Target in Apparel&Fashion product

Introduction

Target is an American distribution channel company in the apparel industry that deals in designing and manufacturing clothing and accessories. It goes on to include the production of clothes for infants. It comprises of the fit session which is quite significant in the advancement of a garment. The industry is a component of the fashion industry with fashion controlling the client demands (Hoover’s, 2009; Target Corporation, 2009). This paper looks to focus on the best practices of the apparel industry and areas that have to be improved on during the fit sessions.

Target is ranked as the second biggest retailer in America with about 230,000 staff. Since its start, the company has grown by opening stores which in 2010 were 2000. Fit is vital when a client assesses an apparel product. Kurt Salmon Associates states that almost half the total women and men are not able to get a good fit in apparel (Hoover’s, n.d.). With the several sizes and models of fitted clothes, fit issues go one to be a problem for apparel companies and retailers.

Importance of Apparel Product Lines

The Apparel Industry is growing fast with the fashion trends changing at a very fast rate. The products lines are hence changed regularly so as to meet the needs of the clients. Just like other products, the apparel products have a number of features that are seen differently by several clients. Taking into consideration the product purchase, clients tend to compare and contrast other products that are comprised varied characteristics put together (Burger, & Herbst, 2002). The preferences of the customers may be based on a combined impact of cost and product features like quality, style and brand.

The apparel products line aspects like price, aesthetics and quality are vital when purchasing. The method that have been used to impact the assessment and buying choices of apparel are like price, care needs, brand, and image for promotion. Scholars attribute the method to be either intrinsic or extrinsic; intrinsic are those that cannot be altered unless the physical features are altered (Marketers Reach Out to Loyal Customers, 2008). The product features which are not part of physical product though they are applied in processing or retailing are termed to be extrinsic.

Eckman (1990) states that prices and brands are vital in apparel product lines as they are commonly applied by clients in the evaluation of apparel. The studies also show that intrinsic features are more significant to the clients when compared to extrinsic features. The apparel product lines are vital as they contain features that consumers look for as they purchase products, their absence severely affects the decision they are to make.

Strong Points of Target Corporation

Target has placed itself strongly in the market through the creation of a rigid customer base, positive marketing, credit card business and exclusive product lines, and hence undergoes growth that that is viable. Target’s competitors offer dividends to the shareholders on a yearly basis or on a six month basis; Target on the other hand issues dividends every three months and therefore attracts investors (Hoover’s, 2009). Additionally, the company sells and markets its products over the internet and is getting a good chunk of the gains and effective with the help of its website.

Target issues keen focus to and picks its delivery and retailing keenly. It is keen on consistency of experience and enables its clients to get access to its stores and products with ease (Wilson, 2002). This is made possible through use of similar models in all of its stores while keeping contrast from its competitors like Wal-Mart.

Target is keen on differentiation and compared to its competitors, it has been able to form an exceptional affordable retailer. It is an original and effective retail store. The company’s mission is based on what it aims to achieve; clean stores, passionate service and huge inventories and fast service (Target, 2009). Its rivals as they struggle to come up with new ideas in the technological era hence continue to depend on the same products; Target is keen innovation, new ideas and aims to create new products. It is focused on exclusive products like Clear Rx grealty. It is with this application that the company has been able to increase its sales by 7 percent which places it at 33 percent of the visitors (Hoover’s, 2009).

Weak Points of Target Corporation

Considering that the company has been able to acquire a lot of strong areas, it similarly has some weaknesses that its competitors have capitalized on. A good example is that the company is low on the number of stores in its possession. Competitors like Wal-Mart have several stores hence being able to reach a large number of customers than Target. Even if the advertising cost was increased this would all be in vain as the customers would not be able to access the stores easily. Another low point of Target is that considering that it has affordable prices, they are not so compared to Wal-Mart’s. The prices charged at Wal-Mart’s are way too cheap while Target’s are attributing to be on the higher side (Hoover’s, 2009). There is also the issue of Target maintain minimal overhead of products which would make them to go dry of products at a high rate. This is very inconveniencing to clients that may want certain products and finds them gone; hence competitors tend to benefits from this as the customers would go to their stores. Additionally, Target is keen on self-service; this hence makes it hard for the customers to get quickly what they want as they will be taking a lot of time doing so.

Globally, there are a number of markets that offer corporations a chance to advance themselves. There are a number of markets globally and Target does not play any part in them as its competitors have been doing. Target however lacks in global activities hence it is not able to appeal to international markets so as to advance its stand. The company additionally has its fair share of internal issues that places the company in bad light nationally and internationally (Target Corporation, 2008). The company is faced with accusations of paying its staff poor wages while insurances and certifications that are connected to labors are not available. Target is similarly low on marketing strategies as it has been focused on sorting out Lawsuits. In terms of the company’s brands, there are issues that they are out of date while the same brands are poor in popularity when competitors.

Conclusion

The apparel industry is one that is constantly changing and the companies that are based in this industry are supposed to be on toes so as to be in touch with what clients want. Target Company is one such company that has been able to meet the needs of clients. Its sales and gains have been able increase yearly due the innovation strategies and model used. However issues continue to affect its marketing strategies like absence in the global stage and internal issues in wages and suits. On the other hand, as has been seen in the paper, the apparel industry is vital in meeting the needs of the customers with focus been allocated to its features in brand, prices and style among others. Innovation is necessary for this industry to continue to grow and be in touch with the customer preferences.

 

References

Burger, C & Herbst, F. (2002). Attributes used by young consumers when assessing a fashion   product: A conjoint approach. Journal of Family Ecology and Consumer Sciences 30:40-           45.

Eckman, M, Damhorst, Ml & Kadolph, Sj. (1990). Toward a model of the in-store purchase    decision process: consumer use of criteria for evaluating women’s apparel. Clothing and Textiles Research Journal 8(2):13-22.

Hoover’s. (2009). Target Corporation – Company Overview. Retrieved February 13, 2009 from,

St.Edward’s University Business Source Complete Web Site:

http://premium.hoovers.com/subscribe/co/overview.xhtml?ID=ffffrfccfffjsjrkff

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Marketers Reach Out to Loyal Customers. (2008, November 26). Wall Street Journal, p. B6

Target Corporation. (2008). Target Corporation Annual Report 2007. In Target.         Retrieved on June 30, 2013, from:      http://media.corporateir.net/media_files/irol/65/65828/reports/TargetAR07final.pdf   Target. (2009). Target’s Mission Statement. Retrieved on June 30, 2013. Web Site:

www.target.com

Target Corporation. (2009). Target: Company: Our Stores. Retrieved on June 30, 2013 from             http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-031761

Wilson, W. (2002, November 22). Right on, Target! Video Business, pp. 30-35.