It may be possible to have too many exclusive brands…but the real question should be “how good are those brands,” rather than “how many brands are there?
Mike Duff at BNET raises some interesting ideas in a recent piece when he says, “Target is turning into a souvenir stand as the company marks occasions ranging from store openings to the change of season by rushing another exclusive line of products through its stores.” He goes on to say that consumers may be overwhelmed by the amount of exclusive brands at Target.
I can’t speak to how these short-term exclusives tie into Target’s overall strategy. But it seems that in this economic environment, adding excitement and discovery to the shopping experience is a worthwhile focus. And exclusives, even if not explicitly recognized as such, are a way to freshen up a store’s customer experience.
The question that I think merits discussion is, “Is Target picking the right exclusives based upon a clear strategy for the brand on the front door?” Generally I believe that no one does it better than Target. They don’t just throw brands out there to see what sticks. They are selective with the brands they introduce and their exclusives consistently reinforce the Target brand’s overall positioning….fun, fashion, and excitement.
Exclusive brands can drop more pennies to the bottom line but their real value is that they can nurture and enhance the chain’s banner brand. If they do that, then the specific amount of those exclusive brands is less important.
What do you think of Target’s short-term exclusive brands as a strategist? Do you like them or do they just confuse and overwhelm you as a shopper?
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