lifestyle Trend Tee costs consist of community-based contracts Target stores need to contract with high school teams to create, label, and sell each school’s spirit wear. Establishing the system to send 1% of the proceeds to the corresponding school must be developed and implemented. Advertising costs include media-related, electronic and circular expenses. Supply chain costs are the final major expenses involved in selling local schools’ spirit wear. Matador will comprise the highest costs, from development to supply chain In order to develop the Matador line, product design and development may require another team. Other organizational staffing expenses may include adding more business analysts and team members in the sourcing, logistics, and controlling departments for the Matador line. Legal fees will be incurred for property and compliance purposes. Advertising costs include electronic, television, and print expenses. To sustain Matador and update it twice per season (or as new trends become relevant) intricate sourcing and logistics costs will incur. Layout change benefits include increased frequency, reliability, and team value Empowering team members to take responsibility of the presentation in the men’s department will translate into a noticeable difference for Targets’ guests. Department recognition will increase when clothing and products become more accessible and have properly managed inventory. If our strategies are implemented properly, Target’s guests will purchase more from the Men’s Department for the clothing they want, when they want it. Lifestyle Trend Tees will increase frequency and reliability If Target sells community-based spirit wear store traffic will increase because high school students and parents alike will feel more connected to Target and its community involvement. Guests will find and purchase spirit wear when and where they want it – in the newly organized Target men’s department. Target’s commitment to the community will reflect positively on the company image. Matador will increase value, differentiation, frequency, and reliability Matador’s trendy and fit-focused clothing will increase the department’s value by offering apparel that customers desire at lower prices than competitors. Matador differentiates Target from its competitors as a leader in affordable and fitting young men’s clothing. These benefits will translate into guests frequenting the department more because guests’ needs will be fulfilled. Cost-Benefit Analysis
  22. 22. 22 | P a g e Project BOSTOM will increase men’s apparel revenue Project BOSTOM is a six-quarter, three recommendation plan that drives Target Men’s Apparel revenues. Layout rearrangements and team empowerment, Lifestyle Trend and Lifestyle Activewear improvements, and Matador’s perceptive attention to guest needs increase the core merchandising strategies. Teams working with the men’s department become empowered with the responsibility and involvement to consistently sustain the new layout and lines. Value increases as guest needs are met with more quality products at lower prices. Matador, Lifestyle Trend Tees and Lifestyle Activewear differentiate Target’s commitment to guests and the community through guest-demanded apparel. Reliability increases with empowered teams sustaining improved standards for men’s department’s floor inventory management. Frequency will increase as guests find apparel they want and need in the refreshed Target men’s department. Project BOSTOM is Target’s option for increasing men’s apparel revenue and success. Conclusion
  23. 23. 23 | P a g e Sources Cited Chattopadhyay, Tuhin . "The effects of message strategy and execution framework on." Int. Journal of Business Science and Applied Management Volume 5.Issue 2 (2010): 1-12. Print. "GET READY, GET SET, SHOP! - For some women, the love of shopping is strictly a family affair." Cotton Incorporated Building the Market for Cotton. Lifestyle Monitor: Monitoring America's Behavior Toward Apparel & Home Furnishings, 21 Jan. 2000. Web. 21 Apr. 2010. <http://www.cottoninc.com/lsmarticles/?articleID=218>. Mediamark Research Inc.. "Teen Market Profile." Magazine Publishers of America. N.p., 2 Oct. 2003. Web. 23 Apr. 2010. <http://www.magazine.org/content/files/teenprofile04.pdf> O'Donnell, Jayne, and USA TODAY. "As kids get savvy, marketers move down the age scale - USATODAY.com."News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World - USATODAY.com. USA Today, 13 Apr. 2007. Web. 22 Apr. 2010. <http://www.usatoday.com/money/advertising/2007-04-11-tween-usat_n.htm>. 1 Reda, Susan. "Guess What? Men Shop, Too! | STORES.org." STORES.org. Stores Magazine, 2 Apr. 2010. Web. 15 Apr. 2010. Silver, Austin. "Designer clothes - AskMen.com." AskMen.com - Men's Online Magazine. AskMen.com, 25 Feb. 2010. Web. 22 Apr. 2010. <http://www.askmen.com/daily/austin.>
