50th Anniversary Celebratory Line for TARGET 速
TARGET 速
HISTORY
I
n 1881, banker and real estate investor George D. Dayton, a New York native, decided to explore and research the growing markets in the midwest. Through his exploration, he decided Minneapolis offered the strongest growth opportunities. He then purchased land in Minneapolis and started the Dayton Dry Goods Company, which was later renamed the Target Corporation. The Dayton Dry Goods Company quickly became known for its
dependable merchandise and fair business practices.
In 1950, Dayton purchased Lipman's Department Store Company in Portland, Oregon. This department store was not integrated with Dayton's existing enterprise, but it was operated as a separate company. Dayton named his first store Southdale and opened it in Edina, Minnesota in 1956. It was the first fully enclosed department store. In 1962, the Dayton Company ventured into the world of discount merchandising with its first Target discount store in Roseville, Minnesota. Dayton's new subsidiary, the Target stores, were all operating in Minnesota. At the time there were four locations.
In 1966, Target went national by opening its first stores outside of Minnesota in the Denver metro area. Target Stores, along with its holding company Dayton-Hudson, has since flourished in the industry that it operates in. Eventually in 2000, Dayton-Hudson changed its name to Target Corporation, with the Target chain of stores as the main source of the company’s sales. Presently, Target Stores now has 1,770 retail stores all over the United States.
company profile T
arget is an upscale discounter that sells high-quality, on-trend merchandise at reduced prices. Target stores are clean, large and guest-friendly. There are 1,763 Target stores in 49 states. They also do business online at Target.com.
The first Target store was opened in Roseville, Minn. in 1962. Its goal was to provide customers with convenient shopping and competitive discount prices. To this day, Target continues to give their customers a place for a one-stop shopping experience. They do so by selling differentiated merchandise. Target is the second largest general merchandise retailer in America. Target's online store, Target.com., is ranked as one of the most visited retail Web sites.
What sets Target apart from other discount retailers is its innovation. From being one of the first to collaborate with designers to constantly being recognized for exquisite store design, Target continues to focus on what its guests' need. To avoid becoming outdated, Target regularly reinvents its stores. Layout, presentation and merchandise assortment is continually being changed to create an overall inviting shopping experience for its guests.
Customer profile Segmentation Types/Bases
Illustrative Categories
Geographic Segmentation Region City Size Population density Climate
North, east, south, west 50,000-8,391,881 Urban, suburban Hot, temperate, cold
Demographic Segmentation Age Gender Household size Income Occupation Education
16-64 Female, male 1 or more persons $40,000 and up Professional College graduate
Sociocultural Segmentation Culture Religion National origin Race Social Class Marital status Psychographics
American, European, Asian Agnostic, Atheist, Buddhist, Catholic, Christianity African, American, British, Chinese African American, Caucasian, Oriental Middle-class Single, married, divorced Savvy
Affective and Cognitive Segmentation Degree of knowledge Benefits sought Attitude
Expert Prestige Positive
Behavioral Segmentation Brand loyalty Store loyalty Usage rate User status Payment method Media usage Usage situation
Undivided loyalty Undivided loyalty Light, medium, heavy Current user, potential user Cash, credit Magazines, online, television Work, home, vacation
CONCEPT
2
012 marks Target's 50th anniversary, and they've never been better. In the years since their department store roots evolved into discount-store savvy, their innovations lead to retail revolutions. So in 2012, we celebrate Target's legacy with a nod to their past and a look ahead to exciting new things to come in the world of discounted fashion. The first Target store opened its doors in 1962, but the retailer didn't go national until
1966. The Now & Then collection will take you back to Target's younger years with designs heavily influenced by the most popular style of the swinging 60's (Mod).
We will stay true to the lighting, styling, color palate, typeface and layouts seen in advertisements from the 1960s. Target normally advertises their designer partnerships in magazines, and although this is not a collaboration line, we believe it is important in its own way and deserves to be in popular fashion magazines like Vogue, ELLE and Harper's Bazaar.
For each season, Target will design a new collection influenced by a decade in time since the company's start. After Spring 2's mod line, Target will design a collection influenced by the 1970s for Fall 1. Fall 2 will include a collection created with design elements from the 1980s and Spring 1 will be inspired by the 1990s.
Magazine company profiles Vogue is a fashion and lifestyle magazine that is published monthly in 19 national and one regional edition by magazine publisher CondéNast. It is known as the world's most influential fashion magazine. Vogue's editor-in-chief, Anna Wintour, gained her position in 1988 and is credited for giving the magazine a high status and reputation among fashion publications.
