Target Project Final report

Online luxury Design Six Amigos
i
Designer Clothing for a New
Shopping Experience

ii
Online Luxury Design
Designer Clothing for a New Shopping Experience
Proposed to
Gregg W. Steinhafel, CEO
Target Corporation
Presented by
The Six Amigos:
Andrew Janusz
Zach O’Connor
Josh Flick
Jeff Seng
He Song
April 4, 2013
KelleySchool of Business
1309 E. Tenth Street
Bloomington, IN 47405

iii
March 26, 2013
Gregg W. Steinhafel
Target Corporation, CEO
1000 Nicollet Mall
Minneapolis, MN 55403
Dear Mr. Steinhafel,
SUBJ: DESIGNER CLOTHING FOR A NEW SHOPPER EXPERIENCE
Six Amigos Consulting wants to thank you for the opportunity to work with Target Corporation.
We are honored in the opportunity to provide you with a solution to perform better for guests,
given the emergence of online retailing.
After researching and analyzing Target and its competitors, we have discovered that Target’s
main consumer is a female around the age of 46, the youngest amongst major retailers. With
this in mind, we decided to incorporate the average Target guest into our idea. Six Amigos
Consulting believes Target should collaborate with high-end designers to create a product line
specifically catered to the main Target demographic, with an emphasis on women’s apparel.
We believe that through this exclusive collaboration you would gain an edge on your
competitors while reaping benefits. In the formal report, we give important recommendation
and implementation steps to follow through with our proposal.
Six Amigos Consulting would like to thank Professor Jeanette Heidewald and Merchandise Lead
Sarah Zehrer for providing valuable insight during our research and formation of this proposal.
Please feel free to contact Six Amigos Consulting with any questions or concerns by emailing us
at SixAmigos@gmail.com or by phone at (812) 999-9999. We look forward to working with
Target Corporation and strongly believe our suggestion will continue Target’s success in the
future.
Sincerely,
Six Amigos Consulting

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Table of Contents
Executive Summary....................................................................................................................... vi
Designer Clothing for a New Shopping Experience....................................................................... 1
Target Invests In Its Guests.............................................................................................................1
Innovation Creates Success.............................................................................................................1
Online Sales Consumption..............................................................................................................2
Emerging Trends............................................................................................................................. 2
The Rise of the Female Economy.....................................................................................................3
The Digital Age Brings More Wireless Devices.................................................................................3
The Next Step:................................................................................................................................. 4
Synonymous Values.......................................................................................................................5
Product DifferentiationWins..........................................................................................................5
Collaborations benefit both parties.................................................................................................6
Implement online first....................................................................................................................6
Moving Forward ............................................................................................................................. 7
1. Contact Designers.......................................................................................................................7
2. Design, Agree, Produce...............................................................................................................7
3. Release Line ...............................................................................................................................8
4. Prep and Integrate......................................................................................................................8
Profit Analysis................................................................................................................................. 9
“Expect More, Pay Less”............................................................................................................... 10
Appendices.................................................................................................................................... 11
Appendix A: SWOT Analysis Pre-Implementation..........................................................................11
Appendix B: SWOT Analysis Post-Implementation.........................................................................12
Works Cited................................................................................................................................... 13
Works Consulted........................................................................................................................... 14

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Table of Figures
Figure 1 The Model of Kate Spade .......................................................................................................1
Figure 2 U.S. Online Retail Forecast .....................................................................................................2
Figure 3 Online Consumers per Year(Millions) .....................................................................................2
Figure 4 The Rise of the Female Economy ............................................................................................3
Figure 5 Website Visits by Device.........................................................................................................3
Figure 6 Brand Priorities......................................................................................................................4
Figure 7 The Information of Designers .................................................................................................7
Figure 8 Implementation process.........................................................................................................8
Figure 9 Production Costs....................................................................................................................9
Figure 10 Profit Analysis......................................................................................................................9

