Kids Lead Target's Back-to-School Strategy
Target is taking an innovative approach to back-to-school (BTS) season this year by involving kids every step of the way, from marketing to product development. The retailer announced Monday that it will build on the success of its kid-inspired Cat & Jack and Pillowfort lines by relying on kids to direct how it will fund school programs in their communities as well as concept, direct and produce its national marketing campaign.
Total Retail's Take: Target is going straight to the source — kids — to make the most of the lucrative BTS shopping season. While kids might not be making the purchases (lucky parents get that honor), they're most definitely influencing what's being bought. Target wisely recognizes this dynamic and is planning accordingly, using input from kids to impact decisions on product assortment and marketing. This is a little different from my BTS "shopping" experiences — i.e., my mom pulling out a box of my older brother's clothes that no longer fit him that now would fit me. I end up with a whole new wardrobe of hand-me-downs!