When have we ever NOT LOVED Target (or Tar-jeh)?! From the clean stores to Starbucks, to all the things we didn’t even come to shop for, it’s just a different experience when you walk into a Target.
Recently, Target posted about a new collab and let’s just say it was not received with the usual #TargetLove.
It started with a reel of the iconic red Target basket being dripped in pink. This allowed followers to guess what the new collaboration would be. There were comments like Victoria's Secret, Pepto Bismol, Sprinkles Cupcakes, Pinkberry and the list goes on. But contrary to popular guesses, the majority was wrong.
The announcement revealed…Target x Ulta x unenthusiastic drum roll Kylie Cosmetics.
Yup, not exactly the rabbit most Target lovers thought was going to be pulled out of the hat.
TBH, the fans were more excited and would’ve just been pleased with pink baskets! #BarbieEffect
As much as Target is known for understanding the assignment, this is an abnormal time when they missed the mark with their marketing research before this campaign. Well, then there’s that time that they also messed up with Pride. eek
So let’s talk about it…
Because marketing is what we do, it got us thinking about what Target could’ve done better in this instance and what other bad marketing campaigns this reminded us of. Here’s what our team had to say:
“The main issue was that Target did not understand what their audience truly wanted in terms of collaborations. Instead of partnering with brands that are meaningful to their consumers, they partnered with a big name that did not value Target Shoppers. Like, has Kylie ever been in a Target!?! Bottom line, when picking collaborators, audience needs and wants should be front and center.” - Esther
“Target needs to run, not walk, back to the drawing board with this one! Give the people what they want and bring those pink baskets into the stores!! I mean, I want one.” - Krys
“It’s giving Kmart x Martha Stewart partnership vibes circa 1997. I love Target, but they definitely missed the mark on this one.” - Lee
“The pink did not track with the partnership announcement. Like, I was completely expecting an iconic pink brand (like Victoria’s Secret Pink). I can see the long-term idea of gaining younger shoppers, but with a large part of social media users in their ‘eat the rich’ era, this was a miss.” - Jess
How do you feel about Target's new collab? Are you all in with Ulta and Kylie, or would you prefer them to scrap the whole deal and give us the pink basket? Sound off in the comments!
Hey I really enjoyed this blog. I love the different perspectives and just the way it was written overall. I think they needed to understand WHO they were collaborating with. If they were trying to attract Kylie's fan base....then to Syd's point the video should have came from her. Target clearly doesn't understand THEIR customer base either because they would know they don't have the same base as Kylie and THIS wasn't going to be received well.