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Executive Summary
Purpose of the Report
The principle reasons for this report are to: 1) Assess Target’s current market position 2)
address the changes in Target’s market and 3) propose a strategy and implementation plan to
respond to these changes.
Defining the Market
Target is known for maintaining a strong set of values and providing for its guests and
communities. These values led to strong and consistent guest loyalty. Target’s ability to drive
innovation has led to unique products that resonate with guests and appeal to their desires.
Target fulfills these desires by providing an online marketplace the guests use to purchase
products. The past has shown that Target’s website is a key profit driver within its business.
Survival of the Fittest
Given the emergence of online retailing, Target success depends on its ability to adapt to
market changes. An increase in wireless devices represents a large portion of this change
requiring attention from Target. Women also represent an immense portion of emerging
market. In order to capture this new influential demographic, Target must address their needs.
Through the implementation of Online Luxury Design, Target will be able to cater to this
demographic.
Defining Online Luxury Design
Target previously partnered with various luxury designers, which resulted in inconsistent sales
outcomes. Our new approach allows Target to have more control over the product lines. This
control stems from Target’s ability to ascertain which products are top-selling within the
product line. Following this result, Target will maintain cost-efficiency by placing top-selling
products in stores.
Building Blocks to Success
Target’s implementation of this new approach to online luxury design will allow it to give its
guests a broad range of new products while appealing to their styles and values. Six Amigos
Consulting suggests these 4 steps to profitability and guest satisfaction:
1. Contact designers to discuss project elements
2. Agree upon a deal and allow time for product development
3. Use multi-channel marketing to create buzz for product followed by online release
4. Plan and implement in-store placement of top-selling products while catering to region
specific climate

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Designer Clothing for a New Shopping Experience
In 1962 Target set out in pursuit of a goal to completely redefine the shopping experience for
its guests. For the past 60 years, Target committed itself to providing its guests with a pleasant
shopping experience that offered both everyday essentials and fashionable merchandise for a
low cost. As a result of its success, Target Corporation is now the second largest retailer in the
United States (“Target Corporate”).
Target Invests In Its Guests
By maintaining a strong set of moral values, Target increases customer loyalty and
differentiates itself from other competitors. Target believes that benefiting the surrounding
communities is essential to its business model ("TARGET”). According to Target.com, each year,
it gives back 5% of its total profits to communities across the country. Furthermore, Target
participates in community service activities and donations substantial amounts of wealth to
further education. In 2011, Target’s employees accumulated 475,000 hours of community
service and donated over $100 million toward education ("Target Corporate”). By investing in
the community, Target transformed its bulls-eye logo
into an iconic symbol that is recognized by 96% of
consumers. Targets ability to integrate its values into its
business model has resulted in customer loyalty that is far
superior to that of its competitors.
Innovation Creates Success
Product differentiation is ingrained in the company through
heavy focus on design and innovation. Target proved its
leadership position in design and innovation through its
collaboration with Isaac Mizrahi in 2003. The collaboration
began a decade long drive by retailers to attract new
customers through unique product sourcing. However,
Target remains focused on its customers by releasing
products that aimspecifically at Target’s main
demographic: 40 year-old, college-educated women (“Fast Facts”).
With the focus on this particular consumer demographic, Target released exclusive designer
collaborations that appealed to these women and their sense of fashion. It has worked with
the likes of Pabral Gurung, Neiman Marcus, Kate Young, and many others. One such
Figure 1 The Model of Kate Spade
Source: thrifty-tyra.com

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collaboration, Missoni for Target, succeeded extremely well for the company both in-store and
online. In fact, its popularity crashed the online website and in-store stock sold out within the
day. The website crash is just one indicator of the current online market.
Online Sales Consumption
Target’s Online sales increased 10% in 2012 and global online retail sales are projected to
increase over 62% by 2016 (Indvik).
In 2011, U.S. online retail sales
topped $200 Billion dollars and
are expected to reach $327
Billion dollars by 2016.
Source: Indvik
In 2011, 167 million consumers purchased something online. That number is expected to grow
to 192 million by 2016. The totals represent 53% and 56% of the population respectively. With
over half of the United States making
purchases online, the online retail
market is ripe for expansion and growth.
Emerging Trends
Target’s current strategies and the current market
condition allowed it to hold a leadership position.
However, there are some emerging trends that are
changing the market and need to be addressed. By
taking action, Target can respond to these changes
and continue the positive online experience that
customer’s desire.
Figure 2 U.S. Online Retail Forecast
Figure 3 Online Consumers per Year (Millions)
Source: Halid

