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How Target Is Challenging Amazon

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As it redesigns its stores, Target is getting back to offering fashion-forward merchandise at decent prices. If it can keep that momentum going, it will help set the company apart from its peers including Walmart, Amazon and Kroger. Nestled inside Target's Minneapolis headquarters, racks of unfinished clothes line the walls. In another area, sketches and splotches of color are hung up for inspiration. Walk down the hallway, and it looks like you've arrived at an HGTV set with bedrooms, living rooms and kitchens on display. This is the creative hub of Target's in-house brands — a key part of the retailer's turnaround. Scattered throughout, there are chemical mixing labs and an alcove with a handful of 3-D printers. About 550 employees work together to bring roughly 40 private labels, such as Goodfellow & Co. for men's clothing and Up & Up for cleaning supplies, to life. Meetings take place around a dining table in Target's Made By Design room, which is decked out with kitchen appliances and other utensils from that label. And "Targeters," as they're sometimes referred to, arrive back from fashion shows or visits to overseas shops, toting items they've collected on their journeys. Each week, so-called kid influencers are ushered in and out of the Cat & Jack room to offer feedback on clothing styles being developed for the coming year. » Subscribe to CNBC: http://cnb.cx/SubscribeCNBC About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Connect with CNBC News Online Get the latest news: http://www.cnbc.com/ Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC Follow CNBC News on Facebook: http://cnb.cx/LikeCNBC Follow CNBC News on Twitter: http://cnb.cx/FollowCNBC Follow CNBC News on Google+: http://cnb.cx/PlusCNBC Follow CNBC News on Instagram: http://cnb.cx/InstagramCNBC #CNBC #Target #Amazon How Target Is Challenging Amazon And Walmart | CNBC
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Text Comments (2212)
Don Orion (58 minutes ago)
Here in Canada, when I wanted to be in a really silent place, I used to go to Target. Huge place, 3 employees and myself.
Bob Abooey (15 hours ago)
1:18 Duh Baaars
Steve Johnson (1 day ago)
There's still virtually nothing to buy there, and the closest store is 31 miles away.
jakum cattera (1 day ago)
but why did you get rid of the legacy spino
Tertiary Adjunct (2 days ago)
Carlos G (2 days ago)
Target is definitely in my top 3 retailers. My local store has done redesigns and upgrades, brought on all the new clothing lines and home goods. LOVE the selections. For those who think they're more expensive, the prices are still competitive and you get much better quality products. They have a great app w/ a wallet and their cartwheel on demand coupons work great. If you get the Target card you get 5% off everything and again you can link it to your app for fast check out. Speaking of check out, I NEVER have to wait more than a couple of mins if at all to check out. Lastly, the people working there look like they enjoy or at least tolerate their jobs (never see a happy face at Walmart). They very helpful when you ask them for help!! LOVE YOU TARGET!!
Lysol (3 days ago)
LOL good luck
Jordan Lucero (3 days ago)
I’ve started to shop at Target more than Walmart and it’s so much better!
monsta exo (3 days ago)
target is my 2nd home
iDareDevils (3 days ago)
Cheap Chicks..
Katie Common (3 days ago)
Walmart is blowing Target out of the water with its free grocery pickup and automated pick up for online orders.
Bear And Boots (3 days ago)
Nah lmao it lost business because of the transgender bathrooms
HardcoreGamer X500 (3 days ago)
WOOH! Go target! I don’t want it to die out :(
alexa johnson (3 days ago)
target is like crack
Albert John Nguyễn (3 days ago)
bring back the pop corn.
Tony Capil (4 days ago)
Bring back GEMCO!!
Dark Gengar (4 days ago)
Pay a little more, avoid Wal-Mart's long ghetto filled lines
Seth Jones (4 days ago)
Get woke go broke
fabian gonzalez (4 days ago)
zzzvampire (4 days ago)
So end of days its Amazon and Walmart
Knc Delivery (4 days ago)
They prices are to high
Ryan Ramirez (4 days ago)
Target, because I’m not going to Walmart.
parts unknown (4 days ago)
I love target
xXJazzy JayXx (4 days ago)
Yet my nearest target is 40 miles away
Nivlac (4 days ago)
They also closed all the Canadian stores
kyle bernard (4 days ago)
ren (4 days ago)
I was in Target the other day and was surprised how sick some of the clothes were. Completely different place now. Here in Boston, if the trendy Korean kids are buying something, chances are it's legit, and I see them in Target all the time now lol
700rwhp (4 days ago)
Glad to see target going into fierce competition with the bottom feeder Walmart and the bully Amazon. It’s a shame Walmart even opened stores in California, most of the employees in the Southern California locations are a nightmare and don’t speak English well if at all, and are indifferent about anything customer related. 👎🏼
plnkfloydian (4 days ago)
Not going to happen
Lucy Seward (4 days ago)
Almost every girl (including me) at my school is shopping at target again. I remember starting middle school back in 2012 and saying I shopped for clothes at target and Walmart and getting a “oh” from classmates. You know, *that* “oh”. Now with their new Wild Fable collection and home decor a lot of my friends love it. I love it because of the discount section were clothes that are still trendy are selling for $4
zeeeOgre (4 days ago)
I stopped going to target and Walmart a couple of years ago. Their clothing, which I used to shop for, there, has really taken a hit in terms of quality. For the most part, Walmart has the same generic garbage as Target, but I despise Walmart, lol. I will say the French pronunciation of Target never had anything to do with it being "chic" it was just a dispariging joke because Target has always been crap. What's really changed is that people are more likely to buy whatever crap is pushed on them. Likely a huge contributor to the Pacific "trash island" forming from plastic garbage from these mediocre stores. Amazon for me.
