Shops in shops

The Shops at Target design partnership programme aims to recreate the ambience and personalised customer service of five independent stores selected by the Target in-house design team: The Candy Store in San Francisco, Aspen-based cosmetics store Cos Bar, Boston’s Polka Dog Bakery for pet accessories, Connecticut-based Privet House for homewares, and The Webster, a luxury fashion boutique from Miami.

This new style of retail collaboration shows that Target’s product offer is aligning with people’s desire for micro- instead of macro-inspired merchandise. To appeal to this changing consumer behaviour, retailers need to adopt a more personalised approach.