  24. 24. 24 | P a g e Initial Report Last Modified: 04/20/2010 1. Do you shop at Target? # Answer Response % 1 Yes 353 99% 2 No 2 1% Total 355 100% Statistic Value Mean 1.01 Variance 0.01 Standard Deviation 0.07 Total Responses 355 2. If you answered "Yes" to Q1, how often do you shop at Target? # Answer Response % 1 Less than Once a Month 48 14% 2 Once a Month 65 18% 3 2-3 Times a Month 140 40% 4 Once a Week 84 24% 5 2-3 Times a Week 14 4% 6 Daily 3 1% Total 354 100% Statistic Value Mean 2.89 Variance 1.17 Standard Deviation 1.08 Total Responses 353 Appendix I
  25. 25. 25 | P a g e 3. How much money do you spend on an average Target visit? # Answer Response % 1 $0-20 41 12% 2 $20-40 139 39% 3 $40-60 101 28% 4 $60-80 48 14% 5 $80-100 18 5% 6 $100+ 8 2% Total 355 100% Statistic Value Mean 2.68 Variance 1.28 Standard Deviation 1.13 Total Responses 354 4. Which departments do you frequently shop at? Select all that apply. # Answer Response % 1 Women's Apparel 172 49% 2 Men's Apparel 85 24% 3 Home Goods 183 52% 4 Food/beverage 296 84% 5 Shoes/accessories 147 42% 6 Electronics 139 39% 7 Luggage 5 1% 8 Sporting Goods 53 15% 9 Other 68 19% Statistic Value Total Responses 354
  26. 26. 26 | P a g e 5. When you shop at Target, do you primarily purchase for yourself or others? # Answer Response % 1 I usually purchase items for myself. 238 68% 2 I usually purchase items for others. 1 0% 3 I purchase items for both myself and for others. 113 32% Total 352 100% Statistic Value Mean 1.64 Variance 0.87 Standard Deviation 0.93 Total Responses 351 6. Which brands/stores of men's clothing do you shop at or like? Text Response Lucky Jeans, American Eagle, Gap Urban Outfitters Gap, JCrew, H&M banana republic american eagle J Crew, Banana Republic, Gap urban outfitters Banana Republic, JCrew, Macys. j. crew, banana, black blue. H&M, Urban Outfitters, Top Shop, Express, Abercrombie, Banana Republic, Gap, JCrew Gap, Banana Republic, and Urban Outfitters Am. Eagle, Buckle, Hollister American Eagle, Express for Men, Pacific Sunwear banana republic, gap
  27. 27. 27 | P a g e macys, len druskin H&M Urban Outfitters Heritage Abercrombie, American Eagle, Levi's, J Crew Wrangler, Cinch, Docker's, American Eagle, Old Navy American Apparel, Banana Republic, J.Crew, Eddie Bauer, Sperry old navy, pac sun Express men Macy's Polo, nike None Banana Republic, Gap, N/A bullhead jeans. levi. fox. calvin klein. Hanes C9 Nike, Underarmour, calvin klein, the north face. Stores= The gap, scheels, any athletic store, american eagle Macy's, Kohls, Boston Store n.a herbergers, pennys Express for Men Kohls, Target Banana Republic, Express Men, JCrew Urban Outfitters, Salt Valley, Levi's, Banana Republic, J. Crew. I love Heritage and I am a Gap fellow. N/A GAP, American Eagle (for jeans), H&M JCPenney Kohl's, American Eagle j. crew, banana republic Foursome, Macys Banana Republic, J. Crew, Rag & Bone, Band of Outsiders heritage 1989, urban Outfitters, H&M Urban Outfitters, American Apparel [both have men + women's departments] Kohls, Penneys, Marshalls Banana Republic, Ralph Lauren, Lacoste Express for Men, Ralph Lauren