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The Rise of the Female Economy
Within the U.S., women control roughly $7 trillion in annual consumer spending, and are
expected to increase to 2/3 of all U.S. consumers spending. Women represent a growth market
bigger than China and India combined (“HBR”). Senior women age 50 and older control net
worth of $19 trillion and own more than three-fourths of the nation’s financial wealth
(“Ogilvy”). The Baby Boomer Generation will have more money than any other generation in
history. Not only do women represent a significant portion of the world’s buying power but also
they do most of the shopping.
Figure 4 The Rise of the Female Economy
The Digital Age Brings More Wireless Devices
While consumers are spending more time online making purchases, an increasing amount of
devices are becoming Internet capable. The increase in internet-capable devices has paralleled
increasing online sales. According to Monetate Solutions, websites they tracked saw desktop
and laptop visits decrease from 92.33 percent to 81.60 percent in one year. While that may
seem like a negative thing, both tablets and
smartphones more than doubled their Figure 5 Website Visits by Device
Source: MarketZeus
MarketingZeus
Source: Campbell

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market share in the same year. For all of 2011, some 66.9 million tablets sold around the world,
up approximately 260 percent from 2010 (Roggio).
One of the most important trends to take
into consideration is Target’s aging
consumer demographic. As the
demographic ages, its preferences will
change. The change will include the
product types being purchased and how
they are purchased. With millennials
growing older, they are going to start
having more buying power. By 2015,
almost half of the world’s population will be
under the age of 25 (“Millennials”).
Millennials will have experience with mobile
devices, allowing them to increasingly purchase online from any location in the world. Their
views on brands and value have also shifted from the current Target demographic. Millennials
desire brands with attributes like “cool”, “trend-setting”, and “unique”. Out of a rank of 1-39,
millennials rank those 3 attributes in the top 15. On the other hand baby-boomers rank the
same attributes much lower on the list at 23, 24, and 25. Both generations have radically
different views on brands and their value, which Target may need to respond to soon.
The Next Step:
Six Amigos Consulting believes Target should collaborate with high-end designers to create a
product line specifically catering to the main target demographic with an emphasis on women’s
apparel. The designer apparel should be implemented exclusively online for a period of one
month allowing target to gauge which products are most successful. The top selling products
should then be transferred in-store to further increase sales.
We recommend that Target form partnerships with the Tory Burch, and Kate Spade. These
designers are extremely popular, like-minded in values, and produce unique products.
Integrating a line of products with each of these designers will set Target apart from
competitors while staying in line with their ideals. This report includes a thorough
recommendation explaining the benefits of high-end, online-exclusive collaborations, how
implementation can be carried out, and how Target can expect to be affected by
implementation.
Figure 6 Brand Priorities
Source: Boomers

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Synonymous Values
Target and our recommended designers share similar values. Target has been giving 5% of
income to the community each year since it was founded. They believe it is essential to their
business model to serve their communities through charitable donations. Our recommended
designers, Kate Spade and Tory Burch, serve communities through philanthropic organizations.
Kate Spade specifically works with Women for Women International, an organization striving to
help women’s lives in warring countries.
The company creates engraved bracelets with a positive message which are sold on its website.
25% of all sales of these bracelets go to Women for Women International.
Tory Burch strives to provide benefits to women in the United States. Recently, she founded
the Tory Burch Foundation, which aims at providing economic opportunities to women and
their families. The foundation “invests in the success and sustainability of women owned
businesses through grants and microfinance for women entrepreneurs” (“Tory Burch”).
Through its mentoring program, the Tory Burch Foundation provides young women with the
necessary tools to become successful as entrepreneurs and leaders.
Our recommended designers share the same values that target holds and preach. Through
collaborations with these designers, Target can continue to show its guests that benefiting
women and communities is important to its core business values.
Product Differentiation Wins
Product differentiation is a core marketing strategy in Target’s business model. The marketing
strategy has allowed Target to become the second largest retailer in the U.S. Strong in-house
apparel brands have allowed Target to maintain its image of unique products as it has grown.
By partnering with luxury designers, it allows Target to further increase product differentiation
by appealing to more women.
These designer brands will appeal to women across several generations including generations
X, Y, and millennials. All generations lie within Target’s optimal consumer demographic range.
Because generation Y and the millennials have grown up in the information age, they have the
strongest internet presence. This makes them more susceptible to buying products online.
Generation X has the highest buying power of the three generations with $125 billion spent
annually. However, their online presence is smallest. Product integration online first will allow
generation Y and the millennials to find out what’s popular and trendy. Integrating the most
popular products in-store will coincide with generation X’s desire to appear young and hip.
Generation X is among the first to try and buy new products (Lambert). The brand loyalty of

