Target kicks off brand refresh with Danni Minogue and price promise

Rosie Baker
By Rosie Baker | 11 August 2014

Target, the Wesfarmers-owned retailer, is kicking of its brand refresh with new ads, a range developed by Danni Minogue and vow to do less promotions and offer better value all of the time.

The promise to customers comes in the retailer's latest catalogue which rolled out over the weekend. It promises to move away from “disposable fashion” to “great quality, low price fashion every day”.

Danni Minogue's petite fashion range also went on sale last week, and the celebrity will feature in print and outdoor ads. Target also unveiled a partnership with Italian fashion designer Missoni in late July to launch what it claims will be its “biggest-ever designer collaboration”. The range will go on sale in October.

The commitment to do less promotional activity and the partnership with Minogue are part of Target managing director, Stuart Machin's "make Target great again” strategy which, includes an effort to boost its fashion credentials.

Earlier this year Target outlined plans to invest $120 million in improving its services and committed to a complete brand refresh to reverse its stalling sales.

Marketing will focus more on fashion and the retailer will improve the integration of its stores and online.

Target appointed AJF in June to handle its creative account and the refresh. It launched the first ads under the new approach last week.

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