  28. 28. 28 | P a g e I am not familiar with any off the top of my head. banana republic, aramani exchange Not sure what brands they have. Banana Republic, Express, Macy's, Calvin Klein, Hugo Boss, Gap, Macy's Banana Republic, Target Kohls, band T-shirts gap, ralph lauren, j. crew kohl's AE I don't shop for men's clothes (I am not a man) Macy's , Mordstrom, Nike, abercrombie, ralph lauren, macy's, kohl's Never really have J Crew, Express, True Religion, and Polo Ralph Lauren. none J Crew, Express, True Religion, Polo Ralph Lauren. Not applicable pac sun, american eagle, old navy, jc penny, finish line, dicks, sports authority, eastbay, puma, nike, hurley, volcom, billabong, ecko. Aeropostale, Nike, Adidas Nike, American Eagle, JCPenny Macy's, Ralph Lauren, Lacoste, Brooks Brothers, Express for men american eagle, express American Eagle, Express Buckle/Abercrombie/Levi Gap, Target,Old Navy i don't pay attention to that If I had to choose what I liked for men's clothes, I like Target for some items (basic tees and such). I also like the Gap and Banana Republic for men's clothes as well. Gap, J. Crew, Banana Republic, American Eagle Express, Puma, American Eagle Express Macys NA
  29. 29. 29 | P a g e Express Foursome, Dick's, Nordstrom, Cabella's the gap, nautica, macy's men's, outlet malls. American Eagle Kohl's Macy's, Nordstrom, Len Druskin, Gilt (Online) Pac Sun, American Eagle, Abercrombie and Fitch C9, Mossimo, Converse J Crew, Polo, Banana Republic Express Express, Macy's, and JC Penny. N/A Gap, AEO eddie bauer, nike, adidas, Old Navy, J.C. Penney Express, American Eagle, Kohls Express, Nike Statistic Value Total Responses 246 7. What is your gender? # Answer Response % 1 Male 134 38% 2 Female 221 62% Total 355 100% Statistic Value Mean 1.62 Variance 0.24 Standard Deviation 0.49 Total Responses 355
  30. 30. 30 | P a g e 8. How old are you? Text Response 20 22 22 25.5 20 21 24 20 22 20 20 28 21 21 21 20 21 21 21 20 21 21 22 22 20 20 24 21 22 21 22 21 21
  31. 31. 31 | P a g e 21 21 21 22 21 21 22 21 21 21 30 22 43 45 18 21 21 44 18 27 18 21 20 27 22 21 20 21 19 22 21 21 19 21 57 22
  32. 32. 32 | P a g e 19 21 65 20 18 22 19 21 24 21 22 20 36 22 21 25 20 24 23 22 60 21 20 20 20 25 22 21 21 21 20 20 Statistic Value Total Responses 348
  33. 33. 33 | P a g e 9. Which apparel items do you traditionally purchase from Target? (Please select all that apply) # Answer Response % 1 Basic T-shirts 184 57% 2 Graphic T-shirts 63 19% 3 Jeans 38 12% 4 Khakis/chinos 20 6% 5 Swimwear 124 38% 6 Athletic gear 130 40% 7 Sweatshirts 34 10% 8 Socks 168 52% 9 Woven/button-downs 39 12% 10 Suiting 6 2% 11 Other: 66 20% Other: dresses, skirts basic apparel underware dresses/cutethings! Couldn't get survey to work right, but buy t-shirts, socks, woven/button-downs. dresses Dresses/skirts basic Ts, swimwear, dresses, shoes make up trend and limited edition items Undergarments tights, cardigans, dresses GO International or guest designer Dresses Boxers/Underwear tights, dresses dresses, skirts Underwear
  34. 34. 34 | P a g e underwear dresses Undergarments underwear Dresses underwear dresses dresses none Bra & Underwear Dresses underware Underwear Underwear, and Tanks tops jewelry Things on clearance Dress underwear bras and undies none dresses Shorts dresses Underwear underwear dog food None None dresses/skirts dresses Polos dresses Mostly just food. dresses none Undergarments
  35. 35. 35 | P a g e dress tanks Dresses, Skirts, Leggins, etc. dresses/skirts underwear dresses Underwear, tops, dresses sweaters underwear Dresses Statistic Value Total Responses 325 10. If applicable, would you shop at Target's mens' department? (Please include reasons why or why not in the blank) # Answer Response % 1 Yes 217 71% 2 No 87 29% Total 304 100% Yes No have purchased mens clothing for an ex female For my dad, for comfy clothes I'm not a man Because I'm a guy It just seems a little cheaper than the women's clothing (if I were going to buy it for someone else) boyfriend I'm a girl For my father, a boyfriend, comfy clothing. perceived low quality of clothing cutethings! not interested My boyfriend purchases nearly all of his graphic tees there, along with socks and undies. Personally...I probably would not. Don't like to wear mens' clothing. no reason to quite yet Though not for myself, I think many men would benefit from a more extensive men's selection. dont have brothers/boyfriend
