Target has grown a narrative of a big box retailer that delivers quality, well-designed goods for competitive prices. Over the years Target has invited us to a large number of events around the launch of designer lines—Massoni, Michael Graves, Issac Mizrahi. In between we have the store experience–it’s more brightly lit with wider aisles than other retailers and of course, bathed in vivid red. The narrative of Target is all about “cheap chic,” making well designed goods affordable.
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