NEW YORK, NY – MAY 01: A general view of atmosphere during The Shops At Target Launch Event In IAC Building on May 1, 2012 in New York City. (Photo by Neilson Barnard/WireImage)
Even national retail chains can borrow some local connections.
The Shops at Target are a new type of collaboration, taking products from small shops, “the shops we stumbled upon and couldn’t help but fall in love with” and putting them in Target stores around the country for six-week runs. And not just stacking them in, but recreating each business’s unique aesthetic with personalized displays.
Usually, Target is known for working with big-name designers and luxury clothing brands. This is completely different, focusing on the small. Stores have included The Candy Store, Cos Bar, Polka Dog Bakery, Privet House, The Webster, Boston-based Patch NYC, Manhattan fashion boutiques Kirna Zabête and Odin, and The Curiosity Shoppe from San Francisco.
Photo source: Target PR.
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Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy is a book written by Becky McCray and Barry Moltz. It was published in 2012 by Que Biz Tech and was reprinted internationally in 2015.