  36. 36. 36 | P a g e cheap prices, decent quality only shop for myself there t-shirts I'm a woman Shop for my boyfriend or brother I don't purchase mens' clothes at all/ got a Target gift card Nobody to shop there for I would shop there for my significant other. They have great clothes options! I'm not a man affordable basics I'm not a man T's are cheap, basic, and colorful don't buy apparel often enough Good prices, quality seems decent, but marketing is poor I only wear designer clothing; Target clothing doesn't quite fit within that category... If I needed an item for a man in my life, I would definitely consider Target due to their selection and prices. I only wear designer clothing; Target clothing doesn't quite fit within that category... Cheap, well-made, pretty good colors Not flamboyant enough if I need something for someone else Not male If the men's section is pretty similar in quality to the women's section. Not my style because i'm a guy and they have good quality clothing and great prices clicked by mistake... n/a For my boyfriend I am a female Nice Prices I don't usually buy clothes for men current styles and good price NA If good selection quality issues from previous experience Cheap Undergarments I'm female Cheap basics - tee shirts, socks, etc I am not a man. for boyfriend female it's inexpensive Don't like graphic tees But only basics, NEVER jeans. Target is rarely stylish enough. I don't wear men's clothes nor do I buy clothes for men at Target Super Cheap things. I am a female. Because it is cheap I'm a girl It is cheap and somewhat reliable walmart If shopping for Fiance Not specialized for basic items such as socks, underwear, etc. I don't have any men to shop for. Sometimes I like to buy oversized stuff to wear I am a girl Good selection/pricing I'm not a man If I had a reason to shop in the men's department, I believe quality of merchandise
  37. 37. 37 | P a g e that their apparel is good quality If I were to buy something for my boyfriend They do not carry brand names For my boyfriend Typically, I go for higher end labels have trendy and affordable men's clothing I would not buy clothing for men at Target Question unclear I'm a girl Gifts/favors for guy friends/family I've never liked the fit of Target on guys from the clothes I have purchased there for men. FOR GIFTS Not stylish for my boyfriend Go elsewhere good selection I'm female and not buying for any males at the moment v-neck white ts Clothes are not up with current fashion and style. For clothes I need I'm female if i needed a gift for a guy I am not male and do not do shopping for any men. large packages of white t shirts for sleeping im a women They have a pretty good selection of the basic stuff The clothes don't fit my style tastes. I'm more of a GAP-style guy and the graphic tees don't really fit my style. buy cheap clothes Too expensive. For my Dad, boyfriend, or brother I am a women gifts I'm female I would shop there for a gift for someone. selection good selection of everyday clothes n/a woman They have decently priced clothes I don't shop for men's clothing because i'm a dude, so i wear dude's clothes quality If they had nice, comfy sweatpants... then I would shop in the men's department. But seeing that I am a women, this would be a rare occasion. too cheap If I had someone to buy for girl If i was buying something for my brother or boyfriend I don't have any male to shop for. beause they usually have good prices for good value I am a girl. mens' undershirts I'm a girl, and I wouldn't buy gifts for men there cheap. The style and quality of the clothes do not meet my needs. To shop for my younger brother No one to shop for
  38. 38. 38 | P a g e I like to buy boys shirts sometimes but I go to the boys section a lot for basketball shorts and other t-shirts for working out in. No one to buy for For cheap seasonal items I dont typically buy clothes for others. There's reasonably-priced fashion I have no male to shop for Only for underwear or other cheap good stuff. for my boyfriend Gift for others I've seen their ads and they look decent Cheap for my boyfriend Because I can get a lot for a little Convienent Quality Clothing Halloween, certain neutral items for fashion purposes It is cheap it's just clothes my boyfriend likes it its cheap and pretty solid For my brother or guy friend to get basic items family Usually I would, but often their button downs are only for really formal occasions. I would shop there A BUNCH MORE if they were more casual button downs I didn't need to tuck in! I am a man if I had a guy to shop for I would buy clothes for a man from Target as gifts for men If they have something I like I don't care where it's from im a man For my boyfriend Sports clothes It's got decent looking clothing If I were shopping for a gift or for a male friend etc gifts, t-shirts for me
