Minneapolis – US retail chain Target has joined forces with regional specialist retailers, chosen for their local expertise, to open shop-in-shops selling collaborative product ranges.
The Shops at Target design partnership programme aims to recreate the ambience and personalised customer service of five independent stores that the Target in-house design team selected for their niche appeal. The stores and collaborative product ranges are The Candy Store in San Francisco, Aspen-based cosmetics store Cos Bar, Boston’s Polka Dog Bakery for pet accessories, Connecticut-based Privet House for homewares, and luxury fashion boutique The Webster in Miami.
This new style of retail collaboration shows that Target’s product offer is becoming more in line with how consumers are shopping for micro- instead of macro-inspired merchandise. To appeal to this changing consumer behaviour, retailers need to adopt a more personalised approach. For more, read our Tomorrow Store macrotrend.