Killer Boy Snap (4 days ago)
Since I work at Target I kinda agree with this.
Michelle Chaidez (4 days ago)
As a customer& former employee.. Target is amazing for the customer, sales and coupons.. great feel.... I visit multiple targets OFTEN But. As an employee... I was making about 350 to 400 every 2 weeks . W only 10percent employee discount. Usually only the leads get full time hours ..... And they pay minimum. Andddddd if you're dumb like me half of your check will go back to the store 😂😂
Swag Man (4 days ago)
Target has a snack bar that's why i love it so much
Ron Barnes (4 days ago)
Conspicuously absent was the mention of investors and consumers boycotting them for their politically-polarizing move of transgender bathroom and fitting room transition. This is paid for by Target.
Ron Barnes (4 days ago)
What timeline is she referencing, talking about the Great Recession of the early 2000s? The recession happened between 2008-2012
Nicole Gabino (4 days ago)
This makes me wanna go to target
Bitch (4 days ago)
target clothes are soo good now. literally almost every girl at my school shops there. it’s awesome
Wing_02 (4 days ago)
Plus all the hot girls that come into target
Noah Heninger (4 days ago)
Glad they are doing better. They shouldn't have pulled out of Canada though. They could have introduced these changes here and succeeded as well.
Emily (4 days ago)
Usually I love target, but the one in my home twon has cut back on cashiers in order to push self check out, which almost always has a problem
J Boros (4 days ago)
Target is my favorite place on earth.
TheTyphoon365 (4 days ago)
Good! The more competition the better.
Shamari Johnson (4 days ago)
I like the clothes and toys and that’s it because I only a kid 🧒
Xoë Suejung (4 days ago)
The remodeling is quite nice. But what keeps me from shopping there exclusively is the fact that Target’s groceries are ridiculous. The selection is pitiful and almost non-existent. Don’t even get me started on the fruit...
SuperLenny1975 (4 days ago)
They both love cringe lol
Tang Xiong (4 days ago)
I love shopping in stores at target. The experience has always been great! I can’t live without them!
Matthew Mckinzie (4 days ago)
I don’t like their remodel. The new stores just don’t look very good and it’s not as fun to walk around.
IllusionARE FATAL (4 days ago)
Target is expensive as hecc
Cassie Clovis (4 days ago)
Lol I love my target! My target is one of the 300 that’s getting remodeled and it’s so gorgeous 😍
Burn it Down Graphics (4 days ago)
Let’s just ignore how genders are using the same bathroom. It’s not like that’s a problem or anything.. smh
KevinLeven7 (4 days ago)
R.I.P Toys R Us
DopeGraphics (4 days ago)
Man , target ceo blinks 1time/minute , creeps you a bit
bzacon (5 days ago)
Thanks for reminding me not to shop at Target. I'd sooner eat at Hitler Chicken in Thailand than buy a razor named for American genocidal maniac Harry Truman. For that brand being in the store at all (even if they exclude the "truman" razor) I won't shop there.
Walter Moreno (5 days ago)
I just went to target and this was recommended ..
Super PP S u c c (5 days ago)
Let's just admit, Target is far batter than Walmart in almost all levels
hbarudi (5 days ago)
Looks like target is really trying to survive despite many other stores going out of business due to an additional rise in online shopping.
D V B (5 days ago)
I personally prefer online shopping with amazon. Being I live 40 mins from the closest walmart or target...I just dont feel like driving..and half the time walmart or target never has a size in clothes I need or just doesn't have many options to choose from with other items...
Dr. K (5 days ago)
I had shopped at Walmart forever, not because i want to, because it was my only option. Walmart puts everyone out of business. Until a target finally opened up, ( Maine) the quality of their clothing is far better than Walmart. Their products are just better.
Marie The Alchemist (5 days ago)
Walmart sucks yes but how powerful is it to have half the comments talk about you on a competitor's video where you weren't even mentioned?
Hissora (5 days ago)
Why am I watching a 7 minute ad read by an undergraduate for her documentary journalism course?
Tong Tran (5 days ago)
Dai Voa Vietnam ép
lexiebuns (5 days ago)
God I love Target, childhood memories
TheRippening (5 days ago)
Walmart trashy Tarjay classy
Sunny shah (5 days ago)
I prefer Target over WalMart. Mainly, for its cleanliness, decent shoppers, and quick checkout lines, with helpful cashiers. While WalMart is just full of weirdos shopping, and is dirty, with slow checkout lines, and the shittiest attitude of the cashiers and employees
Gamer_ 14j (5 days ago)
"Laughing" really omg you make every cost twice like toys R Us is kinda stupid vs Amazon thats is trillion dollars company. If they do this is pretty much going to go bankrupt in 2025
Pandan (5 days ago)
Target is so comfy, i will be upset if they go away.
