Pop-ups invade New York City
NEW YORK, —Target has come up with a variation on its traditional pop-up store approach to catching New York’s attention: the Bullseye Bodega.
In time for the latest edition of Fashion Week, four Bullseye Bodegas operated in Manhattan from Sept. 12 to 15 and showcased Target’s designer partnerships, as well as its commitment to value through differentiated merchandising, the company stated.
With its latest pop-up stores, Target emphasized its current roster of 22 designers with particular focus on the apparel/accessories, home and beauty categories. Each Bullseye Bodega featured an edited selection of Target’s trendiest and most affordable products in those categories, as well as upcoming limited-time collections of Anya Hindmarch handbags, Sigerson Morrison footwear and Jonathan Saunders GO International apparel before they hit stores.
In a statement announcing the Bullseye Bodega initiative, Target asserted, in all humility, “Since opening its first stores in 1962, Target has distinguished itself from other discount retailers by offering great designs at an incredible value.” To that end, Bullseye Bodegas will reinforce Target’s price image with an average ticket of $25.
“Consumers today are focused on finding bargains and we want to remind budget-conscious shoppers that they can find great deals, and the quality they crave, all under one roof at Target,” said Target evp Kathee Tesija. “This fall, we have an amazing designer line-up and we’re thrilled to celebrate it and share it with New Yorkers.”
The pop-up stores operated from 10 a.m. until 10 p.m. daily from locations in midtown at 101 57th St., Union Square at 813 Broadway, SoHo at 489 Broome St. and the East Village at 325 Bowery.
Word about the Bullseye Bodegas came on the heels of Target’s announcement of its latest designer initiative, John Derian for Target. The exclusive stationery and home decor collection comes from a designer who gained a reputation for his artisan decoupage techniques, Target noted, and who will bring an affinity for nature to his limited-edition collection.
Derian is among the designer labels that were featured in the Bullseye Bodegas. Others included Mossimo Giannulli, Liz Lange and Dean Harris in apparel and accessories; Thomas O’Brien, Michael Graves and Rachel Ashwell in home; and Sonia Kashuk, Umberto Savone and Marcia Kilgore in beauty.
Thus, with the Bodegas, Target was able to further trumpet its designer portfolio to the public, while at the same time promoted itself, once again, as being stylish and cool, so that, even if the public doesn’t embrace a particular designer, Target gets points for trying to crawl further along the fashion curve.
The almost equal emphasis that was placed on value may have to do with the times as much as anything. If consumers weren’t concerned about spending these days, touting sharp pricing too prominently might be too discounty for Target. Yet, Target’s recent results, particularly when compared to those from Wal-Mart, suggest a reiteration of the value message may be timely.
The Bullseye Bodega was not the only major consumer-interaction project Target has recently undertaken. In its home town of Minneapolis on Sept. 13, the retailer sponsored the Target Children’s Book Festival presented by the Star Tribune. The free-to-the-public event featured book readings and signings, live entertainment and musical performances with the goal of fostering children’s love for reading.
The event was developed to be a little more low-key than Bullseye Bodega, which was more New York Minute than Minnesota Nice.