Target's Fashion Blunders in Social Media

Fashion is a strength of Target, especially compared to Wal-Mart and Sears. Not only has the brand owned the label “Cheap Chic,” it's brought to market some fashion collaborations that were so successful they sold out in an instant and/or crashed the site — Missoni, Lilly Pulitzer. Of course, not all collaborations have been successful – the Neiman Marcus thing was dud. The point is, Target has invested a lot in fashion, and continues to do so. It’s a differentiator for the retailer in a highly competitive market that includes continued encroachment by fast-fashion brands like Forever 21 and H&M. So how well is it using social media to maintain its dominance? The short answer: better than some, but with big opportunities left on the table.