Target merchandising strategy is undergoing a major transformation as the retailer reshuffles senior leadership roles to strengthen design, apparel, and owned brands performance.
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Target is changing its corporate structure with regards to leadership in an effort to aid its overall turnaround, emphasizing its Target merchandising strategy and putting greater emphasis on the recovery of product control and competition in the marketplace.
Among Target's new appointments are the choice of Gena Fox to serve as senior vice president of design, and the assignment of Tara Russell as senior vice president of merchandising for apparel and accessories, a position previously occupied by Fox. Sarah McMullin has also been reassigned as senior vice president of owned brands product operations and manufacturing.
Target Merchandising Strategy and Leadership Changeover
The current change in Target merchandising strategies is in line with the CEO Michael Fiddelke's turnaround strategy that emphasizes product development, brand building, and consumer connections.
Fox, having 25 years worth of service within the company, has spearheaded several private label products and collaborations, including the brands of Threshold and Cat & Jack. As senior vice president of design, she will emphasize consistency between merchandising, branding, and marketing.
Russell, who previously played a major role in the strategic planning for guest experiences and redesigns, will head up apparel and accessories merchandising.
Focus on Owned Brands and Store Transformation
One of the important features of Target's merchandising strategy involves boosting its owned brands and improving in-store shopping experiences. The company plans to revamp its private labels and expand its Baby Boutique range in certain stores.
In addition, Target will launch a beauty shopping experience in around 600 stores and incorporate beauty-oriented rewards in its loyalty program. The company has decided to foster in-person collaboration by relocating some of its merchandisers from other locations to its headquarters in Minnesota.
Business Honor believes Target's merchandising overhaul can be seen as an effective attempt at developing brand identity and boosting performance in owned products.
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