  39. 39. 39 | P a g e Nice style boyfriend I enjoy the clothes selection they have It would be affordable and I could get other things while getting clothes. Statistic Value Mean 1.29 Variance 0.20 Standard Deviation 0.45 Total Responses 304 11. If you could make any changes to the mens' clothing department at Target, what would you do? Text Response Better selection of jeans Better fit for 'alt' body styles. Make things more fitted ? more stylish clothing like the womens Make the go International campaign geared towards men as well, bring in designer labels at a lower price. Could there please be a mens' designer line, akin to the womens' designer lines? Because honestly, my boyfriend and I pretty much stop at the graphic tees, but he'd love the price point of a solid mens' line with unique details. have the clothing be a bit more tailored, and also use more quality fabrics. Add more variety--there are plenty of options in terms of striped polos, but few options for dress shirts and accessories. Trendier fashion. I guess I might market it a little better. Target's women's clothing is marketed so well and they have sweet designers come in and design for them. You don't get the same vibe from the men's department. Its pushed to the back burner and it shows. Offer less guady t-shirts with dumb sayings. I would encourage Target to avoid Ed Hardy looking things because it is tacky and counter to Target's trendy image. cheaper prices. i like the sports apparel they have there, but it's usually a bit pricey... There is nothing that I can think of!
  40. 40. 40 | P a g e more solid colors, less graphic less graphic tees and frat boy wear, seems like the dept is targeted (pun intended) to a younger crowd of guys, not as fashion forward as it could be. -I like simple styles. I'm not trying to look average. There's a difference. -Straight fit, loose jeans aren't really anything I'm looking for. -T-shirts with phrases about how quirky I am don't really appeal to me. - The quarry Target runs out of smalls. -OFFER SOME DECENT MEN'S SHOES! I would love to have 4 aisles of shoes that look alright and are affordable, instead the men's department has a half an aisle of running shoes and another half with shoes I would never buy. (Biggest Target pet peeve) More smart casual options, more business casual options, fewer "high school" type clothes Greater selection of items Better cuts; everything is a little boxy. get rid of all the dumb graphic tees Better set up less cheesy graphic tees Higher quality of products, more eco friendly apparel options not familiar I have not shopped in the men's section. more major names I would work on the branding. Men's clothing department does not get the same attention in comparison to other departments in the store. Despite the variety, it has a lack of appeal to me. add more variety Hire more designers to do Mens Clothes! More of the above brands Less white trash style clothing n.a better brand names It's difficult for Target because they are trying to be everything for everyone. I would think they would be good at doing what H&M does, but Target seems insistent on selling "ironic" tees and the like. Please add more, no variety. I would make it more organized I would probably have to say the jeans. Better quality bring in designer labels like the women's department does bring more branded names to Mens. i don't like Target's private label goods. sell stuff that's sold at those stores Follow the "trends" ...no more cheesy graphic tees Add a few more work related lines (dress slacks/shirts, etc.) It feels cheap and neglected as compared to the woman's department. Having it in the back of the store
