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Identity Crisis Prompts Target to Consider Opening Urban Boutiques

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Target's gingerbread house of a pop-up under the High Line this past Christmas
Target's gingerbread house of a pop-up under the High Line this past Christmas

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Target has spent years and millions building a reputation as the upscale big box store, but upscale doesn't play in a recession. Earlier this month, the chain announced that it was launching a series of warehouse sales in order to convince the Wal-Mart loving masses that it's just as good at no-frills deals. Now, WWD reports that Target is planning to expand in the opposite direction with smaller, carefully edited boutiques in urban locations. Given our fond memories of Target's recent pop-ups (the holiday store, the collaboration shops), we're pretty excited about this development. Then again, we're also exactly the—um, please forgive us—target audience. Think diversifying will work? Or will the brand's mixed messages scare people off?
· With The Great Save, Target Embraces Warehouse Club Model [Racked]
· Target to Bring Message Back to Quality [WWD]
· Target To Get Boutique-y; Bloomingdales Adds Outlets [BlackBook]