STORE TOUR: CALYPSO LAUNCH AT TARGET

Target had a fantastic concept for a launch - especially featuring "Mother Daughter" looks for Mother's Day; however, they were poorly executed 'consistently' from marketing to online and from store to store, and they may have failed to hit the target. Marketing 'looked' fabulous, especially in magazines (and even tonite on TV), building anticipation for the launch - but stores fell short of hype, as well as merchandise quantities to support the launch.




For the day of the launch, May 1, I visited two stores in my area. The first being in DAVIE - FL : Horrible presentation and very difficult to find. Adjacency's made no sense. For example: after walking the entire store, I finally found what 'little' home goods assortment they had located on an end-cap next to cards and gift-wrap - NOT back in the home department where not only I walked to, but I saw/heard another lady feverishly looking for it too. She even had her two daughters looking for it also.






The Calypso Collection is mainly focused on apparel. Although the apparel line was reasonably priced for fabrication & designer (ex: white linen dress: $42), sadly the fabulous silver and gold poufs (at only $59) were no where to be found in either store I toured - they are only available on Target.com only. With the home assortment being so small, I would have rather seen the poufs in the store. The silver pouf is not only already OUT OF STOCK, the gold pouf isn't even being shown on their website. Not the way to keep up with supply for what should have been in anticipated demand.


Pembroke Pines location presentation:
Clearly showed the 3 lifestyle collections featured on line within the apparel area:
CORAL: The Reef Collection
TURQUOISE: The Sea Collection
TANS: The Shore Collection



The second Target store I toured was in PEMBROKE PINES, FL : MUCH better presentation as well as increased assortment: including a full end-cap of travel / cosmetic bags and increased apparel assortment in Girls & Toddlers. Since women's apparel includes swim, the shop in the Pembroke store was correctly located adjacent to and just after the Swim shop.



 
Accessories were still too little: They could have looked more impactful if it were on a single end-cap vs. a doubled end-cap - OR - merchandised on pegs or add-on arms within the womens apparel, which was directly across the aisle, so still adjacent to accessories - PLUS - it would mirror how Girls fixtures was merchandised. They could have also brought over the cosmetic bags and totes to use as filler.



ITEMS which notably sold through: The green ombre maxi skirt, sandals, totes and scarves.

 

The cosmetic bags & totes fixture was the most full (lower right)

 
I was very inspired by the magazine ads, but disappointed when I got to the stores. The biggest disappointment had to be with the lack of the home assortment, the scale of the magazine items featured (ex: the silver vase) and the disconnect between pricing online vs. the store. Online, acrylic glasses were selling as a set of 8 (4 ea. of 2 sizes) for $29.99 vs. in store 3.99 each. Same for tumblers pricing. Another disappointment was there was no mention of the launch in the Sunday ads, newspaper, or TV - but a TV ad just appeared tonite during Dancing With The Stars. After seeing the lack of merchandise to support the launch in the Davie store, I understood why they didn't invest more in advertising. (That's just not good business these days - Don't just open your doors and expect business to walk in.) You have to keep things fresh, new and exciting.



A better executed Target launch was around this time last year, with the limited time launch of Liberty of London. I clearly remember it being easy to locate, featured on end-caps through out the store, as the lead into each like-merchandised area. Maybe next year, they'll be ON Target.



These looked so much larger in the photo, and could
actually fit in the palm of your hand at the store.
(Explains the white background - nothing to compare its scale to)

Gold pouf as featured on Racked.com


Great buy at only $24.99 - but again - item NOT in store and also no longer featured online.
Image featured in LookBook at Racked.com - April 12, 2011.



Have you seen the Calypso Collection at Target??
 What did you think?







3 comments:

  1. You make some very good points about the merchandising and how it varies from store to store. They need to be more consistent. I have since been to 2 stores, where the stock varied widely. At the first store, the Women's clothing was merchandised by color/collection, which was nice. The 2ns store had less inventory in every department. I think they should do a shop-within-a-shop, so all the pieces from the collab would be in one place in each store. I wrote a review with my general thoughts and some fitting room photos. Here is the link:

    http://fashiontrendguide.blogspot.com/2011/05/calypso-for-target-review.html

    ReplyDelete
  2. could not agree more with you. extremely frustrating on the lack of supply! just makes for frustrated and upset customers...

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  3. i've been to two stores this week. brooklyn on sunday and harlem on tuesday. brooklyn is down the street and harlem is out of my way, but it was a lovely walk over to the store. i expected all of this collection to be corralled in the event section where they are now clearancing gardening/outdoor furniture. that's where they used to put "global bazaar." i had to walk the entire store twice to find everything and a lot of the items were not there on opening day (kinda typical). no elephant tote, no cosmetic bags, sleepwear and undies slipped my mind till i saw a lady with some in her basket and went hunting. i'm happy with the plates and flip flops, the small lantern, the square pillow and a few other things. but i wanted the elephant tote for my mom and several cosmetics bags for myself. went back to brooklyn friday and found a couple of them that i don't want. so they got them in during the week when i was too tired to go. online these things are backordered.

    the pillows weren't sold out online: they hadn't been posted yet. they are up now. target does that a lot. they put up new items with notes that they are unavailable or no longer in stock before they have entered the stock and opened the product for ordering. it's confusing. the gold pouf was only available online. lots of people went on at midnight sunday and placed orders, which is how some things sold out before sunrise.

    target should rethink they're floorplan. the enormous toilet paper section on the first floor should be swapped with the special section on the second floor. signage should greet shoppers at entry and lead them back to that section. they seem to have set it up to catch both the fan and the casual customer. diluting the brand like this really deflates the impact. it would all dazzle if it were all together like a pop-up shop.

    pray for missoni.

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