This July, Target will make a big move from the suburbs into the city, with down-scaled stores in Chicago and L.A. to start, and more planned for San Francisco and Seattle down the road. The shake up in retailing strategy is a move to increase the company’s revenues by focusing on where they think real growth lies.
Urban sophisticates who lust after a Michael Graves teapot or a Jason Wu skirt have mostly had to traipse to the burbs to get their fix. “It’s like we’ve been dating long distance,” says Target Executive Vice President John Griffith, while conducting a guided tour of the unfinished Chicago store. “Now we’re going to be right in their backyard.
What do you think of the move? Will the hip suburban staple thrive in the big city? Or will it lose its cred when faced with the prospect of winning over actual urban hipsters?