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these consumers is highest compared to other generations. These factors support the
effectiveness of our strategy.
While continuing Target’s trend of providing cheap-chic style, these partnerships will allow it to
compete with more upscale companies like Macy’s and J.C. Penney’s. The collaborations will
parallel Target’s promise to guests of “Expect More, Pay Less” and broaden its consumer base.
Collaborations benefit both parties
Collaborations are mutually beneficial for both Target and the fashion designer. These
partnerships benefit designers by bringing luxury brands into a setting that allows a broader
and more diverse audience to purchase these products. This increases awareness of the luxury
brands, translating into purchases of their standard fashion products following the
collaboration. In the past, the marketing strategies Target implemented created immense buzz
surrounding the release of the Missoni product line benefiting both partners. These benefits
provide incentives for the designers to partner and work with Target.
Target benefits most from working with luxury designers. Target essentially creates an “in-
house” brand by collaborating with luxury designers (Zehrer). It allows Target to outsource the
legwork to the designers while retaining the luxury brand image. This translates into increased
profits for Target. By attaching the luxury brand name to Target’s name, it increases Target’s
brand image and awareness as well.
Implement online first
Our strategy of rolling out the entire product range online first followed by in-store placement
will be cost efficient. Starting the product line online, allows Target to accurately judge the top-
selling products by computer tracking. It also allows Target to determine which regions certain
top-selling products are sold in. For example, Northern regions will most likely show higher
purchases of warmer clothing whereas; Southern regions will show light-weight clothing.
Because the majority of target sales occur in-store, placing top-selling products in-store will
lead to less surplus merchandise. In the past, Target had problems with in-store surplus leading
to slashed prices and cost-inefficiency. The strategy we have provided defeats showrooming.
Target is the only option to purchase from because the product is unique and unattainable
elsewhere. Our strategy will ultimately increase profitability by retaining high markup price and
reducing product surplus.

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Moving Forward
The following 4 step implementation plan will help follow through with our recommendation.
Following this plan will ensure a successful launch of the new collaboration online as well as in
stores.
1. Contact Designers
Target’s first step in executing this new proposal is to determine its interests in the types of
products to be offered. We here at Six Amigos consulting believe that Target should focus solely
on women’s apparel. Following through with this suggestion, Target then needs to contact our
recommendation in high-end designers; Tory Burch and Kate Spade.
Target will contact these designers and set up meetings at corporate headquarters located at:
Figure 7 The Information of Designers
2. Design, Agree, Produce
During these corporate meetings, Target will explain to Tory Burch and Kate Spade how they
would benefit from this exclusive collaboration, the terms of the deal, and what each side
should expect to receive from the deal. Target should pay both Tory Burch and Kate Spade $2
million for their services in this collaboration. Target would clarify to Tory Burch and Kate Spade
what type of products they want the designers to create, exclusively women’s apparel. After
the designers receive the information about the clothing line, they would start designing the
Source: “Tory Burch”
“Kate Spade”

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Contact
Designers
Design, Agree,
Produce
Release Line
Prep and
Integrate
collection. It may take up to a few months for the designers to finish the product to their liking.
Target would then need to approve the entire collection. Target should check for styles, colors,
and quality assurance. Once everything is agreed upon, it is time to mass produce the clothing.
3. Release Line
As per our recommendation, Target will release the exclusive clothing line online for a period of
one month. However, in order for the clothing line to be successful, Target must use multi-
channel advertising to promote the new line. We suggest daily posts on both the corporate
Facebook and Twitter accounts, airing television commercials, and promoting on the front page
of Target’s website. After a time period of one month has passed, Target will then review the
itemized income statement breakdown for online sales during this one month. After the top
selling items have been noted, it will then be time to release these items in stores.
4. Prep and Integrate
The last step in this implementation plan is to prep and integrate the new clothing line into
existing stores. Target will prepare for incoming shipments of the new line as well as rearrange
the apparel section in existing stores to make way for the new clothing line. Target will create a
separate section for the new line while choosing “prime real estate” in the store to promote the
line. This area should be highly visible and should attract customers in to this area to view the
clothing. The clothing in each section will differ based on the geographical location of the
stores. For instance, stores with a cooler climate will have more coats, sweaters, and thicker
clothing items to adjust to the cooler temperatures. Stores with a warmer climate will be more
focused on lighter clothing.
Figure 8 Implementation process

