Discount department store Target has unleashed the first of a brand-new store format: smaller in size but promising the latest edited looks at a value price.
The first Target Urban store has launched at Melbourne’s iconic Jam Factory, the same complex which will launch Topshop into Australia. The 1,000m2 site will be the first of its kind in Australia, designed to appeal to a target demographic of young urban professionals, with a modern interior, distinct fashion offering, contemporary in-store music and innovative lighting.
It will be the first of several initial trial stores in new metropolitan locations, which are planned for all capital cities throughout Australia, with a further two set for Melbourne. The interior design includes graphic printed walls, exposed roofing and industrial style columns aimed at highlighting the retail space’s historical features whilst providing a modern twist.
Target managing director Launa Inman says the store will offer a point of difference to traditional retailers by creating a unique shopping experience, which is expected to lure shoppers away from online retailers and expand the store’s customer base. The product and fashion offering for the new store was determined through customer focus groups and intensive research into the Chapel Street shopping district.
Although Target Australia corporate affairs advisor Kristi Clapinski declined to provide information about the details of the store’s fashion offering, it is known that the range will include young, professional clothing including simple shift and wrap dresses, modern fashion accessories and footwear, intimate apparel and kidswear.
