We believe that [Up&Up] will stand out on the shelf, and is so distinctive that we’ll get new guests that will want to try it that maybe didn’t even notice the Target brand before
Target Case Study
In 2006, Target came to Wolff Olins with the challenge of creating an architecture for its own brands that would optimize the portfolio for growth. Our first step was to work with Target’s senior management to define the essence of the Target masterbrand as a set of guiding principles for all their own brands. After that we analyzed the hundreds of existing brands and labels, spent time with guests at stores and in their homes, and completed a market basket analysis of guest shopping patterns. Based on that work, we recommended that Target manage fewer, bigger, better brands, and created a framework that categorized types of brands based on their relationship to the master brand, role in guests' lives, scalability throughout the store and profitability potential. As a follow-on project, Target asked us to help them re-invent their consumables own brand, which spans 15 categories from household cleaning to personal care to over-the-counter drugs. Their goal was to create new levels of guest loyalty, increase purchase frequency, and differentiate from national players with this important brand that had exposure throughout the store.
We conducted both quantitative and qualitative analyses to understand the competitive landscape, consumer needs and Target’s unique advantages in the consumables category. As a result, we uncovered the key insight that no retailer was providing consumables that deliver on three critical customer needs of value, ease and connection, a position that Target was able to credibly own. These learnings led to the strategy of "Everyday Optimism," bringing a helpful, positive attitude to daily purchases, and the brand name up&up was brought to life through new packaging design, messaging strategies and in-store execution.
Target’s private label up&up launched in April 2009 and has since been a major factor in propelling Target to one of the most valuable retail brands in the US. In 2009, the brand registered a 14% increase in comparable sales. by July 2010, comparable sales were already 21% higher than the previous year. “We believe that [up&up] will stand out on the shelf, and is so distinctive that we’ll get new guests that will want to try it that maybe didn’t even notice the Target own brand before,” said Kathee Tesija, Target's executive vice president of merchandising. Target is continuing to add new categories to the up&up, and the brand has achieved record-high customer recommendation levels.
Up and up
A new report today named Target as one of the most valuable retail brands in the United States. The report ranks retailers on the value of their brands based on percentage of sales and profit that can directly be attributed to branding and brand strength. Target’s year on year nearly 50% jump in brand value has been attributed to the retailer’s 2009 launch of its new Up & Up private label line created with Wolff Olins in 2009. To read more go to http://www.brandweek.com.
Target named one of the most valuable retail brands in the US
By re-launching Target brand as up&up, we’re able to create a unique identity for this powerful owned brand.