FITCH

Work / Seattle, Columbus, Minneapolis / Target opens CityTarget

Target goes downtown

01CityTarget_SeattleExt
02CityTarget_SeattleInterior_people
03CityTarget_SeattleInterior2_people
05CityTarget_ChicagoWindows
06CityTarget_HiChicago
07CityTarget_Chicago2ndFloorInt
08CityTarget_ChicagoGrocery
09CityTarget_ChicagoInterior
10CityTarget_ChicagoPharm
04CityTarget_Seattle_Endcaps_people

Clients: Target, Industry: Apparel and Footwear, Expertise: Insights and Strategy, Brand Communications, Retail Design, Environments

Challenge

Target wanted to extend the brand to reach the urban dweller, who lives and shops very differently from their traditional suburban guest. FITCH was asked to help take Target into downtown areas with a smaller footprint while still offering customers an authentic Target experience.

Insight

Small format isn’t simply a shrunken suburban store. To satisfy the urban shopper, Target needed to rethink the store’s design, as well as street presence, multi-floor navigation, and product mix.

Solution

FITCH helped introduce a new brand expression for this unique format and urban guest. We worked with Target on CityTarget’s retail and in-store merchandising strategy, collaborating on interior elements such as a wayfinding and signage system, new merchandising, and for the very first time in Target’s history—window displays.

The first three CityTarget locations opened in Seattle, Chicago and LA Westwood to overwhelmingly positive reviews from locals, media, and industry analysts. San Francisco’s Metreon location is next and more CityTarget locations are slated. A recent Reuters article quotes a Target merchandising executive as saying, “We’re in talks with pretty much every major city.”