TargetTarget isn’t trying to compete with renowned price-killer Wal-Mart. That would be a fool’s errand. Instead, the company has positioned itself -- somewhat ingeniously -- as the upscale discounter offering higher quality merchandise appealing to a younger, better educated and more affluent consumer. The key difference between discounters Target and Wal-Mart can be summed up in one word: Lingerie.
Anyone who even thinks about heading to Wal-Mart for something saucy should plan on a life of celibacy, stale pretzels and sitcom reruns. But Target offers an exclusive line of Victoria’s Secret lingerie sold under the Gillian O’Malley brand. No one can compete directly with Wal-Mart, the world’s largest retailer and renowned price killer, and Target doesn’t try. Instead, Target has successfully positioned itself as the upscale discounter offering higher quality merchandise that appeals to a younger, better educated and more affluent customer.
