Room Essentials vs. Home Trends

With big ticket purchases in the home category under pressure from the weak economy, the response from mass-market retailers has been to emphasize affordable basics. Target did that this week by putting marketing muscle behind its colorful Room Essentials brand and featured a collection of opening-price-point products on the cover and in the first three pages of its circular. Prices ranged from $3 for a bath towel or soap dispenser up to $24.99 for any size down comforter, and in stores the brand was featured on multiple endcaps in the home areas. Walmart has also been aggressive on the home front with the recent relaunch of its Home Trends brand featuring national advertising, new branding elements and in-store promotional materials.

The home category is largely discretionary, but Target is making it easy for consumers to refresh their home furnishings with a wide range of Room Essentials items touted as, “great basics, bright prices.”