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Profit Analysis
Our profit analysis is based on the fact that Target uses a 100% markup on production costs for
its clothing line. Assuming that the new clothing line has about 200 items (100 from each
designer), averaging $30 retail price, the average production costs for these items would be
$15. If you produce 5000 of each item for online sales during that one month period, the total
costs for online inventory would amount to $15,000,000. When Target determines the top
selling items, most likely around 50 items (25 from each designer), each store will keep 500 in
inventory for each item. Again, assuming the average production costs for these items is $15
the total costs per store is around $375,000. Since Target will be incorporating this new line
into every store, per store production costs would be multiplied by 1763 (total number of
target stores).
Figure 9 Production Costs
Number of
items
Inventory for
each item
Production cost
for each item
Number of
locations
Total
Online 200 5000 $15 1 $15,000,000
In
Store
50 500 $15 1763 $661,123,000
This figure shows the total production costs for in store as well as online inventory. Adding both
in store and online production costs as well as the $2 million given to the designers will give
total costs for producing the new clothing line. In the figure below we have put together a
worst, base, and best case scenario relating to the sales of these items.
Figure 10 Profit Analysis
Worst Case (60%) Base Case (80%) Best Case (100%)
Total Revenue $811,350,000 $1,081,800,000 $1,352,250,000
Total Costs $680,125,000 $680,125,000 $680,125,000
Gross Profit $131,225,000 $401,675,000 $672,125,000
In our worst-case scenario, Target only sells 60% of its inventory and still makes a profit of
$131,225,000. Our base case scenario predicts that Target will sell 80% of its inventory to
realize a profit of $401,675,000. Finally, our best case scenario, in which every item in inventory
sells, would realize a gross profit of $672,125,000.

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“Expect More,Pay Less”
Target satisfies its guests by offering everyday essentials and fashionable merchandise at an
affordable price. Through our exclusive designer collaborations, Target can offer luxury apparel
while maintaining low prices. Not only will our recommendation satisfy guest’s needs, Target
will also benefit. These benefits consist of increased profitability, customer satisfaction, and
online sales presence. By utilizing our recommendation, Target will be able to fulfill its needs
and further increase its brand image. Our recommendation is a step in the right direction
towards increasing online traffic and sales presence given the emergence of online retailing.

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Appendices
Appendix A: SWOT Analysis Pre-Implementation
Strengths:
 Large consumer base
 Well known brand, Bull’s-eye
o 97% of American consumers recognize Target’s Bull’s-eye
 Charitable Organization
o Gives Back to the Community
 Take Charge of Education Program donated more than 229 million to 75%
of all schools in US
 5% of profits weekly donated to charities
 Variety of Suppliers, not dependent on one particular supplier
o Large Selection
o Quality and stylish products
Weaknesses:
 Slightly higher prices than competition, due to quality merchandise
 Apparel lines not appealing to younger consumers
 Received complaints about delivery time of products through the mail
 Non global sales organization
 Traditional advertising (“behind the times”)
Opportunities:
 Emerging online market
o Incentives to shop and buy online
o Incentive to add more online products
 Improvement of purchasing and shipping speed
 Developing more, popular “in house” brands
 Improvement of pricing perception
 Emerging Millennial market to capitalize on
o Especially with Millennial women because of quality apparel
Threats:
 Apparel market competitors
o Macy’s, Kohl’s, J.C. Penney’s
 Competitive prices
 Quality clothing
 Fast growing potential e-retail competitors
 Poor economy and job loss
o Customers want low prices

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Appendix B: SWOT Analysis Post-Implementation
Strengths:
 Adds appealing apparel products to emerging online market
 Increases brand strength more through luxury designer apparel
o Adds better products to main customer, women
 Partnership with well known designers and quality apparel
 Increases charity through more profit and partnership with philanthropic designers
 Increases online website traffic
o Possibility of increasing other products’ sales
 Lessens apparel supplier dependency even lower
Weaknesses:
 Uncertain reaction to slightly higher apparel prices
o Although prices will be higher, the quality will increase
 Unknown popularity of releasing new product line
 Non-global customer base
Opportunities:
 Attract more than just middle aged women to its apparel products
o Specifically millennial women through the new stylish products
 Differentiate products and company from competitors
 Possibility of increasing in-store sales if the partnership with luxury designers is
successful
o Add popular products into in-store sales
 Attract foreign and celebrity buyers through partnership with luxury designers
 Increases philanthropic opportunities through designer product give-a-ways
o Kate Spade and Tory Burch work with Women for Women International,
boosting women attraction to Target even more
 New and attractive social media advertising product
Threats:
 Consumers spending less on new apparel because of lingering economic recession
 Competitors picking up on partnering with good luxury designers and competing with
apparel line

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