Chey.R (5 days ago)
I love target and go there daily. Since moving out on my own for the first time at the age of 19, target has really helped me feel like I can get the essentials I need while not needing to shell out a lot of extra money that I didn’t have after moving across the country.
FatCatFroggie (5 days ago)
Or should you say "targeting" Amazon 🤔
PeePeeOhPee Draws (5 days ago)
Finally some competition. Need to upgrade with the times.
Ernest C (5 days ago)
Please put a 24 hour Target at Purdue University in walking distance. Walmart is uncontested, but it’s one weak point is that it’s a mile away from main campus. If Target can get closer, it’ll essentially get all the students, especially the night owls in the dorms, and the perfect spot is already there next to Purdue Village.
Namelss Vermillion (5 days ago)
Ohhh just Stop it Target. You won't win. Amazon is even striking down the Titan Walmart little by little.
The Adventurer (5 days ago)
I only buy things on online that i cant get anywhere near me
otabek akbarov (5 days ago)
Amazon for the win 👌🏻
Plus Size Bae (5 days ago)
Back in 05, when I was 18.... I remember maxing out my credit card at target. Good ole days. Back when everyone handed out credit like water. Haha. Wow I'm old af. Life if ur old too
Paul (5 days ago)
2:50 she says 7 million but the text says 7 Billion. Wassup?
Justin Shaw (5 days ago)
My whole wardrobe is Walmart clothes. Down to my Dad shoes and socks.
K (5 days ago)
A Department store just went bankrupt and they want to make Target like a department store hmmmm
principessa3x (5 days ago)
I've never shopped in Target more than I have in the past year. I used to just avoid it because I couldn't find anything that really interested me that I couldn't just get at a normal store. However, with recent launches of Wild Fable (which I own a considerable amount of pieces from), Hearth & Hand, Opalhouse, Kristen Ess, and Who What Wear, I can't stop going! I find myself refreshing the Target site constantly just to see if any new releases have come out. They've done a fantastic job curating their in house lines, whoever is on their creative team deserves a huge bonus. Also agree with others that Target just feels cleaner, calmer, and more quiet than other major stores which is an added perk. Keep it up and I'll be a Target customer for life.
K (5 days ago)
Who goes to Target for designer clothes...
Zachkills4 (5 days ago)
Hate the store, still won't shop there for anything however I'll admit that they are trying to raise wages and stuff.
K (5 days ago)
What's a Target?
Jose Pina (5 days ago)
They casually spend 7 billion to make a bigger profit In the long run. That's crazy but makes sense for a business.
Tapout nick (5 days ago)
Wya Qias ?
Preston Gagon (5 days ago)
You guys forgot to mention why stores in general all over the US are making a comeback. Why is consumer confidence up?
xo_ queen (5 days ago)
Well,i don't think ill go back to Target i think They have really high prices for simple items Wal-Mart is much better my opinion it has low prices.Yes sometimes it can be crowded but i think you should go a time where not many people go shop this is my personal opinion my nearest target is pretty far away across the highway i don't think ill want to drive all the way over there. Wal-Mart is much closer anyway like I said, this is just my opinion
Weatheronthe8s (5 days ago)
Well. I don’t even have a Target where I live so I have to drive an hour to go to one. I can get to Walmart in 5 minutes though. They’re the only really big department store we’ve got here now. Kmart closed. Magic Mart(a more local chain) closed. So yeah.
Jason Aragon (5 days ago)
No they lost becsuse they put transgenders before kids.
mythical._. marie (5 days ago)
My target is remodeling!!!!!!!
Moua Xiong (5 days ago)
I found a very nice romp dress there, but I don’t usually shop there. Not use to how they set up their shelves. But I do love their Starbucks!
Shelby Lee (6 days ago)
the closest target near me is 1 1/2 Away.... Walmart (there’s 2) is both 20 minutes away and 45 minutes away
Phanty Mehhh (6 days ago)
I love the atmosphere at target. The employees are really helpful and actually ask if you are looking for anything vs Walmart where you have to hunt down someone. There are always checkout places open and it does seem trendier than Walmart. Also feel like there are less shady looking people who shop there
eder corrales (6 days ago)
3:12 When companies operate with the mentality that customers come first, as opposed to investors come first, they succeed.
Ryan Jones (6 days ago)
2008 seems like it should be in the late 2000s
soxpuff (6 days ago)
This is why Kmart failed, they didn't invest in themselves. Walmart grinds they're workers to the bone without employee incentives and fare wages.
ragin demon (6 days ago)
White people smell like mayonnaise
Thomas John (6 days ago)
I love target
omega (6 days ago)
Target has always had wearable clothing, unlike Wal-Mart and Kmart
Marielena Flores (6 days ago)
Well they over here selling a long sleeve black tee for $24
Mike Parson (6 days ago)
Maybe Sears needs to take a hard look at what Target’s been doing.