  41. 41. 41 | P a g e also looses foot traffic. I don't normally shop in the men's department so I don't know what should or shouldn't be changed. less graphic tees. more pull overs and zip-ups and a little more dressed up attire. Not sure Increase quality, remove stupid dragon designs and tribal tattoo stuff, simplify better fitting, usually shirts are too wide fitting and therefore look like they have poor quality larger sizes more diversity of products make it more fashionable. The women's section has gotten much better, but the men's section still seems to be really plain and boring. It reminds me of kohl's with less selection. not sure n/a n/a More risqué clothing. More quality brands. They're mostly lacking in brands any guy over the age of 15 would purchase. No more affliction clothing or things along those lines. Those are for tools. Nothin More variety, less athletic apparel. this may be regional, but i would like to see more "blue collar" apparel It would nice if they had higher quality clothing lines like the women's department did as an option. Dress it up a little more. Make the items worthwhile Colors. Fits. It doesn't really stick out in my mind. I tend to forget that it is even there and that if I needed anything from that department, I wouldn't go there because I forgot about it. Nothing. I like it just fine. NA Not sure I would get out of the business and devote the space to general merchandise or food.. larger variety, bring in some of the brands that are at higher end places at a cheaper price. Add more variety, and more up to date styles. Instead of those boring red striped polos that every store has. Include more basic, less trendy everyday items. I never shop in the mens department Have shirts that don't have so many graphics on them. So many of the shirts are covered in "modern" graphics that I don't like. I like simple. Cooler and cheaper items such as sweat pants, etc... Wal-Mart has Target in check right now... :( more high quality basics, less graphics, since nobody wants the brand showing from Target.
  42. 42. 42 | P a g e No suggestions more business or dress clothes options na wider variety, classier. Have more selection Different styles of men's dress socks. make it easier to see and not hidden so far in the back of the store. A design make-over on most of the designed clothing. Too flashy and tacky, so I prefer the single color/basic patterned clothing. more classic casual, too teenagery with plaid shirts/graphic tees....maybe more sophisticated casual wear? Make it more accessible to today's fashion. Less baggy clothes, more neutral gender items, etc. improve the display. Sometimes they have good items but the display is trashy which discourage me to shop often. I would also improve the quality of t-shirts. They look nice but can not use them second time. The either shrink or fade color. not sure Some discounted brand names such as nike or adidas. Not really anything, it is fine the way it is. N/A Make their clothes as attractive as women's...but I don't that's very consistent with Target's strategy to attract the female guest. Maybe have clothes that a woman would like to see her significant other wearing. More "classic" and classy, and less "slob" and casual. More casual button downs! Graphic Tees that aren't either completely ridiculous or targeted towards a hardcore attitude. A better selection of khaki shorts. More zipup sweatshirts. Maybe I should just shop elsewhere! I don't have any changes to make more choices and sizes I don't really know. I only shop in the men's department about twice a year looking for gifts for my brother and Target is not my first choice in buying a nice men's dress shirt or tie. Those are the typical gifts my brother gets from me. Bigger shoe selection, but i think the clothing dept is great! Offer more unique clothing items. Everything is pretty basic and mainstream which is why I feel people don't often look there for clothing. But if they offered unique clothing options, while it might only appeal to a smaller segment of consumers, it would at least establish an identity of what Target offers. More clothes that are semi-casual Cheaper underwear Statistic Value Total Responses 192
  43. 43. 43 | P a g e Free Consulting Inc. 321 Nineteenth Avenue South Minneapolis, MN 55455 www.freeconsulting.com E: free@freeconsultinginc.com P: 555-555-5555 M: 555-555-5555 F: 555-555-5555

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