Target Shops Local

Target Shops Local

Your local Target store is about give back to the local boutiques.  On May 6th Target is launching a new way of engaging with customers and offering a collaboration with their favorite US boutiques and opening The Shops.  “The Shops at Target is the next stage in the evolution of our design-partnership strategy,” said Kathee Tesija, executive vice president of merchandising, Target.  “The Shops is all about the thrill of discovery and we’re delighted to bring our guests a curated collection of home, beauty, fashion and pet products from these specialty stores right to their own backyards.”                         Target’s Marketing Gurus – Kim and Michelle below answer a few questions about THE SHOP.   Target has always been known for innovative ad campaigns. What was your inspiration behind The Shops documentaries and TV spot? Each shop owner is so unique: their background, the inspiration behind their store, where their store is located—all of it.  We wanted to bring their individual stories and locales to life.  Our creative direction was to highlight each owner and the shop location, to make “the shop” its own character.  We spent one day with the owners in their shop, and another day wandering around their city documenting what they said they loved about where they work.  What was your role in the documentary development? Kim:  As Executive Producer, my role was to be the main point of contact to our partners. I translated the strategic objective and worked with my internal partners to determine the best team and crew that would produce the highest level of content for this campaign. Michelle:  I was the...