Elle is a magazine that highlights the latest trends in fashion, runway shows, street style, culture, life and love. The magazine's target audience primarily consists of women who want to stay in the loop when it comes to everything current. Elle readers typically have a fashion focus.
Harper's Bazaar is an American women's fashion magazine. It was first published in 1867. The magazine's target audience is members of the uppermiddle and upper classes. Bazaar's style is sophisticated and chic. They claim to be the resource for, “women who are the first to buy the best, from casual to couture.”
Media Buy Timeline January February March April May June July August September October November December
Vogue
ELLE
Harper's Bazaar
4 page spread 4 page spread 5 page spread 2 page spread 2 page spread 2 page spread 2 page spread 2 page spread 6 page spread 5 page spread 5 page spread 2 page spread
4 page spread 4 page spread 5 page spread 2 page spread 2 page spread 2 page spread 2 page spread 2 page spread 6 page spread 5 page spread 5 page spread 2 page spread
4 page spread 4 page spread 5 page spread 2 page spread 2 page spread 2 page spread 2 page spread 2 page spread 6 page spread 5 page spread 5 page spread 2 page spread
Media Buy Budget 2 page spread: $132, 181 x 2 = $264, 362 4 page spread: $128, 216 x 4 = $512, 864 5 page spread: $128, 216 x 5 = $641, 080 6 page spread: $125, 572 x 6 = $753, 432
2 page spread: $148, 270 x 2 = $296, 540 4 page spread: $148, 270 x 4 = $593, 080 5 page spread: $148, 270 x 5 = $741, 350 6 page spread: $148, 270 x 6 = $889, 620
2 page spread: $111,195 x 2 = $222, 390 4 page spread: $111,195 x 4 = $444, 780 5 page spread: $111,195 x 5 = $555, 975 6 page spread: $111,195 x 6 = $667, 170
storyboards 1960s
1970s
1980s
1990s
photo estimate BRITTANY NATTIER PHOTOGRAPHY 2307 West North Ave. #3 Chicago IL 60647 brittany.nattier@loop.colum.edu 618.339.5005 Service
# of Units
Fees Photographic fee Casting/Scout fee Travel Fee Prep Fee Usage
Price
$2,000 $60 $20 $400 $18,000
CREW Hair Makeup Stylist
1 1 2 @ $50/hr.
$100 $150 $1,400
DIGITAL Digital Production Retouching fee
5
$500 $250 per shot
TALENT Talent (adult) Travel (talent) MISCELLANEOUS Catering
1
$1,000 includes agency fee $20
4
$10 for lunch
STUDIO Paint
$20
WARDROBE Rental
$500
RENTAL Lenses Grip Equipment Studio Digital Equipment
$45 $500 $750 $200
Prints
$20
CDs CD Accessories
$16 $10
TOTAL ESTIMATE
$27,101
final invoice BRITTANY NATTIER PHOTOGRAPHY 2307 West North Ave. #3 Chicago IL 60647 brittany.nattier@loop.colum.edu 618.339.5005 Fees Photographic fee Casting/Scout fee Travel Fee Prep Fee Usage
$2,000 $60 $10 $350 $18,000
CREW Hair Makeup Stylist x 2
$100 $150 $900
DIGITAL Digital Production Retouching fee
$500 $1,250
TALENT Talent (adult) Travel (talent)
$1,000 $5
MISCELLANEOUS Catering
$10 for lunch
STUDIO Paint
$40
WARDROBE Rental
$1,788
RENTAL Lenses Grip Equipment Studio Digital Equipment
$0 $0 $0 $0
Prints
$40
CDs CD Accessories
$16 $10
TOTAL INVOICE
$26,189
total cost Item
Amount
Cost Per Item
Total Cost
11x14 Portfolio
1 Portfolio / $15.00 each
$15.00 x 1 = $15.00
$15.00
White Paper
40 sheets / $20.00 for 500 sheets
$0.04 x 40 = $1.60
$1.60
Printer Ink
Laser Printer / $40.00
$40.00
$40.00
Assembly Time
20 hours / $25.00 an hour
$500.00
$500.00
CD Labels
3 sheets / $18.00 for 50 sheets
$0.36 x 3 = $1.08
$1.08
CD Cases
4 Cases / $1.00 each
$1.00 x 4 = $4.00
$4.00
Photo Shoot Fee
1 Photo Shoot / $26,189.00
$26,189.00 x 1 = $26,189.00
$26,189.00
Advertising Fee
123 ads / 129,484.00
$129,484 x 123 = $15,926,637.00
$15,926,637.00
Total: $15,953,387.68